Lack of professional TV programme producers is the main reason for the lack of diversity in programmes on Chinese television, said Hu Zhengrong, a professor at the Beijing Broadcasting Institute.

The media expert said that although most Chinese families can receive more than 40 TV channels, few present interesting programmes.

Most of the TV channels offer comprehensive news, cultural and educational programmes and entertainment that they have made by themselves, which not only wastes resources, but make no difference to many viewers.

"A large group of professional TV content providers should be set up to create high-level programmes," Hu said.

The Chinese government has proposed separating TV production from broadcasting.

Wang Yukui, a manager at US media giant News Corporation's Beijing office, said separating programme making from transmission is a normal and successfulpractice in the United States.

Some international entertainment programme makers have penetrated the Chinese market by selling programmes to domestic TV channels.

For instance, the US-based Discovery Channel, the documentary programme maker, is regarded by many Chinese as a must-see channel since it started co-operating with some local channels.

"If domestic companies do not move quickly and explore the content-providing market as soon as possible, more Western companies, such as Disney, will make localized programmes for Chinese audiences," Hu said.

Zhang Haitao, deputy director of the State Administration of Radio, Film and Television (SARFT), agreed and said the government is pushing forward reforms in the radio and television sector.

China launched the country's largest broadcasting group at the end of last year, consisting of the country's biggest TV and radio stations, such as China Central Television (CCTV), China Radio International and China National Radio.

"The government's intention on the issue is clear," Hu said. "It will act to promote strong domestic entertainment groups."

(China Daily February 27, 2002)