| Abstract: | China's emerging media market, despite having heavy entry regulations, attracts foreign companies that suffer from saturation and stagnation in their home markets. This paper seeks to provide an understanding of how some of the world's largest media companies perceive their opportunities and challenges in China by discussing research interviews with company managers. It analyzes the findings of the interviews in the light of existing conceptualizations, which suggest that in emerging and opening media markets, cultural barriers to the success of imported media increase with the waning interest in foreign media and the increasing strength of the domestic media industry. The article suggests that Chinese audiences will become more inwardly oriented in their media tastes and that if the Chinese media market opens further in the future, the existing advantages that the Western media companies appear to have over their Chinese counterparts will have diminished by that time. |
