Identifier
Created
Classification
Origin
09GUANGZHOU260
2009-04-29 09:15:00
UNCLASSIFIED//FOR OFFICIAL USE ONLY
Consulate Guangzhou
Cable title:  

Phoenix TV in the Mainland - Self Censorship or Just

Tags:  SCUL SOCI PHUM PGOV ECON HK TW CH 
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ZNR UUUUU ZZH
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FM AMCONSUL GUANGZHOU
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INFO RUEHGZ/CHINA POSTS COLLECTIVE 0159
RUEHBJ/AMEMBASSY BEIJING 0301
RUEHCN/AMCONSUL CHENGDU 0095
RUEHHK/AMCONSUL HONG KONG 0135
RUEHGH/AMCONSUL SHANGHAI 0098
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UNCLAS SECTION 01 OF 03 GUANGZHOU 000260 

SENSITIVE
SIPDIS

STATE FOR EAP/TC, EAP/CM

E.O. 12958: N/A
TAGS: SCUL SOCI PHUM PGOV ECON HK TW CH
SUBJECT: Phoenix TV in the Mainland - Self Censorship or Just
Catering to Local Tastes?

Ref: OSC Media Aid Report - CPF20060302509001

(U) This document is sensitive but unclassified. Please protect
accordingly. Not for release outside U.S. government channels. Not
for internet publication.

UNCLAS SECTION 01 OF 03 GUANGZHOU 000260

SENSITIVE
SIPDIS

STATE FOR EAP/TC, EAP/CM

E.O. 12958: N/A
TAGS: SCUL SOCI PHUM PGOV ECON HK TW CH
SUBJECT: Phoenix TV in the Mainland - Self Censorship or Just
Catering to Local Tastes?

Ref: OSC Media Aid Report - CPF20060302509001

(U) This document is sensitive but unclassified. Please protect
accordingly. Not for release outside U.S. government channels. Not
for internet publication.


1. (SBU) Summary: So how's Phoenix TV doing in China? How much has
it expanded its coverage in China over the last fifteen years? Is
it on its way to becoming the Chinese-language CNN (or FOX)? How
much independence can it realistically aspire to? Of course, it all
depends whom you talk with about Phoenix's present and future
future. Editorial staff from Hong Kong-based Phoenix told us that
the network now delivers news and entertainment to an audience of
150 million on the mainland. One employee who spoke with us
privately said that the network censors itself to expand and
preserve access to the mainland market, while another, perhaps a bit
disingenuously in terms of explaining how the company may "tinker" a
bit with the news, said that the company merely edits its coverage
to satisfy the sensibilities of its audience. Despite Phoenix's
efforts to claim non-mainland identity and non-mainland direction,
there is much to question about its independence and whether it has
had an impact on news media in China. End Summary.

Penetrating the China Market
--------------


2. (SBU) Phoenix TV currently reaches approximately 150 million
viewers in mainland China, according to information provided by the
network. Helen Gai (Gai Huixia),deputy director of Phoenix's
General Editorial Department, explained that their mainland viewers
were mainly well-educated middle class along with elite government
officials. A survey by an outside firm cited in Phoenix's
promotional materials claimed that 28% of Phoenix's mainland viewers
had a college education or post-graduate education, compared to
13.6% of viewers surveyed overall. In addition, 47% of the
households tuning into Phoenix InfoNews earned over 3,000 RMB
monthly, compared to 40% overall. Gai also told us that the network
reaches some of the country's most senior leaders, claiming that

Phoenix TV is specially installed in hotel rooms for certain leaders
when they travel overseas.


3. (SBU) However, Phoenix's mainland distribution is still
restricted by its "landing rights," which were negotiated with the
mainland authorities. As reported in the Open Source Center Media
Aid report on Phoenix (ref),the network's landing rights are
currently limited to Guangdong Province. Hotels rated three stars
and higher can also receive satellite programs from approved foreign
media such as Phoenix. Offices and residential buildings catering
to expatriates can receive such broadcasts. In addition, many
viewers in the mainland receive Phoenix TV broadcasts with illegal
satellite dishes. (Note: the OSC report is available on ConGen
Guangzhou's blog - at
www.intelink.gov/communities/state/southchina sez/. End note.)

