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Unlike smaller nation-states in this study the People’s Republic of China has never really countenanced a scarcity of domestic television content. Supply has been constant, indicating both the importance and the sheer size of the sector. The nationalized broadcast media has for several decades churned out cheaply produced films, documentaries, dramas, and news programmes. During the last two decades of the twentieth century, however, audience demand for domestic content began to wane as more as more international programmes found their way into schedules, particularly in southern China. China’s accession to the World Trade Organization in December 2001 seemed to herald soul-searching among its media mandarins. What would happen? Would China be inundated by foreign content (the worst case scenario) or would China, as it has done over time, absorb and regulate foreign influences?

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