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| 3.3 Introduction to Development of Key Fields of DEI in Chengdu As an important city of DEI in China, Chengdu has promising development tendency in many industrial fields. This report depicts the development of different DEI fields of Chengdu from six aspects including network game, mobile phone game, animation & cartoon, E-Sports, video games and digital music. 3.3.1 Network Games Recently along with rapid development and wide application of information and network technology, especially the rapid popularization of information media and terminals such as computer, Internet and mobile phone, the network games industry suddenly rises and becomes one of the globally important cultural entertainment industries as well as a new growth point of information industry. As a key part of DEI, network games is turning into a significant means and approach for propagating advanced culture. Network game, which is a special product closely related to cultural background, is endowed with strong ethnicity and rich cultural meaning. In company with sales of network games products on the market, the related cultures are being propagated. The network games industry has become one of the creative industries of most potential currently in China. Up to the late 2006, the number of Chinese internet users reaches 137 million, accounting for 10.5% of Chinese total population, in which the number of internet users in Sichuan amounts to 6.9 million, accounting for 5% of the total Chinese Internet users and ranking 5th among Chinese provinces. In 2006, there are 17 million mobile phone Internet users in China, accounting for 12.4% of the total Internet users. The network games users of China total 31.12 million in 2006, increasing by 18.5% compared with 2005. In 2006, the actual sales income on Chinese network games market achieves 6,540 million RMB Yuan (increasing by 73.5% compared with the same period of 2005) and the derivative income for relevant industries total 33,200 million RMB Yuan, including 21,050 RMB Yuan for telecom industry, 8,330 million RMB Yuan for IT industry and 3,900 million RMB Yuan for publication and media industry. As an important part of DEI in Chengdu, the network games industry has been developed greatly with an integrated industrial chain comprising elements such as talent training, R&D, production and operation. Recently, the DEI in Chengdu has been developed rapidly on the basis of accumulation for many years. Some DEI enterprises already possess the motion capture which is rare in China. Besides, these enterprises can produce such equipment as game engine and special type sounder with profound R&D strength in the products, leading the enterprise clustering and rapid growth of the entire industry. Currently, the DEI enterprises of Chengdu have already sufficed in developing 2D and 3D game engines and products of indigenous copyright and undertaken two state-level network games related projects and tasks, with leading R&D strength and technical levels in China. For example, the pure 3D network games engines "Highway" and "Highway II" developed by Chengdu Aurora Technology Development Co., Ltd. and programmed from the bottom of source code have fully indigenous intellectual property rights and leading technical levels in the Chinese mainland. Moreover, the company has opened the 3D engine source code and authorized it for free use to the Computer Software College of Sichuan University, the Computer Engineering College of the University of Electronic Science and Technology of China, National 863 Plan-Software Public Technology Supporting Platform and Chengdu Digital Entertainment Software College. As a result, a tendency emerges that colleges and enterprises jointly advance the rapid development of DEI. In addition, the national digital media type material technology task and project -- "Critical Technology Research for Network Games Public Technology Platform" undertaken by the National Digital Media Technology Industrialization (Chengdu, Sichuan) Base has been formally approved in the intermediate inspection by the expert team of National 863 Plan on the 26th of February, 2006. The outgrowth of the project fully possesses indigenous intellectual property rights, which symbolizes that the R&D power of network games in Chengdu will be soon top-ranking in the world. In November of 2006, the National Digital Media Technology Industrialization (Chengdu, Sichuan) Base and Chengdu Digital Media Industrialization Base Company Limited submit to the Ministry of Information Industry for the bidding project -- "Reusable Network Games Development Toolkit R&D and Industrialization" which is supported by the 2006 Electronic Information Industry Development Foundation (EIIDF), together with the University of Electronic Science and Technology of China and Chengdu Digital Entertainment Development Environment Engineering Technique Center, etc, and get support from the EIIDF sponsored by the Ministry of Information Industry. The project will integrate and R&D network games development tool of advanced