December 1, 2011 Source: Xinhua Net Editor: Ke Xun Wang Troy
Launch of the first3DTelevision channels, with a focus on managing satellite TV and advertising.——Cai Fuzhao discusses new measures implemented by the National Radio and Television Administration to uphold the spirit of the Sixth Plenary Session.
After the Sixth Plenary Session of the 17th Central Committee of the Communist Party was held, the National Radio and Television Administration issued the "Implementation Plan for In-depth Study of the Spirit of the Sixth Plenary Session of the 17th Central Committee." It is currently drafting the "Opinions of the Party Leadership Group of the National Radio and Television Administration on Studying and Implementing the Spirit of the Sixth Plenary Session of the 17th Central Committee and Promoting the Great Development and Prosperity of Radio and Television." Additionally, it has requested that all units propose opinions on how to implement the spirit of the plenary session based on their actual circumstances.
Cai Fuchao, Vice Minister of the Ministry of Propaganda and Director of the State Administration of Radio, Film and Television, recently stated in an interview in Beijing that in the next five years, the key tasks for the State Administration of Radio, Film and Television to implement the spirit of the plenary session include: further strengthening the functions of mainstream media in radio and television, promoting the creation of film and television culture with a focus on the production of TV dramas in preparation for the 18th National Congress, emphasizing the development of online and mobile broadcasting, ensuring that by 2015, every county-level city will have digital cinema screening venues, launching China's first 3D television channel early next year, and enhancing the management of satellite channel programming and advertising broadcasting.
Further strengthen the functions of mainstream broadcasting and television media.
Reporter: What new initiatives are being implemented in the broadcasting and television sector for promotional work?
Cai Fuzhao: First, we must adhere to the principles of establishing a platform based on guidance, news, depth, and distinct characteristics, and vigorously strengthen the news promotion of radio and television. We need to enhance the timeliness, authority, credibility, and influence of public opinion guidance. It is essential to effectively report on major emergencies, improve emergency reporting and public opinion guidance mechanisms, increase timeliness, and enhance transparency. We should significantly strengthen the guidance on social hot topics and difficult issues, as well as enhance public opinion supervision. It is crucial to place high importance on and strengthen the development and management of online broadcasting and mobile broadcasting, seize new positions for public opinion guidance, take the initiative in public opinion guidance, expand the coverage of publicity, and enhance the dissemination power and influence of mainstream public opinion.
Accelerate the development of new media.
Reporter: What new ideas do you have for the development of new media?
Cai Fuzhao: Accelerate the development of mobile multimedia broadcasting and television, mobile TV, and public audiovisual carriers such as in-vehicle and building televisions. Strengthen the construction of integrated broadcasting and control platforms for new media such as IPTV and mobile TV, and better utilize various information network facilities. In particular, the fundamental task should be to build a socialist core value system, with the starting point and focus on meeting the spiritual and cultural needs of the people. We should cultivate a group of leading enterprises in the creation and production of new media audiovisual content, continuously launch network audiovisual programs that reflect top-tier standards and represent the image of China, and strive to create well-known audiovisual new media content brands both domestically and internationally. Let new media audiovisual platforms become an important stronghold for amplifying mainstream public opinion and showcasing outstanding works.
Further promote the production of film and television dramas.
Reporter: What will be the key focus of film and television production moving forward?
Cai Fuzhao: Movies and television dramas should focus on scientific development as their theme, and on the basis of stable growth in production, efforts should be made to enhance quality. First, we must start with the script, carefully organizing the creation and production of key film and television works, strengthening tracking management and guidance services to ensure direction and quality. We should focus on the creation and production of key film and television dramas in preparation for the 18th National Congress of the Communist Party. Emphasis should be placed on strengthening the creation and production of New Year films. We encourage and support the creation and production of outstanding documentaries. We will further promote innovation in radio and television programs, launching popular branded programs that are well-loved by the public. We will improve the filing and public disclosure system for films, television dramas, and animated films, as well as the content review system, ensuring strict product entry standards. We will continuously enhance the evaluation system for radio and television programs.
2015Every county-level city has digital cinema screening venues.
Reporter: What highlights can we expect from public broadcasting and film services?
Cai Fuchao: Regarding the Village Connectivity Project. We will continue to deepen the implementation of the broadcasting and television village connectivity project, consolidating the achievements in administrative villages and natural villages with more than 20 households, while vigorously promoting connectivity in natural villages with fewer than 20 households. The National Radio and Television Administration considers live satellite public service as an important measure to accelerate the improvement of public broadcasting and television service levels, transitioning from "village connectivity" to "household connectivity." In rural areas where cable television networks do not reach, we will vigorously implement the live satellite public service project, allowing a large number of farmers to freely listen to and watch over 40 channels of high-quality audio and video broadcasting programs. By 2012, this will reach 50 million households, by 2013, 100 million households, by 2014, 150 million households, and by 2015, we will fully complete the task of connecting 200 million rural households.
In terms of Western New Engineering, the focus is on strengthening the translation, production, and broadcasting of programs in minority languages, and improving the coverage of radio and television in remote minority areas.
In the area of public service for films, the focus is on popularizing digital screenings and continuing the implementation of the rural film screening project while enhancing service quality. Government-funded public services should introduce market mechanisms to improve standards, ensuring that each administrative village screens at least one public film each month. Additionally, there will be a strong push to implement the construction of digital cinemas in county-level cities, aiming to change the current weak state of film distribution and screening in these areas. By 2015, every county-level city in the country should have a digital film screening venue, with 60% of these cities equipped with digital multiplex cinemas.
