SATELLITE & CABLE: CCTV, Encore extend pact

<p>China Central Television (CCTV) and US Encore International (EI) has </p><p>signed an agreement extending their cooperation in programme exchange </p><p>and other areas for a further five years. </p><p><BR><BR> </p><p>As one of the early programme exchange and cooperation agreements with </p><p>the mainland, EI carries CCTV news and other types of programming on its </p><p>International Channel in the US. </p><p><BR><BR> </p><p>CCTV's international channel CCTV 4 has also gained access to major </p><p>American cable systems 24 hours a day through International Channel's </p><p>digital platform. </p><p><BR><BR> </p><p>Through the agreement, CTV will continue to secure distribution in the </p><p>US to Chinese viewers through the International Channel. </p><p><BR><BR> </p><p>In exchange, EI has been granted a branded programming block on CCTV's </p><p>movie channel CCTV 8 with a line up of foreign drama and variety </p><p>programming. </p><p><BR><BR> </p><p>Both changes are anticipated to bring in higher ratings, while </p><p>advertising time has increased from five to seven minutes. </p><p><BR><BR> </p><p>Advertising is sold through CCTV and EI advertising joint venture, Media </p><p>Wave Advertising, which is also the CCTV's advertising agent for its </p><p>programmes on International Channel. </p><p><BR><BR> </p><p>"In the beginning, there were obstacles that we needed to overcome as we </p><p>(the programming block) were being bumped around, but now we have a </p><p>dependable time, a branded programming block on CCTV and the ability to </p><p>cross promote," said Mr John Sie, chairman and CEO of STARZ Encore </p><p>Group. </p><p><BR><BR> </p><p>Source: CMMI. </p><p><BR><BR> </p>