Self Censorship and Satisfying the Authorities
-------------- -


4. (SBU) Another employee from Phoenix's editorial staff who spoke
with us separately explained that although Phoenix promotes itself
as an independent media source, its internal editorial guidance
restricts reporting on sensitive international issues for China. He
said Phoenix journalists are expected to be very careful in their
reporting on Taiwan and new journalists are given special training
on how to report on cross-straits issues. Junior editors need to
clear stories with senior editors who sometimes need another level
of clearance. He told us Phoenix's reports cannot refer to Ma
Ying-jeou as "president" and reports must always refer to mainland
China and Taiwan, never just China and Taiwan. Similarly, when
reporting on the Falun Gong, Phoenix reporters are not allowed to
show the Falun Gong logo.


5. (SBU) For a recent example of this kind of self-censorship, the
employee pointed to protests last year in France that disrupted the
Olympic Torch's relay and counter protests in China targeting
Carrefour stores. He said some Phoenix reporters felt this was
newsworthy and deserved ongoing coverage. But senior editors, who
were concerned that repeatedly broadcasting certain images "would
enrage young people" and possibly lead to instability, decided to
restrict overage.


GUANGZHOU 00000260 002 OF 003



6. (SBU) The employee also said that because Phoenix is seeking
permission to expand its landing rights to new provinces, it
self-censors critical reports on local officials. He said officials
offended by reports contact Phoenix executives, who in turn send
internal notes telling Phoenix staff to pull the story and not run
it again.


7. (SBU) Phoenix's efforts to self-censor are sometimes made more
challenging because, unlike state media, Phoenix does not get
explicit government guidance beforehand on how to run a story,
according to the editorial employee. He indicated that Phoenix
editors make their own assessments based on their perceptions of
mainland sensibilities (and perhaps a bit of nudging from irate or
disaffected local officials). In addition, if Phoenix goes too far,
it risks its existing access to the mainland market.


8. (SBU) However, there are those at Phoenix who claim a greater
degree of editorial and news coverage autonomy. Helen Gai and her
boss, General Editorial Department Director Pan Hongxing, rejected
the notion that Phoenix is under pressure to self-censor and proudly
described its editorial decision making as independent. (Comment:
Gai and Pan spoke with us openly as representative of Phoenix TV,
which likely explains their different take on the network's
editorial philosophy. End comment.) They cited Phoenix's recent
decision to broadcast the entirety of President Obama's inaugural
address as an example. When asked why programming on cross-Strait
issues adhered so closely to Beijing's line, Pan replied that
Phoenix's content represents the values system of Chinese worldwide,
noting that most Chinese globally want Taiwan unification with the
mainland. He pointed out that Phoenix had reported a Taiwan
perspective before, including broadcasts of former Taiwan leader
Chen Shui-bian delivering speeches. He also indicated that
reporting Bejing's line on Taiwan reunification makes good business
sense - especially if, like Phoenix, you're trying to consolidate
viewership on the mainland in competition with CCTV.

Accentuating a Non-Mainland Identity
--------------


9. (SBU) Despite the fact that the vast majority of its audience is
mainland-based, Phoenix seems to emphasize its non-mainland identity
in its choice of anchors and the language used in reporting. Gai
pointed out that Phoenix is the only news broadcaster that has
mainland, Hong Kong and Taiwan staff working together. Most of
Phoenix's InfoNews anchors are from Taiwan. The editorial employee,
who spoke with us separately, pointed out that Phoenix often uses
employees from Taiwan for voiceovers as well. He also said that
Phoenix reporters cannot use certain mainland vocabulary and instead
try to use language that resonates more with Hong Kong and Taiwan
audiences. In addition, the network uses traditional Chinese
characters instead of simplified versions used in the mainland.


10. (SBU) However, the employee commented, despite all this, Phoenix
InfoNews is not taken seriously among Hong Kong residents, some of
whom see Phoenix as a mainland mouthpiece and jokingly refer to it
as a version of CCTV for Hong Kongers. Phoenix's impartiality meets
similar skepticism when its news crews have gone to Taiwan to
report. The employee said they had met with protests by supporters
of the independence-leaning Democratic People's Party.


