Both China and France share a common frustration with the international media and that their country’s “story” is not being accurately conveyed via the CNNs, BBCs and Al Jazeeras of the world. After years of bitterly complaining about the injustices of international (read Western) news reporting, they both came to same conclusion: “if you can’t beat ‘em join ‘em.” In December 2006, the French-government launched FRANCE 24, its tri-lingual (French, Arabic and English) 24-hour news service distributed around the world via satellite and on the internet. Similarly, the 2010 launch of CNC World marks China’s third attempt to persuade english
language audiences around the world to “see the world through a Chinese perspective.” The other two networks, CCTV 9 (now re-branded “CCTV International”) and Blue Ocean Network (BON Live) are both on-air but have had little-to-no impact among its target demographic of english-speakers around the world. In contrast to the various Chinese international TV networks now available globally, FRANCE 24 appears to be gaining considerable traction with audiences in the US and Africa among other regions.
Why?
China’s media leaders may want to consider the French approach with France24 if they want to grow audience share with their own media properties:
1. Editorial autonomy + Higher Content Legitimacy = Audience Loyalty
It is hard to tell if online users and TV viewers of FRANCE 24 clearly understand that they are consuming a media property owned and operated by the French government. Just as viewers of Al Jazeera may not be fully aware of the Qatari government’s backing of that network. What’s important here is that both France24 and Al Jazeera afford their editorial staff considerable editorial autonomy in determining the news. I can speak from personal experience (full disclosure: I am currently a freelance journalist at FRANCE 24′s english language online service) to attest that there is never any concern among the editorial staff about government censorship or oversight of any kind. Conversely, the pressure from management is to produce the highest quality news comparable to the standards of any of the international newsrooms I have worked in, including CNN, CNBC Asia and the Associated Press among others. Consider this example from July 14, 2010, France’s national holiday. In an effort to rebuild relations with its former African colonies, the French government invited those states celebrating 50 years of independence to have a delegation of military representatives march in the grand Bastille Day parade up the Champs Elysees. In China, such national day festivities would be greeted with patriotic enthusiasm by official media organs, but not so in France.
The Chinese are making it much harder than it needs to be for international viewers to access their content online.
Both the TV and online editors at France24 led with stories of accusations from a federation of international human rights groups that war criminals may be among those marching in the parade. The headline (left) led the coverage for most of the day and never was there a concern that France24 was embarrassing France’s leaders or the state itself. Instead, the story generated above-average traffic online.
The lesson here for China’s own media entities is that by giving experienced media producers greater autonomy to report a story, even if it may be critical of China, will ultimately improve the content’s legitimacy among its target audiences and thus lead to increased user loyalty. I fully understand how difficult it would be for some within the Propaganda Ministry, and even in the State Council, to loosen the reigns of media control. However, it should be considered essential if the ultimate objective is to persuade sophisticated international media consumers to divert themselves from rival websites and TV channels to CNC World, BON Live or CCTV International.
2. Make it Easy to Watch and Access the Content
When CNC World debuted in July 2010, I rushed to find the live stream online the very first day it went on the air. It went without saying that CNC would have a live-stream, or even on-demand video available, considering the importance the government had placed on reaching out to international viewers like myself. Yet after four attempts using three computers on two platforms, I have still not been able to access the CNC World live stream. CNC World is making it much more difficult than it needs to be for viewers to access their content online. Here are a few suggestions on how the network can improve its usability to make it significantly easier for viewers, such as myself, to watch CNC World over the internet:
A. Domain Name: select an easy to remember URL. https://www.xhstv.com is NOT a good domain name for an international audience. Now, as a Chinese speaker, I understand that XHS stands for 新华社, the average American viewer will not.
B. Make it Mac Compatible: No, in fact, make it platform agnostic. Currently, CNC World can only be viewed on PCs which eliminates tens of millions of prospective viewers who use Apple’s products. This is critical in both the United States and Europe.
C. No Plug-ins!: This is a massive mistake on the part of Xinhua. First of all, web users in the U.S. and Europe are accustomed to watching online video using any of the established methods ranging from Flash to HTML5. The era of downloading additional software applications to run video ended about five years. Secondly, Western internet users will NEVER download a plug-in prompted by text written in Chinese! This is a screen grab of the prompt to download the program “UUSEE” to watch CNC World. To the vast majority of non-Chinese speaking Westerners, this looks extremely ominous.

D. Do not use Chinese characters: Even if a user in the U.S. or Europe wanted to download the UUSEE plug-in, there is a very good chance that s/he would not be able to because many of the anti-virus programs block Chinese language applications. This is even more so on corporate networks that often have much stricter security measures than most home users. To avoid this restrictions, the English-language streaming site should be entirely in English with no Chinese language prompts for plug in requirements or any Chinese-character metadata that will trigger the security programs to block the site.
3. Quality Counts
Just as China is not a native-English speaking country, France faces a similar challenge in how it staffs its English language media channels. Unlike most of
China’s multilingual media outlets, FRANCE 24′s english and Arabic services are staffed by native speakers. In China, by contrast, CCTV9, China Radio International and other channels are often staffed with Chinese employees whose english skills are quite strong relative to other mainland Chinese however nowhere near international broadcast standards. Subsequently, there are significantly higher levels of on air and online mistakes that are often directly associated with language abilities. In an extremely competitive news markets, these kinds of mistakes are unacceptable as it undermines the credibility of the product and encourages consumers to seek elsewhere for similar information. There is ample evidence of poor language and copy editing skills of China’s international media editors. On three separate occasions over the course of a single week, the home page of CNTV (left) featured prominent spelling errors and template layout mistakes that, once again, indicate China’s media products are just not competing at the same level as French and other international media outlets.

