Animation Industry Urged to Represent Chinese Culture and Reflect Values

Ten projects on various themes were presented to the jury panel yesterday as Shanghai Television Festival hosted workshops and presentation sessions for the Asian Animation Pitch & Catch.

In the morning workshop, Li Jianping, vice president of the Animation School at Beijing Film Academy, talked about the artistry and creativity of the Chinese animation industry, saying it needed to represent Chinese culture in its productions.

Li said Chinese animation should include the spirit and values recognized by Chinese audiences. It was important to improve quality and artistry, and to build cultural confidence, he added.

"We should respect and celebrate the multi-racial Chinese culture and how it represents part of the excellence of humanity," Li said.

He added it was not necessary to follow certain styles when representing national characters but the crucial aspect was whether others could understand Chinese works.

The jury will judge the winners according to the overall performance of the 10 projects presented, including artistic quality and marketing potential.

Zhaoyun and KADA Box is a project of Shijiazhuang Autodesk Animation Technology Company. The animation, based on a famous general, Zhaoyun, from the Three Kingdoms period, depicts the era with humorous stories. The characters are not named after actual people but reflect their personalities. It\'s an animated series planned for 52-episode and is targeted to appeal to all ages.

Topani Co. Ltd from Fujian Province pitched a new media animation named Cell Phone Boy which is designed for cell phone users. It is the story of how cell phones have changed our relationships with family and friends and is told through funny incidents that happen to an unlucky white-collar worker named Ji Xiaode.

The jury will decide winners in the following categories: Most Creative Award, Best Market Potential Award, Best Student Award and Project in Selection. The prize ceremony for Asian Animation Pitch & Catch will be held today at The Westin Bund Center Shanghai.