When did the NS become so enthusiastic about the Chinese New Year? Probably when it decided to exchange the attention of millions of passengers for money from the China Media Group (CMG).
Perhaps you caught the harmless advertisement on screens inside the train compartments. It was a harmless clip of the Chinese Spring Festival, followed by the tagline “Join the celebration, share the jubilation” and the CMG logo.
Nothing to raise an eyebrow at, but RTL Z reports otherwise.
Experts on China explain that the client behind the campaign was China Global Television Network (CGTV), a subsidiary of CMG, which is a company controlled by the propaganda arm of the Communist Party.
Pretty shots or propaganda?
This is not China Media Group’s first red flag (pun intended).
The channel explicitly works under the Central Propaganda Department of the Chinese Communist Party, and has clashed before with Western regulators.
Sense Hofstede, an expert on China, tells RTL Z, “CGTN is explicitly a propaganda channel aimed at foreign countries. Almost all of their content is aimed at foreign countries, including the Netherlands.”
In 2021, the UK stripped CMG of its broadcasting license after regulators found it was not editorially independent from the Chinese Communist Party.
It was a high-profile ban that made headlines across Europe. Did the NS miss the memo?
Why did the NS agree?
NS defended its decision, saying a Dutch intermediary, DSBP Consultants, handled the purchase and that both the advertiser and the advert’s content cleared its policy requirements.
When questioned, the firm refused to take responsibility for the content, saying they acted “solely as an executive consultancy.”
Meanwhile, CGTN said the campaign was part of its international Spring Festival promotion that is meant to “promote cultural exchange” and create a festive atmosphere for the Chinese community in the Netherlands.
Hofstede isn’t convinced. “I don’t think everyone at NS realises this is a state media channel,” he tells RTL Z. “NS should have been more assertive,” he added.
The expert pointed out that this ad is like a foot in the door. “You start with an innocent video, build a relationship, and create a steady income. Later, you can see how far you can go.”
NS admits it can’t keep up
The fact remains clear: the national railway of the Netherlands accepted money from a propaganda service of the Chinese government.
Can advertising ever be free of power and politics? NS acknowledged that its advertising policy may no longer be adequate.
“Geopolitical developments move quickly,” an NS spokesperson tells RTL Z. “It’s difficult to continuously develop and maintain up-to-date policy,” they added.
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Can you also write about the countless instances of American propaganda pushed towards us and the recent agreement with outsourcing NS IT to an American Company?
Double standards.
Hypocrites. As if China is evil.