SATELLITE & CABLE: Mainland TV viewers test first long-running soap opera series

<p>This month, China will see its first local soap opera, Joy Luck </p><p>Street, go on air, with advertising support from P&G and local cosmetics </p><p>company Dabao. </p><p><BR><BR> </p><p>The long-running, open-ended series will test audience tolerance and </p><p>approval for a programming genre new to the mainland. </p><p><BR><BR> </p><p>"There are some risks involved, but we are excited to try the concept in </p><p>this market and believe it will work," said Mr Kit Szeto, managing </p><p>director of production company Yahuan Audio & Video Productions. </p><p><BR><BR> </p><p>Although never-ending situation dramas top television ratings in the UK </p><p>and some other markets, the concept is alien in China where dramas </p><p>rarely exceed 20 episodes, largely due to fears of anticipated viewer </p><p>fatigue. </p><p><BR><BR> </p><p>Meanwhile, import quotas have made it difficult to test the genre as </p><p>regulations limit imported dramas to 20 episodes. </p><p><BR><BR> </p><p>The situation drama - the first of its kind for the mainland - is </p><p>produced by Yahuan, with UK media giant and soap opera specialist </p><p>Granada Media involved as a consultant and investor, drawing on its 40 </p><p>years of experience producing Coronation Street, Britain's No.1 soap </p><p>opera. </p><p><BR><BR> </p><p>Mr Szeto believes that the programming genre, which has been hugely </p><p>successful in attracting viewers in the West, will be an attractive </p><p>option for advertisers in China. </p><p><BR><BR> </p><p>Joy Luck Street will be broadcast across the country through 90 cable </p><p>television stations in the early evening. </p><p><BR><BR> </p><p>The 30-minute episodes will go on air three times a week, but moves </p><p>towards the introduction of standard broadcast times across the nation </p><p>are complicated. </p><p><BR><BR> </p><p>"Keeping 90 cable TV stations happy at the same time is not always </p><p>easy," Mr Szeto said, "but we believe that quality programming will </p><p>convince stations to broadcast at the right time and the issue will </p><p>resolve itself." </p><p><BR><BR> </p><p>It is also not easy to negotiate with advertisers. </p><p><BR><BR> </p><p>In order to meet their needs, Yahuan has contracted ratings services </p><p>once the soap opera goes on air, which it said would give a better </p><p>picture of audience approval. </p><p><BR><BR> </p>