11. (SBU) Even though it devotes considerable airtime and resources
to cross-strait affairs, Phoenix is currently not available in
Taiwan. Gai explained that the Chen Shui-bian administration
blocked Phoenix from broadcasting to Taiwan, but with the new Ma
administration and improved cross-strait ties, Phoenix was again
seeking permission to broadcast to Taiwan. Its application has not
yet been approved. Gai suspects that Taiwan broadcaster TVBS had
blocked the application to freeze out a possible new rival.


12. (SBU) Pan commented that Phoenix is a manifestation of "Chinese"
(huaren) soft power - but not necessarily China's soft power.
According to Pan, Phoenix stresses Chinese language and cultural
pride. He feels that Phoenix is popular on the mainland and
welcomed by the social elites because it pursues this mission.

Looking Ahead - the Chinese-Language CNN?
--------------


13. (SBU) Gai and Pan explained that Phoenix has ambitions to occupy
a bigger role in the Chinese-speaking media world and become the

GUANGZHOU 00000260 003 OF 003


"Chinese-language CNN" in the next five-to-ten years. They claimed
that Phoenix had in the recent past developed a brand associated
with "a right to know" (zhiqing quan) and "seeking truth from fact"
(shishi qiushi). They asserted that Phoenix's coverage during the
9/11 attacks and the war in Iraq, with much more extensive coverage
than mainland media, solidified this identity in the minds of their
viewers. Some viewers are willing to rent hotel rooms just to be
able to watch Phoenix's coverage of certain stories, according to
Gai. She said viewers had told her that Phoenix was their
"spiritual nourishment." Gai and Pan argued that U.S. officials had
identified Phoenix as an effective tool for reaching
Chinese-speaking audiences, citing former Secretary Powell's
exclusive interview with Phoenix during a visit to Beijing to state
that America did not support Taiwan independence.


14. (SBU) Pan and Gai claim that Phoenix has already had a strong
impact on mainland media and journalism. With its 16 bureaus
world-wide, Phoenix has extended the amount and variety of
international news coverage for Chinese viewers, they said. In
addition, Pan and Gai feel that Phoenix has contributed to the
"marketization" of Chinese media, pointing out that all media
enterprises-including CCTV-now need to focus on the bottom line.
Phoenix claims to get 90% of its revenues from advertising and they
feel they have been successful at developing interesting programming
and a loyal audience. Phoenix believes its success in competing in
the marketplace has inspired imitators and rivals such as Hunan TV
and Hainan TV, mainland broadcasters that are provincial in origin
but have expanded their reach beyond their immediate region in China
to garner a wider following. (Comment: Notwithstanding Pan and
Gai's claims, there are other factors that likely played a more
critical role in the marketization of Chinese media, not least of
all Party and central government policy decisions to pursue such a
model. End comment.)


15. (SBU) Pan and Gai expressed concern about future competition
from the mainland media outlets, especially a CCTV "Chinese CNN."
The editorial employee argued that regional imitators on the
mainland would also be a threat, citing Shanghai's DongFang WeiShi
as well as broadcasters in Macau and Shenzhen. Pan and Gai were
confident that Phoenix could play to its unique position to stay
ahead. The editorial employee, however, was more pessimistic,
saying that since big events like 9/11 and the war in Iraq, Phoenix
seemed to have become more conservative, less willing to do more
independent reporting and risk ad revenues. Though Phoenix wants to
raise its profile overseas, he wondered how Phoenix would look when
seen to be self-censoring on sensitive international issues.


16. (SBU) Comment: Despite Gai and Pan's comments, we lean toward
the views of the editorial employee who spoke with us privately.
Phoenix's success in China is likely due largely to the "windmill"
or weatherman effect - it knows which way the wind is blowing on an
issue and it can adjust the mill's spin accordingly.
Self-censorship is the prudent way out. And self-censorship really
is the only way to expand landing rights. End comment.

GOLDBERG