ABSTRACT
This chapter investigates the dynamics of the encounter between China Central Television (CCTV) and the global media environment in an era of media convergence. Firstly, CCTV's 'going-out' practices in history will be summarized on the basis of document analysis. Secondly, as an 'outsider' in a global media market dominated by its Western counterparts, CCTV not only challenges the existing global media structure through its rapid expansion and different geopolitical concerns, but also faces a number of challenges in the process of 'going-out'. The chapter attempts to answer the questions by examining the complexities of media power – domestic and international – within a broader context of political-economic and cultural transformation across the globe. It provides a way of rethinking CCTV in a changing world communication order and a theoretical attempt to resolve the dilemma for the development of CCTV in the future. However, in 2003 the international channels of CCTV emerged onto the world stage with the Iraq War.
