CCTV's global outreach: Examining the audiences of China's 'new voice' on Africa

This scoping article introduces key issues surrounding the globalisation of China Central Television (CCTV), focusing on its African operations, content and reception, specifically in Kenya and South Africa. At a time when the Chinese government is seeking to enhance positive perceptions of China and China-Africa relations, and its associated media outlets are seeking to compete with other major global players like CNN and the BBC, this article takes steps towards understanding the extent to which CCTV may be succeeding in these missions. Some of the challenges identified for CCTV-Africa in our small-scale pilot study include attempting to simultaneously target 'African', 'Western' and Chinese audience groups, which may detract from its ability to appeal to specific international audiences; competition from other international and local broadcasters who already have a strong spectator base; and a lack of accessibility, awareness and sustained interest in the channel. It calls for more in-depth research into global audiences' reception of CCTV-Africa, and CCTV more generally, in order to track CCTV's brand awareness and assess whether China's global media soft power activities actually have any leverage in enhancing cross-cultural relations and international audiences' perceptions of China in Africa and the world.