submit “open bids.” Before “open bidding,” governments and international organizations evaluated proposals using various criteria beyond just price (e.g. quality of materials, labor sourcing, etc…). Yet as the transparency drive forced open the bidding process, price naturally became the dominant issue. And as we know, when it comes to price, the Chinese are hard to beat. While there is ample evidence in Chinese construction and manufacturing industries to illustrate how Chinese companies employ substandard labor practices and production methods to keep their costs as low as possible, there is an important alternative perspective that should be considered as well. The Chinese construction firms in places like the DRC work harder, longer and cheaper than their Western counterparts:
It may be hard to believe but half of all construction work underway in Kenya is now being done by Chinese firms, according to the U.S. public radio program “The World” (audio link below). It appears the Chinese infrastructure building juggernaut in Africa is showing no signs of slowing down.
The Canadian Broadcast Corporation sent their Beijing correspondent to do some rather extensive reporting on the surge of Chinese investment in Africa.
For some perspective on these issues, I came across a fascinating bulletin board site (BBS) that offers remarkable insights into the inner-workings of Chinese business on the continent:
If you are interested in importing “Angola” brand toothpaste to Africa, then this post will be of interest. The author of this post appears to be seeking business partners in Africa to import this toothpaste. What’s most interesting about this post is the advertised price of the toothpaste at just 1.2 RMB per unit. This sheds some light on China’s low-cost export strategy that we have been discussing on CTP. At just 1.2 RMB per unit, this toothpaste is affordable for a wide-spectrum of consumers at the lowest end of the economic spectrum.
If you happen to live in the small West African country of Togo and want to either purchase a Chinese-made vehicle or get your “Great Wall” car repaired, then Togo Sinocar is the place to go. The author of this post, seemingly the owner or manager of Togo Sinocar, explains how this venture is the first Chinese auto sales and repair company in the country. Togo Sinocar has 10 employees and two Chinese engineers to serve the community. What’s most interesting here is the range of services they offer. In the U.S. or Europe, an auto repair or sales dealer does just that, whereas with Togo Sinocar, the list of services is much broader. In addition to emergency tow services they’ll also help you secure either your Togo or international drivers licenses as well.
By any measure China’s awe inspiring embrace of Africa is impressive. Let’s put aside the staggering financial statistics on how many billions of dollars Beijing is spreading across the continent or even the scale of its natural resource haul. Honestly, there is no comparison because no other country or countries come close to the breadth and depth of China’sengagement here. While the Americans and Europeans meet in conferences and write report after report on the dismal political and humanitarian conditions in Africa, the Chinese are building deep roots here as part of a century-long investment. From Algeria to Angola, tens of thousands of Chinese construction crews are laying the foundation of that investment with the building of countless roads, bridges, hospitals and other desperately needed infrastructure. For that, there is widespread appreciation across many levels of society for Beijing’s ability to persevere where both national governments and international donors have largely failed. Not far away, though, from those construction sites, problems are beginning to simmer that if go unchecked could severely compromise Beijing’s long term agenda in Africa.
cities like right here in Kinshasa. These immigrants,
Mister Chen is one of those thousands of new arrivals to Kinshasa. He and his family moved from China’s southern Fuzhou province three years ago to come to Africa. When he first learned of the opportunity to come to the DRC he admitted that he knew nothing about the country as was made clear by their decision to settle in the eastern Congolese city of Kivu. Traveling over land from the Rwandan capital of Kigali, they arrived in Kivu unaware that it is the epicenter of Congo’s violent 10-year war. Hundreds of thousands of people, possibly millions, have died in the region surrounding Kivu and after three weeks he packed up his family to move west across the country to the relative safety of Kinshasa. Upon arrival here he was introduced to a “Chinese association” that would provide him the logistical and financial support for him to open a small shop in one of Kinshasa’s vast, densely populated neighborhoods. These associations are critical to understanding the success of the Chinese, both here in Kinshasa and the world over. Just as Chinese immigrant associations in San Francisco and New York, the Chinese associations in the DRC provide what is essentially a micro-loan to new immigrants and the necessary logistical support to open a small business. The association handles the legal paperwork, ensures the necessary bribes are paid to relevant neighborhood police and government authorities; connects the shop owner with a distribution network of Chinese importers to supply their business. Mister Chen said he arrived from China with “only a few dollars” but was able to get his start through the help of the association. In turn, as his business develops, he re-pays the association back in small increments until the loan is fully paid. The association also plays another critical role that insulates the shop owner from the volatility of daily life in Kinshasa. When the police or some other government authority comes to his store for bribes or extortion, he simply calls the association who then quickly respond to handle the situation. This rapid response and protection from the association is an immensely important aspect of the Chinese entrepreneurial success here as it offers a level of reliability largely unavailable in a society as unstable as Kinshasa.
cheap, low quality Chinese-made knick-knacks that range from one-dollar headphones to shoes to plastic tableware. Although business in his 1,500 square foot (estimate) shop was brisk during my 45-minute mid-day visit, not once did I see him sell a single product. Instead, locals would approach the counter, throw down a $20 or $50 US bill and he or one of his local staff members would hurl a wad of Congolese francs and dollars back at the customer. In addition to selling low-cost Chinese imports, shop owners like Mister Chen have also established themselves as among the most reliable money changers in the city. ”I trust the Chinese more than I do Congolese,” one customer explained when I asked why he changed his money with Mister Chen and not at one of the countless money changers on the street. ”They give us a fair price and don’t cheat us.” By selling low-cost products along with doing a brisk currency trading business, Mister Chen said he is able to squeeze out a small profit. ”It’s not a lot because the Congolese are very poor but I earn more here than what I was making back in Fuzhou,” he said.