In 2003, the Chinese government stipulated that newspapers and magazines must earn at least half of their revenue from voluntary subscriptions. In the following months, it shut down 673 publications that did not comply. Since then, many newspapers have effectively become financially independent, and a number have adopted flashy tabloid-style formats in an effort to attract readers and advertising.
Television has become similarly competitive. China restructured the state-owned CCTV last year to attract foreign investment and venture capital, with plans to make certain stations independent within three years. While China had just 100 channels 20 years ago, it now has 2,100, and in the largest markets stations vie aggressively for ratings.
At the same time, President Hu Jintao, who some had hoped would work toward a free press, has made it clear that many of the topics that might sell newspapers and attract viewers ” like corruption, police brutality and political reform ” remain off-limits. In early 2004 the government fired the staff of the popular Southern Metropolitan News, which had exposed the cover-up of the SARS outbreak, and jailed two of its editors. Editors and programming directors now find themselves in a bind: They must produce content that is relevant and attention-grabbing while avoiding an ever-shifting list of forbidden topics.
