MIP'ASIA Conference & Screenings - Taking the Chinese Media Debate to Singapore
SINGAPORE --- CMM Intelligence (HK) Limited, publishers of China Media Monitor, jointly organized the 1999 MIP'ASIA China Conference & Screenings on December 9, 1999 in Singapore together with Reed Midem and with the support of the China SARFT Information Network Center and ACNielsen (which provided China ratings data).
Designed to address issues of direct interest to international delegates, CMM-I brought together 9 speakers for a high paced session. The two main topics of debate "CAN CHINA PRODUCE FOR EXPORT?" and "WHAT TV PROGRAMMING DOES CHINA REALLY WANT" attracted a record number of participants among the conference schedule. Evidently, China still interests a few people.
First session speakers included Ma Runsheng, GM Assistant, China International TV Corporation, Chen Hu, Director, BTV International Department, Yang Zhenhua, GM, STR International Group, Liang Hua GM, 21st Century Audiovisual Company.
The second session debating what China wants from the international market included Li Zunduo, Vice President, Wuhan TV, Wang Qiyu, GM, Shenzhen Dubbing Center, Gong Yongqiang, VP, Supersound Music Entertainment and Feng Yisu, President Hunan Educational TV.
Anke Redl, CMM Intelligence Managing Director and Zeng Huiming, Deputy GM of the SARFT Information Center started off the conference with an overview of the Chinese TV and programming markets summarizing development of the industry.
Terrestrial TV stations produced 725,699 hours of programming in 1998; while cable TV stations came up with 378,227 hours programming over the same period. 1,174 TV dramas were produced with a total of 11,322 episodes. 220 units of film and drama were imported, 48 units by terrestrial TV and 172 by cable TV stations. 22 licensed co-productions received official sanctioning.
With over one million hours of programming surely there must be programming that meets international standards and tastes - or so one should think. Presentations for the first session ranged from "Chinese TV Dramas for Asian Markets" and "Co-producing Documentaries" to "Successful Examples of Exported Programs" and patriotic "Broadcasting Chinese Culture, Bringing together Chinese People" which not only gave the audience a glimpse of Chinese programming TV but also the presentation style common in Beijing circles.
While Mr. Ma from the China International TV Corporation, welcomed everyone in such a manner and leaped into a colorful description of 5,000 years of Chinese history, Chen from BTV delved into more practical issues of how a co-production can become a success as with the "Acrobats of Wuqiao", a co-production between RSA Media Relations and BTV.
As delegates were told, deciding the topic, the financial agreement, how to share expenses, how to distribute in the international market, what technology to use, what equipment to take and how to edit are just some of the issues that have to be overcome.
Most of the programs screened and suggested for export to foreign markets had distinctly Chinese topics such as "Chinese Surnames" and "Chinese Characters" introduced by the 21st Century Audiovisual Company.
"How to Select Programs Appropriate for Chinese Viewers" and "Analysis of China's Program Market and Sales Strategy" , "Experience in Buying Factual Programming for China" and "Exchange and Cooperation in the Chinese Programming market" were discussed in the second session of the conference.
Mr. Wang from the Shenzhen Dubbing Center made some useful comments on what programming his company buys. Mainly programming that is "Entertaining with a good subject, relates to everyday life such as emotion and affection, love and hatred, success and failure, or programming that targets the general public as well as children's programming finds its way into the Dubbing Center shopping bag.
Children's programming for Chinese markets should follow certain guidelines, "it must be healthy and positive, it must not relate to sex, there must be little fighting and violence and preferably it relates more to positive heroes, historical figures and events, and science fiction but fewer ghosts and demons. If should be innovative with high scientific content."
Wang's main complaint was that most foreign sellers see China as one big market and therefore the returns should be accordingly large, explaining that there are great discrepancies between different markets. However, he hoped mutual trust would help in building a long-term relationship.
USA educated Gong Yongqiang from Supersound, a private music entertainment company that specializes in production, distribution, retail and licensing, spoke in refreshing contrast to representatives of state owned enterprises, nailing down issues in a way the state sector is not able to - even if people are thinking along the same lines.
However, only by exchanging information and opinions is it possible for the Chinese TV industry and its international counterparts to find the roads to successful co-operation. There is still a large gap, and while CMM-I is dedicated to providing the platform for these exchanges lets hope that there will be many more opportunities to bridge the gap in future.