In this paper we examine current developments in new media and Chinese television. In particular, we present a case study of the Spring Festival Eve Gala 2002, sponsored by China Central Television Station (CCTV). Despite the rapid development of digital technology and new media in recent years, Chinese television is unlikely to be transformed quickly. We propose that coevolution and convergence with new media offer the most effective strategy for the future development of Chinese television. The case study indicates that the current progress in media and communications technologies has set the stage for a gradual and incremental transformation of Chinese television.
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