CHAPTER 14 MEDIA GLOBALIZATION IN ASIA

JUNHOO HOUNG

Presented to Prof Dr Mughees-udeen Sheikh Presented by Mir Ahmad Feroz Subject: International Communication MPhill Mass Communication Roll Number-13021716-009

INTRODUCTION
In last two decades or so, media in Asia, especially in countries like China, Japan , South Korea and India, have become more and more globalized . Asian countries are experiencing a wave of national media sensations much like that west did decade ago .

1.CHINA AN AMBITIOUS NEW PLAYER IN THE GLOBAL MEDIA ARENA

From 1949, when communist china was established, to the middle of 1970s, when the country was still under the control of Mao Zedong, the last chairman of Chinese communist and his followers , Chinese media was completely closed to the outside the world. The media was used mainly as an ideological tool by the communist party for political needs.

SITUATION AFTER THE DEATH OF MAOS

DEATH
After the deatn of Maos in 1976 and Chinas new leader Open Door policy that started in the late 1970s and early 1980s have since drastically changed the countrys allround course, including the Mass Media system, which is one of the most enormous and complex media system in the world.

AN OVERVIEW OF HISTORIC PROLIFERATION OF CHINAS

MEDIA INDUSTRY OVER THE PAST THREE DECADES
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Newspaper developed from 186 in 1978 to 1938 in 2007. Newspaper advertising revenue developed from 0.6 billion Chinese RMBs in 1978(about 0.12$ billion dollar to 34.3 billion RMBs in 2008 (about 5$ billion dollar at that time). Magazine developed from 930 in 1978 to 9,468 in 2008. Production of Television programming developed from 38,100 hours in 1985 to 2.55 million hours in 2007. TV broadcasting developed from 12,00 hours in 1978 to 279000 hours in 2007

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Television penetration was reached 96.24% in 2007 whereas it was only 57.3% in 1982. Digital cable television has had an astonishing growth in the last several years, subscribers of digital cable TV increased from total 276,000 in 2003 to 27.96 Million in 2007. Advertising revenue of radio broadcasting from 18 Million Chinese RMBs(about 2.2 Million$) in 1986 to 6.5 billion Chinese RMBs(about 0.95 billion$). As far as Book publishing is concerned, the total number of books published in 1978 was only 15,000 but in 2007 altogether 136,200 books were published.

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The most eye-catching in chang is probably the growth of chinas internet users . The internet did not emerge in China until 1997 . There were just 2.1 million internet users in the country of 1.2 billion people but by the June 30, 2009 users increased 338 Million, surprising total users of 220 Million in the United States. In 2008 the total revenue from Chinas media industry reached 422 billion Chinese RMBs(about 62$ billion Dollars).

CHINA RADIO INTERNATIONAL(CRI)

China Radio International was the Third Largest external broadcasting service in the world , following VOA of USA as the largest one, and Radio Moscow( Current Name is Voice of Russia)as the second largest one. In last two decades , CRI has had a rapid expansion . Not only has it now replaced VOR to become second largest external broadcasting service but also in many aspects it has even surprised VOA in terms of expansion speed and broadcasting languages. Particularly in the beginning of 2000s the Chinese Communist party and government have launched a series of campaign to push Chinese media organization to Going Out of China to internationalize themselves

PHOENIX TV

During last decade , Chinas only private owned-or the only non-governmentally owned- satellite TV organization, Phoenix TV, has had a quick toward an international TV broadcaster. This Hong Kong based television move toward an international TV broadcaster was launched in 2000, with undisclosed permission of Chinese government and all kinds of support in attempt to deliver Chinas Voice to all the people of China across the world. It has also become Media Conglomerate.

PHOENIX SISTER CHANNELS

1. 2. 3. 4. 5. 6. 7.

Phoenix Chinese Channel. Phoenix Movie Channel. Phoenix News Channel. Phoenix Europe Channel. Phoenix America Channel. Print Media such as Phoenix Weekly. Phoenix online Service.

FILM PRODUCTION

China has become third largest film production country in the world.

In 1978 China Produced 26 feature films which increased 406 feature movies in 2008 .

