News Corp.

Viacom

Rupert Murdoch

(Case
Analysis)(Interview)

Abstract
The foreign media, represented by News Corp., and Viacom Inc, has entered the
media market of mainland China for 20 years. During these 20 years, they took the
traditional media -- film and television industry as a breakthrough and opened the
door to the Chinese market. At first they thought with their media giants background
and qualifications, all the foreign TV channels in the Chinese market can operate well.
Unfortunately the media policy is still closely guarded and what they get in China is
the so-called "limited landing" policy.
The "Limited landing" policy shatters the Murdochs "Chinese dream" But after all
the media tycoon are still media tycoon. From the beginning of this century, as the
gradual integration of mainland China's telecommunication network, radio, television
and the internet, the foreign media have started to catch the convergence, starting a
new round of shock.
This paper will start analysis with the background of when the foreign media
begins to keep an eye on Chinese market, from the development in the market of
China to their policy embarrassment in China. from policy analysis in the media
market of China to how the foreign media strive for survival in platform brand and
content. Using theoretical analysis of commercial marketing and strategic
management, taking case analysis and on-the-spot interview, this paper analyzes and
compares the survival space of foreign media in the market of mainland China.

ii

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