WPP rolls out TV production offer

<p>HONG KONG: WPP Group companies have made inroads into tackling the </p><p>dearth of quality programming in the region through two separate deals </p><p>concluded by GME, the holding company for WPP's media interests, and a </p><p>unit of Ogilvy & Mather Hong Kong. </p><p><BR><BR> </p><p>Both deals have been concluded as advertisers look beyond television </p><p>commercials to exploit TV programming as a communication channel. The </p><p>first deal is an alliance between GME (see headlines) and the </p><p>celebrity-backed StarEastWorks (SEW) to establish MindWorks, which will </p><p>offer TV production and syndication across Asia-Pacific. </p><p><BR><BR> </p><p>MindWorks rolled out first in China, where programming quality is an </p><p>issue and stringent restrictions prohibit the broadcasting of foreign </p><p>programmes at peaktime. </p><p><BR><BR> </p><p>Kelly Clark, chief executive of WPP agency MindShare Asia-Pacific, said </p><p>SEW's Asian celebrity support and content production capabilities made </p><p>it a perfect partner. </p><p><BR><BR> </p><p>SEW is a joint-venture between Star East Holdings and SPH MediaWorks, </p><p>with ambitions to become a pan-Asian Chinese content production house, </p><p>offering TV programmes, including dramas and documentaries. </p><p><BR><BR> </p><p>On a more modest scale, Promotional Campaigns, a unit of O&M Hong Kong, </p><p>has acquired local production and syndication company Sugar </p><p>Entertainment, again with its eye on China. </p><p><BR><BR> </p><p>O&M group managing director for Hong Kong and Southern China, Joseph </p><p>Wang, said the acquisition would allow O&M to meet growing demand from </p><p>clients in China who are looking beyond traditional advertising to TV </p><p>programming to get their brand message across. </p><p><BR><BR> </p><p>Chris Walton,MindShare China CEO, said the dearth in good quality </p><p>programming globally is accentuated in Asia: "The alliance will help us </p><p>to develop new and innovative opportunities to exploit programming as a </p><p>communication channel for putting our clients' brands in contact with </p><p>their consumers." Walton said China was a priority, but strong demand </p><p>for locally-produced shows in Asia would open up export opportunities </p><p>for MindWorks. In Thailand, six of the 10 top shows are Chinese dramas. </p><p><BR><BR> </p>