China-UK Animation Forum aims for increased cooperation

08:53, December 08, 2010      

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The China-UK Animation Forum held in Beijing yesterday brought together creative talents in digital animation aiming to seek opportunities for cooperation in their field.

This event was organized by UK Trade & Investment (UKTI), which is the British government's department that helps UK-based companies succeed in the global economy.

Sun Lijun, Dean of the School of Animation at the Beijing Film Academy, told the Global Times that the main purpose of this forum was "to herald a new phase of creative collaboration between Britain and China."

"China needs more skilled innovators to help the country make progress in the animation industry. Compared to the UK, which is regarded as one of the world leading animation producers, China still has room for improvement," Sun said.

Li Yang, vice chairman of the China Animation Group, said that a lack of original innovators is the main problem currently facing the domestic industry. But he also said that the Chinese animation industry has been booming in recent years, and the markets have huge potential for the animation industry. He added that China and the UK could achieve collaboration by sharing complementary resources.

Statistics from the China Animation Association showed that in 2004, the production capacity of the country's entire animation industry was only 12,000 minutes. But it is estimated that more than 200,000 minutes of production will be created this year, and there are now nearly 7,000 registered animation companies around the country.

The statistics show that demand for animation products in China is high, but the supply is much less than the demand, and there is still vast potential for development.

Yan Weyan, general manager of Shanghai Toonmax Media, said at the forum that the focus of collaboration with the UK would be on the "high-end" of the animation value chain. China will take full advantage of advanced marketing concepts and original designs from the UK, combining its effective manufacturing capacity and vast market, aiming to create a competitive animation industry in the world.

Shanghai Toonmax Media is well-known in the industry as it helped to promote the animation "Pleasant Goat and Big Big Wolf", which was popular with different age groups in China.

According to the Shanghai based, "Pleasant Goat and Big Big Wolf" cost one million yuan ($140,000)and generated 850 million yuan ($121 million) in box office revenue.

Huang Jun, President of China Film Animation Ltd, told the Global Times that "there are no barriers that would stop our domestic producers from finding global collaboration."

He also said that the government has established policies to boost the arts, and cooperation between China and the rest of the world would not be a challenge but an opportunity.

"We do not need to overemphasize the cultural differences - as long as we understand each other's requirements, we can achieve cooperation with countries around the world," Huang said.

Source: Global Times


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