Emergency Broadcasting System Construction Project. In accordance with the overall requirements for the construction of the national emergency system, various technical means will be fully utilized to establish a unified, responsive, widely covered, and secure emergency broadcasting information collection, transmission, and reception system by the end of 2015. This aims to achieve nationwide coverage and stable operation of emergency broadcasting, thereby enhancing the role of radio and television in responding to sudden public events.
Accelerate the integration of cable television networks.
Reporter: In terms of deepening the reform of the industrial system and mechanism, what new goals are there in the broadcasting and television sector?
Cai Fuzhao: We need to focus on advancing the establishment of China Broadcasting Network Co., Ltd. and deepen the reform of the industrial system and mechanisms. We should strive to create a number of broadcasting and film enterprises with strong capabilities and competitiveness. We will promote the listing of China Film Group.
Accelerate the integration of cable television networks, achieving one network per province by the end of 2012, while establishing a national-level broadcasting and television network company to gradually realize unified planning, construction, operation, and management of the national cable television network. Accelerate the development of key content industries, cable television network industries, and new media content and service industries. Further improve the broadcasting and film screening market. Strengthen the construction of the film and television program circulation and trading market, and successfully organize important broadcasting and film festivals and exhibitions.
The first product in our country will be launched early next year.3DTV Channels
Reporter: Many cultural sectors are promoting the integration of culture and technology. What about the broadcasting and television sector?
Cai Fuchao: We need to advance the digitization of radio and television stations, improving the integrated digital technology system for collection, editing, broadcasting, storage, and usage. We will intensify efforts to promote high-definition television. We will comprehensively advance the digitization of broadcast and television transmission coverage networks. We will continue to promote the two-way transformation of cable television networks. We will accelerate the development of terrestrial digital broadcasting and television. We will expedite the application of live satellite broadcasting. Based on the existing 189 million cable transmission households, we will accelerate the construction of mobile multimedia broadcasting and television coverage networks and user development, aiming to add 20 million new users in 2012, bringing the total to 50 million. We will accelerate the construction of the next-generation broadcasting and television network. In accordance with central directives, we will actively promote the integration of the three networks. We will accelerate the application of digital technology in all aspects of film production, distribution, screening, storage, and regulation, comprehensively enhancing the level of film digitization development. We will strengthen research and development of broadcasting and film technology and the formulation of related standards.
The National Radio and Television Administration has officially launched the preparatory work for the 3D television experimental channel. It has released the "Guidelines for 3D Television Technology Part One: Program Production and Broadcasting" and "Guidelines for 3D Television Technology Part Two: Transmission of High-Definition Frame-Compatible 3D Television Signals." The 3D television experimental channel is jointly established by six entities: China Central Television, Beijing Radio and Television Station, Shanghai Radio and Television Station, Tianjin Radio and Television Station, Jiangsu Television, and Shenzhen Television. China will conduct a trial broadcast of the 3D television channel on New Year's Day 2012, with official broadcasting starting during the Spring Festival of 2012.
Focus on managing satellite channels and advertising broadcasts.
Reporter: Broadcasting and film are of great interest to countless households. What key management measures will the National Radio and Television Administration implement?
Cai Fuchao: We need to deepen administrative management reform, accelerate the transformation of government functions, and comprehensively strengthen government functions such as guidance, policy adjustment, market regulation, social management, and public services. We will focus on strengthening management of publicity, broadcasting institutions, and advertising, and continue to carry out actions against vulgarity. We will further enhance the management of film production and operation institutions and new media businesses. We will accelerate the construction of the broadcasting and television regulatory center under the Administration and provincial-level broadcasting and television regulatory agencies. In line with the requirements of the three-network integration, we will accelerate the construction of IPTV, mobile television integration, broadcasting control platforms, and regulatory platforms. We will expedite the establishment of a national film market service and regulatory platform. We will accelerate the legislative process for the "Film Industry Promotion Law" and the "Broadcasting and Television Transmission Security Law."
In response to the excessive entertainment and vulgar tendencies observed in some satellite comprehensive television channels, the National Radio and Television Administration recently issued the "Opinions on Further Strengthening the Management of Programs on Satellite Comprehensive Television Channels," focusing on macro-control and management of the broadcasting of TV dramas and entertainment programs, clarifying the positioning and functions of satellite comprehensive television channels, and effectively increasing the proportion of news programs broadcast.
To resolutely correct issues in the management of broadcasting and television advertising broadcasts and further strengthen advertising broadcast management, on October 11, the National Radio and Television Administration issued a "Notice on Further Strengthening the Management of Broadcasting and Television Advertising Broadcasts." On November 25, the Administration issued the "Supplementary Regulations on the 'Administrative Measures for Broadcasting and Television Advertising Broadcasts'" in the form of an administrative order, clearly stating that during the broadcasting of TV dramas, no advertisements may be inserted in any form during each episode (calculated at forty-five minutes). These supplementary regulations will take effect on January 1, 2012. To ensure the implementation of these supplementary regulations, a notice on the enforcement of the "Supplementary Regulations on the 'Administrative Measures for Broadcasting and Television Advertising Broadcasts'" was also issued.