TV Channel “CGTN-Russian” on Video Hosting YouTube in the Context of Comparison with Other International Channels

Abstract

Currently, the interaction of international television channels with YouTube is a topical research issue. This is primarily due to the expansion of opportunities to attract the audience, the formation of the country’s image and competition for the right to speak. The article presents the results of the analysis of the Chinese TV channel “CGTN in Russian” on the video hosting site YouTube. The channel is analyzed in the context of comparing it with other international TV channels, which have Russian-language broadcasting. In particular, this refers to “BBC News — Russian Service” and “Euronews in Russian”. In the period from December 16, 2016 (channel registration date) to January 5, 2023, all videos with more than 100,000 views on the YouTube channel “CGTN in Russian” were studied and classified by views, video duration and subject matter. In total, the author analyzed 171 materials. The results of the study showed the following: 1. Based on the obtained data, the TV channel does not understand the specifics of YouTube and the processes of convergence well enough. 2. From the point of view of Russian-language YouTube accounts, there is still a gap between CGTN and media in developed countries. 3. In order to increase video views and attract more viewers on the YouTube platform, China's Russian-speaking channel is actively developing content, integrating current and local events of Russian-speaking countries, and bringing exclusive content to the local audience. 4. One of the most obvious goals of international broadcasting is propaganda. CGTN channel's content strategy includes promoting Russian-Chinese friendship and China's image. 5. As China's official TV channel, CGTN should more often use the method of “embedding opinions into materials” and express its position and proposal by reporting and interpreting international hotspots.