CCTV Wins the 2008 UNICEF International Children's Day of Broadcasting Awards

Beijing, November 12, 2008 - China's Central Television's special documentary "On the Road" snatched 2008 UNICEF International Children's Day of Broadcasting (ICDB) best television award at a ceremony held in New York Tuesday. This is the first time a Chinese broadcaster has won the prestigious award since its establishment in 1994.

"We are happy to know our long-time partner CCTV has won this international award for a sensitive look at how children all over China negotiate one of their most important daily tasks – going to school." Dale Rutstein, UNICEF China Communication Section Chief said in Beijing. "We are looking forward to closer cooperation with Chinese media to advocate for and with children to realize their rights."

The next ICDB will fall on the first Sunday of March, which is 1 March 2009, with the theme "Unite for Children: Tune in to Kids!"

Focusing on the 2007 ICDB theme, "The World We Want," CCTV's short documentary gave a poignant insight into nine different children's aspirations for their road to school. The feature was broadcast on CCTV children's channel which covered over 90% of the country's more than 300 million population aged under 18.

"I want to thank UNICEF's recognition of our work and UNICEF China Office's long-time support." Ms. Cao Ning, the programme producer said at the ceremony. "We are happy to be one of thousands of broadcasters across the globe to tune into children for ICDB. In the process, we are rewarded with movement and a new insight of the world."

As a veteran producer programming for children for over 15 years, Cao hoped her work could make a better world for the children.

"One of the nine children featured in the special couldn't go to school because of her heart disease. But she looked at the way to school everyday and hoped that one day she could get on the road. The family needed RMB 80,000 for her surgery. After her story was aired, the public donated money and she had an operation this spring. But unfortunately, she died one month later." Cao said.

"In fact, everyday we are telling the stories of the children." She said. Cao has been working with her team on a talk show programme "Growth On-line" to bridge the children's world with adults'. "We hope through this TV special, more people will care about and know more about these children."

In this half-hour long documentary, a left-behind boy has to get up before sunrise and walked 3 hours holding a torch on the bumpy mountain road to school; A 13-year-old boy crossed a torrential river everyday by ropeway with his younger brother to reach the school on the other side of the river; A six-year-old boy from the grassland of Inner Mongolia takes two hours' bus from home to his boarding school; A 10-year-old girl needs to chop firewood on her way to school but she wishes to build a hydropower plant to save the forest; A 11-year-old boy feeds the hen tentatively so that he can exchange the eggs for a box of colour pencils on his birthday...

"Children growing up in various backgrounds have their own worries and happiness. However different, they are equally privileged to speak about the world they want. Their dreams are shaping the world we live in." Cao said. "For the vulnerable children we still have a long way to go. We are still 'On the Road'."

About ICDB: 
The ICDB was launched in 1991 to encourage broadcasters worldwide to create awareness for children's issues. Each December, these youth write, report, produce and present programmes that allow them to express their thoughts on the issues that affect them. In 1994, the International Children's Day of Broadcasting Award was established to honour the broadcaster who best embraces the spirit of the ICDB. Starting next year, the date of the awards will be moved to the first Sunday in March to allow for more participation.