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BEIJING, Jan. 23 (Xinhua) -- Three years ago when Jason Shen stood on the Times Square for the first time, he didn't expect that a video clip he produced could be shown at the "Crossroads of the World"."In the eyes of an advertisement specialist, Times Square is a dream, where the biggest screen was as tall as a four-storey building and every day about 70,000 passengers could see the ads," said the chief executive officer of Shanghai Lowe & Partners advertising company.The company won the bidding of producing China's national publicity video in November 2009."Our biggest challenge was how to show a real China within just 60 seconds," he recalled.After brainstorming, his team agreed that the main theme should be human beings."The persons appearing in the video clip were like messengers to convey China's friendliness to the world," he said.The video was a step China takes in its foreign relations efforts, and a chance for Shen individually to fulfill a dream.Working as the chief executive producer, Shen gave some details in the filming of the video."Famous actress Zhang Ziyi was a very amiable person," he said. "She was very cooperative and the dress she wore was decided by arranged by our team."John Woo was excited hearing about the plan to make such a national publicity video work. "He told me that it was like reviewing the excitement when hearing China won the bidding of the 2008 Beijing Olympics."Deng Yaping, the four-time Olympic table tennis champion, was not sure how to pose in front of the camera."I told her that she just need to smile like when Ex-Olympic Chief Juan Antonio Samaranch put the gold medal around her neck," Shen said.All celebrities agreed to appear in the video free-of-charge.The smiling faces at the end of the 60-second video were gathered at the Shanghai World Expo, when it was hot and the temperature reached 40 degrees Celsius.But Shen and his team were left with some pity. "It was not easy to have six astronauts including Yang Liwei in the filming. But we could have made the video more lively by asking them to change more poses," he said.After the video was aired, Shen was sometimes questioned if the 59 persons in the short video could represent the entire of China."A good advertisement should give audiences strong visual impact and be enlightening," he said. "I believe that the celebrities and ordinary people from all walks of life could represent a mild and elegant image of China."The 60-second national publicity video is shown 15 times every hour on the Times Square from January 17 to February 14. It is expected to be aired on CNN from January 17 to February 13.A 15-minute documentary produced by the team, which is to be used at important events of Chinese embassies, was also finished. It will show the beautiful scenery of China.

ROME, May 26 (Xinhua) -- African swine fever, a viral disease deadly to pigs but harmless to human beings, is spreading beyond Russia and the Caucasus region into Europe, the United Nations' food agency said Thursday."African swine fever is fast becoming a global issue," said Juan Lubroth, chief veterinary officer for the Food and Agriculture Organization."It now poses an immediate threat to Europe and beyond. Countries need to be on the alert and to strengthen their preparedness and contingency plans," he said.The disease, for which there is currently no vaccine, was introduced into Georgia from southern Africa late in 2006. It entered through the Black Sea port of Poti, where garbage from a ship was taken to a dump where pigs came to feed, the FAO said.Strategies to tackle African swine fever include quarantine, on-farm security and other measures aimed at minimizing the risk of introduction and establishing of the disease.

SAN FRANCISCO, May 26 (Xinhua) -- Internet advertising revenues in the United States surged to 7.3 billion U.S. dollars in the first quarter of 2011, the highest first-quarter revenue level on record for the industry, said a new report released on Thursday.The numbers also represented a 23-percent increase over the same period a year earlier, the Interactive Advertising Bureau ( IAB) and PricewaterhouseCoopers said in the report."The consistent and considerable year-over-year growth we're seeing demonstrates that digital media is an increasingly popular destination for ad dollars, and for good reason," Randall Rothenberg, chief executive officer of the IAB, said in a statement."As Americans spend more time online for information and entertainment purposes, digital advertising and marketing has emerged as one of the most effective tools businesses have to attract and retain customers," he added."These numbers indicate that the interactive advertising field hasn't simply bounced back since the recession; it's growing with dynamic energy," noted David Silverman, a partner at PricewaterhouseCoopers.IAB, a trade association for interactive marketing, comprised more than 500 media and technology companies who are responsible for selling 86 percent of online advertising in the United States.

