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Globalizing the Local

Abstract Known as the “Window on China”, CCTV-9, the only 24-hour English-language television channel in China, now claims to cover 98 per cent of the land in the world since its launch on September 25, 2000. This paper examines the challenges and opportunities that face CCTV-9 in its efforts towards effective international communication and globalization. The paper first discusses the historical context of how China’s English service has developed with a concept to globalize the local news in China. Based on an Internet survey that started at cctv-9.com in late 2001, this paper explores the effectiveness of CCTV-9’s English services in terms of its popularity and influence among its viewers. This paper also content-analyzes CCTV-9’s two news programmes to make a comparison with the survey results and to further the discussions on CCTV-9’s effectiveness and efforts towards globalization. Causal analysis is then offered to discuss CCTV-9’s overall performances (news presentation, style, China English, management system, funding, etc), followed by an overall assessment of CCTV-9. To sum up, this paper wishes to use CCTV-9 as a case study, along with the writers’ personal interviews with CCTV-9 directors, to provide some theoretical framing as to how English-language television services in a non-English environment like China can achieve a significant presence in the Western-dominated global media market.