Endemol heads for China with co-production

Endemol Entertainment International, Procter & Gamble China,

Shanghai STV and Sino Universal Media are starting a co-production of a

weekly interactive prime-time fashion/lifestyle TV magazine programme

for Shanghai S-TV.

The show - the first to be developed by a European TV production company

for Chinese television - will launch in April next year.

The deal was brokered and facilitated by Shanghai-based Sino Universal

Media, an independent media agency in China since 1994 and shareholder

member of the Eurolab Worldwide Media group.

Endemol will produce this multimedia project in co-operation with SVP

Film Productions, based in Beijing and Amsterdam, which has been

producing commercials in China since 1995.

The television programme will contain Chinese as well as European

informative elements in the field of beauty, fashion, lifestyle and will

also feature the annual Shanghai International Fashion Festival

event.

In addition, other media exposure will include an official website and

the print publication Xinmin Weekly.

The format as well as the structure of this production is unique for

China and will be aired on primetime at S-TV, China's second oldest and

largest terrestrial municipal station, with a reach of 20 million people

in the Shanghai area.

The programme will also be distributed by Sino Universal Media in other

areas of China.

The development and production is funded by Procter & Gamble.

Overall operations within Endemol Entertainment is coordinated through

the specialised international business unit, Advertiser Funded

Programming (AFP).