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