Chinese performing artists should learn from their peers in other countries in order to make the most international touring opportunities, Elizabeth Bradley, the chairmwoman of the International Society for the Performing Arts (IPSA) said on March 9.

The chairwoman said at the IPSA International Forum and First China Performing Arts Fair, which opened in Beijing on March 8, that China with its great cultural heritage and vitality had won praise and attention from international performing arts professionals.

"Following China's entry into the World Trade Organization (WTO), its performing arts professionals should learn more from its international peers, though they are more actively seeking opportunities for exchanges and cooperation," she said.

"Chinese arts administrations and companies should learn more about commercial operations and marketing from its international peers, to meet the western market demand," said Bradley.

The ISPA meeting and the fair is the largest and highest-level art gala ever held in China, with 63 ISPA members from 13 countries, and more than 200 art companies from China, including Hong Kong, Macao and Taiwan.

ISPA, founded in 1948, organizes art professionals in more than 50 countries and promotes creativity, good administration and communication in the performing arts.

Bradley said that to pinpoint a surging interest and demand in the Western market, China should first study the rules of the international market, including contract-making two years ahead of performances and keeping long-term contacts with foreign arts companies through video introduction and partial shows of the performances.

ISPA's practice of internet contacts and its working format of appraisal, analysis, selection and promotion served as a valuable experience for China, which would help improve its artistic standards and image internationally.

She noted that the gala showed Chinese culture administrations were improving and the arts industry was better prepared to enter the international market after the WTO entry.

Experts believed that hosting such an international forum in China helped strengthen dialogue with international arts professionals, and promote China's culture industry. "The gala is just a start for further exchanges and cooperation,"said Bradley.

(China Daily March 10, 2002)