Economic Transformation: Chinese State Broadcaster Enters Livestream E-Commerce

China Central Television (CCTV), long hailed as the mouthpiece of the Chinese Communist Party, has undertaken a paradigm shift from traditional journalism to engaging in livestream e-commerce, a recent report reveals. Amidst what is described as China’s economic downturn, CCTV’s venture into selling skincare products, AR devices, tea, books, and weight loss kits on Douyin, China’s equivalent of TikTok, signifies a strategic move to generate revenue and adapt to changing times. The live-streamed sales events are not trivial; they draw massive revenues, facilitated by accounts with millions of followers. This significant departure from journalistic endeavors underscores the nation’s economic challenges…