The Great Broadcasting Retreat
Sometimes “streamlining” is just another name for deep and painful attrition. Over the past two years, this and other euphemisms — like “optimization” and “transformation” — have swept like a wildfire across China’s local broadcast sector. Taken together, they tell a simple story about the rapid contraction of local television and radio under a barrage of cost-cutting directives from the central government. The goal is two-fold: cutting costs, and shifting resources toward newer forms of digital production — part of a broader rebuilding of China’s media infrastructure that the China Media Project has called “Centralization+.”
Announcing the closure of two of its local channels this month, the top state-run broadcasting group in the municipality of Chongqing spoke of “optimizing and integrating media resources” and “adapting to new trends in media convergence.” In practice, this meant shutting down channels the government considers redundant and shifting resources — money, staff, and content — away from traditional broadcast and onto the internet and digital products. The announcement, released by China’s main broadcasting authority, SARFT, makes clear that Chongqing is following directives from the government and national work conferences. This isn’t a local editorial choice but a centrally directed plan.
Chongqing is not an isolated case. It is part of a nationwide wave of broadcast closures that has been accelerating since 2023, when SARFT launched its campaign to “streamline and specialize” China’s radio and television landscape. According to the Chinese industry tracker website Shexiangren Wang (摄像人网), at least 51 TV channels were shut down across China in 2024, and in 2025 that number jumped to at least 75, hitting provincial-level broadcasters in Shanghai, Gansu, Shaanxi, Jiangxi, Xinjiang, and Hunan, among others. Guiyang, the capital of Guizhou province, became the first provincial capital in the country to be reduced to a single television channel in 2025. A separate report from SARFT’s research center confirmed that 79 channels and frequencies were formally eliminated in 2024.
Part of the story is how uncompetitive local channels have become, owing both to technological change and to institutional inertia: CCP-run media tend to be inflexible and formulaic, shaped by the bureaucratic structures that govern them. Shexiangren Wang notes that education channels offered little beyond policy meetings. TV shopping, with its long-duration pitches and infrequent purchases, could not match the speed and scale of e-commerce — what Shexiangren Wang called the “short, fast, and flat” model of online retail. Movie and drama channels, meanwhile, were stuck with aging content and shrinking advertising revenue. The closures have targeted public channels, education channels, shopping channels, and movie and drama channels — categories the government considers redundant or uncompetitive with internet platforms, all outpaced by digital offerings delivering the same content faster and on demand.
The campaign of attrition at local broadcasters does not seem to be slowing down. The Shexiangren Wang report indicates that Guangdong, Sichuan, and Shenzhen are all expected to close or merge additional channels in 2026. The broader pattern is clear: the government is shrinking traditional broadcast — meaning fewer channels and fewer editorial voices — while redirecting money, talent, and content toward digital offerings.
Rather than a simple retreat from broadcast, the closures reflect a deliberate reorientation. The Chongqing announcement calls on the group to “fortify the main position of internet communication” (筑牢互联网传播主阵地) — language drawn from a broader Party framework that treats media platforms as ideological territory to be held and defended. It also calls for “systematically transforming mainstream media” (推进主流媒体系统性变革) — a phrase that carries specific weight in the Chinese context, where “mainstream media” refers to Party-run outlets tasked with setting the public agenda and shaping opinion.
The imperative is to remake those outlets into something citizens will actually use. That is a hard sell in a media landscape dominated by platforms like Bilibili, a video site built on user-generated entertainment, and Xiaohongshu, known outside China as RedNote, a lifestyle and social commerce platform where hundreds of millions of users go for content that is personal, playful, and not entirely oriented around the ideological goals of the party-state. A 2025 People’s Daily article used the same language to describe Party media’s role as the frontline of ideological control, calling on state outlets to “advance onto the internet main battlefield” (挺进互联网主战场) as a “main force” (主力军).
Rather than a simple retreat from broadcast, the closures reflect a deliberate reorientation.
While real success in the media market will likely remain a challenge, the authorities seem encouraged by the numbers for new state-led digital offerings. Provincial state media app downloads grew by an average of nearly 35 percent in 2024 — 34.9 percent in downloads and 45.2 percent in registered users — according to SARFT’s research center’s annual report. Platforms like Mango TV (芒果TV), a video streaming platform under the state-run Hunan Broadcasting System; Elephant News (大象新闻), an app-based news product from Henan’s provincial broadcaster; and Touch News (触电新闻), the digital product from Guangdong’s provincial broadcaster, each crossed 100 million downloads, with 28 provincial apps surpassing 10 million.
The closures and the digital push are, in the end, two sides of the same coin: a leaner broadcast sector that costs less to maintain, and a rebuilt online presence the Party hopes will keep it not just relevant, but dominant, where the public’s attention has shifted.
One issue conspicuously absent from the official framing of these closures is what happens to the people who worked there. The announcements speak of “optimizing resources,” but say nothing about how employees at Chongqing Economic Radio or the Fashion Shopping Channel — the outlets impacted by the most recent restructuring in Chongqing — might have been affected. Precise figures on job losses across the sector are difficult to come by. Official announcements are silent on the question, and broadcasters do not typically publish staff counts. The data that does exist points in one direction. Beijing’s broadcast sector alone shed more than 2,600 jobs in 2024, according to an annual statistical report from its city-level broadcast authority. The nationwide toll, across more than 125 channels closed in 2024 and 2025, is almost certainly substantial.
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To learn more about the trend of local “media convergence” in China and the remaking of the infrastructure of “international communication” (国际传播), or “external propaganda” (外宣), download our CENTRALIZATION+ paper below, produced with funding from the Swedish Psychological Defense Agency (MPF).
