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A local charter company is offering helicopter flights above the city in a bid to increase people's interest in private aviation.

The Helitong General Aviation Company (HGAC), which claims to be the first registered helicopter charter company in Shanghai, was granted approval to begin operations last month by the East China Civil Aviation authority.

With two helicopters in its fleet, an S-300C and an S-333, the firm charges 18,000 yuan (US$2,340) for a one-hour flight. It has so far taken just two orders, one of which was from a local photographers' association.

Cai Yan, HGAC's sales director, said: "We plan to take the photographers up this month. The flight will last no more than an hour."

She said the second order had been made by a company from East China's Shandong Province.

Despite receiving just two orders so far, Cai is confident local demand for private flights will grow and she is optimistic about her prospects to build a successful business.

"People might want to hire us for their wedding ceremony, to take part in high-altitude sports or just have an exciting flight above the city," she told China Daily.

But while the new air service has drawn a lot of attention among the people of Shanghai, many have said that the 18,000-yuan price tag is simply too much for a one-hour flight.

Feng Hao, a clerk and amateur photographer, said he had considered chartering a helicopter to take pictures from the sky.

"It would be fun, but I didn't think it would cost so much," he said. "A more acceptable price would be under 10,000 for one hour."

Another Shanghainese professional, Sheng Fang, said she too would love to tour the city by helicopter.

"The experience would be completely different from taking a flight in a bigger aircraft, and you would be able to get a great view of the city's skyline.

"But I just can't afford to pay that much," she said.

Cai said the price had been carefully calculated, but admitted that the cost of a flight in China was higher than in the West, where the air charter business is far better established.

Industry insiders estimate there are no more than 100 private charter firms in China.

Cai said that the HGAC offers helicopter services to individuals, companies and public organs in the east China region. In addition to photography and other recreational purposes, the aircraft can be used for inspection, advertising and patrol purposes, she said.

Cai said the bulk of interest in the flights had come from local companies and public sector departments.

"The aviation industry is starting to find its feet, but under the current administrative system there are still a lot of complex procedures that have to be gone through before a client can climb aboard a chartered helicopter," she said.

(China Daily May 10, 2007)