China Central Television logo may violate law

State firms should have names in Chinese, not English

SINGAPORE -- China Central Television, the world's largest broadcaster by viewers, may be facing an identity crisis.

A senior government official says CCTV -- the name by which the Olympic host is known worldwide -- "violates regulations" by expressing its logo in the Roman alphabet instead of in Chinese.

Citing a 2001 law, Wang Dengfeng, director of the spoken and written Chinese language application and management department of the Ministry of Education, said he thinks the 50-year-old broadcaster might have to change its 30-year-old logo, the China Daily newspaper reported Thursday.
said logos for film and television broadcasters should be in the basic language of China, which is Mandarin Chinese.

"The language used in TV logos should abide by the law to promote national culture," the Beijing Times quoted Wang as saying.

Yet a former chief justice of the intellectual property division of the Supreme People's Court said the logo should stay based on its value.

"It has been using it for 30 years and the law came into being long after the establishment of the CCTV logo," Jiang Zhipei said. "If they are not allowed to use it they would lose out on the value already created."

The Xinhua web site recorded at least one netizen in support of a change, writing: "As a State TV [station] the logo should absolutely be transliterated in Chinese. It has an impact on the national image."

Last month, state media reported that Beijing may soon commit some $6 billion to expansion overseas.