The newly established General Administration of News Publishing Radio Film and TV has caught a lot of attention with its long name. The authority responded that the long name covers the new department’s responsibilities. Yet putting all those eggs in one basket does not change the nature of the content and reform is more difficult than simply changing a department’s name, says an article in China Business News. Excerpts:

The essence of reform is to redistribute interests. And government reform is a kind of self-revolution by the government. If no relevant parties feel pain in the process, the effects of reform are doubtful.

Government reform is actually a passive adjustment, rather than a spontaneous action, by the Chinese government in response to the new requirements of China’s national economic development.

Simply integrating the authority in charge of news and publishing with the authority of radio, film and TV into one bigger department is not the real reform expected by the people.

The central authority should inform the public how the overdue, yet important, ministry reshuffles are being carried out at various levels, especially for the local affiliated branches.