level in China and build a reusable toolkit which covers the whole process of network games development and can be used by domestic network games product development enterprises; and improve the development efficiency of network games products and promote the overall R&D level of domestic network games products through industrialized application of the project. Persisting in technical innovation, the DEI enterprises in Chengdu have developed a great number of network games products. In 2006, there are as many as 10 newly-operated network games of distinctive "Made in Chengdu" characteristics, achieving an output value of 1 billion RMB Yuan. The Kingsoft (Chengdu) realizes an operation and sale income of 110 million RMB Yuan, achieving a new breakthrough in Chengdu network games operation; after the originated game of SAGA ONLINE, the Aurora makes indigenously another originated game -- Wind and Cloud, which produces an income of more than 10 million RMB Yuan since its on-line operation in December of 2006; the game of XIAYIDAO made by the Dreamwork has a number of on-line users at the same time exceeding 200,000, producing a sales income of 6 million RMB Yuan per month in 2006 (ranking 18th in China) with a net income of 2.6 million RMB Yuan per month (ranking 15th in China). Chengdu is also the first city in China to release the network games television program with more than 1 million network games fans and the average network games users daily exceeding 200,000. The digital entertainment consumption market in Chengdu including Internet surfing service, game distribution, game card retails and on-line payment has a market scale of as much as 100 million RMB Yuan per month. Besides, in view of the important role Chengdu plays in domestic digital entertainment market, many domestic digital entertainment enterprises have spanned network games servers in Chengdu, in which the network games servers put into operation by Tianfu Hotline Game Center of China Telecom, Sichuan amounts to as many as over 800. At the same time of fast development, the network games industry in Chengdu still has large potential. Most of network games enterprises in Chengdu are engaged in R&D and operation of network games at the same time, covering all the aspects of entire game industry chain such as R&D, operation, marketing channels and relevant techniques research. However, the enterprise scale needs to be enlarged and the clustering development effect is required to further improve the market competitive power, promptly respond to market changes and pursue for better development. A batch of network games products have been developed and put into the market by some local enterprises in Chengdu. Whereas most of the enterprises are lack of abilities in products promotion and operation, so they should learn and introduce promising promotion and operation mechanism. 3.3.2 Mobile Phone Games From the view of contents, the mobile phone games industry belongs to the macro-industry of digital entertainment; while from the view of realization form, it belongs to mobile value-added service. Along with the allocation and application of the 3rd mobile communication technology (3G) in China, the mobile value-added service industry has far more development opportunities than the traditional industries. At present, the mobile phone users in China exceed 450 million. The number of mobile terminals far exceeds that of PC, television and telephone terminals; mobile phone terminals have become the personal electronic equipment of most users. The operations of high technical threshold with added values such as mobile phone game, mobile phone video and industrial application which can meet more demands of people during productive life will have a blowout type growth in the coming 3G era. The year 2006 saw the rapidest growth of mobile phone games market and accelerating integration within the industry. According to statistics, the market scale of mobile phone games in China in 2006 is 1,480 million RMB Yuan, increasing by 50.2% compared with 2005. With market cultivation for many years, the users have a significant improved cognition level to mobile phone games operations, resulting in a little increasing of the popularization of game-oriented mobile phones. From the view of technical development, relevant techniques and application environment are increasing consummate, providing the development of mobile phone games with supports in technical platform. Currently there are nearly 20,000 mobile phone games in China with over 1,000 developers and over 200 service providers. The products made in Beijing, Shanghai and Hangzhou where the mobile phone games industry is most developed take up the majority of domestic market. However, much weakness still exists for the mobile phone games industry, such as low technical contents in products, few originated products, insufficient cultural depth, high charges and shortage of users. As the central city of West China, Chengdu also has obtained good achievements in the development process of mobile phone games in China. Compared with other cities in