This probably constitutes merely half the solution. Honestly, where do YOU go CD/VCD/DVD shopping?

CCAV (China Central Audio & Video), operating as an established online store selling the usual assortment of products, has increased efforts to combat piracy. Initially, they augmented release catalogues with loads of new (and classic) titles now sold by a plethora of emporiums around Beijing.

However, this was not enough. Three weeks ago what could grow into another phase in alleviating intellectual property woes mainland-side became a reality. CCAV's grand opening of three Chinese Audio Video Supermarkets brings us closer to having a real record and movie shop in this town.

Together with two other branches now open in Hangzhou and Tianjin (others will follow), Beijing's store seeks to revolutionize mainland media consumption habits.

Located on the 3rd Ring's Lianxiang Qiao (north side), the supermarket features products more diverse in range than its name may suggest. VCD fanatics will be overwhelmed by aisles of titles (mostly Chinese movies), almost exclusively retailing for 10 yuan (US$1.2).

DVDs? Well, actually here the lineup leaves much to be desired, although this writer found several long-forgotten flicks such as Tron and Powder. Non-Chinese films sell for 32-35 yuan (US$3.85-4.21). There's also a weird section brimming with oddly named stuff boasting ridiculous covers which we will leave for our readers to explore (15 yuan/US$1.8).

CDs focus disappointingly on the mainstream, so forget about locating esoteric underground items. Domestically-pressed discs are as low as 15 yuan, while imports have been spotted at 70-80 (US$8.43-9.63).

Karaoke demons will find an entire wall devoted to their addiction. Conversely, CCAV also carry substantial educational and kids' sections.

And peruse you will, with friendly staff and an atmosphere infinitely preferable to browsing shabby cardboard boxes or crowding in a small shop. Although CCAV still doesn't hold that elusive, magical A/V store charm, they're trying hard to get there.

Music and movie lovers may recognize a turning point here.

Tel: 010-82139900

Location: 119 Zhongguancun Donglu, Haidian District

(Beijing Weekend January 9, 2003)