FOCUS ON CHINA

April 2013

miptv

®

FOCUS ON CHINA HU ZHANFAN

WHAT’S ON CCTV

Also inside:

President, China Central Television

The CCTV Spring Festival Gala... and more

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SEE PAGE 8

• A guide to CCTV • China Central Television’s Luo Ming • CCTV programme innovation • CCTV and ABC co-production • CCTV-9’s Liu Wen • Coproducing with CCTV-9 • CCTV’s Ma Runsheng • CITVC’s Cheng Chunli... and more

CONTENTS China Central Television president Hu Zhanfan congratulates MIPTV on its 50th anniversary ........................... 3 A guide to CCTV................................................................... 4 Interview with Luo Ming, editor-in-chief at China Central Television............................................................................... 6 A look at the most popular programmes broadcast on CCTV channels................................................................ 8 CCTV: an emphasis on programme innovation..................... 11 CCTV and ABC Australia join forces...................................... 13 Interview with Liu Wen, managing director of CCTV-9, and a look at some of the channel’s factual programmes.... 15 Co-producing with CCTV-9.................................................. 18 CITVC’s Ma Runsheng: Facing the future............................. 20

China Central TV Events in MIPTV

Interview with Cheng Chunli, vice-general manager at CITVC............................................................................. 22

ë CCTV Documentary ChannelChina Networking Lunch 13:00, April 6, 2013 Martinez Beach ë CCTV Documentary Channel — An Hour with CCTV-9: New Projects, Better Opportunities 9:00-10:15, April 9, 2013 Audi K, Palais des Festivals

miptv focus on china MIPTV Special Edition April 2013. Director of Publications Paul Zilk Director of Communication Mike Williams ®

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EDITORIAL CCTV PRESIDENT HU ZHANFAN

The world’s window onto China China Central Television president Hu Zhanfan congratulates MIPTV on its 50th anniversary

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N BEHALF of China Central Television (CCTV), I would like to offer my heartfelt congratulations to MIPTV and the Reed MIDEM Organisation on the occasion of MIPTV’s 50 th anniversary, and to extend my warmest greetings to everyone from the TV indus-

try worldwide.

As China’s national television service, CCTV serves as a bridge connecting China closely with the rest of the world. Through our programmes the Chinese people can learn about the history, diversity and social development of the world — and the rest of the world, too, can discover our country’s extraordinary culture, and witness the amazing growth that China has experienced in recent years.

Launched in 1958 and rapidly developing since then, CCTV now produces and “Today MIPTV is an broadcasts high-quality TV programmes important platform for for the audiences worldwide, featuring typical Chinese characters and from a distinct the media worldwide international point of view, 24 hours a day to establish significant and seven days a week, via several internapartnerships” tional channels, namely CCTV-Chinese International, CCTV-English News, CCTVSpanish, CCTV-French, CCTV-Arabic, CCTV-Russian and CCTV-Documentary.

Over the past 50 years, MIPTV has promoted and encouraged the exchange of television programmes for the international industry. Today MIPTV is an important platform for the media worldwide to establish significant partnerships, which in turn serve to grow the international industry.

At MIPTV 2012, CCTV staged a series of activities that drew huge attention worldwide. The screening of CCTV’s flagship documentary, A Bite Of China, which showcased the high standards applied to Chinese documentary production, won positive feedback widely from colleagues around the world.

We sincerely hope that at this world-class event offered by MIPTV 2013, we can further strengthen the exchange and co-operation among our friends in the international industry, and devote ourselves to the progress of television in the new era.

Hu Zhanfan, president, CCTV

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OVERVIEW CHINA CENTRAL TELEVISION

A guide to CCTV

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HINA Central Television (CCTV), officially inaugurated in May 1, 1958, is China’s national TV station.

Currently, CCTV has a network of 37 channels, including 25 public channels and 12 premium channels.

The 25 public channels cover an extensive spectrum of programmes featuring business, arts and entertainment, sports, military and agriculture, drama, documentary, science and education, opera, society and law, kids, music and other subjects, with ordinary on-air programmes totaling 399. CCTV-1 is a flagship channel that has the most extensive coverage, largest viewership and exerts the strongest influence. The daily 24-hour channel has three forms including SD, HD and a special format broadcast in Hong Kong, and the national coverage rate has reached 98.64%.

In 2012, CCTV’s annual audience share reached 31.58%.

CCTV took the lead among global media institutions in broadcasting live the wild animal migration in Africa, which won wide acclaim.

In addition, CCTV has broadcast a series of significant events, including: the 18th National Congress of Chinese Communist Party;

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the London Olympic Games; the rendezvous and docking of the Tiangong-1 and Shenzhou-9; the voyage of the Jiaolong manned deep-sea research submersible; and the 15th anniversary of the establishment of the Hong Kong Special Administrative Region.

