The Economist ran an article on CCTV, China’s state broadcaster last week titled ‘The Pathetic Fallacy‘. In it is the common perception and prejudice of the broadcaster, everything from a fire that led to the HR change at the top management to the role that CCTV plays in stifling the truth and the mediocre programs it makes.

Though there is a lot of truth in the article, but it doesn’t quite capture the full picture of CCTV and TV in general in China. Of course CCTV is not the flag bearer of journalistic integrity and balanced reporting. But ironically it is the only TV outlet in China that can expose injustice to the masses. In the past 5 years or so, CCTV has taken quite a different route than it has ever done (reflecting a more significant but incremental shift in the government’s approach). The broadcaster has started to engage in critical investigative journalism, especially in exposing malfeasance in small cities and villages where the local authorities are particularly corrupt and iron-fisted. Cases of mining accidents, unlawful land seizure and tainted food are exposed on the national stage. Of course, many brave journalists and the public are often the ones who do the ground work. CCTV only picks it up when it gets green light from the authorities, but the fact is that CCTV is the only mass media outlet that has exclusive access to report local malfeasance and corporate misconduct. And it helps Beijing scrutinise and expose some of the outrageously corrupt local officials whose misconducts are otherwise covered up locally.

Besides its decreed status and access, CCTV also has China’s best media talents. That brings us to the quality of its programs. The Economist was right about its often languid programs. A powerful example is the national evening news where footage of politbureau meetings run for half an hour. But on the other hand, the cash-rich broadcaster has resources to invest in programs as long as it chooses to do so. In fact, there has been a marked face lift and substantial quality improvement to CCTV’s programs.  Part of the reason is that it has been losing audience and advertising revenue to local channels. Combined with its special role in China as well as talent pool, the result is substance and depth in programs compared to most local stations. But unfortunately, very little of its revealing and intellectually challenging programs get shown on CCTV 9, CCTV’s English channel. It prefers not to air China’s dirty laundry to the world.

Like the Economist, many well-intentioned outsiders worry about a population that watches CCTV, but the real worry seems to be a population that religiously tune into Chinese versions of American Idol and Dancing with the Stars on local channels.