In addition to 24-hour channels, China will employ 30-second spots for international promotion (updated).

Posted: 16 Aug 2010   Print   Send a link
AP, 4 August 2010: "Basketball star Yao Ming, movie director John Woo and piano prodigy Lang Lang are among dozens of celebrities who will appear in television commercials later this year in a bid by China to boost its image abroad. ... The stars will promote China's economic, cultural, sports and other achievements in 30-second television commercials, the official Xinhua News Agency said. The State Council, China's Cabinet, said the ads will promote an image of prosperity, democracy, openness, peace and harmony. Filming is to be completed by October and the ads will air on international networks such as CNN, Xinhua said. No dates were given for when they will be broadcast."

People's Daily Online, 5 August 2010. The 30-second commercials "will be broadcast worldwide through media agencies, including the BBC and CNN, before China's National Day." See also People's Daily Online, 6 August 2010. China's national day is 1 October. Will these spots increase China's popularity ratings, or just CNN International's revenues?

Update: Global Times (Beijing), 15 August 2010, Catherine Chan: "It will be a challenge to produce advert sophisticated enough to win over an international audience and at the same time create a product Chinese people can be proud of. ... At least China's latest advertising campaign might go someway to countermanding the Western media's general focus on the more negative aspects of China. But a nation's image cannot and should not rest on the strength of a 30-second commercial."