This paper examines ramifications of China's entry into the World Trade Organisation (WTO) in the context of the increasing internationalization of its audio-visual industry landscape. The paper begins with a discussion of the concept of sovereignty. This is juxtaposed against the proposition advanced by US content industry spokesperson Jack Valenti that liberalisation of markets and openness to ‘ideas' is in China's greater interest. The point is made that a leap of faith between open markets and the ‘marketplace of ideas' is viewed suspiciously by Chinese elites, despite their declaration that WTO accession represents a win-win outcome for the Chinese nation. The second section of the paper looks at how China might respond to reassert cultural sovereignty through industry development, in particular the use of branding and localisation. The conclusion reframes the utility of the idea of sovereignty in the light of China's celebration of national champions.
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