Local bureaus of the two administrations have started merging, laying a foundation for the move at the central level.

Experts said the merger will help create big and powerful media groups.

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Wei Peng, professor in cultural economy with Central University of Finance and Economics, told the media the merger will help cut red tape in the examination and approval of the cultural sector.

Zhang Zejing, an analyst with Hongyuan Securities, described the merger as "great news" that will help lift the price of related stocks.

Change of the government's role after the merger is the key to its success, members of the top advisory body said during a discussion on Sunday.

"The new administration needs to decentralize power, and operate the relevant business based on market rules," said Wang Qiu, head of China National Radio.

Cao Kefan, a TV anchor with Shanghai Television, said: "As traditional media are facing a crisis, I hope the new administration will do more to attract more capital into the sector, even from foreign investors."

Former GAPP director Long Xinmin said he hopes the new administration will cater to the cultural needs in rural areas, where such resources are scarce.

The CPPCC members also suggested the name of the administration could be shorter.

"I hope it has a more proper name that sounds more recognizable," said GAPP's Wu.

Contact the writers at meijia@chinadaily.com.cn and hewei@chinadaily.com.cn