In recent years, local television stations on the Chinese mainland, once thriving, have experienced a dramatic decline, with continuous wage arrears plaguing them. Industry professionals believe that as the mouthpiece of the Communist Party of China (CCP), television stations are no longer able to meet the propaganda mission. When local finances are tight, television stations are the first to suffer budget cuts.
A television media person recently shared the current situation of local television stations on social media, sparking resonance among many. He wrote about how the television stations operate at a loss, with the salaries of directors often unpaid or delayed for several months. Due to poor performance, hundreds of channels have been shut down or merged. Many have left due to wage arrears, while those who remain are busy with side jobs such as live streaming e-commerce and event hosting.
According to the media person, the quality of television programming has plummeted. When you turn on the TV, all you see are “brainwashing dramas,” commercials, and public service announcements on loop. News broadcasts are dull, lacking timeliness and substance, and the programs are uninspired, disconnected from people’s daily lives. Television stations function as business entities, producing content directed by the government. Fresh and engaging content takes longer to pass internal review on television stations compared to self-media platforms, where content is released instantly.
Previously, some provincial stations had NBA broadcasts, but with the rise of online platforms, traditional media outlets have been losing viewership. Major online platforms started charging for content, leading to an increase in NBA broadcasts by China Central Television (CCTV), resulting in a resurgence in viewership. Provincial stations have largely discontinued airing NBA games.
The situation is exacerbated by the lack of new talent in program production teams, leading to stagnation and limited development opportunities. Interns may go months without pay, with uncertain prospects for regularization, and even when they become regular employees, wage arrears and pay cuts are common. Many employees at television stations rely on side jobs or businesses as their main source of income, indicating that the era of relying solely on wages has passed.
The shift towards market-oriented self-sufficiency has been challenging for television stations, as they are expected to both serve as propaganda tools and generate revenue. With advertisers increasingly favoring new media, television stations have seen a significant decline in revenue. In August 2024, Shenzhen Television officially ceased broadcasting on its public and entertainment channels. In January 2019, Shanghai Radio and Television merged its entertainment and fashion channels into a metropolitan channel.
Reports have circulated about layoffs at Hunan Television and wage arrears at Guizhou Radio and Television. Some local stations are struggling to pay their employees decent wages, with salaries as low as 3500 yuan per month in certain regions. The financial strain on local TV stations has led to over 700 of them facing the risk of closure.
Former employees have highlighted the challenges faced by the broadcasting industry, citing a lack of salary payments, wage cuts, and operational difficulties. Many feel that the decline of local television stations is primarily due to financial constraints rather than technological shortcomings.
The decline of television stations reflects broader socioeconomic issues in China, including a declining birth rate, an unstable real estate market, and fiscal challenges at the local level. As resources are diverted to other media platforms, the classic role of television stations as propaganda tools is diminishing.
The shift towards digital platforms and self-media has gradually marginalized traditional television stations, as younger audiences increasingly favor online content from platforms like TikTok, Kuaishou, Bilibili, and WeChat. This has left local television stations producing content for an audience that is no longer interested in traditional TV broadcasts.
The challenges faced by local television stations are emblematic of a larger systemic issue within the CCP’s media landscape. The shift towards platform-based propaganda and the neglect of traditional television outlets indicate a broader transformation in the communication strategies of the Chinese authorities. As technology evolves and audience preferences change, traditional media outlets like television stations are struggling to adapt.
The plight of local television stations in China mirrors the decline experienced by Soviet regional TV stations in the late 1980s, just before the collapse of the Soviet Union. The familiar pattern of financial struggles, unpaid wages, and dwindling viewership signals a tipping point for the CCP’s media infrastructure, suggesting a need for systemic reform to address the challenges faced by traditional television broadcasting.