media - Does reform means opening up?

The Ming Pao Group will try to enter the Chinese media market, the South China Morning Post announces today.
Is that a smart idea. Many non-Chinese media organizations do look already for years at this potentially huge market and some of them have tried to enter through the frontdoor and failed.
Now the media market in China is changing very fast - as one of the last markets to reform. But the market has been more unwillingly than others. The official opening up for foreign entities seems to limit officially to - using the automotive jargon - the suppliers in the industry, while the delivery is still firmly government controlled. And limiting the possibility of the suppliers in that way too.
Ming Pao is using a backdoor construction, as many have tried before. The announcent in the SCMP might not be the best way to deal with a backdoor construction. The website of the Ming Pao group is blocked on the mainland and that is mostly not a good sign when you want to do media business in China. The list of corporate casualities in China seems in the media business larger than in any other industry, but that might not stop most publishers.