| CBDs Culture & Media Industry Builds a Creative Chaoyang |
| 10/20/2006 1:1:0 Beijing CBD |
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For 6-year development, Beijing CBD and its surrounding areas has been made to be the industrial development layout, in which the international financing industry is playing the leading role, the culture & media industries are developed under the clustering mode and the modern service industry is dominant. Among them, the culture & media industry has held the obvious regional development advantage and the wide development space. Beijing CBD has become one of the top six high-end industrial functional areas and a clustering center of culture & media industry in Beijing the "1th five-year plan"
The Importance of developing culture & media industry in Beijing CBD
Beijing CBD culture & media industry meets the requirements of the overall planning and the real condition of the development of Beijing culture-related creative industry and it is helpful for the scale development of the culture & media industry of Chaoyang District.
In December 2005, in the 11th plenary session of the 9th Bejing Municipal Committee, the secretary Mr. Liu Qi, said: "Quicken the construction of Beijing CBD so as to establish an international and modern CBD and clustering center of the culture-related creative industry with a perfect function." After that, the committee and government of Chaoyang District have paid high attention to it. Some measures of promoting the development of culture-related creative industry of Chaoyang District have been made; a leading group for the culture-related creative industry of Chaoyang District and a research center and a promoting center for the culture-related creative industry of Chaoyang District have been established to fully support the development of the culture-related creative industry of Chaoyang District. Beijing CBD is among their attentions.
To develop culture & media industry agrees with the development principle of the mature international CBD, it is helpful to promote the transfer of economy growth pattern of CBD and Chaoyang District and the harmony progress of the society.
Although the mature CBDs abroad have the different experience in development, the result they made, which is showing us, is a clustering center of modern service industry, in which the third industry such as financing industry, information industry, commerce & trade industry, culture industry etc gathers. These third industries are tightly connected together so that the great scale benefit and clustering benefit come into being. When we have a look at the success of Manhattan, we will not only notice the clustering development of the multinational companies and the financing enterprises but also we are surprised by the highly-developed culture & media industry and leisure and entertainment industry around Time Square and Broadway. Moreover, the high development of these industries also promotes the clustering of the organizations of advertisement, law and consulting accordingly. The culture & media industry has become a dispensable industry for building a 24-hour active CBD.
According to the development trend of the industries at home and abroad, the media industry is a hot one developed after the financing industry and the real estate industry. It is an industry with a high developing speed and has become the new economy growth point. The development of the culture & media industry in CBD must be able to drive the development of culture, entertainment, advertisement, travel, catering, Convention and Exhibition and real estate inside the CBD and Chaoyang district. It also will be helpful for the transfer of regional economy growth, the adjustment and upgrade of industry structure, the promotion of international competitive force, the growth of financial revenue, residential income and job opportunity of Chaoyang District, the quickening of the urbanization process, the social undertakings development of Chaoyang District, the improvement of cultural environment of Chaoyang District and the construction of a harmonious society.
The development of the culture & media of Beijing CBD well fits the orientation of the overall function. It will be helpful to integrate the regional resources and occupy the front area of the culture-related creative industry.
In accordance with the City overall Planning of Beijing (2004 to 2020), the function of Chaoyang is positioned as an important window of the international exchange, an important joint between Chinese economy and world economy, a modern PE culture center and a high-tec industrial base. Therefor, we can see that culture is a must for the core support and the development direction of Chaoyang District. These two aspects are tightly connected with the international exchange and outside opening on the other hand.
The developing situation Cultural media industry in Beijing CBD and its circumjacent area
CBD and its circumjacent area (the area west to the eastern second loop, north to Chaoyang Men Wai street and connect to north Chaoyang road, south to north bank of Huitong river, east to eastern fourth loop) integrated nearly 1000 cultural media companies, the exactly situation showed in table 1.
At present, there are a large number of different kinds of cultural corporations in CBD area. And these corporations come into a marketing system and they supplement to each other and support each other. This developing system forms a benign circumstance for cultural corporations.
After Time Warner, Phoenix TV moved to CBD area, the first three media magnates which are "Asia media forum" that represented Asian outstanding cultural scholarship; Charm communication Group which lead the advertisement agent industry of CCTV and three years in a row continue to hold a title of No.1 CCTV agent; New Media international-the leading internet numeric media are moving to CBD area. Together with CCTV and BTV moving to CBD, international media magnate Viacom, EBU also showed their interests to CBD. Many world famous media corporation like CNN, VOA, BBC, New York Times etc also set up their sub-branches in CBD area. Only at Jianwai diplomatic flat there are WSJ (the wall street journal), American news weekly, EBU etc Media Corporation set there, showed by Table 2 as below.
Overseas international Media groups come into China market make the marketing competition more sever, but it also makes the CBD area and Chaoyang District tend to be more centralized for media industry. And it makes a good developing circumstance for Beijing media industry and relative industry.
Four advantages for developing culture media industry in Beijing CBD
With very rich culture recourses in this area, Beijing CBD has a solid foundation for developing culture media industry.
