(ECNS) -- A senior official with China's TV and radio watchdog has urged providers of digital content, including computer games, to meet their social responsibilities and adhere to high cultural taste.
Ahead of the 15th China Digital Entertainment Expo & Conference (ChinaJoy), Zhang Hongsen, vice director of the State Administration of Press, Publication, Radio, Film and Television (SAPPRFT), said digital content plays an important role in spreading knowledge, guiding culture and shaping the values of the young.
All creators of digital content need to be people-oriented, give priority to social effects rather than market profits, and meet people's spiritual requirements with high-quality products, Zhang said.
"The digital industry should not be a slave to the market, nor should it allow economic benefits to cross moral lines," he added.
Zhang called for higher cultural taste and aesthetics in the industry, saying creators need to advocate core socialist values, traditional culture and positive ethics. He also said China's digital content suffers from a lack of innovation and poor quality that is not up to standard.
The official said SAPPRFT will try to improve its supervision to form a clean market. The regulator will introduce a blacklist system to target violators when the time is right, according to Zhang.
