The media.

As one might expect in the world’s most populous nation, China has an incredible abundance and variety of media outlets with more than 10,000 print media titles, along with thousands of websites and hundreds of TV and radio stations.

China’s entire media industry is currently undergoing significant change, characterized by the Chinese government’s reduction of funding to state-owned media, and the gradual loosening of restrictions on non-official media organizations. The Chinese government remains the key player in the media industry but not necessarily as monopolistically as previously. Commercial considerations such as competition for readership and viewers are the driving the media industry to be increasingly innovative and credible.

Beijing is home to more than two thirds of all Chinese media and where most corporate news is released nationally. Media in Shanghai are typically interested in local and eastern region issues, while all key national media are also represented. South China’s Guangdong province is emerging as the spot for media trendsetters, with young, aggressive reporters and publications driving for more sensational angles.

Chinese editions of international titles such as BusinessWeek, National Geographic, Elle, and Computer World are available nationwide. They are popular with the younger generation and white-collar workers.
As in the West, Chinese reporters need access to senior executives for commentary. In a bureaucratic society such as China’s, reporters pay particular attention to the spokesperson’s title, status and openness during interviews. The higher the level of the executive, the more “face,” and consequently the more coverage will be generated.