China’s state broadcaster CCTV, better known as a conduit for Beijing’s propaganda efforts, is aiming to grow an international network to carry its soap operas and news in Africa, the Middle East and the US.
China International Communications Co (CICC), the commercial arm of China Central TV, streams Chinese content from CCTV and provincial broadcasters to overseas Chinese audiences — and is now setting its sights at non-Chinese audiences too.
“I want to make that content of CCTV localised, and want people to watch it for 5-10 minutes a week],” said Lu Chunguang, president of CICC. “Just 15 minutes of watching each means hundreds of millions [of viewer watching time].”
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