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Shijingshan: CRD to Replace Iron & Steel Works

Shijingshan, home to Shougang, or the “Capital Iron and Steel Group,” is being developed into a new Capital Recreational District (CRD).

The operations of Shougang, China’s fourth-largest iron and steel producer and a major polluter of the Chinese capital, are being moved out of the city to Caofeidian, Hebei Province, about 200 kilometres northeast of capital, for environmental concerns. The move is under way as part of 2008 Olympic Games preparations, and the company’s iron and steel output has been slashed by more than half.

Wang Hong, deputy magistrate of Shijingshan District, said, “By 2010, when Shougang is completely gone, Chang’an Jie will have been extended further west, through Shijingshan into [neighbouring] Mentougou District. The extended Chang’an Jie will bring us a fresh opportunity for development.”

Shougang is leaving behind empty spaces totalling eight square kilometres in area on both sides of the western section of Chang’an Jie, Beijing’s major east–west thoroughfare. “This could not be more attractive to investors in a city where ‘one square inch of land is worth of one ounce of gold,’ ” said Wang, citing a time-honoured Chinese saying.

As part of Shougang’s move, however, more than 20,000 workers are being laid off. To fill the resulting employment vacuum and to create jobs, the government has decided to develop service-oriented undertakings in the so-called Capital Recreational District. 

According to the Shougang Industrial Area Transformation Planning, this CRD will be a centre of high-tech services and cultural and creative industries. A part of Shougang will be preserved and opened to tourists as a kind of industrial heritage. Planning for the Shijingshan CRD has been made a part of the Beijing Urban Master Plan (2004–2020), which was published by the Beijing Municipal Government in 2003 and approved by the State Council, China’s central government, the same year.

In early 2006, the Shijingshan Science Park, with approval of the National Development and Reform Commission, was made a part of the Zhongguancun Science and Technology Park, “China’s Silicon Valley.” Along with the science park there will be two tourist zones, three industrial zones and six business zones in the Shijingshan CRD.

One of the three industrial zones is the Beijing Cyber Recreation Zone, inaugurated in 2004 as one of the first of its kind in Beijing Municipality. It will play host to companies designing or producing video and mobile phone games, cartoon and animation films and TV programmes. In 2006, it was honoured as a cultural and creative industry zone with the “greatest potential” for development. In the following year, the Beijing Cyber Recreation Zone was commended for its investment environment.

In the first three months of 2008, the Beijing Cyber Recreation District generated 593 million yuan (US$86.48 million) in sales, four times as much as the same period of 2007, and paid 22.7 million yuan (US$3.31 million) in taxes, a three-fold increase. This Beijing Cyber Recreation Zone is now home to more than 300 companies. Some of them have good reputations in domestic markets, including the Beijing Hualu Baina Cultural Development Company Limited, Beijing Changyou Times Digital Technology Company Limited, Beijing Lianbang Software Technology Company Limited and Linekong (Beijing) Technology Company Limited.

Among these firms, the Linekong (Beijing) Technology Company Limited chose to create its base in Shijingshan in March 2007. Over the past year, it has produced a range of online video games—Wending, Rexue Xiyou and Yongbing Tianxia, to name just a few. “We should thank the Beijing Cyber Recreation Zone,” said Wang Feng, president and CEO of Linekong (Beijing). “Administrators there are indeed helpful. They are always ready to offer policy advice and to help us handle business registration, foreign investment attraction, licence approval and other matters.”

In March 2008, Linekong (Beijing) announced that it had received US$25 million in capital input from Northern Light Venture Capital (NLVC) and the New Enterprise Association (NEA). The sum is the largest a Chinese online games company has received in the last five years, and marks the first investment made by the NEA in the domestic online games industry.

In the Annual Conference of Chinese Game Industry of 2007, Linekong was awarded as one of the Chinese Top 10 New Enterprises in the Game Industry, and Wang, as one of China's Top 10 New Figures in the Game Industry. His game Skyward Sword and Dragon-kill Falchion got the most votes of 2008 Most Anticipated Online Game.

