State broadcaster China Central Television is setting up an online TV station to compete with the growing popularity of YouTube-style video portals and maintain state control of the media.
CCTV.com, the pubcaster’s website, is researching “well-known Chinese and foreign video websites regarding content construction, technology planning and talent,” the State Administration of Radio, Film and Television (SARFT) said in a statement posted on its website.
The message from SARFT had a strong political dimension, saying the platform’s development would take place “under the direction of the central leaders of the Chinese government,” and that the new initiative was part of an effort “to seize the higher ground on Internet video,” a clear recognition of the growing impact of online video distribution, particularly when it comes to propaganda.
The government keeps a tight grip on the media and is eager to maintain control of the content viewed by China’s reported 173 million online video viewers.
However, bloggers and other netizens are increasingly using the Web, including local video sites, to get their opinions out -- forcing the government to recognize that development in this area is politically essential. Regulating content will be a crucial aspect of the new platform.
CCTV also is considering forming a strategic partnership with mobile phone carrier China Mobile as part of the expansion.
The broadcaster did not say when the service would be up and running.
The online video market peaked during last summer’s Beijing Olympics when many people watched the events on CCTV.com, which had the exclusive online rights.
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