BEIJING, Aug. 2 (Xinhua) -- The United Nations Development Programme (UNDP) has called on China's commercial media and other private businesses to do more to combat HIV-related stigma and discrimination in China.

    "In order to break the stifling cycle of stigma and discrimination associated with HIV/AIDS, the influence of commercial media and advertisement sector on society needs to be productively harnessed," said Subinay Nandy, director of UNDP China.

    "Commercial media is a major source of information for the general public with strong and persistent influences on people's behavior and attitudes. They should be the main force in our fight against AIDS," said Ru Xiaomei, an official with the National Population and Family Planning Commission (NPFPC).

    Stigma and discrimination have been significant obstacles to universal access to HIV prevention programs, treatment, care and support.

    A survey conducted earlier this year in 12 universities in Beijing, considered to be some of the most enlightened in the country, showed that nearly a quarter of students would object to having HIV positive classmates, and four percent said HIV carriers should barred from jobs.

    The survey shows China's university students still consider it a "challenge" to shake hands with or embrace an HIV carrier. Once they finally do it, they regard it as a "breakthrough".

    "Everyone is responsible for fighting AIDS. A company should not avoid its social responsibilities," said Tang Lixin, president of EPIN Media, which plays anti-AIDS ads for free on over 300 trains in China.

    "We get from society, so we should give. We are good at public relations, so we start from here," said managing director Clair Rong of Clair PR, which has joined campaigns to fight AIDS.

    "Young people listen to what MTV says," said Marilyn Zhu, director of MTV China, adding that the channel had already made several anti-AIDS advertisements airing for one minute everyday on prime time.

    The HIV/AIDS awareness messages were not targeted enough and there was not enough media saturation, said Filip Noubel, country director for Internews Network, adding that media should bring in more humanity and personality to their anti-AIDS efforts.

    The message of HIV/AIDS awareness have been spreading around the world for 20 years.

    Henk Bekedam, WHO Representative in China, said only 28 percent of the country's population were fully aware of HIV/AIDS.

    China had 183,733 officially reported HIV/AIDS cases in 2006, but experts estimated there were more likely 650,000 people living with HIV/AIDS in China.