CCTV-1 has also produced a number of popular variety shows. In 2012, CCTV Spring Festival Gala was named by Guinness World Records as the Largest National Network Broadcast, with the audience totaling 498 million. CCTV’s documentaries including A Bite of China and Super Engineering won both domestic and international recognition.

At present, CCTV has established 31 reporter stations across China, and has set up a live broadcast alliance system with 50 local TV stations. CCTV has two overseas divisions in North America and Africa, five central reporter stations and 63 overseas reporter stations, and a news network extending around the world.

Currently, CCTV has co-operated with 119 countries and regions in programme landing co-operation, the overseas subscribers reached 314 million in 171 countries and regions.

The channels CCTV-1: China’s oldest, most influential general channel that has the widest coverage, the largest viewership, and the strongest brand CCTV-2: The most influential financial television channel in the AsiaPacific region CCTV-3: Art focused variety channel that provides an interactive platform for the majority of the audience with entertainment content CCTV-4: CCTV’s only Chinese-language channel targeted at a global audience CCTV-5: The only national sports channel broadcast across China, that enjoys exclusive rights to the world’s top competitions CCTV-6: China’s only film-focused channel CCTV-7: Featuring mainly a mixture of agricultural and military programmes CCTV-8: China’s only national television drama channel CCTV-9: China’s first nationally broadcast world-class documentary channel, and the country’s first Chinese-English bilingual documentary channel, broadcast around the world CCTV-10: Focused on education, science, and culture CCTV-11: China’s influential opera channel CCTV-12: Focusing on legal and social issues CCTV-13: CCTV’s 24-hour Chinese-language news channel CCTV-14: China’s first children’s channel targeting 367 million children nationwide CCTV-15: Primarily featuring Chinese and foreign classical music, and world music CCTV-NEWS: Committed to providing English news and information services targeted at a worldwide audience CCTV-French: Committed to serving viewers in French-speaking countries and regions with news-focused programmes, supplemented by cultural content, information and entertainment CCTV-Spanish: A cultural bridge between China and Spanish-speaking countries designed to foster an understanding of the real China CCTV-Arabic: A general channel incorporating news, special topics, educational and entertainment programmes for Arabic audiences around the world CCTV-Russian: A 24-hour general channel broadcasting news, talk shows and programmes on Chinese culture and art CCTV-HD Channel: Broadcasting in HD 24 hours-a-day CCTV-Shopping Channel: Committed to building China’s first TV home shopping platform

The new CCTV headquarters in Beijing miptv.com I Focus on China I April 2013 I 5

INTERVIEW China Central TV in Cannes Luo Ming is editor-in-chief of China Central Television with responsibility for the national broadcaster’s economic affairs. He is also in charge of drama and documentary production and broadcasting at CCTV. He spoke to CMMi about CCTV’s current and future strategies and his plans for the 50th MIPTV

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lease give us an overview of CCTV’s television business today and the latest channel developments since last MIPTV? Since last year’s MIPTV, CCTV has made great progress in the construction of, and relocation to, its new headquarters, thanks to every member of its staff. There are 14 channels broadcast from the new headquarters, namely CCTV-Comprehensive (SD), CCTVComprehensive (HD), CCTV-Comprehensive (Hong Kong Edition), CCTV-Business, CCTV-Arts and Entertainment, CCTV-Sports, CCTV- Military and Agriculture, CCTV-TV Drama, CCTVDocumentary (Chinese Edition), CCTV-Science and Education, CCTV-Opera, CCTV-Society and Law, CCTV-Kids and CCTV-Music. Other channels will be moved to the new headquarters by the middle of this year. The relocation is not only geographical, it also incorporates innovative changes to CCTV’s programme-production and broadcasting philosophies. It is our intention to catch up with the leading media organisations elsewhere in the world.

Last year you spoke about CCTV’s news gathering operations. How have these services developed since then?

In recent years, with the establishment of two overseas sub-stations, five regional news hubs and 63 bureaux, CCTV has formed a highly efficient and manoeuvrable news gathering and editing network around the world, and has made good progress in achieving our goal of establishing our own global news mechanism. Statistics show that CCTV correspondents made on-site reports from 97% of the major international news events of 2012. In 2011 that figure was 69%. In 2012, CCTV overseas correspondents filed a total of more than 16,000 pieces of news, 21% up on 2011. Thanks to the support of our global news gathering and editing network, CCTV International Channel in Chinese and CCTV News Channel increased the number of first-hand international news reports to 28,000, more than half of which featured first-hand information collected by CCTV correspondents. More importantly, in 2012, CCTV made a special programme about animal migration in east Africa.

With the close co-operation between the staff “Thanks to MIPTV, of CCT V headquarters in Beijing and corCCTV and CCTV respondents in CCTV Documentary Channel Africa, based in Kenya, have become better we were able to broadknown around the cast the migration of the animals live, which world”

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Luo Ming

is unprecedented. This was also an example of reporting international events in a Chinese style. The programme not only won praise from Kenya’s President, Vice-president and Prime Minister, but also was widely recognised by African audiences and overseas media outlets.

formats, which will also be the key to co-operation between CCTV and other broadcasting institutions in 2013.

