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New cartoon series triggers high expectations

By Ding Qi (chinadaily.com.cn)
Updated: 2008-10-29 10:02

Who will be the most popular cartoon figure on Chinese television next year? Well, the answer may be a lovely little cow -- as the shooting of a heavyweight cartoon series was formally launched in Beijing on Tuesday.

Producers of the cartoon series and guests press the startup button at Minzu Hotel in Beijing, October 28, 2008. The animation will be shown on Chinese TV late next year. [chinadaily.com.cn]

Named "Go Cow, Go!", the 52-episode series will be co-produced by CCTV Animation Inc and Qingdao-based Pro&High Animation Co Ltd. The series is about the adventurous journey of a clever and courageous young cow in a magic world. The scenarios, settings, and cartoon figures will be embedded with colorful Chinese elements as well as fairy tale wonders.

Scheduled to debut on television in late 2009, the cartoon aims to bring more joy to domestic kids in the traditional Chinese year of the Ox.

"We are confident of making the series a historic piece in Chinese cartoons", said Wang Ying, general manager of CCTV Animation at the startup ceremony. He added that the cartoon will be shot with a big-project budget, which means investment per minute could reach around 40,000 yuan ($5,852).

Formerly known as the animation department under China central television, CCTV Animation was incorporated last year to better promote domestic cartoon production and broadcasting under market-oriented operations.

According to Wang, joining hands with professional animation producers such as Pro&High Animation is a rewarding move for CCTV Animation. In contrast to the once-prevailing solo shooting by TV station, the new mode can fully use the experience and innovations of the whole society, he said.

"This kind of cooperation will be the mainstream means in future cartoon production" Wang told chinadaily.com.cn, "and we are open to work with any parties in producing top-ranking homemade cartoons".

Efforts behind the screen

Since China produced its first cartoon as early as 1926, domestic animation industry has experienced an exciting but uneven eight decades. Classic pieces such as The Monkey King have been welcomed and recognized both at home and abroad. But for a certain period, TV cartoon periods were also dominated by works from Japan and the US.

In order to support the development of homemade cartoons, the government set a limit in 2006 in broadcasting overseas cartoon TV programs in prime time. The move not only lent a hand to domestic cartoon producers, but also called for more well-qualified cartoons to fill in the gap and attract anxious young people.

To meet the demand, the nation has set up 17 animation industry bases and four national animation teaching and research bases. Specialized animation companies like Pro&High have grown up. More TV stations are also exploring better ways to participate in the nation's animation industry.

"In 2006, China's output of cartoons was 83,000 minutes. In 2007, the figure increased to 101,900 minutes... This year's output is expected to surpass last year's," said Jin Delong, director of the publicity department of the State Administration of Radio Film and Television.

The upcoming cow series is one more bold effort made by domestic cartoon producers. So it's inspiring to imagine the birth of the new cow series will be not only faster, but better.