With many recent changes in the cultural industry, many documents promote a merger between Chinese cultural enterprises from different regions, media outlets and owners. The central and local media units including People's Daily press and Shanghai Xinhua Distribution Group have been involved and implement the integration of capital.

In the background of the international financial crisis, many Chinese cultural enterprises insist on coming to the market to transform and upgrade. According to China's Securities Regulatory Commission, ten cultural enterprises have been listed in the domestic A-share market by initial public offering, and raised 16 billion yuan. Six enterprises entered the domestic market after the acquisition of Shell.

Since entering into the cultural industry, capital is flowing between industries more smoothly. One wholly owned subsidiary of Shanda (NASDAQ: SNDA) bought 51 percent of Hurray! Holding Co. Ltd’s (HRAY) issued ordinary shares with more than 40 million dollars last year, which marks one of the largest recent moves. HRAY pooled the interest with video sharing website ku6 to realize the business systems of co-existing of video, music and wireless value-added. At the same time, the traditional industrial capital is actively expanding to the new cultural industries. Guangsu Communication Company, which belongs to Yantai Daily Media Group, acquired all the building video terminals and more than 140 operating points of Yantai ZLWY Cultural Communication Company.