In addition, CCTV aims to strengthen co-operation with international documentary producers and channels through co-production. In terms of new formats, CCTV will not only innovate but also import new formats from the international market. We are producing a range of new programmes in 2013 for both Chinese and global audiences.

CCTV Doc was out in force in Cannes last year and is in high profile at MIPDOC this year. What successes in facCCTV’s commercial arm, CITVC, is responsible for the China tual television have been achieved in the past year and United Pavilion at MIPTV. Why is it still important for CCTV to what projects will be announced in Cannes? support the wider industry?

Back in 2012, at just one year old, CCTV Doc debuted on the We actively support China International Television Corporation MIPTV stage. The channel, as well as its documentary A Bite (CITVC) in the expansion of its business, seeking further international of China, were both well received by the international media. co-operation and increasing profits.

Thanks to MIPTV, CCTV and CCTV Doc have become betCITVC is an important platform and communication channel through ter known around the world. which CCTV can collaborate with overseas companies and organisaIn 2013, CCTV will promote a large number of documentaries tions. Strengthening CITVC’s performance in the international TV marproduced by CCTV, including: A Bite Of China, Tea, The Silk ket will further promote co-operation and exchanges between CCTV Road, Porcelain Story, Discovering Kenya, The Red-Crowned and other international media, as well as encourage the rapid developCrane, Through The Mirror, Gardens, and Peking Opera. In ment of CCTV and so closing the gap between CCTV and leading interaddition, we will also introduce a number of documentaries national media companies and organisations. co-produced by CCTV and our international counterparts, including Insider: China’s Biggest Gala (with the National CCTV is less dominant in the new media sector. How are you copGeographic Channel), Stories Of Australia (with Bearcage of ing with the challenges facing traditional broadcasters everywhere?

Australia), Himalayan Gold Rush (with France Televisions and Several years ago, we put forward the principle of integrating and develKwanza of France), Africa (with the BBC), and Life Of Force oping both traditional media and new meseason II (with Japan Broadcasting dia. However, that integration process is Corporation and Natural History still at the development stage.

New Zealand).

“CCTV aims to strengthen As new media continue to transform the In 2013, CCTV will continue to be inco-operation with traditional media environment, CCTV has novative in the fields of news reportset the integration of television and online ing, special programmes, important international documentary service as one of its most important next events, galas, TV series and documentaproducers and channels steps. We plan to build China’s leading vidries, striving to make CCTV more open, through co-production” eo website through our strong CCTV Doc diversified and globalised for the internaand news brands. tional audience. Particularly in the reporting of important events, we will increase This year is the 50th anniversary of MIPTV. What role do you think our efforts to promote foreign exchanges and co-operation, in orthis market plays in the international industry? And what are your der to present the global audience with internationalised news rehopes for the future? ports, as well as television programmes with a Chinese flavour. We As the largest, best-known and most influential content trade fairs, MIPTV will take advantage of our 70 overseas bureaux to report on imporand MIPCOM are the most important events of TV programme exchanges, tant international conferences such as the informal meeting of APEC which take place in the spring and autumn of every year. They are also platLeaders and the Davos World Economic Forum. We are planning forms for world TV professionals to exchange views and expertise on the live broadcasts of four great spectacles, namely the Tide Of Amazon, industry. At MIPTV, China’s TV stations have strengthened co-operation Wildlife Migration in East Africa, the Tibetan Antelope and the Tide with various international media organisations. While promoting China’s At Qiantang River. We will also actively plan to report major news excellent TV programmes to the world, we also conduct co-operation of events worldwide with the co-operation of overseas partners, organvarious forms with our international counterparts worldwide. ise and participate in a number of international forums and exhibiIn order to increase the market share of Chinese TV programmes in tions and hold a series of large-scale events to promote the developthe international marketplace, we have to enable global audience to unment of TV dramas and documentaries. derstand more about China and Chinese culture. As a state media outlet, CCTV has a historical mission to help the world to learn more about In terms of co-productions and acquired projects, what are you China. The global TV industry has learned a great deal about China looking for at MPITV this year? through MIPTV and as a result an increasing number of internationCCTV aims to broadcast a great drama each month, and one blockal TV organisations are showing interest in China’s TV programmes, buster drama each season. It is our goal to produce and broadcast highincluding its dramas and cartoons. Thus, it is very important to use quality programmes. Therefore, we will both strengthen innovation and MIPTV as part of our long-term promotion strategy. acquire more dramas, documentaries, cartoons and news programme miptv.com I Focus on China I April 2013 I 7

PROGRAMMES What’s on CCTV? On the following pages we introduce some of the most popular programmes broadcast on CCTV channels

THE CCTV SPRING FESTIVAL GALA

THE CCTV Spring Festival Gala is an important event which Chinese people from around the world gather together to watch each year.

