Television Looks East this Wednesday March 31st in Cannes

The year 2004 has been officially designated by the French government as the Year of China, and that distinction continues this week at the MIP TV market here in Cannes. China is the major buzzword on everyone's lips as the television industry gets serious about trying to do business with the world's largest market.

Gerry Easter, of Creative Media Group in London, is in Cannes trying to sell a series of "behind-the-scenes" documentaries he has produced with Chris White of Space Terrace Productions on Saddam Hussein, the British Royal Family, and various other headliners. After making the usual rounds of his traditional outlets, he decided to try to climb the Great Wall and see what kind of response he would get from the Chinese.

"They have been very interested and while the money is not as much as one would think from the number of eyeballs that might view our programs, they are clear that they are in this for the long haul. They want to build solid relationships with Western producers. I'll let you know at MIPCOM what happens."

China's media industry is set to engage with other internationl producer's and buyers - don't forget that this is a two way street - and the keystone event is China Day this Wednesday March 31st. he This is the biggest SARFT (Chinese State Radio Film and Television Administration) sanctioned international exhibition and exchange event organised outside China.
With support from the French Ministry of Culture, the event is accorded official status as part of this year's other China - France bilateral celebrations.

China's presentation of its fast growing media industries at MIPTV 2004 will be focused around a new 450sq² China Pavilion - where major Chinese media groups CCTV and Shanghai Media Group will be among those delegates present, together with Chinese Government Officials.

MIPTV delegates will be able to meet key players from the region and will also be provided with unique specialist insight into the market, with special activities arranged to facilitate international exchange - and overcome language barriers - with China.

Conferences, and publications such as a MIP TV China Special Supplement will explore the potential and the practicalities of conducting business with Chinese companies.

Said Paul Johnson, Reed MIDEM's Director of Television: "We are delighted to welcome the largest ever delegation of Chinese entertainment professionals to MIP TV/ Milia 2004. It is certainly an honour to be working collectively with SARFT on this initiative as China offers tremendous growth opportunities this century for all our clients and we hope to help open up this market in some small way for you all."