China, the R&D strength and scale of mobile phone games enterprises in Chengdu is top-ranking in the Central and West China. Currently there are over 20 mobile value-added service and developers in Chengdu. The creativeness, production quality and operation ability of the mobile phone games & value-added service developers in Chengdu all have their own characteristics. For example, the H.O.G is one of the integrated service providers (SP) of China Unicom and has promising operation supporting platform; the GREATWALL SOFTWARE, UNITED IDEAS SOFTWARE and CLVSOFT all have the characteristic of abundant kinds of products; the Chengdu Digital Entertainment Information Industry (Group) Company is also incorporated in Chengdu with HC-INFO and UNITED IDEAS SOFTWARE, etc. as the main members. Starting from R&D, the mobile phone games industry chain of Chengdu has gradually engendered risk investment mechanism, marketing mechanism and clustering driving mechanism. The UNITED IDEAS SOFTWARE has absorbed a risk investment of 10 million US dollars and the GREATWALL SOFTWARE has acquired a risk investment of 9 million US dollars. The Gameloft (Chengdu) has taken the operation mode that the headquarters gives out a contract for a project and the products are made in Chengdu and sold by the headquarters to develop originated games. Moreover, there are more and more cooperation between local associated enterprises, such as giving out and receiving a contract for a project. Through unceasing innovation, the digital entertainment enterprises in Chengdu have developed a variety of mobile phone games products. For the marketing and promotion of products, the enterprise in Chengdu have established beneficial sales and service mechanism with telecom operators such as China Mobile, China Unicom and China Netcom, obtaining a consummate mobile phone games marketing system. In 2006, the "Made in Chengdu" mobile phone games total more than 200 with total downloading quantity of more than 15 million times, creating an output value of more than 120 million RMB Yuan. The mobile phone games operation of GREATWALL SOFTWARE ranks first in downloading times and income for consecutive two years in China, achieving an income of more than 20 million RMB Yuan; the H.O.G suffices in on-line operation of 45 games, with a downloading quantity exceeding 2 million times and an output value of 6 million RMB Yuan; the CLVSOFT and POTENJOY also have 22 and 13 games of online operation respectively, both achieving an output value of 4 million RMB Yuan; what is more, at the same time of releasing 10 mobile phone games for operation in China, Chengdu Thinkenjoy Science & Technology Co., Ltd. has also developed 3 games which are released in the U.S. mobile market, with a revenue of nearly 5,000 US dollars since November of 2006, making the "Made in Chengdu" mobile phone games participate in the international market again. Along with increasing improvement on the environment of DEI in Chengdu, more and more globally advanced enterprises have set up R&D organizations and subsidiaries for mobile value-added operation technology in Chengdu, including the World Top 500 enterprises such as NOKIA, ERICSSON and ALCATEL. On the occasion of 3G technology's coming commercial use, the mobile phone games industry in Chengdu has also been gradually extended into broad band field. Led by the Chengdu Digital Entertainment Information Industry (Group) Company founded in 2006, the mobile phone games enterprises in Chengdu have forwarded a firm step in 3G application. For example, the H.O.G has released the mobile phone video operation, which can provide services including television, monitoring, entertainment and self-taking video. 3.3.3 Animation & Cartoon (AC) Industry The cultural accumulations of Chengdu in more than 2 thousand years can provide animation & cartoon with rich materials. Abundant natural and humanity animation & cartoon materials are to be explored such as the Giant Panda, Jinsha Relics, Dujiangyan Irrigation System, the background of Three Kingdom and other tourism landscapes, which are the largest source for originated works and the most important advantage for Chengdu's becoming the center of animation and cartoon. Vigorous support from relevant departments of the government is indispensable to the development of the AC industry. In March of 2005, Sichuan is determined by the state as the second "National Center for Developing Animation, Cartoon and Game Industry" following Shanghai. The local 6 higher schools in Chengdu have also established AC industry related majors. As early as 2005, on the basis of widely absorbing social intelligence, Sichuan Provincial government made the Guideline on Sichuan Animation, Cartoon and Game Industry Development Planning (2005-2010). It is clearly stated in the guideline that: Sichuan will strive to before 2010, set up an AC game industrial chain which is based on the national AC game industry base, covers the whole Sichuan Province and is featured by Sichuan cultural resources; establish and consummate a prosperous AC game industry market centering on