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　　  China Mobile Among Global Top 100 Most Powerful Brands

　　  Development Seen in China's Broadcasting Industry

　　 轻松一刻：These Are The Days

　　Development Seen in China's Broadcasting Industry

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　　By the end of last year， China’s television and radio signals covered a reported 1.2 billion people, or about 94 percent of the population.

　　The reform and innovation of the broadcasting industry in the country is thought to have made great progress, which has been marked by reforms in the broadcasting system and mechanism as well as developments in specialization and computerization.

　　According to Li Jianfei, a staff member at China National Radio, a greater concentration has been placed on interaction with audiences and the innovation of many of the current programming. “In a sense, our programmes have widely expanded the spirit of vigour and innovation in terms of the form, content and the innovation of the medium.” Modern technologies such as the Internet, satellites, multimedia equipment and mobile phones have provided many more possibilities in terms of diversifying broadcasting methods. And more efforts are being investigated to broaden the reach of China’s broadcasters.

　　A senior official at the State Administration of Radio Film and Television, Li Zongda says that there are many ways to achieve this target. “Most efforts should be made to find new formats for development. We can strengthen programming interaction and service by specializing channels, specifying target audiences and cooperating with other broadcasters to integrate broadcasting resources and so on.” Chinese broadcasting has spread deeply into rural areas to serve rural residents to enrich their entertainment options as well as more information about the world outside. Meanwhile, in return, these developments have also brought a great amount of profit to broadcasters.

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