Endemol heads for China with co-production

<p>Endemol Entertainment International, Procter & Gamble China, </p><p>Shanghai STV and Sino Universal Media are starting a co-production of a </p><p>weekly interactive prime-time fashion/lifestyle TV magazine programme </p><p>for Shanghai S-TV. </p><p><BR><BR> </p><p>The show - the first to be developed by a European TV production company </p><p>for Chinese television - will launch in April next year. </p><p><BR><BR> </p><p>The deal was brokered and facilitated by Shanghai-based Sino Universal </p><p>Media, an independent media agency in China since 1994 and shareholder </p><p>member of the Eurolab Worldwide Media group. </p><p><BR><BR> </p><p>Endemol will produce this multimedia project in co-operation with SVP </p><p>Film Productions, based in Beijing and Amsterdam, which has been </p><p>producing commercials in China since 1995. </p><p><BR><BR> </p><p>The television programme will contain Chinese as well as European </p><p>informative elements in the field of beauty, fashion, lifestyle and will </p><p>also feature the annual Shanghai International Fashion Festival </p><p>event. </p><p><BR><BR> </p><p>In addition, other media exposure will include an official website and </p><p>the print publication Xinmin Weekly. </p><p><BR><BR> </p><p>The format as well as the structure of this production is unique for </p><p>China and will be aired on primetime at S-TV, China's second oldest and </p><p>largest terrestrial municipal station, with a reach of 20 million people </p><p>in the Shanghai area. </p><p><BR><BR> </p><p>The programme will also be distributed by Sino Universal Media in other </p><p>areas of China. </p><p><BR><BR> </p><p>The development and production is funded by Procter & Gamble. </p><p><BR><BR> </p><p>Overall operations within Endemol Entertainment is coordinated through </p><p>the specialised international business unit, Advertiser Funded </p><p>Programming (AFP). </p><p><BR><BR> </p>