Shi Jian: Documentary is Farway From Spring

It has been a long time since TV documentary and reality programs were regarded as beyond the interest of ordinary viewers. Most people think documentaries should be thought provoking which seems out of step with the entertainment function of TV. While they\'re very popular overseas, in China they\'re broadcast late at night. The STVF is devoted to the development of the documentary and holds MIDA annually. In the past year, documentary channels on CCTV, SMG and Jin Ying have made great progress, possibly because the productions have new life and vigor. Daily News interviewed Shi Jian, the 17th Shanghai TV Festival documentary section Jury Chairman. As a famous documentary director in his own right, Shi Jian says it is still hard for the documentary to survive in China and it has a long way to go.

Daily News: There are only five Chinese documentaries in the 20 nominated entries, so what do you think is the gap between the local and overseas products?
Shi Jian: There is no great difference in subject matter so it can only be the production values. We should focus on art standards, such as photography, performance style and post production. Chinese documentaries emphasize the task of objectively recording.

Daily News: We know that documentaries can\'t make great profits. Do you think the production environment has improved in the past year?
Shi Jian: New media need more documentaries, but the environment is still not good. MIDA encourages independent directors to make good documentaries and I think that\'s valuable.

Daily News: This is the fifth year of the MIDA Director Plan. Do you think it has stimulated documentary production in China?
Shi Jian: Sure. There are lots of good documentaries at MIDA and this gives us more confidence.

Daily News: In 2010, advertising sales on SMG\'s documentary channel reached RMB105 million and on Jin Ying\'s documentary channel they were RMB25 million. Both are higher than 2009, so some believe it\'s becoming a new profit center. What\'s your opinion?
Shi Jian: I don\'t agree with that. The core value of documentaries is to cover social reality and the highest priority is to record the truth.

Daily News: Documentaries and reality programs have been considered unappealing to audiences and the ratings are not high. So how do they build a larger audience?
Shi Jian: I think it all depends on cultural appreciation. Producers can take the commercial route to attract audiences, but the viewers may still look down on the documentary. So in China it still has a long way to go.