One piece of news and my "thought"

I read a news today.

Chinese government made a video for "self-branding", which is called "Made in China".
This is the link:
http://news.hsw.cn/system/2009/11/30/050375241.shtml
(It's not a high quality video, and that's what I am going to talk about.)

The government didn't chose any social media channel as platform. Instead, it chose CNN as the channel to broadcast in Asian market. That's why I didn't find a better one on internet.

I am wondering why the government made this decision. Since internet could be at least a faster, broader, cheaper(maybe) media.

What's the advantage of traditional media in this case?

Preface

Right now, I just started a new project and I am doing marketing research for my client's new product in a new market, China.

At the very beginning, I was a bit skeptical about how to have social media channel involved into my research because the target group is older generation people. As a Chinese, I thought I knew deeply about how much those people use computer and internet; till my professor brought up a fascinating idea--to start a blog to be a part of the project and then I suddenly realized social media is not just a tool, a platform, a phenomenon; it is already implanted into and to be a part of our life.

Those Chinese people, who are over 40 and 50, probably don't do what we do--to spend hours everyday staying on twitter or facebook. So what's the connection between their lives and social media? That could be the first problem.

It sounds challenging!