Driven by increasing investments and consumption, China's mass media industry will grow into a sunrise industry with high profits and investment potential in future years, said a blue paper jointly published by experts from domestic academia Thursday.

The paper, titled "The development report on China's mass media industry: 2004-2005", is edited by the school of journalism and communication at the prestigious Qinghua University with other academia experts, and is the first of its kind in China.

Within the industry, newspaper, audio and video products and online games are the fields seeing the fastest growth potential, the paper said.

In 2005, the Chinese government will conduct systematic reforms within the industry, to adjust its structure, ward off homogeneity and to advocate clean operation, the paper said.

From 2004 to 2006, the industry's growth rate will face a slight decline compared with in 2003. However, it will experience a hike in 2006 due to stimulation from the 2008 Beijing Olympics and the impetus will reach a climax in 2008, the paper predicted.

Source: Xinhua