The Status Of Film And Television Industry Export And Countermeasures

With the development of global economy and under the background of Chinaentering WTO, cultural trade, as a special service, has been developing rapidlyworldwide and has become a crucial factor in promoting economic growth andstrengthening national power on international competitive stage. Film and televisionindustry, as an important part of cultural industries, is playing an irreplaceable andparticular role in the development of politics, economy and society, and can promote anation’s soft power, because films and televisions have powerful artistic appeal,remarkable industry stimulation and great cross-cultural communication dint. Videoproducts, as typical cultural products, can not only bring great economic income tothe output country but also can lead to the development of other relative industries,because they can convey the values and life-styles of the output country by means ofthe lively images and contents.Although China is a large developing country and has made world focusedachievements in its economic construction, political reform and social development inthe last three decades, yet its cultural soft power remains “Achilles’ heel”, comparedto its political and economic status, especially its international competitiveness inculture and cross-cultural communications falls far behind. For example, ourcountry’s film and television cultural industry has been developing rather slowly withlittle competitiveness on the grand international stage of film and television industries,and our cultural output is relatively small on the world film and television markets,remaining trade deficit. It is a great challenge for our film and television industry topromote our output competitiveness and enter the world’s grand cultural market withour Chinese special culture and characteristics and gain the recognition of thedomestic and international consumers.The present paper, on the basis of summarizing the theory of cultural trade andfilm and television trade, analyzes the present situation of our country’s film andtelevision culture development, points out the output barriers of our film andtelevision products, and puts forward the strategy of our country’s film and televisioncultural industry that the only way out is to follow the pattern of American andKorean film and television industries and “to walk out into the whole globe”.