Flood Disasters Put Television to Toughest Test

Unprecedented floods across many parts of China have thrust huge responsibility  onto the Chinese television industry, stretching resources in all directions,  requiring co-operation on a scale never before contemplated and confirming the  unique power of television to unite a nation.  

The disasters may have exposed weaknesses in co-ordination of advance warnings  and dissemination of crucial time sensitive information, but there can be few  better examples of the positive power of television when it comes to the  mobilization of the national relief efforts. 

CCTV's live broadcast appeal alone raised over RMB 600 million in donations from viewers, while Beijing TV's appeal brought in another RMB 100 million.  Other major cities have also reported high donation rates for special appeals  broadcast over the last two months. 

Although there has been criticism of the extended coverage given to visits by  central leaders, the depth of reporting and the representation of genuine human  emotion has, at times, elevated Chinese factual television to a level of journalism that one hopes never to have to see, but that literally has the power to move a nation. 

Even at local TV levels which usually exchange little more than greetings with  one another, support networks have sprung into action, providing technical  support to broadcasters whose studios have been flooded and dispatching crews to cover for stranded colleagues.  

CCTV and the Nanjing Military Region are supporting the production of a  three part docu-drama on the disaster by Jiujiang TV, a city level station which is still in the middle of one of the worst affected areas. The series is  currently seeking sponsorship. Interested parties can call: Jiang Lijia at  Jiujiang TV on Tel (0792) 8223452. 

The determination to continue despite the conditions has been keenly felt at the city level. The organizers of the City TV Stations Environmental Television  Awards have extended the entry deadline in response to requests from  broadcasters in affected regions. 

In the coming months, hundreds of documentaries and other films will be produced about the worst flooding in China for 100 years. These reports will  continue to help raise hundreds of millions of yuan around the country as  re-building projects get underway.