Some 750 million viewers watched the 2013 CCTV Spring Festival Gala, aired on Chinese New Year’s Eve, Saturday, February 9. A total of 194 channels in China relayed the programme — 4 CCTV channels, 22 provincial satellite channels and 168 terrestrial channels. At MIPTV 2012, CCTV Spring Festival Gala was recognised by Guinness World Records as the Largest National Network Broadcast.

I WANT TO PERFORM ON SPRING FESTIVAL GALA

I WANT To Perform On Spring Festival Gala is a large original interactive variety show combining talent performance, entertainment interviews and other content, which aims at providing a stage for ordinary people, new elements for CCTV Spring Festival Gala, and a chance for everyone going on the stage of Spring Festival Gala, truly displaying their own talent and making their dreams come true.

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FAR AWAY HOME

THE VISUALLY rich, daily programme Far Away Home was designed

by CCTV 4. It displays magnificent natural scenery, colourful displays of Chinese culture and customs, and touching eyewitness stories of real human experiences.

Since its release in 2011, it has successively produced a number of sub-series such as Border Travelling (100 episodes), Coast Travelling (112 episodes), and 30 Degrees North Latitude Travelling In China (189 episodes). In the series 12 groups of journalists explore the Chinese border, the coast and the mainland. The programmes are about nature, and the lives of real people, and combine to pain a picture of a changing China.

MONEY

THIS DOCUMENTARY starts by delving into the origins of currency, and then tells of its development, some of the crises where currency has been at the centre, and the future of currency. The story carries out a comprehensive, in-depth analysis of the relationship between currency and politics, economy, culture, and society. It looks at all aspects of currency in an open, popular and lively way.

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PROGRAMMES GUINNESS WORLD RECORDS CHINA

IN 2006, CCTV became the exclusive PRC TV partner of the UK brand Guinness World Records and launched Guinness World Records China Nights. As a key programme in CCTV-1’s main holiday schedule, Guinness World Records China Nights has been warmly welcomed by Chinese audiences and enjoyed considerable ratings success. In 2011, Guinness World Records China Nights won the Asia-Pacific Broadcasting Union’s Best Entertainment Programme Award.

2013 is the Chinese Year of the Snake and, from the first day to the eighth day of the Lunar New Year, Guinness World Records China Nights played out nightly on CCTV-1 at 17:50. Challengers from around 20 countries challenged for more than 50 Guinness World Records titles, with over 30 new records created or broken.

The pictures are from Guinness World Records China Nights on the second day of Chinese New Year. Challenger, Chayne Hultgren from Australia (top left), achieved a new Guinness World Records title for Most Chainsaw Juggling Catches On A Unicycle, when he upped his own record from six to eight catches.

STAR AVENUE

STAR AVENUE is a famous variety programme that has aired on CCTV Channel 3 since October 9, 2004. This focuses on public participation and entertainment.

It aims to provide a stage for people from all walks of life to sing songs and really show-off their talents. Members of the public become the stars of the show, interacting with the audience and challenging themselves.

Star Avenue has been the top-rated show on CCTV since it first aired. It is the most important brand in CCTV’s roster of variety shows. Between 2010 and 2012 it achieved the highest average ratings of all CCTV variety shows. Since January 5, 2013, a new edition of the show has appeared on CCTV-1 in primetime every Saturday evening.

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FEATURE CCTV puts emphasis on programme innovation

Clash Of The Choirs, winner of the 2011 National Innovation Programme Award

CCTV president Hu: “Innovation is the energy source that enables a television brand to maintain vigour and vitality, and a motivational force for the mainstream media organisation to achieve cultural consciousness, self-confidence and self-reliance”

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CTV attaches great importance to research and innovation, and earmarks RMB200m (€25m) research fund annually for the development of new programmes, producing pilots, purchasing overseas programme models and organising innovation competitions.

CCTV has also established a special research and development administrative organisation — the Chief Editor’s Office Program R&D Department. The department manages the RMB200m investment to provide strong financial support for channel innovation; to strengthen communications with major media institutions in the world

towards establishing business relationships; to carry out programme innovation co-operation; to provide customisation services to all channels in promoting innovative research and development; to mobilise creative resources by hosting rich and colourful cultural activities; and to create an atmosphere of programme innovation among staff.

In recent years, CCTV has endeavoured to strengthen programme innovation as well as improve levels of production. Furthermore, CCTV has also focused on acquiring advanced television production expertise from overseas, following closely the latest developments in the global television industry, introducing international hit programme models and miptv.com I Focus on China I April 2012 I 11

FEATURE promoting localisation. Up to now, CCTV has successfully introduced a wide range of overseas programme formats, including Clash Of The Choirs, Superstar Ding Dong, You Deserve It, Thank God You’re Here, and Hole In The Wall, all of which have enjoyed ratings success.

