"Pleasant Sheep and Big Bad Wolf" is China's version of Tom and Jerry. The cartoon is so popular that nearly 80 percent of its production is pirated. Chinese animation studios now say that copyright protection is urgently needed in the country. And industry insiders are taking action.

Animation Copyright Protection Service Week has raised its curtain in Beijing. The event is being sponsored by the General Administration of Press and Publication, and organized by the Copyright Protection Center of China. This is the event's first year, and the annual gathering will have as its goal the development of effective copyright protection measures, combining the efforts of animation makers and producers, intellectual property experts and the government.

In 2008, China hit a new record, producing 249 TV animations totaling over 131 thousand minutes. That represents an increase of 33% and 28% over 2007, respectively.

China's original animation studios have been the leading programmers of children's channels around China. Their vigor and originality have called for enforceable copyright protection, which is a must in order to maintain the healthy development of the animation industry.

During this week's gathering, selected animation works will also be shown, along with a copyright consultation desk and various lectures and forums. After Beijing, the event will be continued at China's first International Animation Copyright Fair in Dongguan, Guangdong Province.