China Central Television (CCTV)


As a state-owned television company, the government exercise tight censorship over CCTV’s content, and direct its business strategies. CCTV’s expansion and involvement in Africa must be approved by the government and serve its political and economic interests. However, the objectives of those investment are not limited to “change the narrative of China's involvement in Africa from one of exploitation to one of opportunity”, as some analysts said[1] , but also to change the narrative of Africa to the Chinese and international audience.


1. CCTV Africa


CCTV Africa is CCTV's first oversea news productions center which was launched in Kenya on January 11, 2012. The CCTV Africa News Production center is an important step in expanding CCTV’s global news coverage capabilities and enhancing its competitiveness in the global media market. It produces a one-hour daily program on CCTV’s English channel and focuses on African news and perspectives as well as international news.By analyzing the content of CCTV’s high-profile investment - the CCTV Africa program, one can find that there’s little about China or China’s increasing presence in Africa. However, the content, contradictory to how most news agency supposed to be, is unusually apolitical, showing the prudence and pragmatism of the Chinese government in handling political issues in Africa.
The main audience of the CCTV English Channel is the English-speaking Chinese at home and abroad. According to CCTV, it “will provide a platform for its Chinese audience to better understand Africa,... and the real Africa can be presented to the world”[2] .

2. I Love Africa

Screen Shot 2013-12-03 at 1.48.46 AM.pngAt the same time, “I Love Africa”, a mobile TV application was launched together with CCTV Africa. It was designed as a platform for Africans to learn about China and the world. CNTV, the online broadcast platform of CCTV, allows viewers in Africa to watch documentaries, educational programs, TV dramas and films through mobile terminal devices.This service was provided in Chinese, English, French and Arabic in Kenya, Nigeria, Tanzania, Uganda, Rwanda, and Mozambique at the beginning stage, and by the end of 2013, the coverage will expand to Democratic Republic of Congo, Ghana, Benin and Senegal.

China International Television Corporation (CITVC)

CITVC is fully owned by CCTV and is providing all commercial and technical support as well as peripheral businesses and services. It is the real commercial arms of CCTV and it is through CITVC that international cooperation, investment and infrastructure aid are realized. It has 102 fully and partially owned companies abroad and at home with almost 20,000 staff members. In December 2010, CCTV and CITVC established a sub company China International Television Video Communication Ltd. with the mission of "Communicate China to the world, report the world to the world"[3] . According to its official website, it provides news content of international standard to over a thousand international TV channels and news agencies, in five languages. In 2011, CITVC launched a sub-company Yaoshi Media in Nairobi in charge of hiring and training local staff for CCTV Africa broadcast center, cooperating with local universities in developing local media talents, as well as promotion of CCTV Africa, CCTV international channels and Great Wall TV. On November 20, CCTV hosted a workshop on Africa TV Media during which the China International Television Video Communication Ltd. signed content sharing agreement with 15 African media agencies.
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    Chinese media make inroads into Africa, http://www.cnn.com/2012/09/05/business/china-africa-cctv-media/index.html. Retrieved on Oct. 17, 2013
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    About CCTV Africa. http://english.cntv.cn/program/africalive/20120111/117620.shtml Retrieved on October 17, 2013
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    http://www.citvc.com/2012/10/24/ARTI1351009557775512.shtml