The document of guidelines on deepening reform of cultural
system, which was issued on Wednesday, requires general art
troupes, publishing houses, newspapers and magazines on culture,
art, life and popular science, bookstores, movie studios, theaters,
TV play producers, cultural intermediary organizations to gradually
restructure into market businesses.
Jointly issued by the Communist Party of China (CPC) Central
Committee and the State Council, the document indicates that
China's top leadership has decided to embrace marketization to
invigorate the country's cultural undertakings.
Only organizations that offer public cultural service such as
libraries, museums, cultural and scientific centers, and Party
periodicals, news agencies, radio and TV stations, major news
websites, politics periodicals, a few publishing houses for
political and public welfare purposes, major social science
research institutes, art troupes showing national features will
still enjoy state support.
China initiated a cultural system reform experiment in 2003 in
nine cities and provinces such as Beijing, Shanghai, Guangdong and
Lijiang, a tourist destination in southwest China.
The market-oriented reform has seen initial success in those
regions. Set up in Aug. 2004, Beijing Song and Dance Theater Co.
Ltd. saw its revenue double in the second half of last year to 3.64
million yuan (US$455,000) from the first half before its
restructuring.
Its major shareholder, capital Toursim Co., has cashed in on its
advantage of Beijing's tourist market and the advertising campaign
of Beijing TV Station to bring a slew of visitors to the theater by
having it sign performance contracts with over a dozen Beijing
hotels.
In Shanghai, a grand art center was established by incorporating
six institutions including the Shanghai Theater, Concert Hall and
Shanghai Symphony Orchestra, an epitome of cultural resources
merging in the country.
According to sources with the Ministry of Culture, a batch of
art "aircraft carriers" are likely to sail to the market as the
reform designed to boost "socialist cultural prosperity"
proceeds.
"The government will increase input in public cultural
activities," said the document. "Meanwhile, efforts shall be made
to encourage various sides to invest in these activities."
In view of China's rapid urbanization and economic expansion,
there has been growing consensus among Chinese scholars and
government decision-makers that development of the cultural sector
has failed to keep pace.
Economically better off Chinese people now desire better and
richer cultural activities, yet the domestic cultural industry is
unable to meet that demand.
"The government has recognized the importance of developing the
cultural industry to regional economic development and the
relations of developing cultural industry with people's spiritual
pursuits", said Chen Shaofeng, deputy director of the cultural
industry research institute of Peking University.
To push the reform, the document stressed changing the ownership
structure of the cultural industry to gradually form a pattern
"with public ownership as the mainstay and various forms of
ownership developing side by side."
"Private capital is encouraged to enter cultural sectors
approved by the government in various forms."
It also said the CPC will continue to maintain control on the
news media, news media officials and correct guidance of the public
opinion to ensure "the news media always lives up to its nature as
the mouthpiece of the Party and the people."
But the advertising, printing, circulation and transmission
branches of news media organizations and affiliated TV and movie
studios and sales departments are permitted to operate as
businesses on the market.
(Xinhua News Agency January 5, 2006)