The television media landscape in China is undergoing a profound transformation. With mounting financial pressures, declining ratings, and an increasing focus on political propaganda, many local TV stations are struggling to stay afloat. This article explores the challenges faced by television professionals, including budget cuts, job insecurity, and the shift towards commercialization. It also delves into how these changes impact program quality and the morale of employees within the industry.

Amidst this backdrop, Chen Jiaqi, a seasoned professional at a prominent provincial broadcasting station, finds herself confronted daily with the stark reality of her network's performance metrics. Each morning, as she enters the office, she encounters a large screen displaying the previous day's ratings for all programs across the network. This display serves as a constant reminder of the pressure to maintain high viewership numbers, which directly influence the future of production teams. Should ratings falter, teams may face reduced budgets, difficulty securing project approvals, salary reductions, or even termination.

This pressure extends beyond individual stations. According to data from early 2024, there are nearly 2,500 television stations operating throughout China, yet rumors suggest that a significant portion of these could be on the brink of collapse due to financial difficulties. An insider from a central government institution confirms that while some exaggeration exists in these claims, the financial struggles of numerous local stations remain undeniable. In response to these challenges, several provincial networks have resorted to shutting down specific channels, including music, public service, lifestyle, and foreign language programming, leading to widespread unemployment within the industry.

Even those fortunate enough to retain their positions during this downturn find themselves burdened with additional responsibilities. Li Ming, formerly a reporter at a county-level station, now works for an integrated media center where he must juggle multiple roles. His duties include filming, writing articles, coordinating with local government propaganda priorities, and supplying materials to provincial satellite TV stations. However, his primary responsibility increasingly resembles that of a salesperson, as he is tasked with soliciting advertisements to alleviate financial strain.

This trend of "salesification" among reporters has become prevalent across Chinese television stations, including major state-run outlets like CCTV. To address declining revenues, many stations assign business tasks to staff members, making advertisement solicitation a key performance indicator. Consequently, local stations frequently allocate substantial airtime to promoting liquor, counterfeit medicines, and health supplements—among the few remaining lucrative avenues for generating income.

In contrast, CCTV leverages its national influence to sell credibility more subtly, employing sophisticated packaging techniques that blur the line between content and advertising. Despite its apparent sophistication, CCTV faces its own set of challenges, including internal reforms that have transformed it into a predominantly propagandistic entity. These changes have led to decreased viewer interest and increased reliance on revenue-generating activities such as live-streaming sales and soft植入s (implantations).

Ultimately, the decline of television media in China reflects broader systemic issues, including limited creative freedom and excessive self-censorship. While alternative platforms like Kuaishou and Douyin offer new opportunities for information dissemination, the core function of television as a public service remains compromised. Under current conditions characterized by stringent control and political prioritization, the long-term sustainability of traditional television appears uncertain.

As the industry continues to evolve, the fate of television in China hangs precariously in balance. The challenges faced by professionals underscore the need for reform and adaptation to ensure the survival of meaningful journalism. Whether through embracing digital innovation or redefining content strategies, the path forward demands creativity, resilience, and a commitment to serving the public interest.