intellectual property rights protection; and produce a large batch of AC game culture products suitable for the teenage. The guideline also proposes detailed measures for developing Sichuan AC industry and prospering the cultural market. In addition, the Sichuan Cultural Department also establishes the "special fund for encouraging excellent ethnic originated AC game products". The fund is mainly used for holding periodic series actives of "National Center for Developing Animation, Cartoon and Game Industry -- Originated Animation, Cartoon and Game Contest" every year and rewarding outstanding works as well as units and person in the contest. Recently, Du Qinglin, the secretary of Sichuan Provincial Party Committee, specially points out that "The Sichuan people shall strive to build Sichuan into the nationally leading and internationally renowned AC industry products R&D center" on the 5th Session of the 9th Sichuan People's Political Consultative Conference. As for the broadcast and television media channel, Chengdu has advantaged potential. The CDTV 6 -- Children Channel has provided a good platform for the development of Chengdu AC industry. The channel is continuously broadcasting for 16 hours every day in 8:00-24:00 and has covered the entire Chengdu area and peripheral areas. Besides, the Chengdu Cultural Industry Office will issue policies on subsidizing the promotion broadcasting of AC works, greatly supporting the development of local AC enterprises. As one of the three animation, cartoon and game product and industry R&D center, Chengdu has made an AC industrial chain integrating several aspects such as talent cultivation, local excellent culture, originated R&D, market televising and publication & release, through the effort in policy, investment, culture and talents, etc.. The AC industry in Chengdu has been playing an increasingly important role in China. Through in-depth cooperation and introducing AC industry experiences from developed countries, Chengdu has laid a solid foundation for the indigenous development of the AC industry. Up to the late 2006, there are more than10 digital entertainment enterprises engaging in originated AC with more than 1,200 employees. Nearly 10 large-scale works are released in 2006 with a total broadcasting time exceeding 3,000 minutes. As for the broadcast and television propagation, the Panda Babu, Stories on Credibility and other locally originated works have been broadcasted in CCTV and other local televisions; as for network propagation, those enterprises have promoted 8 AC works under cooperation with several portal websites or specialized websites; as for wireless propagation, they have cooperated with different operators, producing works with a downloading quantity exceeding 1.2 million times, and part of them have achieved overseas cooperation and marketing. The indigenous invention ability of the growing-up AC industry in Chengdu is getting stronger and stronger with many originated AC works and brands made, such as A Zhubajie Falling under the Sun (by JINGRUI ANIMATION), Panda Babu (by Chengdu LOCOS), Witty Xiaomuga (by GOCEAN), Stories on Credibility (by GHQY), Eight Honors and Eight Disgraces (by Chengdu University) and the animation series works for the classical images such as Zhao Benshan and Chen Peisi (by BLUEVALE), which lay a foundation for further developing and broadening AC-derivative industries. On the 12th of February, 2006, the program of Focus of CCTV specially reported the AC industry in Chengdu with the subject as "AC Products Calling for Made-in-China". The special subject takes background in the "Golden Panda" International AC Digital Expo during the "8th Sichuan Television Festival", and pertinently reports the Chengdu based enterprises that have promotively contributed to originated Made-in-China digital entertainment and AC industries as well as some digital entertainment and AC works of indigenous intellectual property rights. With continuous development of technology and further maturing of market, local AC enterprises in Chengdu have tried to all-round enter products marketing field, released a lot of derivative products, widened the market channel and promoted the brand value, ending the days when the Chengdu AC and toy market is lack of local branding products. The works by SINODOOR has landed in Singapore, and SMYH has succeeded in overseas cooperation in Australia. Among the AC industries in Chengdu, 38% have set up the marketing network suitable for the enterprise, and nearly 10% have relatively mature marketing network. For example, the animation books, CD and food package have emerged on the market with the subject of the "Xiaomuga" animation image, which is made by Xihua University and GOCEAN; Guangzhou also witnessed the promotion activities for the derivative products of Panda Babu Series developed by Chengdu LOCOS. The negotiations for authorized procuration and cooperation with more than 10 countries including U.S., Japan and Singapore are coming to the close. It is predicted that the derivative products of Panda Babu will spread all over the world in May of 2007. 