AOL Time Warner's flagship Chinese channel, China Entertainment Television (CETV), is exploring the delivery of broadband content on the mainland. 'We are studying rolling out broadband services on AOL Time Warner and Legend's joint venture Internet platform,' CETV vice-president and general manager Ringo Chan said. Leading Chinese computer firm Legend Holdings has tied up with the US media group to introduce personal computers installed with software that carries AOL content and services. CETV is also in talks with other broadband service providers to deliver video content, said Mr Chan, who hoped to launch services in the second half next year. Meanwhile, CETV would conduct technical trial runs on mainland digital pay television networks. Guangdong's provincial cable operator recently introduced an upgraded digital pay-TV platform, in addition to its basic cable services. Such operations are yet to be approved by Beijing, according to industry commentators. Mr Chan said the most important thing at the moment was to improve the channel. Delivering broadband content was just a small part of the overall business. The president of AOL Time Warner's broadcasting unit Turner International Asia Pacific, Stephen Marcopoto, said there had been a significant increase in advertising sales since CETV's February revamp. 'There was not much advertising before.' He hoped to double advertising turnover next year. CETV said the number of viewers in Guangzhou had grown by 80 per cent in past months. Mr Marcopoto said CETV was a significant investment for the company, but he expected the impact to be seen in the medium term. Meanwhile, the company was in talks about forming partnerships with mainland firms to tap local talent and market expertise. He did not rule out inviting strategic investors. 'It is not a specific purpose for us, we are not short of financial supply from AOL.' CETV plans to increase in-house production to 30 per cent of total production next year from 20 per cent at present. Its production centre is in Hong Kong. Mr Marcopoto said the company had submitted an application for restricted landing rights in China for cartoon network TCM, which had dropped out of the market. Asked about the central satellite distribution platform planned for all foreign broadcasters beaming into the mainland, Mr Marcopoto said it was neither an added control, nor a relaxation in the broadcasting policy. It was a new way of delivering services.