WHEN he shows off his diving talents and handsome appearance on the diving board, Tian Liang is at his apex. But when he displays the same qualities in commercial activities and in front of cameras, he dives into trouble.

China's "Diving Prince?has plummeted to his lowest point. On January 26, the Olympic champion was expelled from China's national diving team for violating State sport regulations and taking part in too many "commercial activities? according to the governing body for swimming of the General Administration of Sports (GAS).

Zhang Ting, Tian's diving coach, was shocked when he heard the news.

"The decision was made so quickly,?he said. "It's true Tian Liang took part in many commercial activities over the past few months. But he learnt his lesson and now refuses most of them.?

Tian Liang was demoted to a provincial squad in Northwest China's Shaanxi Province. His dream of winning a gold at the 2008 Beijing Olympic Games seems to have moved out of reach.

Some athletes have expressed sympathy and confusion on the issue. They have also begun to think very seriously about their own commercial activities.

Tian apologized in public but the China diving team has made no comment so far.

The GAS reiterated its reluctance to allow athletes to take part in commercial activities.

"Tian has had a negative impact on the diving team, especially on its younger athletes,?said Li Hua, director of the China diving team at a press conference on January 26. "He has also damaged the image of the diving team in the public's eyes.?

"Time is limited and the task of preparing for the 2008 Beijing Olympic Games is heavy. Athletes should wholeheartedly devote themselves to this task, ?he added. "We hope the administration of the team will be strengthened by this case, especially the administration of top athletes.?

Tian's ejection has already started to have impact.

"I refused several invitations and commercial activities after I heard the news,?said another Olympic champion who refused to reveal his real name. "I feel sympathy for Tian Liang, but I have to learn from this event and stay alert.?

Tian Liang won gold with Yang Jinghui in the synchronized 10-metre platform and bronze in the individual event at the Athens Olympics last year. He also won the 10-metre platform title at the Sydney Olympics. But he has appeared more often in front of the cameras than in the diving training centre since the Athens Olympics.

He asked for ?and was granted ?a six-month break from the China diving team in October, 2004. During this time, he was busy taking part in commercial activities.

Money talks

His competitive status was found to have deteriorated and his weight have increased sharply when he returned to a provincial squad for his first training session on December 28, 2004, according to the director of the squad. Those factors may be enough to give the China diving team sufficient reason to kick him out. However, his teammate, Guo Jingjing, another Olympic champion who has also been busy with commercial activities, did not lose her position on the team.

State media reported the real reason for the rapid separation between Tian and the China diving team was that he had not properly informed the team of his commercial activities and had failed to hand over any of his earnings, as is required by the regulations of the GAS. Although its regulations have not been made public, it is understood that GAS expects to share its athletes?earnings from commercial activities.

It is reported that Yao Ming, the Shanghai born NBA All-Star player, handed over half of his salary to the China Basketball Association in his first two years with the NBA. In return, he was allowed to enter the NBA.

A report from Sina.com also noted the China diving team had been very upset when Tian signed a private agent without the permission of the team.

Tian is not the first player ejected from China's national team. On the same day Tian was expelled from the China diving team, a player expelled from China's basketball team ?NBA player Wang Zhizhi ?bounced to victory with the Miami Heat. A conflict over the sharing of earnings had also contributed to Wang's ejection.

Blame on system

"Such conflicts can be traced back to China's athletic development system,?said Professor Wang Weihai of Fudan University. "China's sports system blocks the development of a sports industry.?

Experts said the funds required to develop athletes at every level came from government sources rather than sponsors.

"The country spends a lot developing top athletes like Tian Liang. That's why sports authorities feel they have a right to pocket part of the athletes?earnings from commercial activities,?said one expert from a Shanghai Physical Education Institute.

"The system must be changed, with new regulations on athletes?commercial activities clearly laid out,?said Wang.

The GAS is reported to be "taking further steps to perfect the sports system?and is scheduled to release new regulations on the commercial activities of athletes.

The companies which have an interest in exploiting the popularity of top athletes said they welcomed new regulations which will lower their business risks.

"The current system is a lose-lose business for government and athletes,?said Wang Ruhe, director of a Shanghai-based sports agency. "That helps explain China's sluggish football market.?

"But China's sports system proves quite effective at developing world class athletes,?said Professor Xu Benli, an expert from the Shanghai Physical Education Institute. "That is why China made such rapid progress over the past 20 years in the Olympic Games.?

China claimed 32 gold, 17 silver and 14 bronze medals, second only to the top-ranked United States (35-39-29), in the Athens Games final medal standings.

"The current sports system and athlete development system will not be changed before the 2008 Beijing Olympics,?said Xu.