BOX OFFICE REVENUE OF CHINAS MOVIES

The box office revenue of Chinas movies has increased dramatically as well . In 2004 the revenues a historical high about 450 million$ US demonstrating 130 % growth over in 2004

ADVERTISING INDUSTRY

The advertising industry in China has grown remarkably in the last few years . In 2008 advertising revenue from radio and TV reached (about 10.3 Billion $ US at that time). The direct reason for this significant increase was mainly the advertising revenues from foreign companies during the Beijing Olympics)

BEIJING OLYMPICS

The telecasting of Beijing Olympics Games was one of the biggest events not only in china' TV history but also in the history of the world . More than 4 billion people across the world watched Television games . People were 3.4 billion in Sydney Olympics in 2000. The Beijing Olympics also made many global Companies very interested in chinas huge media market . The biggest foreign sponsors were Coca-Cola, MacDonalds, Adidas, Johnson & Johnson In 2008 Coca-Cola in 24% adverting expenditure. KFC s increased 39% adverting expenditure.

IMPORTANCE OF THE OPEN DOOR POLICY

The open door policy has not only allowed China to have opened its market to foreign companies including foreign and transitional media companies but also the government vigorously encouraged Chineses Media Organization to export media and cultural products to other countries .

2. JAPAN THE GLOBE SUCCESS OF JAPANESE ANIMATION

Japan is a major player in some aspects of the media and entertainment industry, and especially it has the strength in the global trading of animation and horror films. The Anime(term refers to Japanese animation) and horror movies represent a special level of expertise that is not seen in any other Countries. In last several decades , Japans film and animation industries have been remarkably successful both in their homes market and in the overseas market as well.

BIG HIT FILMS

The big hit films in Japan;s domestic market or the awarded films at international film festivals are widely distributed abroad . For example , Howls Morning Castle which was nominated for Oscar in 2006 and won another 8 awards in 2 2005-6 broke several records at the Japanese Box Office and was shown many foreign countries like Korea, France, Hong Kong and US.

JOIN PRODUCTION WITH USA

In order to expand its global reach , Japanese production companies started joint production with America or other Asian counterparts. For example , Disney is now buying Japanese Anime with games and other products for distribution in other regions. Like Disney many foreign companies are investing in animation and film productions in Japan or Joint Productions with Japanese Companies.

TREND OF REMAKING OF JAPANESE FILMS

Since the late 1990s, remaking a Japanese Horror film The Ring turned out to be a big hit in the US market in 2002, many American film productions have bought the remake rights from Japanese Film and Animations, Primarily for Japanese Horror films. Remade films include The Grudge , Dark Water , Pulse, the Ring, The Ring2 and The Grudge was the most profitable in the US market

JAPAN IS THE SECOND LARGEST

ENTERTAINMENT MARKET

A modernized system in production and distribution and the home market effect are some of the main factors for wide acceptance of Japanese films and animations . Given the 2nd Largest entertainment market in the world , Japan has good home market to support the growth of cultural products. The sufficient market size of entertainment and cultural product has helped Japanese films and animation to expand the business abroad .

JAPANESE BOX OFFICE REVENUE

In 2004 , Japan s box office revenues were split into 62.5% for imported films and 37.5% for domestic films which is relatively quite high among the western nations other than United States.

ACCEPTANCE OF JAPANESE PROGRAMMES IN

THE WORLD

Japanese animations are widely accepted all over the world, Japanese TV programmes are less accepted by other nations, particularly other Asian countries for Political Reasons. Korean and Chinese memories of Japanese colononial rule prompted these countries to ban Japanese TV Programmes.

3. KOREA
THE SWEEPING SPREAD OF KOREAN WAVE

Over the past few years , Korean popular culture, including soap operas, music, and films, has gained a regional popularity in East Asia and is now approaching in other regions of low cultural and geographical proximity as well , such as America, the Middle East and Europe. According to the Korean Ministry of Culture and tourism, in 2007 exports of cultural products in Korea accounted for 1.6$ billion US, including books, so computer games, animations, cartoon, television programes, recorded musical tapes, and characterized products

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A report publishes by pricewaterhousecoopers(PWC) estimated that in 2005 Korea has the third largest market of entertainment in the Asia Pacific Regions, reaching 29.6$ billion US and

KOREAN TV DRAMAS

Korean dramas are very popular among other Asian countries for example in 1999 Korean drama serial Starts My Heart became a big hit in Taiwan and China, leading other Korean television programs to take up air time in the region .

KOREAN MUSIC INDUSTRY

The Korean wave in music industry began in China too in in the late 1990s . A satellite Television channel based in Hong Kong, Channel V, regularly air Korean pop music videos from 1998, which contributed to the huge fandom for Korean pop stars in Asia.