The development of mobile-phone games has also been rapid in the Beijing Cyber Recreation Zone. The mobile-phone game Pokemon Online of China Wireless Arts, a leading mobile phone games company in this district, was included by the mbox of China Mobile (wireless data services of China Mobile). In addition, China Wireless Arts’ Demon Wrestle and UU World will be launched soon.

More than 100 game research and development companies are operating out of the Beijing Cyber Recreation Zone. During the Christmas holiday of 2006, the cartoon film Laura’s Christmas Star turned out to be the best-selling children’s film in German-speaking areas in Europe. This film was produced by the 3D Animagics Entertainment Company Limited based in the Beijing Cyber Recreation Zone. Also operating in the zone is the Beijing Sanpu Smart Fox Cartoon Industry Group, which was named a top Chinese brand in the cartoon industry in 2006 and 2007. The China Cartoon Century, another company, was named one of China’s best media institutions for investment. The cartoon film Daijiajia made by Beijing Xiaochuanhui Cultural Development Company Limited was commended The Most Valuable Cartoon Brand for Investment.

The production of films and TV programmes has also boomed. About 220 of the 480 companies operating at Shijingshan District are involved in the cultural and creative industry. Many of the TV films popular in recent years are produced at Shijingshan, including The Life of Emperor Wudi of the Han Dynasty, Control by Zhen Guan and The Saga of Emperor Zhu Yuanzhang.

The Shijingshang District Government has earmarked 100 million yuan (US$14.58 million) to support the local cultural and creative industry in 2008. It has published a set of policy privileges for industrial talents willing to work in the district, including low-price housing.

To realize its development plans, the Shijingshan District Government is developing five public service platforms, including a national technological service platform for the online games and cartoon industry, and an electronic game industry promotion platform.

The national technological service platform relies on the Internet clear-video transfer platform, digital media technology research and development laboratory, digital media resource management and distribution service platform and digital financial service centre to provide the professional, personal and systematic services.

The electronic games industry promotional platform supports electronic game operations, video programme transfers, online interactive recreation and digital recreation industry comprehensive services. It is striving to establish an overall and practical electronic game competition industry chain to promote standard operations in the electronic games market. It aims at the standardization of the market and the creation of brands.

The digital film and TV programme technology public service platform relies on a high-end film and TV programme production, technology-service, value-added services and public experience platforms and professional training to create links between film and TV programme producers, the Internet and users, which will help create an overall industrial chain from programme production to the consumers of products.

There is also a digital copyright trade centre and digital production public technology service platform.

The Shijingshan District Government plans to attract 500 digit-recreation companies by 2010, including 50 rated as of key importance for the industry. These will generate 20,000 jobs and about 10 billion yuan (US$1.46 billion) in business revenue.

The CRD will have to its credit 800 innovations with proprietary intellectual property rights.

北京石景山：

文化创意产业勾勒出财富曲线

文/杜秀平

石景山区位于北京西部，距离市中心的天安门广场14公里。与丰台、海淀、门头沟三区相邻，总面积84.38平方公里。

沧海桑田，迈入21世纪，在首钢搬迁和奥运会的带动下，这片古老城区正在创造新奇迹。《北京城市总体规划（2004年—2020年）》对石景山区提出了“一区三中心”的区域功能定位，“打造首都文化娱乐休闲区（CRD），构建和谐石景山，建设现代化首都新城区”的宏伟目标已经正式启动。

位于石景山区内的北京数字娱乐产业示范基地成立于2004年，是北京市首批认定的“文化创意产业集聚区”之一。建设以来，“国家数字媒体技术产业化基地”、“国家网络游戏动漫产业发展基地”、“中国电子竞技运动发展中心”三块国家级牌子相继落户基地。基地先后荣获“2006中国最具发展潜力文化创意产业集聚区”、“2007年最佳投资环境园区奖”等光荣称号，形成了以泽洋大厦、石景山游乐园周边地区为主的先导区、以中关村科技园区石景山园为主的核心区和以西长安街延长线商务写字楼为主的拓展区，并且确立了以网络和手机游戏、动漫创作、影视制作三大产业为支撑的发展格局。