3.3.4 E-Sports With continuous development of game industry, the electronic game has changed from simple man-computer phase to man-man on-line sports phase of modern sports connotation and spirit. Therefore, a new word -- E-Sports has emerged in modern sports. In 2003, the General Administration of Sport of China listed E-Sports as the 99th formally held sport item in China. In view of the rising influence of E-Sports games, the internationally renowned enterprises start to pay attention to and participate in Chinese E-Sports, leading to rapid development of relevant enterprises. The globally influential and well-known E-Sports games have been successively held in China, including WCG, ESWC, CPL, WSVG and WEG, etc.. As one of the cities with developed E-Sports, Chengdu has held many sub-area games. Several E-Sports games of distinctive "Made in China" characteristic such as ACON5, CEG and CIG also choose Chengdu as one of the important game areas. Among many E-Sports athlete, RocketBoy is a most famous star cultivated in Chengdu. Since 2000, RocketBoy has been closely connected with the honors of Chinese E-Sports, who is the first world champion of E-Sports in China. From Chengdu to Beijing and at last to the world stage, RocketBoy has won 4 world championships and 12 national championships in items such as Quake3, Doom3 and UT2004. In addition, the nationally well-known CS player team wNv have also won championships in world E-Sports games. With RocketBoy and wNv as the exemplar, the upsurge of Chengdu E-Sports continues to warm up and satisfactory E-Sports development environment has shaped. Through combining E-Sports and local products development, many E-Sports clubs have been set up in Chengdu. Based on positively guiding, good market and popularization circumstances have formed, and the interaction between market and production has become an important feature of DEI development in Chengdu. The Leading Group Office for Development Promotion of DEI in Chengdu has held series activities at the Street of Science and Technology such as the "Chengdu Digital Entertainment International Demo Week, building good exterior environment for industrial development. In 2006, the Tianfu Internet Center (TFIC) was formally awarded the "Chengdu Digital Entertainment Demo & Promotion Center" by the Leading Group Office for Development Promotion of DEI in Chengdu and the government of Wuhou District, Chengdu. TFIC has been engaged in conducting various player testing, release and product trading activities of digital entertainment as well as providing comprehensive services such as network education, community service and electronic commerce using its widely-distributed Internet bars. In addition, Chengdu has introduced internationally famous E-Sports platform companies to propel the holding of E-Sports games in Chengdu. The U.S. largest E-Sports platform GGL has established a subsidiary in Chengdu which is responsible for Asian affairs and is the Chinese headquarters responsible for business expansion and operation in China. In 2006, GGL has introduced and carried on two international E-Sports games including "WSVG -- World Series of Video Games" and "CPL -- Cyberathlete Professional League", laying a foundation for Chengdu's creating international brand of digital entertainment demo. More than 1,000 E-Sports athletes from 4 countries and areas have participated in the games with 17,000 on-site audiences. Moreover, the entire games have been lively broadcasted by U.S. TSN and games play with more than 20 million media audiences, covering Asia, America, Latin America and Europe, etc.. Chengdu thus gains attention from over 100 million game fans and numerous digital entertainment and related enterprises in the world, with great improvement in international popularity. In addition, Chengdu has set up the "E-Sports Professional Training Base" with SCEG as the backbone and specialized clubs as the form, which undertakes branding activities, provides specialized training and drives E-Sports demo. In the WSVG 2006, Higher School Branch, Xiao qixun from the University of Electronic Science and Technology of China wins the first place in the general final. In the game of CEG 2006, Chengdu Station, players from Chengdu win the first place of the two items as "FIFA06" and "Need for Speed IX" and the seventh place of CS item. 3.3.5 Video Games Compared with the internal network games industry in full flourish, the video games with its scaled industry formed earlier still plays a non-neglectable role in the global digital entertainment. The global game industry can be divided into 3 subdivision of video game, wireless game and PC game according to different filed of consumption. Among them, counting by output value, video games accounts for 60%, wireless game accounts for 25%, and PC game (including stand-alone game and online game) for 15%. Heavyweight enterprises such as NINTENDO, SONY and MICROSOFT from Japan and America are even considered as industry-changing and take the global lead. Statistics show that the market scale of Chinese wireless game