If You Are the One"declared that she would rather cry in a BMw than smile on the back of a oyfriend's bicycle. The host was promptly replaced by a psychology professor, but it was too late SARFT has promulgated rules banning lewd comments and other moral provocations. //Why are government wants people to watch television. The living-room set is a crucial conduit between the state and the masses. However ribald their programming at other times, at seven o'clock in the evening almost all channels carry CCTV's starchy news broadcast, in which unsmiling anchors relay the latest utterances from party officials. If television becomes too dull, that show would lose its audience. After all, many Chinese can go elsewhere for entertainment. //Data from the Chinese Marketing and Media Study suggest that the internet accounts for 33% of all media use among 18 to 34-year-olds in Shanghai, compared with just 28% for television. Shanghai is an unusually forward-looking city, and people tend to underestimate their television watching But internet video is undoubtably bigger in China than elsewhere. Victor Koo, chief executive of Youku, a video portal, says the average user spends an hour each day on his website. In contrast, people spend less than ten minutes each day on the America-based You Tube. //Some Chinese use online video as a way of catching up on programmes that they missed (very few have digital video recorders). But many use it to gorge on pirated Hollywood shows. Subtitled versions of programmes like" Gossip Girl"circulate in China just a few hours after they are broadcast in America. So widespread is pirated television that it has created stars. Wentworth Miller, who is best-known for his role in the Fox television show "Prison Break" is mobbed when he visits China, and is the face of General Motors in the country. Yet"Prison Break"is not shown on any Chinese television network. // Broadcasters are thus caught between the state and the market between conformity and populism. Both of their audiences are fickle: regulators clamp down on hows with little warning, whereas viewers are liable to switch off and watch pirated videos online or on DVD. Yet in some ways the business is settling down. //Searching for the X factor //China provincial television outfits are consolidating, with the stronger broadcasters piggybacking on the weaker broadcasters'national networks. Earlier this year Hunan TV persuaded Qinghai Satellite TV to carry some of its programmes. Shanghai Media Group secured national carriage for its local business channel by doing a deal with a broadcaster in Ningxia. Gradually, half a dozen strong television companies are emerging. A few are branching out: Shanghai Media Group publishes magazines and offers broadband service. Flush with money, and determined to differentiate themselves from a mass of cheap knock-offs, China's larger provincial broadcasters are beginning to import foreign programme formats legitimately. Increasingly it is not enough to have(or to borrow) a good idea for a programme; broadcasters must create professional-looking content They must also learn to work with sponsors. New restrictions on television advertising mean that money is flowing into product placement. Helen Yang, president of Vivid Media, an independent production company, says her company has moved from making programmes to creating marketing solutions for companies. That adds a layer of complexity, favouring the biggest outfits l Chinese broadcasters are quickly learning how to produce slick-looking television. In a few years, predicts Ms Yang at Shanghai Media Group, they will be able to develop compelling programme formats of their own. And then, who knows? The notion of China as an exporter of ulture may seem far-fetched. But it was once hard to imagine the country churning out advanced telecoms equipment.∥ 陈瑶(08300120264)(201105-278:36PM-被读:1回复“If You Are the One” declared that she would rather cry in a BMW than smile on the back of a boyfriend’s bicycle. The host was promptly replaced by a psychology professor, but it was too late. SARFT has promulgated rules banning lewd comments and other moral provocations. // Why are these troublesome, populist broadcasters allowed to operate at all? Because the Chinese government wants people to watch television. The living-room set is a crucial conduit between the state and the masses. However ribald their programming at other times, at seven o’clock in the evening almost all channels carry CCTV’s starchy news broadcast, in which unsmiling anchors relay the latest utterances from party officials. If television becomes too dull, that show would lose its audience. After all, many Chinese can go elsewhere for entertainment. // Data from the Chinese Marketing and Media Study suggest that the internet accounts for 33% of all media use among 18- to 34-year-olds in Shanghai, compared with just 28% for television. Shanghai is an unusually forward-looking city, and people tend to underestimate their television watching. But internet video is undoubtably bigger in China than elsewhere. Victor Koo, chief executive of Youku, a video portal, says the average user spends an hour each day on his website. In contrast, people spend less than ten minutes each day on the America-based YouTube. // Some Chinese use online video as a way of catching up on programmes that they missed (very few have digital video recorders). But many use it to gorge on pirated Hollywood shows. Subtitled versions of programmes like “Gossip Girl” circulate in China just a few hours after they are broadcast in America. So widespread is pirated television that it has created stars. Wentworth Miller, who is best-known for his role in the Fox television show “Prison Break”, is mobbed when he visits China, and is the face of General Motors in the country. Yet “Prison Break” is not shown on any Chinese television network. // Broadcasters are thus caught between the state and the market, between conformity and populism. Both of their audiences are fickle: regulators clamp down on shows with little warning, whereas viewers are liable to switch off and watch pirated videos online or on DVD. Yet in some ways the business is settling down. // Searching for the X factor // China’s provincial television outfits are consolidating, with the stronger broadcasters piggybacking on the weaker broadcasters’ national networks. Earlier this year Hunan TV persuaded Qinghai Satellite TV to carry some of its programmes. Shanghai Media Group secured national carriage for its local business channel by doing a deal with a broadcaster in Ningxia. Gradually, half a dozen strong television companies are emerging. A few are branching out: Shanghai Media Group publishes magazines and offers broadband service. // Flush with money, and determined to differentiate themselves from a mass of cheap knock-offs, China’s larger provincial broadcasters are beginning to import foreign programme formats legitimately. Increasingly it is not enough to have (or to borrow) a good idea for a programme; broadcasters must create professional-looking content. They must also learn to work with sponsors. New restrictions on television advertising mean that money is flowing into product placement. Helen Yang, president of Vivid Media, an independent production company, says her company has moved from making programmes to creating marketing solutions for companies. That adds a layer of complexity, favouring the biggest outfits. // Chinese broadcasters are quickly learning how to produce slick-looking television. In a few years, predicts Ms Yang at Shanghai Media Group, they will be able to develop compelling programme formats of their own. And then, who knows? The notion of China as an exporter of culture may seem far-fetched. But it was once hard to imagine the country churning out advanced telecoms equipment. // 陈瑶 (08300120264)(2011-05-27 8:36 PM)- 被读：1 回复