仅2008年上半年，基地就实现销售收入20亿元，税收8000万元，同比分别增长4倍和3倍。目前，基地内共吸引了以数字娱乐为特色的350余家企业入驻，其中包括北京华录文化发展有限公司、北京畅游时代数码技术有限公司、北京联邦软件技术有限公司、蓝港在线（北京）科技有限公司等数十家龙头企业，产业集聚效应日益凸显。

网络游戏发展迅速

国家网络游戏动漫产业发展基地位于北京数字娱乐产业示范基地内，目前已经聚集了100余家游戏开发、运营企业。以蓝港在线、搜狐旗下的畅游、冠游公司为龙头的网络游戏企业和以盛大数位红、华娱无线公司为代表的手机游戏开发企业，每年都有新的游戏推向市场。

2007年，蓝港在线《新倚天剑与屠龙刀》启动开放性内测，从题材选择、游戏配置到技术创新，都远远领先于同类产品。2008年，蓝港在线正式公布获得北极光创投、NEA两家风投机构共计2500万美元的联合投资。这不仅是近5年来中国网游企业获得的最大一笔风险投资，也是美国最大风险投资机构NEA在中国首次涉足网络游戏行业投资。畅游时代——搜狐全资子公司，旗下武侠题材网游《天龙八部》，最高同时在线人数超过70万人，公司已成为中国知名数字娱乐产品及服务提供商。

另外，基地内的手机游戏产业也迎来了长足发展。作为基地内从事手机游戏行业的龙头企业，数位红公司是中国最早的手机游戏开发企业之一，其产品之一《传奇世界手机版》2006年度荣获“金手指奖”；《梦幻世界》在2007年第三届中国游戏产业年会上被评为“中国十佳民族手机游戏”；同年8月，《梦幻世界》入围新闻出版总署公布的第三批 “中国民族网络游戏出版工程”，成为三批共61款民族网游中惟一一款手机网络游戏。华娱无线公司开发的手机游戏《口袋妖怪网络版》进入移动百宝箱，排名第二，并且所有类型的游戏都已经实现引擎化，3D手机游戏《恶魔格斗》即将进入市场，游戏《UU世界》在2008年8月即将全面上市……一大批手机游戏企业正在显示出勃勃生机，市场前景非常可观。

动漫作品走出国门

北京郑致光三维动画设计有限公司2006年制作的影片《Laura's Christmas Star》开始尝试用三维技术实现二维效果，既弥补了三维动画中动作的生硬、角色和场景之间过于独立，及场景间的不融合等缺点，又可以使二维效果的动画中很容易呈现三维空间关系，形成独特的视觉感受。2006年圣诞节期间，该片在德语地区发行，销售量在儿童影片中位居榜首。

在石景山数字娱乐基地像北京郑致光三维动画设计有限公司一样的企业还有很多。以《小马过河》、《金牌熊猫》等为代表的一批具有自主知识产权的企业原创作品近500款相继问世，社会反响良好；三浦灵狐公司荣获2006年度“中国动漫行业十大影响力品牌”及2007年度“中国动漫行业最具影响力品牌”称号；中卡世纪被评为“中国最有投资价值动漫传媒机构”；小川汇动画公司制作的动画片《呆家家》，获得“最具投资价值的动画品牌”奖……一批基地企业具有影响力的自主品牌陆续涌现，基地企业产品的国际化程度不断提高。此外，基地已吸引、凝聚以数字娱乐为特色的一批国内外文化创意产业人才5000余人，先后组织各级、各类大型活动50余次，凝聚了资源，扩大了影响。

影视制作焕发魅力

《汉武大帝》、《贞观之治》、《传奇皇帝朱元璋》等曾经热播的历史剧吸引了不少观众，而这些电视剧的制作单位正是位于北京数字娱乐产业示范基地中以华录、冠坤为龙头的一批影视制作公司。

