ABSTRACT
There has been argument about the nature of the Chinese media, whether the Party controls media production or if commercial development promises media professional’s power. This chapter contributes to this discussion by focusing on how television and advertising professionals orchestrate their commercial interests behind the production elements of a Chinese entertainment show while aiming to balance financial and professional expectations. Based on six months of fieldwork and in-depth interviews with television professionals, this chapter details the negotiations between producers, advertisers and sponsors to reveal how market forces redefine television production. It reveals the four-player model, the role of advertiser as a lobbying power and the changes from the compromise to partnership in the television production in the country.
