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On Chinese TV, what's cool is no longer correct
By Edward Cody (Washington Post)
Updated: 2005-09-30 09:21

The phenomenal number of viewers meant that advertising rates soared, beyond what China Central Television charges for spots on its most popular programs. The main sponsor, Mongolian Cow Dairy, went from third-largest to the largest dairy in the country during the show's run.


Li Xiang, the emcee of the 'Mongolian Cow Sour Yogurt Supergirl Contest' [sohu]
Sales more than doubled, according to the Shanghai Daily newspaper. The China Europe International Business School announced that it would make the "Supergirl" show a case study for its master of business administration program.

Worst of all to the Beijing officials who direct China's broadcasting, the show was emceed by Li Xiang, an edgy pop music hostess from the provinces who is well known for using Hong Kong and Taiwanese words as she banters with singing stars onstage. And the winner was a spike-haired, punky-looking Sichuan province student, Li Yuchun, who deviated so clearly from the standard of soft beauty espoused by China Central Television that bloggers described her as "boyish."

The new rules were issued a week after the finale and included a mention that "flirtatious and affected manners on stage" are also banned. Nevertheless, Li Yuchun announced plans to record an album and has scheduled promotional appearances across the country, including at the prestigious Peking University.

Yu Dan, director of a mass communications institute at Beijing Normal University, said the use of Taiwanese and Hong Kong phrases actually went out of fashion several years ago in big-city studios such as those in Beijing or Shanghai. A China Central Television producer agreed, saying the rage now is getting out of the studio to make audience participation programs in which the master of ceremonies is less important.

"But 70 percent of Chinese television stations are at the city or county level, and they don't have the money, the vision or the human resources to move forward," Yu said. "So their programs are stuck in the last century. They don't know how to renew their offerings."

The State Administration of Radio, Film and Television declined to comment on the new regulations, saying they were suggested by the equally official China Radio and Television Society, an association of industry workers. At the society, a spokeswoman queried by telephone and fax said officials were unable to provide an immediate comment but were working on one.


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