中国华录集团有限公司是隶属国务院国有资产管理委员会管理的专业从事音视频产品及相关应用技术研发、制造、销售的大型国有企业，拥有28家独资和控股企业。最近，中国华录集团正式加入国际蓝光阵营，成为国际蓝光光盘联盟（BDA）贡献级会员，并向联盟提交了拥有中国自主知识产权的DRA音频编码标准和AVS视频编码标准以加入国际蓝光标准，这是截至目前中国惟一加入该组织的企业。蓝光也称为蓝光光盘（BD），该格式能在光盘上录制、复写和播放高清晰度视频（HD）以及存储大量的数据。目前光盘格式多为红光，采用波长650纳米的红色激光和数字光圈为0.6的聚焦镜头。而“蓝光”采用波长为450纳米的蓝紫色激光和数字光圈为0.85的广角镜头，其容量是红光光盘的6倍，清晰度则数倍于红光。

目前，华录集团的“蓝光高清数字内容技术研发与应用”项目建设及标准的产业化工作在基地正式启动，该项目建设将对发展具有新媒体特征的新闻出版和影视制作行业发挥重要的龙头带动作用。

公共平台共绘未来

北京数字娱乐产业示范基地吸引的5000余名以数字娱乐为特色的国内外文化创意产业人才中，不乏像被评为“中关村IT精英”的李峰和被誉为“网络王子”的刘岩、引领移动游戏、网络游戏开发技术的谢成鸿、以建模大师著称的陈大刚和以美术制作精灵著称的周志鸿等奇才，同时，首席科学家赖志超等一批外国专家，颜兵、李沁等一批海外留学生陆续入驻基地，为基地的发展注入了新的活力。

为了实现未来的蓝图，基地规划和建设了国家网络游戏动漫产业发展基地公共技术服务平台、电子竞技产业推广服务平台、数字影视技术公共服务平台、数字版权交易中心、数字内容制作公共技术服务平台5大公共平台。

国家网络游戏动漫产业发展基地公共技术服务平台，是国家网络游戏动漫产业发展基地的支撑性平台，主要通过网络高清视频传输应用平台、数字媒体技术研发制作实验室、数字媒体资源管理与发布服务平台、基于数字媒体特色业务公共服务平台、数字媒体金融服务中心等内容的建设，为国内网络游戏动漫产业提供专业化、个性化、系统化的服务。

电子竞技产业推广服务平台，通过电子竞技赛事运营、视频节目转播、在线互动娱乐和数字娱乐产业综合服务四部分功能的实现，打造一条完整可行的电子竞技产业链，促进电子竞技市场的规范化运作，形成标准、树立品牌。

数字影视技术公共服务平台将通过高端影视剧制作平台、技术服务平台、增值服务平台、公众体验平台和专业培训平台等五大功能建设，将影视制作机构、互联网和用户连接起来，形成一条从内容策划制作到终端交易及消费的有效衔接的完整影视制作产业链。

数字版权交易中心，包括软件平台、硬件设备、载体建设三个部分。通过建设独立的版权交易中心系统，为文化创意企业及消费人群提供便捷、权威、具有规模效应的交易平台，促进数字内容产品快速商业化，健全数字娱乐研发交易产业链。

数字内容制作公共技术服务平台，通过创作中心、合成编辑中心、存储中心、渲染中心、网络集成系统及机房工程建设搭建具公益性质的数字内容制作的平台，为中小企业及创业个人提供数字内容和CG（计算机图像）服务和承接CG外包订单，降低数字娱乐企业技术门槛。

根据规划，到2010年，基地将入驻500家数字娱乐创意企业、吸引50家重点企业；扩展就业机会2万个，培养至少100名高级管理和专家人才、1000名中层管理或骨干开发人才，10000名数字娱乐创意或工程技术人才；实现基地数字娱乐产品、技术和服务量超过2000项，相关知识产权数量超过800项，带动其它相关产业实现收入100亿元。