COPENHAGEN, April 30 (Xinhua) -- As traditional Chinese medicine (known as TCM in Europe) becomes increasingly popular worldwide and has gradually been regarded as a useful component to Western medical treatments, Denmark is no stranger to such trends.According to a study published by the University of Copenhagen in mid-Feb., up to one-third of Danish hospitals choose complementary or alternative therapies, including TCM methods, to treat pain, cancer, mental disease, tumors and infertility. Acupuncture remains the most widely-practiced form of these treatments, used in some 97 percent of the cases.The nationwide acceptance of acupuncture and massage therapists, the growing ranks of herbal practitioners, and the hosting of an annual pan-Scandinavian TCM conference since 2007, all underline the popularity of alternative medicine, including the TCM, in the country.However, the overall market presence of TCM, and herbal medicines in particular, is relatively small in Denmark and Europe at large. As many European policymakers insist that traditional herbal medicines "are neither scientifically documented nor tested according to Western requirements," these treatments face difficulties in obtaining licenses and boosting sales in Europe.In fact, despite their historical pedigree and widely-accepted efficacy, TCM products are often classified as "healthcare products" or "food," rather than "drugs" in European markets.A big challenge for TCM products to gain more access to the continent is the EU's Traditional Herbal Medicinal Products Directive, which stipulates that all such products must obtain authorization if they are to be sold within the EU, starting May 1, 2011.The directive says producers must prove the product in question has been used for 30 years, 15 of which within the EU, so as to ensure its safety.While licensing is expected to be onerous and expensive, Denmark has tried to bring TCM products into the Western medical mainstream from as early as 2005. The country's well-developed biochemical and medical industry, modernized agriculture and horticulture sectors and a strong track record of cooperative research in these fields, has helped TCM's cause.For instance, Traditional Complementary Medicine Denmark, a company helping herbal product makers market their goods in Western countries, uses modern biotechnology processes and clinical trials to scientifically verify and document the efficacy of existing herbal medicines.It also advises herbal product makers on how to align their standards with European requirements so as to acquire the necessary sales licenses. Sometimes, simple solutions like clearer and more detailed labeling of a TCM product's ingredients can help improve its marketability. Patent applications and drug approvals procedures must follow, before the product can access the EU pharmaceutical market, usually in pill form.Investing in herbal medicine also makes financial sense for Denmark, as it is encourages development of low-bulk, high-value agricultural products, which can be easily transported all over the globe.Development Centre Aarslev, a Danish agro-research body and partner of TCM Denmark, studies the active ingredients contained in medicinal plants and their impact on human health conditions such as cardiovascular problems, diabetes and allergies. One of the earliest collaborations it undertook with a producer of herbal medicine showed the effectiveness of extracts from the hips of the dog rose plant in treating rheumatoid arthritis.A spokesperson for the institution said, "We have documented analytical evidence which shows that arthritis patients can reduce their consumption of conventional anti-arthritis drugs by up to 50 percent, if they combine them with the herbal drug based on dog rose hips."Given Denmark's population of 5.5 million people, this could translate into savings of 200 million U.S. dollars a year on anti-arthritis medication, the spokesperson added.Other plant-based interventions could hold wider public health benefits. TCM practitioners say herbal medicines can improve blood circulation in humans, and contain naturally-occurring antioxidants which can reduce the risks of heart attacks and better regulate cardiovascular functions. This has potentially wide-ranging benefit for Western societies, where heart disease is a major threat.Heart disease was the most common cause of death in Denmark until 2000, and cardiovascular disease the commonest until 2008, with cancer now ranking the biggest killer.In fact, TCM herbal remedies are also considered a good choice for cancer treatment, as certain plants contain hormone-like substance which can influence hormone-dependent cancers, such as breast and prostate cancer.TCM supporters say the obvious benefit of such an intervention is the avoidance of more commonly-used chemotherapy and radiation treatments which often produce severe side-effects in patients. Relevant herbal therapies can help strengthen cancer patient's immune system, reduce side-effects of chemotherapy and radiation therapy, and alleviate other symptoms of the disease.Given the many potential benefits of TCM, the EU's tightening of rules may appear harsh. Still, TCM is considered a relatively novel approach to medicine in Europe. Moreover, the dominant market share and general clout of the chemical-based, Western pharmaceutical industry also makes it difficult for traditional remedies to stake their claim.

BEIJING, Feb. 5 (Xinhua) -- Lending to China's small and medium-sized enterprises (SMEs) rose faster than loans to large enterprises last year, according to the People's Bank of China (PBOC), the central bank.Outstanding loans to small enterprises by banks and financial institutions jumped 29.3 percent year on year to 7.55 trillion yuan (1.15 trillion U.S. dollars) in 2010, while loans to medium-sized enterprises stood at 10.13 trillion yuan, up 17.8 percent, said the PBOC.Outstanding loans to large enterprises rose 13.3 percent to 13.42 trillion yuan, highlighting the government's efforts to optimize the loan structure, the PBOC said.About 99 percent of Chinese enterprises are SMEs which contribute 60 percent of the country's gross domestic product.Financing has long been difficult for Chinese SMEs as banks prefer to lend to big companies, particularly reputable state-owned enterprises.The government has moved to help SMEs get finance by differentiating the reserve requirement ratio for the Rural Credit Cooperative, the major lender to SMEs, and encouraging innovation in SME bond issuance.In July last year, the PBOC asked financial institutions to establish independent criteria for approving loans to SMEs and to improve efficiency in processing SME loan applications.The PBOC said SME loan growth would continue to accelerate this year.