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The show must go on(line)

“If you are the one” is just a recent example of censorship made by the Chinese State Administration of Radio, Film and Television (SARFT), who have considered it “unacceptable to exaggerate certain behaviors and ideologies that are incongruous with the core values of socialism" (People’s Daily). SARFT also announced its intention to emanate new rules, restrict advertising placement on TV, limiting advert frequency, and putting requirements around community-focused messages.

These restrictive policies have influenced consumers’ habits, many who have started to watch TV online. It is becoming normal for netizens to spend their entire free time watching sitcoms and muttering sentences on BBS boards such as “I’ve finished the first season of CSI, now I’m going to see True Blood”. Research conducted by Nielsen (April 2010) shows that Chinese people spend at least 27 hours surfing with an increment of 13% during the weekend. Almost 300 million people use their laptop to watch the latest American movie or the last episode of their favorite sitcom (this internet usage incidentally also occurs around traditional “prime viewing” time). The most popular programs are Japanese and Korean, but also “Gossip Girl”, “How I met your mother” and the historical “Friends” keep the Chinese in front of their computer screens.

China Digital Media is a company involved in broadcasting media and cable television operational support. During its annual summit (15^th July, 2010) it underlined the challenges of emerging digital formats and an overall digital “transition”. In response to significant shifts in consumer behavior, advertisers are allocating larger portions of their marketing budgets to online and mobile formats. “Everyone wants to get in on this market now”, Internet TV is the alternative to the state-run TV programming. For the current year the estimated business of Chinese Internet advertising is more than $346 million and will reach over 400 million viewers; this is a huge amount, especially if compared with the US market (audience for 2010 is estimated at 147 million people - Emarket.com); also it is important to remember the Chinese market’s relative immaturity compared to the US (NYTimes, 2010).

Chinese websites –particularly community channels - meet users’ tastes by uploading (and allowing users to upload) amateur videos, films and television seasons. When surfing on Youku, Tudou, KU6 and PPTV it is possible find the latest episode of House or Grey’s Anatomy a few hours following the American broadcast – complete with Chinese subtitles! It is an open competition between search engines too, involving leaders such as Baidu with its new video subsidiary Qiyi.com.

Interest in American sitcoms is not limited to pure simulation - the passion can inspire real investments. For instance, a hardcore fan of “Friends”, Du Xin, opened an accurate replica of “Central Perk” at the 6^th floor of Soho in the heart of Beijing. A place where college students and young professionals who grew up watching "Friends" can drink, chat, learn English and get yet another glimpse of young American life.