hardware and video games hardware in 2006 amounts to US 219 million dollars, with the shipment quantity reaching 1,483,000. The global market scale of video games may amount to US 46 billion dollars by 2010. The influence of video games has been far in excess of the domain of game itself, moreover, taking impact on the cultural field of film, TV, music, etc., and the IT filed of chip, Graphic card, hardware manufacture, etc. In Sep., 2006, Microsoft together with Sichuan Provincial Department of Culture, Chengdu High-tech Industrial Development Zone, and Sichuan Huachuang Tianfu Digital Technique Co., LTD. jointly establish the "Microsoft Game Technique Platform". The platform is one of the important integral parts of "National Center for Developing Animation, Cartoon & Game Industry" conferred by the Ministry of Culture, and is the fist video games r&D institution cooperatively established by Microsoft and Chinese government. The reason why Microsoft chooses Chengdu as the place to set up its first Chinese game technique platform as China is gradually turning into the global digital entertainment focus lies in the good prospect of Chengdu in developing video games r&D. Chengdu DEI will enter into video games market relying on this game technique platform, and Microsoft will provide training for the platform and the top-ranking domestic talents in game development as well. Reckoning on the technical support of Microsoft, the domestic top-ranking game developer will be much more likely to choose Chengdu as its R&D place when planning to enter into the video games field, so as to promote the development of Chengdu DEI. Up to Feb., 2007, 6 domestic game development enterprises have become the first ones to join the platform. As an important integral part of the "National Center for Developing Animation, Cartoon & Game Industry", "Microsoft Game Technique Platform of the National Center for Developing Animation, Cartoon & Game Industry" of Chengdu receives great support from the Ministry of Culture, Sichuan Provincial Department of Culture and Chengdu Municipal government, which bring forward the following supporting measures: to bring the Microsoft game technique platform into the administrative domain of Sichuan Provincial Department of Culture; for the development equipment of video games and game products Microsoft game technique platform needs to be imported, and Sichuan Provincial Department of Culture shall assist in handling the related importing affairs; for the video games products exhibition and demo center and the market research activity of video games products which are supportively constructed with Microsoft game technique platform, Sichuan Provincial Department of Culture will give policy support; Sichuan Provincial Department of Culture will report to the superior sector actively and consult with other departments, constitutes support policies in allusion to Microsoft game technique platform of National Center for Developing Animation, Cartoon & Game Industry, and provides the game development enterprises within the platform with those favorable policies; Sichuan Provincial Department of Culture will consult with local government and administrative departments positively, offering favorable environmental and policy guarantee for the construction and development of Microsoft game technique platform. Under the great support from the government, Chengdu takes lead in the field of video games development in China. Chengdu "Microsoft Game Technique Platform of the National Center for Developing Animation, Cartoon & Game Industry"(Summary) Game Developer Landlord-Fighting Chinese Chess Beijing Ourgame Computer Technique Co., LTD. Table Football Shanghai Weijing Information Science & Technology Co., LTD. Crazy Mouse Shanghai Lingchan Information Technology Co., LTD. Limiting Tennis CP Computer Science & Technology Co., LTD. Farm Pirate Beijing Haofeng Digital Entertainment Science &Technology Co., LTD. Mah-jong Beijing Guoji Chuanshi Network Technique Co., LTD. 3.3.6 Digital Music In recent years, with the rapid development of network technique and the great increase of market demand, the global market of internet music gains rapid development, the yearly compound growth rate of internet music market amounts to 38.5%. The development of Chinese internet music becomes even faster. Statistics show that the market size of Chinese internet music in 2005 reaches RMB 2,780 million Yuan, with an increase of 61% over last year. Based on huge network user of 137 million in China, the prevalence rate of internet music has been far in excess of such internet application service like network game, network video and electronic commerce. The Suggestions on the Development and Administration of Internet Music by the Ministry of Culture issued by the Ministry of Culture in Nov., 2006 nails down the connotation of internet music for the first time, namely, the music products spread through various wired and wireless methods such as internet, mobile application solution, etc., it is mainly featured by forming digital making of music products, dissemination