Over at SCS thread Pan Asian complain about lack of PR. Ther is some truth to it China is novice when it come to guiding the narrative but It also reflection of overall softpower
Japan NHK did a better when it come to selling the Japanese kawai culture .But is also reflection of Japanese stronger soft power due to widespread acceptance of Japanese product worldwide. China will reached that stages too as more and more Chinese company are now going overseas to sell their product. IN the mean they are not sitting still and slowly make inroad in selling Chinese narrative of event. And remarkable this is spearheaded by the private sector!
China has better involve the private sector to increase the softpower. Also notice Chinese film is slowly getting better because involvement of Honkong producer and film industry basically now decamp to mainland China
Interesting article from LA time excerpt It is a long article
China has conquered Kenya': Inside Beijing's new strategy to win African hearts and minds
It took the StarTimes satellite TV salesman about 30 minutes to install a pipeline for Chinese propaganda into Francis Gitonga’s squat, cinder-block home here in southern Kenya, near Africa’s Great Rift Valley.
Gitonga was elated. His new digital TV package gave him better reception than he’d once thought possible in Kajiado, a small town on the savannah where Masai tribesmen wander past rickety storefronts and goats cluster in the shade.
“I didn't know about China before,” he said. “I can say it's good. They have changed this country in a big way, very fast.”
David Mugita is StarTimes' sole salesman in Kajiado, Kenya. StarTimes, a privately owned, Beijing-based media and telecommunications firm, has been sweeping across Africa since 2002. (Immanuel Muasya / For The Times)
Although StarTimes — a privately owned, Beijing-based media and telecommunications firm — is virtually unknown in the West, it has been sweeping across Africa since 2002, overhauling the continent’s broadcast infrastructure and beaming Chinese content into millions of homes. It has subsidiaries in 30 African countries, including such war-torn states as the Democratic Republic of Congo and the Central African Republic.
"Our aim is to enable every African household to afford digital TV, watch good digital TV and enjoy the digital life,” StarTimes Vice Chairman Guo Ziqi told China’s official New China News Agency in December.
But there’s a catch. StarTimes has substantial backing from the Chinese state — and an explicit political mandate.
China’s relationship with Africa — for decades defined by resource-for-infrastructure deals — is evolving, as Africa becomes wealthier and China’s foreign policy objectives grow more ambitious.
Beijing has invested billions of dollars into “soft power” campaigns aimed at convincing the world that China is a cultural and political success story. Yet beyond China’s borders, its heavily censored state media broadcasts go mostly unwatched; its newspapers go unread; and outsiders often continue to associate China with pollution, opacity and repression.
StarTimes' cheapest package, called “Novo,” costs about $4 per month. Novo features a mix of Kenyan and Chinese channels. Access to other international channels, such as
, France 24 and BBC, costs more than most Kenyans can afford. (Immanuel Muasya / For The Times)
StarTimes signals a change in tack, one that highlights the depth and complexity of Beijing’s efforts to win hearts and minds — with much of that effort now being directed at Africa, one of the world’s great emerging media markets.
As a digital infrastructure provider, StarTimes is helping African states transition from analog television — a technology akin to FM radio, rife with snow, static and dropped signals — to digital, which ensures high-quality image and sound. As a pay-TV company, it is stacking its networks with pro-China broadcasts.
As both, it is materially improving the lives of countless Africans, then making China’s role in those improvements impossible to ignore.
“There’s a huge ideological element” to StarTimes’ African operations, said Dani Madrid-Morales, a doctoral fellow at the City University of Hong Kong who has researched the company. “It’s a huge effort to get Africans to understand China. Even the selection of TV shows is very carefully done. It’s very specific shows that showcase an urban China, a growing China, a noncontroversial view of China.”
Pang Xinxing, StarTimes’ chief executive, who could not be reached for comment, has told Chinese state media that he expanded to Africa to counter “exaggerated and biased reports” about China in the Western media.
“There’s a mindfulness among China’s leadership that China doesn’t get fair treatment overseas, and something needs to be done about it,” Madrid-Morales said.
StarTimes established its Kenyan subsidiary in 2012; now, it has 1.4 million subscribers, accounting for nearly half of Kenya’s pay-TV subscriptions. Its cheapest package, called “Novo,” costs about $4 per month. Novo features a mix of Kenyan and Chinese channels, including several belonging to the Chinesestate-run broadcaster, the China Global Television Network, or CGTN.
Access to other international channels, such as Al Jazeera, France 24 and BBC — which are more inclined to portray China in a negative light — costs more than most Kenyans can afford.
In December 2016, StarTimes launched a “pilot program” in Kajiado “as part of its long-term agenda” to bring digital television to rural Kenyans, according to the state-run China Daily. The company gave free StarTimes set-top boxes and subscriptions to 120 households. Sun Zhijun, a Chinese vice minister overseeing propaganda and media censorship, traveled to Kajiado for the inaugural celebration.
By January, StarTimes was everywhere in town — bright orange StarTimes advertisements glowed on schoolhouse walls, and StarTimes satellite dishes sprouted like carnations from corrugated sheet-metal roofs.