An increasing number of Chinese adults are riveted by cartoons and animation in China, a country where many people used to regard them as puerile nonsense reserved for kids.

It's rarely seen in China that animation and cartoon fans aged up to 30 wear T-shirts and caps and carry bags with images of Mickey Mouse, Teletubbies, Hello Kitty, Snoopy and Macdoll.

"Animation is an important asset both for children and adults," Jin Guoping, chairman of the China Animation Association, told Xinhua at the First International Animation and Cartoon Festival in China last week.

The exposition drew cartoon fans to shop for their favorite animation series or movies.

According to Jin, also general manager of Shanghai Animation Film Studio, animation is created for different age groups in the other parts of the world. Youngsters and children are the major consumers of animated TV series, while some Disney blockbuster movies, such as Mulan and Lion King, have been produced for teenagers, adults and the whole family.

Different countries take different approaches. China primarily focuses on the teen and child markets. In Japan, an animation and cartoon giant, adults are the main market.

"China has animated series produced for adults, but mainly for academic purposes in non-profit institutions, such as artistic research institutions and universities," Jin said. "They are usually not commercially viable to screen in theaters or TV."

Li Shilei, CEO with Toonmax TV, a Shanghai-based satellite TV channel reserved for cartoons, said, "Compared with Japan, China's animation has less extensive audiences, which is a congenital deficiency for the industry's wholesome development."

"But the experience of Japan testifies that there is still large potential in Chinese animation and comic market," Li said.

Statistics from AC Nielsen show the Toonmax preference rate among Shanghai citizens with a monthly income of more than 3,000 yuan (US$361) ranks fourth in more than 60 Shanghai-based TV channels, right after those focusing on TV series, comprehensive news and entertainment news.

"Extending the audiences' age groups is vital for the channel' s survival," Li said. "Because adults have much higher purchasing power than kids and youngsters, which will boost our advertisement sector."

Inadequacy in animated series and films threatens to hamper Toonmax's efforts in maintaining the extensive audience groups.

"Almost no animation tailored for adults or both children and adults is available in the home-made database and there are only a few such imported works," Li said.

TV service operators have been asked to give priority to domestic cartoon programs, which is part of a series of measures China has adopted to boost the growth of the domestic cartoon industry.

"As the market demand increases, more and more Chinese animators and studios are eyeing the lucrative adult market," Li said.

"The development, however, is a long-term initiative due to limitations of the fledgling industry's technology and lack of professionals."

Xu Jiang, president of the China Academy of Art, a state-level base for cartoon training and research, said, "animation is the 'toyization' of the human being. It is in line with people's pursuit of fashion and leisure. Appreciation of animation indicates a more relaxed Chinese adult population."

(Xinhua News Agency June 9, 2005)