and consumption model, mainly including two parts: online music downloaded and played in the computer terminal, which is offered by telecom internet, wireless music, also called mobile music played in mobile phone terminal and offered by wireless network operator through wireless value-added service. The concept of digital music not only covers internet music, but also includes sound effect of digital music, which is one of the most businesslike digital music products in application to the industry of cinematographic and television work, network game, mobile phone game, etc.. The output value ratio of the digital music in DEI is approximately 15%, and it is obvious that digital music holds huge market potential. All levels of government in Chengdu quite encourage the digital entertainment enterprises to create and disseminate ethnic original, healthy and positive digital music products, open up the development room of national internet culture, so as to strengthen the competitive edge of internet music enterprises, strive to build a group of ethnic original internet music brand with Chinese feature and international influence. In Jun., 2005, China Mobile takes Sichuan as the innovation base of wireless music products, and comes to establish the nationally first wireless music base in West Chengdu High-tech Park. In early 2006, Chengdu of Sichuan Province is identified as the base of Mobile music products by China Mobile. In Jun., 2006, the portal website of China wireless music (www.12530.com) is issued externally in Chengdu, which symbolizes the formal establishment of the wireless music base. The wireless music base has the following tasks on its shoulders: the construction and operation of "central music platform"; the operation of "12530 wireless music portal website"; and supporting tasks for the entire wireless music operation. The wireless music base mainly provides wireless music contents for mobile user, operator, ISP internet, and terminal provider, leading the new orientation on the application business development of wireless data. The establishment of wireless music base symbolizes that China Mobile makes use of its platform resource and brand resource, taking the superiority of Chengdu into consideration to implement industrial integration, forms an integrated industrial chain of wireless original music ranging from manufacture to consumption, and fulfills the primary layout of the development strategy of wireless music. In 2006, the mobile wireless music base settled in Chengdu brings RMB 10 billion Yuan of mobile music business, and recruits a great number of music talents from local arts college like Sichuan Conservatory of Music, etc. Besides, in various fields of digital entertainment industry, abundant sound effects of digital music are required, and their making will be more multiple and ethnic. A few thousand history of China gestates rich cultural tradition, and it is difficult for foreign companies to full understand the music with traditional Chinese culture and ethnic characteristics. Sichuan is located in the southwest of China with many ethnic minorities and long history, thus, possessing considerable advantage in the making of digital entertainment music with Chinese characteristics. To meet the increasing demand of these aspects, Chengdu, relying on the Chengdu subsidiary of Kingsoft, which is a domestic software tycoon, builds Chengdu public music & sound effect library of digital entertainment, striving to effectively reduce the cost of digital entertainment products' making and shorten the making cycle. The platform is formally adopted in the end of 2006, and will run regularly in Mar., 2007. The public music & sound effect library will provide related music service for 5 local network games, 5 animations & cartoons and 20 mobile phone games in Chengdu for free. From 8th to 12th, Aug., 2006, the 1st Internet Music Festival of China is held in Dujiangyan city, which is famous all over the world. The internet music festival is a biggish-sized series activity on internet music in present domestic China, taking Bureau of Netnews Publicity under Information Office of the State Council, Department of Cultural Market under Ministry of Culture, Audiovisual and Electronic and Network Publishing Administration Department under General Administration of Press and Publication of China as its guidance organization, mainly sponsored by People's Government of Chengdu and China Record Company. "Internet Music Festival of China, 2006" is an experiment of traditional Chinese record industry to vigorously explore the development of internet music and change the traditional model, when the record industry facing fierce competition at digitalization era. It plays a huge driving role in displaying the achievements of internet music in recent years, boosting the making quality and level of internet music, probing into the copyright protection of internet music, purifying internet music, and publicizing and exhibiting the digital music enterprises in Chengdu and their products. |
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