Culture boost for rural areas

China is to establish a public cultural service system covering remote and rural areas by 2020, said a senior official from the Ministry of Culture.

The provision will include books and newspapers, film, TV programs, theater, art education and sports events. The main providers of cultural services are public libraries, cultural and art hubs, museums, galleries and art centers.

"We are still facing challenges including the shortage of input and investment, unbalanced coverage of public service, inadequate service capabilities and insufficient engagement of social forces," said Yang Zhijin, vice-minister of the Ministry of Culture.

Yang said there will also be national standards for local governments to follow. These are expected to ensure public service for less developed cities.

In the coming months there will be inspectors sent from the central government to provinces and cities to check how services are provided.

Fan Zhou, director of the Culture Development Institute under the Communication University of China, said having a standard makes the 2020 plan more operable.

For example, there is a standard about how many programs should be provided. Fan said a standard may appear like a government enforcement but it does help ensure the basic needs of the public can be fulfilled

"In different cities, there should be different guidance based on their situation," Fan said, adding that the national plan provides a golden opportunity for the cultural industry.

"Companies should do a thorough investigation on the needs of public service and shift their business model based on the findings," Fan said.