ABSTRACT
China’s transition from a socialist central planning model to a market-oriented one has signifi cantly changed China, not only in its economy, but also in the area of ideas and ideology. It has created a unique public sphere, along with successful economic development. These changes, as we can see in the case study here of China Central Television (CCTV), have profound economic and political implications and have affected the fundamental purposes and functions of the media in today’s China. The reforms of the broadcasting system at the end of the twentieth century are regarded as a milestone, and they have turned the broadcaster into something that is increasingly related to the market economy and the interests of the public.