Clash Of The Choirs is a variety show from the Shine Group, which won the 2011 National Innovation Programme Award during its first broadcast quarter, and the audience ratings were among the highest for the period. Superstar Ding Dong brought interactivity and new media into broadcast mix as it was localised for a Chinese audience.

With Superstar Ding Dong the audience can get involved by answering questions and winning gifts by scanning two-dimensional codes with their smartphones or tablets. By the second episode it ranked first among the nationally-broadcast variety shows — up 90% for its slot — and some 3.6 million people interacted with the show via the internet, bringing an interactive element to the viewing experience and achieving strong viewer ratings.

In addition to purchasing and introducing new programme formats, CCTV is set to co-operate with international media organisations that have rich experiences in television production in order to develop its research and development strategy. CCTV plans to join forces with these organisations to create, develop and produce programmes, as well as developing marketing strategies and focus on issues of copyright. CCTV has established extensive business contacts with television companies and organisations in countries including the US, the UK, France, the Netherlands, Australia, Japan, South Korea, Spain, Sweden, and India, including BBC, ITV, ABC, RTL, NHK, KBS, FremantleMedia, Shine Group, Sony, and Discovery. CCTV also worked with French company Mistral Production to produce a version of Intercities for China. The original Intercities was created in 1962 by Guy Lux and Claude Savarit. It pitched two towns against each other in a friendly battle involving physical and mental trials. Mistral acquired the rights in 1998 and has developed numerous versions around the world. The programme has been broadcast across China for many years now and has a solid following among television audiences.

In 2012, CCTV introduced You Deserve It from Germany’s Red Arrow to its schedules, and invited eight experts to give training classes in the format. The experts also got directly involved in the lighting design, programming and game engine design and installation, giving a boost to the

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You Deserve It, brought to air in China with consultation from Germany’s Red Arrow Entertainment Group level of programme innovation and production quality at CCTV. CCTV also teamed up with Sony to jointly develop a community construction programme called Community Hero, which won acclaim and influence.

Together with German top-tier designers Jerry Appelt (lighting design) and Florian Wieder (set design) Red Arrow consulted on developing the look and feel of the Chinese version of You Deserve It. Red Arrow’s creative team together with lighting director Marcus Bossdorf and Dutch company IT4TV oversaw the implementation on set.

You Deserve It is the ideal format for Chinese television — especially for CCTV. Partnering with CCTV has been a great experience Michael Schmidt, group director creative operations at Red Arrow Entertainment Group says: “What a project. It was amazing being on location in China, assisting our partners at CCTV in creating the perfect show for their needs. Ranging from lighting and set design to visual effects, Red Arrow’s 360° consultancy approach goes far beyond creating and distributing a format, as we help our clients build the ideal brands for their territory.”

Yan He, regional sales director Asia Pacific at Red Arrow International says: “You Deserve It is the ideal format for Chinese television — especially for CCTV. Partnering with CCTV has been a great experience.”

CCTV also invited world-class television production specialists, through holding training camps, to give instructions to its production research and development staff. The specialists shared their accumulated experiences in television production, discussed R&D and the many rules that aply to television production.

Programme innovation has become central to CCTV’s content strategy. As CCTV continues in its pursuit to build a world-class media organisation, it is constantly seeking a global perspective and is always on the look out for partners in the world with an open-minded attitude to collaboration.

FEATURE CCTV and ABC come together for revival of kids series Hoopla Signs are good after industry screenings of a new series of Hoopla, being produced once again by CCTV and ABC Australia

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ETWEEN 1996 and 1997, the CCTV Youth Centre teamed up with the Australian Broadcasting Corporation (ABC) to produce the 52 x 12 mins pre-school live-action fairy tale drama series Hoopla.

The co-operation follows the model of “joint investment, joint production, and copyright and profit sharing”. Hoopla was an excellent pre-school play programme, which was rebroadcast each year on CCTV’s children’s channel and ABC in Australia — and it achieved impressive ratings. It sold to over 100 countries in the world, and was applauded as CCTV’s first programme to be broadcast by mainstream channels in both Europe and the US Since Hoopla, the two countries have been searching for new co-operation opportunities. CCTV’s children’s channel collaborated with ABC again in Australia, from June to September 2011, resulting in the 12-episode series Seeking Friends. The show incorporated recreational activities with competitive challenges, displayed the stunning scenery in both Seeking Friends used the Hoopla collaboration model countries, and brought the two cultures closer mapped out the programme plan, the shooting together. The co-operation followed the previschedule and the contract of co-operation. ous model and both sides are satisfied with this “The drama promotes In February 2012, the Australians showed the second co-operation. the virtues of truth, pilot at the New York Youth Festival, which Following that, in December 2011 — inspired caught the attention of a number of internationbeauty and kindness, by the success of the two previous co-operations al children TV organisations.

