The Impact Of Foreign Media Into China And The Chinese Media Industry Strategies To Foreign Media

China is the world’s largest potential media market, as well as the world’s fastest growing media market, a huge market potential have enormous appeal for foreign media. Since joining the WTO, China’s government issued a series of non-public capital into the media industry documents and regulations, opening door to enter the Chinese media industries for a private capitals.Therefore, China’s media market has long been coveted by foreign media in China have gradually testing the waters, including our well-known Bertelsmann, News Corporation, Time Warner. The reason why foreign media into China, not only with its own capital, brand, management, personnel and other aspects of the comprehensive advantages, more importantly, China’s media market has great development potential and the rapid development of new media opportunities.But the Chinese media industry is a special kind of industry, it involves the country’s ideology and cultural sovereignty. While foreign media to enter the Chinese media industry in China can bring to the ample funds, the accumulation of management experience, technical progress and innovation on the ideas, but also brought out some risks, including economic risk, cultural risk , political risk and social risk.Therefore, how to grasp the import of foreign capital used by the media for our immigration and foreign media, the balance between the risks, is the urgent need to address the issue, but also deepen the reform of the premise of the media industry.Foreign media industry has been a century of history, their culture in response to foreign entry has accumulated a wealth of experience, worked out a response strategy. Their experiences and strategies to reform the media industry in our country provides some reference. Based on this, combing Europe, Canada, Asia and other countries deal with immigration and cultural policies and measures adopted to give foreign media in China media industry should provide a reference entry.In the situation of our country, based on the reference to foreign media group experience, this paper argues that China’s media industry to foreign media group entry, first, to understand the Chinese and foreign media is a relationship between competition and cooperation. Second, China’s media industry to enhance the international competitiveness, create an international awareness of media brands, the implementation strategy of going out. Third, we must vigorously to reform the current irrational mechanisms and institutions, the media capital of the operation, integration of media resources, to break all barriers, thus enhance their own strength. Finally, should establish and perfect the foreign media access and regulatory regime.