"Our television resources were reorganized to promote diversity in the TV programs," says Li Ruigang, president of SMG. "Now, with 13 specialized TV channels broadcasting a variety of programs from dramas to documentaries, audience have a very wide choice."

Professor Wu Gang, a media expert from East China Normal University, attributes the big changes in domestic TV in recent decades to China's launch of the reform and opening-up policy in 1978.

"People used to see only two TV news reports a day. Now they can have a whole channel for news and even 24-hour live updates broadcasting on big issues such as the Iraq war and Sichuan earthquake," Professor Wu says.

"The transformation in the TV industry has largely benefited and enriched our lives with programs of today, more open, transparent and diversified."

However, as many people have shifted their focus to vibrant "new media" such as the Internet and mobile phones, today's TV is no longer the single and most popular source of entertainment.

Consequently, television producers are working harder and harder on more ingenious and entertaining productions to appeal to today's audience.

Channel Young's reality show "My Style," a Chinese counterpart of US Bravo TV's smash-hit fashion program "Project Runway," is one of such new attempts to extend its scope beyond the television screen.

The program has just launched a new domestic brand, Enjoyoung, and opened a boutique at the High Street Loft. People can order costumes and collections designed by the contestants there and also at its online store.

And from next week, SMG's entertainment channel will present a Chinese version of the hit program "Hole In the Wall" every day at 6pm. The program tests the agility of contestants to wriggle through a series of holes cut in a moving styrofoam wall.

Many more off-screen strategies are also being developed to build audience loyalty.

The one-year-old International Channel Shanghai is cooperating with Microsoft MSN to release a new generation of "ICS-Live Robot." Users only have to add the robot to their MSN Messenger contact list (e-mail address: en-cn@hotmail.com).

The robot offers two-way English and Chinese translation functionality and incorporates special TV elements of ICS. Users also can get access to the latest previews and highlights of ICS programs. At the same time, they can watch ICS programs online through the video connection network.

Another emerging trend is for television programs to collaborate with popular Websites such as tudou.com and Blogbus.com.

The city's grassroots dance lovers are now encouraged to upload self-made clips onto tudou.com giving them the chance to be aired on Dragon TV's dancing show "Let's Shake It."

Experts anticipate that television in the future will combine the Internet and other media forms, offering audience multi-media news updates and more freedom and choices.

(Shanghai Daily December 12, 2008)