— CCTV children’s channel started talks with advocates a spirit of Hoopla targets pre-school children aged two to ABC Australia on reviving Hoopla, known in co-operation” five. The series has a total of 52 x 12- minute epiChina as Wonderful Town. sodes. The drama promotes the virtues of truth, During six months of collaboration, the two sides beauty and kindness, advocates a spirit of cooperation and demonstrates the joy of sports by Hoopla starts shooting in China this month combining circus, acrobatics, magic and martial arts.

Hoopla is constructed around the needs of an international audience and the cognitive characteristics of pre-school children. Both China and Australia intend that this unique, high-quality series will not only satisfy the demands of children in both countries, but also will be competitive in the international market.

The work was shared by both countries. Australia was responsible for the script, stage design, costume and makeup, and post-production, while China was in charge of the scene painting and early-stage filming. The crew, including the producer, director, and actors are from both China and Australia. The drama starts shooting in China this month and is expected to finish production in December. The serial will be shown in both China and Australia and is scheduled to be introduced internationally at MIPTV 2014. miptv.com I Focus on China I April 2013 I 13

INTERVIEW Sales and profits up for CCTV-9 Liu Wen is managing director and senior editor of CCTV-9. He explains how the channel has developed since its launch a little over two years ago

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CTV-9 has been on the air for two years now. What has surprised you the most during that time?

CCTV-9 has been growing and developing faster than we expected since its launch on January 1, 2011. There are three indicators of this growth and development.

First of all, audience ratings have been climbing by 55% a year. Second, advertising revenue totaled $32m in our first year and $63m in our second, even though the channel only carries ads for highend products and services. Third, we now have the largest network of documentary partners in China, consisting of over 100 TV stations and 100 production companies. Thanks to the global distribution of our inhouse production through this network, our international sales volume increased almost 2.5-fold year-on-year in 2012.

These numbers have strengthened our confidence for the future, since they clearly show a huge potential market for documentaries in China as more of the television audience is turning to documentaries for their TV viewing. At the same time, more and more of our in-house production is being seen in overseas markets.

Since the launch you have entered into a number of high-profile international co-production partnerships. What have you learned from those partnerships? And what kinds of new partnerships are you looking for?

We have launched 14 international co-productions consisting of more than 50 episodes over the past two years. These include Generation Earth, Wonders Of Life and Africa with the BBC; The Himalayan Gold Rush with France Televisions; China’s Hidden Landscape: Sinkholes, and Inside: China’s Biggest Gala with NGC Asia; Life Force II with NHK and NHNZ; Snow Leopard with Gebruder Beetz Films; and The Story Of Australia with Screen Australia and Bearcage Films.

We have been exploring different forms of co-operation in working to establish relationships with overseas documentary studios. Through this co-operation, we have learned a great deal about production, marketing and process management, and become partners and friends with many people in the international documentary industry.

We are increasing our investment in international co-productions to a projected $8 - $12m for 2013. We hope to work with foreign documentary producers on a wider variety of topics, including documentaries about China, about other countries and about human interest stories.

How many hours of documentary programming are you bringing to Cannes? What markets most interest you?

Last year, CCTV-9 brought four in-house productions to Cannes,

Liu Wen: “We hope to establish co-operative ties with more overseas stations and studios”

namely: A Bite Of China, The Forbidden City 100, Nanhai I and China’s Mega Projects. They attracted a great deal of attention from international buyers.

A Bite Of China was not only a hit domestically, but also well-received internationally. The English, French, Spanish and Portuguese versions produced by the China International TV Corporation (CITVC) were very popular in Asian, European, North American and African markets.

This year we have brought our latest in-house productions, Peking Opera, Tea, The Silk Road, Porcelain Story, Gardens, Rediscovering Kenya, The Red-crowned Crane and Through A Mirror, with a total length of 50 hours. As China’s largest platform for production and co-production of documentaries, we bring nearly 500 hours of original and commissioned programming to the TV screen annually. Much of this programming is already being distributed globally through CITVC. As for our target markets, documentaries produced by CCTV have been distributed in over 70 countries and regions, and our channel produced four of the top-five, best-selling documentaries. We’ve learned that the programmes about Chinese culture do best in Asia, and programmes that focus on social issues and China’s nature-based tourism do better in Europe and North America.

What specific kinds of documentaries are you interested in purchasing this year?

CCTV-9 is acquiring more foreign documentaries every year. Our 50-minute programme called Documentary Corner runs on CCTV-1 miptv.com I Focus on China I April 2013 I 15

INTERVIEW even more suitable for international audiencevery evening Monday through Friday and is es. Over 1,000 hours of our programmes have the most influential documentary programme “We hope to promote translated into English. All new proin China. In addition we have recently develmutual understanding and been grammes in 2013 have either been subtitled or oped a new programme called, Documentary strengthen co-operation dubbed in English. We hope this will enable Film. Our channel runs over 800 hours of even more international audiences to have an overseas imported documentaries a year. here at MIPTV” authentic, dynamic and comprehensive view Many high-quality foreign documentaries Liu Wen of China. have not only attracted large domestic audiences, but also raised the profile of foreign What message would you like to send to the international industry documentary studios in the Chinese market.

