TRYING TO EXPORT TV PROGRAMS ALONG WITH TV SETS

    With Beijing due to host the 2008 Olympic Games, the next few years are perceived as an opportunity for the country to show that it is more than just the world's largest manufacturing workshop.

    "It is high time to make ourselves better understood by the world," Du Ruiqing, a scholar with the Xi'an International Studies University, said.

    Scholars have urged the government to seize the opportunity to refurbish its global image with more cultural products representing modern China.

    "It is fair to say that both China and the whole world are in the process of getting used to China's new role," Zhang Yiwu, a professor with the Beijing University, said.

    "How to make the world see China's vitality and glamor is a challenge faced by the country," Zhang said.

    Early this year, the government announced its ambition to increase cultural influence in the 11th five-year (2006-2010) plan of cultural development, pledging to actively participate in international cultural cooperation and competition, expand cultural trade and increase its cultural presence.

    The government has pledged to adopt favorable policies to promote the development of nine cultural industries, including film and TV production, publication, advertising and animated cartoon production.

    It also says it will further explore channels for cultural exchanges and communication and "make use of all resources" to promote the influence and competitiveness of Chinese cultural products.

    "China doesn't intend to become a superpower," said Zhao Qizheng, former head of China's State Council Information Office. "But as one of the ancient civilizations, it will become a 'hardware workshop' if it only exports TV sets without TV programs."

[1] [2] [3] [4]