Word: cctv
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...country's state media dispatched 160 reporters to Athens. Cui Ying of the Shanghai Morning Post, a daily with a circulation of 600,000, estimated that her paper will spend about $120,000 covering the Games. Still, hefty advertising has offset such costs; China's state-run CCTV, for instance, says it is raking in $60 million in ad revenues?a remarkable feat in a country where advertising is still an infant industry. Everything about the Olympics has been marketed, right down to sponsorship of the televised medal count that flashed on TV screens several times an hour, courtesy...
...Helping CCTV International may give News Corp. the upper hand over other foreign TV programmers who want a piece of China's market. "Rupert [Murdoch] is medium-term savvy and long-term wise," says an official with another international media company. Placing a consultant inside CCTV headquarters in Beijing "further entwines News Corp. and CCTV." And Murdoch's man Terenzio slipped in without so much as a hail from the soldier at the gate...
...given China's growing economic importance. "Cable operators should salivate to carry the only channel dedicated to China," he says. But the news program needed a major overhaul. Soon after he took the job, Terenzio installed a satellite dish atop his Los Angeles home and pointed it at the CCTV satellite so that he could assess the task at hand...
...rebar-stiff newsreaders intoning stilted copy supported by cheap graphics. The channel was "essentially a translation service for Chinese-language programs," Terenzio says. But CCTV International did have one small advantage: the English-language broadcaster is unintelligible to most Chinese, so its journalists enjoy slightly more reporting leeway. In one of his first moves, Terenzio called a meeting to stress that "reporters never say what they think, only what they know" and to urge that all government statements be attributed to their source, standard practice in the West. Within two weeks, "they were practically attributing the weather report," Terenzio says...
...powerful image," Terenzio says. "That's just what a piece like this should show." Another, on China's disastrous traffic snarls, pleases him because it quoted academics blaming poor government planning while others defended consumers' right to buy cars. "This is balanced coverage," he says of the series. CCTV International's journalists "are light-years beyond where they were." But censorship remains. The channel's controller, Jiang Heping, a Party member who earned a journalism degree at Cardiff University in Wales, says his goal is a "Western approach," but his reporters still "can't report antigovernment activity, and anything anti...