We have imported documentaries on many subjects, including natural at MIPTV? history, history, science, culture and society. Documentaries about natu- I still clearly remember last year when Reed MIDEM’s Paul Zilk said he hoped more international TV stations would take advantage of this vast ral history, war, science and China were especially well-received. platform to develop multiple forms of co-operation with CCTV. CCTV-9 has already become one of the most popular national chan- Well, we hope to promote mutual understanding and strengthen co-operation here at MIPTV. We hope that through this event, more internanels in China. What are your plans for the international audience?

CCTV-9 is actually two channels, one that features Chinese programming for tional TV stations and studios gain a better understanding of CCTV-9, a the domestic audience and one that features English-language programming leader in China’s documentary industry, and learn about more Chinese for the international audience. The English-language channel is a window documentaries. On the other hand, we would like to bring more outstanding documentaries from around the world to the 1.3 billion-strong on China that reaches over 40 million viewers in 60 countries and regions.

There are six main categories of documentaries on our channel, includ- Chinese audiences. We hope to establish co-operative ties with more ing natural history, history, social and humanitarian documentaries. overseas stations and studios, find more suitable projects for international co-operation and attract more international specialised teams, Programmes are specially selected to suit the target market.

We have been assembling a team of top Chinese and foreign transla- such as those working in special effects, to work with us on our in-house tors and copy editors over the last two years to make our programming productions.

CCTV-9 has a number of programmes available for international distribution here in Cannes. Here we highlight some of the titles PEKING OPERA (HD 8 X 50 MINS) ON NOVEMBER 16, 2010, Peking Opera was included on UNESCO’s list of Intangible Cultural Heritage. In 1840, at the height of the first Anglo-Chinese Opium War, Peking Opera was developing into a mature art form. With over 200 years of history, these stunning, colourful spectaculars have attracted generations of performers and enthusiastic fans, and continue to be popular with people from all walks of life.

This documentary takes a detailed look at the history of Peking Opera and how it has fared in different eras — and shows why this art form is a national treasure that should be revived and protected.

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TEA (HD 6 X 50 MINS) THIS is a documentary series about tea culture around the world. It uncovers the secrets behind this drink that is popular the world over. It begins in China, the birthplace of tea culture, and then moves to Japan, Britain, India, America, Georgia, Thailand and Kenya.

The series looks at the many areas where tea is produced, the mysteries of the tea-making process, and the revival of ancient tea culture. The story of tea is also the story of people, so the series also looks at the lives of tea drinkers in different countries. Life isn’t always perfect, but a cup of tea can always provide a moment of respite.

THE RED-CROWNED CRANE (HD 2 X 50 MINS) THE RED-crowned crane is considered an endangered species both in China and internationally. There are now less than 2,400 of the birds remaining. It is only found in the northeast Asia region. The Zhalong National Nature Reserve in Heilongjiang and Yancheng National Nature Reserve in Jiangsu are the birds’ most important habitats in China. The Zhalong Reserve serves mainly as their summer home and the Yancheng Reserve operates an artificial breeding programme.

A pair of cranes at Zhalong Reserve is attacked by other cranes as they incubate their eggs. The eggs get cold so the hen has to lay more eggs. Luckily, they become parents ahead of the rainy season, but one of the chicks is killed in a fight over territory.

At Yancheng Reserve, some crane chicks have mysteriously died. The staff isolate the chicks as they emerge from their shells to try to save their lives, but they notice that one has oddly-shaped toes.

These two films look at the lives of red-crowned cranes at these two reserves, focusing on the difficulties the cranes face as they grow up, and the crisis that is facing the species.

REDISCOVERING KENYA (HD 3 X 50 MINS) IN 2010, China and Kenya formally launched a joint archeological project in Kenya. The project is divided into two parts, one on land and one at sea. During the three year project, archeologists have been exploring ruins around the country as well as the potential locations of shipwrecks, after a previous survey indicated their presence in several areas.

The coastal area of East Africa has always been an important maritime trade centre. Centuries ago, Chinese merchant ships brought oriental culture here, leaving precious ruins as evidence. The archeological finds are expected to enrich our knowledge about maritime history, ancient maritime trade and interaction between China and Africa. This is the first time a Chinese underwater archeological team has worked overseas.

Their participation reflects the growing importance of Chinese archeology. Their findings should enhance our knowledge of the extraordinary sea culture of ancient China and resolve some centuries-old mysteries. Even more importantly, this documentary examines the development of the culture and civilisation of Kenya, which has played an important role in the history of human civilisation around the world.

PORCELAIN STORY (HD 6 X 50 MINS) THIS documentary traces the history of interaction between Chinese and other cultures of the world.

The story of porcelain is more closely associated with China than any other country. In fact, porcelain in English is known as “china”. Porcelain was one of ancient China’s three main exports, and porcelain items are now found in museums all over the world.