Industrial advantages
For its big market capacity, Beijing CBD witnessed many famous culture media companies both from home and abroad. For news media, video media and advertisement in-dustries, there is still great development room at there. There are 167 international news agencies gathered in Beijing CBD, including famous agencies such as CNN, VOA, BBC, VIACOM, and WALL STREET JOURNAL. In Beijing CBD or around areas, one can find the newspaper agency which is the highest newspaper authority agency in China -- People's Daily, the important regional newspaper agency -- Beijing Youth Daily, the most influencing state television CCTV agency, the regional important televisions agencies -- Beijing TV and Phoenix TV and Chinese portal websites -- Sina, Qianlong and Netease. China Advertisement Top 100, which will hold the highest-grade meetings of advertisement, media and marketing circles, will enter in Beijing CBD in 2007. TENTSU -- rank four in 9 top global advertisement companies, and other famous global advertisement and consulting companies, together with many domestic small and medium advertisement companies gathered in Chaoyang District, with 322 companies in Beijing CBD. The entered television media organizations, such as CCTV, Beijing TV and Phoenix TV, make Beijing CBD more attractive to medias especially. Thousands of companies of lower reaches of the above organizations move to Beijing CBD or around areas, which drive the huge culture media industries moving accordingly, which include program producing, large scale program planning, advertisement, education and training, video brokers, finance investment services and so on. With the scale effectiveness and the common resources, a huge industrial chain of culture media is forming.
Meanwhile, with the international financing organizations as the key, many modern service agencies also gathered in Beijing CBD, offering rich capital support and perfect ensuring system for the development of culture media industry. Up to the end of 2005, there are 3674 companies in Beijing CBD, a 1057 rise that compared with the end of 2004. Among them, 102 companies are from world top 500, and 39 are financial organizations, and 2181, more than 2/3 of total, are the service industries. With the gathering of multinational companies and world top 500, a industrial structure with modern service industries, such as financial, insurance, stock exchange, consulting, IT and communication, is becoming in shape. Hence, culture media industry takes the advantages of capital market directly and perfectly. The combination and development of international finance organizations and culture media industry helps forming a running chain of high-end talent, technology and products, improving industry optimising and updating and the regional globalisation.
Advantages of surroundings
Well located in Beijing, CBD is of great convenient in transportation. In the eastern developing zone of Beijing, CBD is 2 Km from the central axes of Tian'anmen, with a 40 minutes drive to Capital international airport. There is also a perfect regional transportation system, including Second, Third and Fourth Ring Rd., underground, light rail, and express ways to airport, Tianjin and Shenyang.
This is a collection of foreign-fund organizations with high rate of globalisation. With gathering of 60% foreign companies in Beijing, there are more than 3000 foreign companies, 167 international news agencies, and foreign embassies of Russia and Luxemburg in CBD. CBD is the most globalized area in Beijing and it has the rich foreign resources. Thus, CBD has obvious advantages for the globalisation of culture media industry development.
CBD have the perfect infrastructures, high-grade facilities and the advanced road transportation network. There is a municipal plan for 39% road coverage in CBD, far more than other districts. With the plan of virescence, there will be a theme park and a large-scale public green land which is up to 10ha and it include a variety of perfect livings, leisure and service facilities. The highest grades hotels and an intelligent office building in Beijing offer good carrier and perfect service environment for development of culture media industry. The above as a whole lays a solid foundation and establishes the good surroundings for the development of culture media industry.
CBD has the unique rich culture resources and broad market prospect. And in CBD, there are not only enterprises for radios, televisions, movies, plane media, network media, advertisement, design, art and publishing, but also there are many world top universities and colleges, associations, and groups and some comprehensive culture facilities. China University of Communication, Academy for Art & Design of Qinghua University, Capital University of Economic and Trade, Culture Centre of Chaoyang District in Beijing, Chaoyang Library, Chaoyang theatre and many other culture venues form the hardware for development of culture media industry. And in CBD, the culture consumption capacity is very huge. .
Talent advantages
In the past several years, Beijing CDB has attracted hundreds of multinational companies, world top 500, CCTV, Phoneix TV, People's Daily and other international medias. It also has collected hundreds and thousands of high-end talents of financial and culture media. Up to now, in the 3.99 sqkm of CBD, there are about 70,000 talents of high rank white collars. There are also obvious regional characteristics of financial investing analysis, high-end business, culture media originality, and international project management. So, there has been already solid talent foundation for the development of culture media industry.
In the mean while, universities, such as China University of Communication, Academy for Art & Design of Qinghua University, Capital University of Economic and Trade, not only can directly offer the high-end talents, but also they can supply the urgent needed special talents by training. With the global view, as the improvement attraction of CBD, there is an obvious trend of the international finance and culture media talents flowing in. There is the obvious talent advantage for the development of culture media industry.
Advantages from Olympic Game
Sponsoring 2008 Olympic Game brings new opportunities for the development of Beijing culture media industry. According to the data from reports on Olympic Game economy, the traction force to Beijing culture industry form 2008 Beijing Olympic Game will increase with an average annual additional rate of about 0.8%. 2008 Beijing Olympic Game will not only produces the great market space for Beijing culture media industry; it also offers the uncommon opportunities for adjusting Beijing culture structures and updating the globalisation level and culture industry.
Now Beijing CBD meets the uncommon good developing opportunities. It will positively use the successful experiences of international media groups for reference and it will strengthen the Sino-foreign cooperation and communication in operation and management, talent training, investment operation, and marketing, which will attract more and more foreign capital and consumption for media industry. We can foresee that in 2008, under the atmosphere of large scale Sino-foreign culture communications and with the help of Olympic Game economy and policy, CBD culture media will meet a good opportunity to upgrade its international influence capacity and to be more famous in the whole world.
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