Television Accessibility in China

Abstract

This chapter addresses the strategic options for making television accessible in China. As a national case, it highlights the need to understand the social, cultural, market and political contexts in which such changes happen. In terms of audience size, China is the largest television market in the world. For much of the rural population, TV is still the most widely-used medium, although the expansion of mobile and broadband Internet in urban areas in eastern China is changing the way television content is delivered and used. The first section outlines the main changes in the provision of television content in China. The underlying business models for content provision are being transformed by the ascendance of mobile and Internet distribution. There is a need for policies to focus on content provision on multiple distribution platforms rather than focusing narrowly on broadcasting. The second section addresses the case for providing accessible television content in China. It summarises recent research into the prevalence of various disabilities in China. The third section discusses the strategic options available to China in the medium to long term to ensure that television is truly accessible to the whole population.