Dominates Information Sources
media, all under government control, are expected to be mouthpieces
of the Communist Party and the government. Meanwhile, because the
media have to support themselves financially, they must meet the
market demand by capturing the peoples interest. Now people
look for both information and entertainment from the media. So the
media must be able to infotain while playing their traditional
with the best capacity of infotaining, remains the most
important source of information for most Chinese, according to a
survey conducted among 6.6 million residents in Beijing last July
by the Opinion Institute of the Chinese Peoples University
based in the Chinese capital.
The survey report, published in January, indicates that among the
permanent literate residents aged 14 to 70, 93.5 percent or 6.171
million, watch television everyday, while 64 percent or 4.24 million
read newspapers, which constitute the secondary source of information.
TV reaches more than 80 percent of the Chinese population of nearly
1.3 billion. The survey found that the average viewer spends about
three hours a day watching TV. There are more than 3,000 TV stations
and cable TV stations throughout the country. Although only 11.2
percent of the respondents, or 739,000 people, surf the Internet
every day, this group is expanding fast, up by 5 percent from the
previous survey a year ago.
contrast, the time people spend reading newspapers has decreased,
from 80 minutes in 1999 to 76 minutes in 2000, according to the
survey. This is partly due to the rise of the Internet, says Professor
Yu Guoming, who conducted the survey. Radio is the tertiary source
of information, as the survey shows, with 47.8 percent of people
listening to radio every day, up by 2 points since 1999. An average
listener spends 56 minutes daily, four minutes more than a year
ago. CCTVs evening news at 19:00 boasts the biggest audience,
at more than 100 million. However, for analytical information, most
people would turn to print media, says Yu Guoming.
more than 2,000 newspapers are published across China, with a total
of 27 billion copies in print. There are more than 8,000 titles
of magazines and periodicals. The radio audience of the 49,000 rediffusion
stations accounts for 77.4 percent of the countrys population.
as they may have been, the Chinese media do bring the world closer
to the nation, with a diversified presentation on subjects ranging
from National Missile Defense to the Oscar and NBC stars.
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