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Getting
the message across: using the media
Reaching
out and informing China's large and diverse population is no easy
task. Earthview uses different types of mass media to spread the
message.
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China has the largest television audience in the world and the medium
reaches out to cities and villages alike. By screening programmes
on national and local television channels, Earthview is able to reach
several hundred million people - more than the population of Europe
or North America.
· To supplement broadcasts, the programmes are also distributed on
Video Compact Disks (VCDs) which are used by NGOs, communities, schools
and training courses even in the most remote areas. VCDs enable public
screenings and discussion about environmental issues. |
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The Internet was initially slow to take off in China, but is now spreading
rapidly. Over 60 million were online by end 2002, and Chinese content
is set to dominate the Web in a few years. Earthview promotes its
services through a popular website that attracts around 700 visitors
every month.
The impact
of environmental information disseminated through these media is
discernible. In the mid 1990s, environment ranked way down the list
of public concerns in China. By 2001, it had risen to the top -
thanks largely to the role played by the media and organisations
like Earthview that provide timely, reliable environmental information
in a non-technical manner. |
Earth Reports
on CETV-1
Beginning January 2003,
Earthview is supplying regular environmental programming to China
Educational Television (CETV-1). Chinese versions of the award-winning
international series Earth
Report, produced by the Television
Trust for the Environment (TVE), is thus available to over 100
million homes in East Asia. The channel, beamed by satellite, covers
all parts of China and reaches Chinese speakers in most Southeast
Asian countries. Over 85 per cent of provincial and city cable TV
stations in China are relaying CETV-1, allowing this series to reach
more than 100 million families in China. There are two episodes
of Earth Reports in six time slots every week.
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Chinese Version
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