SATELLITE & CABLE: BTV embarking on reforms to cope with new TV rules

<p>Beijing TV (BTV) is embarking on a major reform of its production </p><p>assets to prepare for the new policy, which will separate production and </p><p>broadcast operations. </p><p><BR><BR> </p><p>The capital's biggest station has come up with a "dual approach" to the </p><p>separation policy suggested by the State Administration of Radio, Film </p><p>and TV (SARFT), according to BTV editor in chief Lu Ying. </p><p><BR><BR> </p><p>BTV built up one of China's largest in-house production operations since </p><p>its establishment in 1979. Now, it plans to establish private production </p><p>companies with the commission-driven programming model emerging in </p><p>China. </p><p><BR><BR> </p><p>BTV will allocate some production talents to private production </p><p>companies, which will be ultimately run on a market driven-model, said </p><p>Ms Lu. </p><p><BR><BR> </p><p>She added BTV will continue to increase the volume of programming </p><p>acquired from outside sources, and that the commission model and </p><p>broadcast schedule will be directed by rating performance. </p><p><BR><BR> </p><p>Under the new policy, BTV will be left with the responsibility for </p><p>broadcasting only, although news will still be produced in-house. </p><p><BR><BR> </p><p>Former in-house production divisions will be unbundled to become special </p><p>production companies, which will operate independently and produce </p><p>programmes for both BTV and other TV stations. </p><p><BR><BR> </p><p>Magazine TV show, China Entertainment Report, is a successful syndicated </p><p>programme co-produced by key BTV producers and outside companies, </p><p>demonstrating a viable blueprint for BTV's unbundled divisions. </p><p><BR><BR> </p><p>BTV 3 relaunched as BTV Science & Education Channel last December; and </p><p>similar plans are expected for its second channel to rebrand as BTV </p><p>Culture & Sports. </p><p><BR><BR> </p><p>BTV's programming sales and acquisition arm is being unbundled to be </p><p>operated as the quasi-independent Yingshida Company, and BTV's </p><p>international and overseas service departments will be merged with the </p><p>overseas centre. </p><p><BR><BR> </p><p>As SARFT also plans to merge terrestrial and cable TV stations in the </p><p>second phase of the policy to prevent a duplication and wastage of </p><p>resources, BTV has started a series of small partnership projects with </p><p>Beijing Cable TV. </p><p><BR><BR> </p><p>The key longer term project will be the construction of a brand new </p><p>Beijing TV Centre opposite the World Trade Centre in eastern </p><p>Beijing. </p><p><BR><BR> </p><p>Ms Lu told MEDIA, the convergence of media and telecom is an inevitable </p><p>move and BTV agrees with SARFT's merger plan to avoid the duplication of </p><p>TV resources. </p><p><BR><BR> </p><p>Meanwhile senior BTV executives, including Ms Lu, continue to keep an </p><p>eye open for international cooperation within the strict boundaries </p><p>dictated by state regulations. </p><p><BR><BR> </p><p>Animation and documentaries are two key areas that BTV is interested in </p><p>seeking foreign partners, according to Ms Lu. </p><p><BR><BR> </p><p>She said China's TV distributors such as BTV's Yingshida Company should </p><p>also provide export progammes for foreign audiences rather than to rely </p><p>on translation services. </p><p><BR><BR> </p><p>Source: CMM Intelligence. </p><p><BR><BR> </p>