"Mediocre." That's what the head of China's Administration for Press, Publication, Radio, Film and Television on Tuesday called most of the programs coming out of China's movie, TV and publication industry.

In remarks published Tuesday in the Communist Party bi-weekly magazine Qiushi, or "Seeking Truth", Cai Fuchao, who is also China's deputy propaganda minister, laid his brand of truth on the entertainment sector.

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"Quality, powerful works are still lacking," Cai said, "and there are only a tiny number of classic works which can reflect the times and leave an impression on history."

China annually produces 600 movies, 15,000 television programs and 250,000 publications. Cai said the number of programs and publications showed a robust industry, but couldn't hide the fact that quality was mediocre. He said that was a structural problem made worse by overproduction.

Overproduction and competition for box office numbers has sucked the quality out of the process, according to Cai, with artists being "slaves to the market," believing success was measured merely by viewing numbers or numbers of copies sold.

Cai said government officials must step in to ensure "the correct orientation for politics, value and behavior and prevent the spread of base, depressing tendencies, materialism and the worship of money."

While Chinese-produced TV shows and films tend to ancient historical drama, heroic revolutionary tales and sedate stories, the industry no longer is completely beholden to state subsidies.

Having to compete in the marketplace for funding has caused many productions to step livelier as they compete with more cutting-edge programming made in the U.S., Hong Kong and Taiwan.

Often referred to as China's "top censor" Cai, 63, worked at a factory for eight years before joining Beijing Daily as a business reporter in 1979. He became Beijing deputy propaganda chief in 1998 and climbed the bureaucratic chain.

Cai was Beijing vice-mayor from 2008 to 2011 before assuming his current post as chief of the radio, TV, film, press and publications administration. He also is director of the National Copyright administration.

TagsRadio, film, television, publications, Qiushi, cai fuchao, propaganda, books