CCTV currently is shown in the United States only in programming blocks. The agreement is the first to allow a major foreign-owned broadcaster direct access to viewers in China, although many overseas channels can be seen in luxury hotels and in homes with satellite dishes. China's rules governing foreign broadcasters are murky and selectively enforced. Both AOL Time Warner and News Corp said last month that they were in talks towards increasing broadcast access to China. A spokeswoman with News Corp's Star Group Ltd told Reuters on Monday that the company hoped soon to reach a deal with Beijing to launch a new Star channel developed for the mainland.
Negotiations are on track.
Xu said the reciprocal carriage deal, signed following the weekend summit of Asia-Pacific leaders in Shanghai, will serve as a launchpad for future cooperation. The channel will be carried over the cable system in Guangdong province, which borders Hong Kong and has an estimated seven million cable households. CETV will be included in the basic cable package, an AOL Time Warner spokeswoman said. At present, CETV can be seen by anyone licenced to receive satellite signals who is in the footprint of its satellite. Analysts have cautioned that while China's vast market is alluring, it could be years before foreign broadcasters see any significant return.