KOREAN FILMS

The Korean wave was seen in filmed entertainment too. In 1999, a Korean blockbuster , Shiri, was released in Japan , Hong Kong, Taiwan and Singapore, attaining critical acclaim as well as large audience. Korean films are now spending to North America ans Europe with more Blockbusters. In response to increasing demands for Korean film,major US distribution companies such as FOX and Colombia have added Korean films to their Global distribution runs.

KOREAN CULTURAL PRODUCTS

Japan and North America are the top importers of Korean cultural products. The sales to both countries account for more than half of whole export. China is third largest market, purchasing 21.8% of the total exports of Korean Products Cultural Products are include Audiovisual, Book Publishing, Advertising, Game .

ROLE OF KOREAN GOVERNMENT FOR PROMOTING CULTURE

Some scholars believe that Korean Wave is is partially indebted to the governments proactive role in invigorating its cultural industry. The Korean government played an important role in guiding and facilitating the development of cultural industry.
One of the Korean president called himself The President of Culture.

FIVE MAIN VALUES IN POPULAR KOREAN PROGRAMS

Popular Korean programs commonly include five values- harmony, tension, compromise, participation and agreement-which are most appealing to Asian people who have a similar culture frame.

KOREAN CELEBRITIES

Korean Celebrities have a big impact on consumer culture. It is easy to find Asian Youth decorating their appearance just like any Korean celebrities in Vietnam or Taiwan.

4. INDIA THE SURGE OF BOLLYWOOD

With the growing impact on the global film industry , India is transforming itself into a new powerhouse of filmed entertainment in the global media market . Although by the end of 1980s Indias film industry was still in a bad shape, India is now becoming the world largest producer and an important exporter with growing Indian Diasporas oversea. In 2005 India released 1041 films, which was twice the number of films released by US in that year.

BOLLYWOOD

Indias film industry affectionately nick named Bollywood, derived from the combination of Holly Wood and Bombay(the former name for Mumbai) the centre for Indian film Production .
Bollywood was originally used to refer to Indias for Indias Hindi film industry in Mumbai, but the term is now becoming a globally recognized brand of Indian film Industry .

THE INDIAN FILMED ENTERTAINMENT INDUSTRY

The Indian filmed entertainment industry is believed to garner its revenue from overseas around 200300$US Million annually . In addition , Zee TV, India's biggest Hindi TV Channel has about four million subscribers abroad, collecting 40% of its revenue from exports.

INDIAN DIASPORAS

The Indian diasporas have played significant role in making the Indian film industry more stable and profitable. The new diasporas have much higher purchase powers than the Indian home market.

Box office revenues in these new diasporas market are higher than in the home land.

OVERSEAS EARRING OF INDIAN FILMS 2001-8 (IN INDIAN RS. MILLION)

Rank Film Year UK NA Others Total

1 2 3 4 5 6 7 8 9

Kank Kkkg Oso Vz D Lrmb Rdb Race Mhn

2006 2001 2007 2004 2006 2006 2006 2008 2004

175 170 105 152.5 125 70 65 70 72.5

150 147.5 145 140 100 102.5 100 57.5 82.5

120 50 110 65 95 50 50 75 30

445 367.5 360 367.5 320 222.5 215 202.5 185

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Kabhi Alvida na kahna is probably the best example of a Bollywood films' success in the world market, and veer-zara was the top-grossing Bollywood film in 2006 at both domestic and international box office, earning over 445 million(11 million US$).

BOLLYWOOD DISTRIBUTION OFFICES

Since Bollywood has been fastest in tapping into a global business opportunities, many players in the industry are turning their eyes to the oversea markets and are developing new business strategies. For example , in order to capitalize on the growing global market , Bollywood producers like Yash Chopra and Subash Ghai have set up distribution offices in UK and US . Over the last decade, Yash Raj films , the top distribution house in the India and 27th in the world, has showed a good performance particularly on export.

GOVERNMENT POLICY REGARDING BOLLYWOOD

Policy-wise, the Indian government provides Bollywood with neither state subsidies nor any special tax exemption. However, several recent changes in government regulation have positively affected the performance and exportability of Bollywood films. For example .. Indian government now allow foreign direct investment in film financing, production , distribution, marketing, and associated activities that are relate to film industry. Before 1992 it ws prohibited. Indian government has classified the film industry as an industry that is able to receive finance from the bank industry

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The Bank of Baroda has invested about 500 million in Taj Mahal, and the Bank of India has invested 600 million in several projects.

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