Porcelain has also become a unique symbol of Chinese civilisation. Since the 9th century, Chinese porcelain has been popular in almost every important place and time in history. Many foreign adventurers came to China in search of fine porcelain. This documentary is the true story of porcelain, filled with adventure, turbulence and enormous wealth.

GARDENS (HD 8 X 50 MINS) THIS documentary looks at gardens through the lifestyles, stories and dreams of ancient people who lived in them, explores the history and development of Chinese gardens, and examines the characteristics, cultural connotations and functions of traditional gardens in modern society.

This is a look at China through her gardens.

Living in a garden is a type of lifestyle that has long been considered by Chinese people to be the ideal way to live. The idea originated with the concept of a uniquely Chinese utopia. It’s a place where the soul is at ease and at peace with nature.

This documentary employs a variety of modern special effects in accordance with Chinese aesthetics to recreate the poetic beauty of classic Chinese gardens, relate typical Chinese stories and describe the Chinese people’s idea of an ideal homeland. We’ll visit the most famous gardens in China, including imperial gardens, gardens of poets and intellectuals, and gardens of ordinary citizens.

A BITE OF CHINA (HD 7 X 50 MINS) CHINESE food is becoming more and more popular all over the world. It is easier to learn about China through cuisine than through history, geography or any other aspect of its culture.

This seven-part series from the CCTV-9 is the firstever made about high-end Chinese cuisine. We travel to 60 different locations across the country to film hundreds of Chinese dishes. The series introduces the ingredients, cooking techniques, processing methods and flavours used in Chinese cuisine. This show is a comprehensive look at China’s gourmet culture that also illustrates the long-standing traditions and culture of the country. Through this look at Chinese cuisine, viewers can learn more about Chinese people and their lives. As they say, ‘You are what you eat’!

THE SILK ROAD (HD 8 X 50 MINS) THE EMERGENCE of a new Silk Road 2,000 years after development of the first Silk Road is an extremely important phenomenon. It is an important route to the rest of the world that has greatly stimulated the development of China’s economy.

This documentary examines the way the new Silk Road has raised China’s international profile. In many ways, there is no difference between the old Silk Road and the new one. They both resulted from people’s longing for a better life, curiosity about unknown worlds and strong beliefs.

The series travels to seven countries along the Silk Road to examine people’s struggles and precious heri tage, explore different civilisations and tell the story of the multinational development of the new Silk Road.

THROUGH A MIRROR (HD 3 X 50 MINS) ISRAEL in China is the official micro-blog of the Consulate General of Israel in Shanghai. A post for October 24, 2011 read: “Beginning today, we will be posting photos taken by Jewish photographer Sam Sanzetti in the 1920s. His photo studio was located on Nanjing Road in Shanghai. Unfortunately, the names of the people in the photos were not recorded. If you recognise someone in one of the photos, such as a relative or family friend, please let us know.”

Our story begins with this post. Sam Sanzetti, a young Jewish man, worked as a photographer in Shanghai 80 years ago. Locating and identifying the people in his photos recreates life in Shanghai back then, albeit in pieces. This series of films looks back in time, using old photos as a starting point and the blogging community as the vehicle. The documentary depicts the “collective consciousness” of a generation through their memories, aesthetics, personalities and souls.

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FEATURE Co-producing with CCTV-9 Since its launch just two-and-a-half years ago CCTV-9 has established strong co-production partnerships with a number of organisations around the world. Here are some of them

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N NOVEMBER 2011, CCTV Doc — or CCTV-9 — embarked on a long-term partnership with the BBC, co-producing several programmes, including Generation Earth, Wonders Of Life and Africa.

In September 2012, CCTV-9, NHK and New Zealand-based production company NHNZ announced the launch, in Beijing, of Life Force II. Life Force II is a six-part series building on the success of the original Life Force, which premiered in early 2011 and has since sold worldwide.

In October 2012, The Story Of Australia was launched in Beijing.

The series was a co-production of Screen Australia, Australia’s Department of Foreign Affairs and Trade, Bearcage Films and CCTV-9. It is the first documentary jointly produced by Australia and CCTV. The series travels around Australia focusing on varied aspects of the country and is broadcast on CCTV Doc as well as in Australia and internationally.

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In December 2012, China was broadcast on CCTV-9. Jointly produced by the British Museum, the Victoria & Albert Museum and CCTV-9, it tells the story of China’s export, porcelain, between the 16th and 18th centuries.

In December 2012, the French company Kwanza joined the production of CCTV-9’s Wine, The Great Game.

In January 2013, Inside: China’s Biggest Gala, co-produced by CCTV-9 and NGC Asia, premiered in Beijing. It was broadcast on CCTV-9 as well as in 26 Asian countries and regions over the Chinese New Year holiday period.

In February 2013, production began on a joint project between ORF and CCTV-9, Triumph Of The Tomato. It is a story about how the tomato evolved from an exotic plant to everyone’s favorite salad fruit.

FEATURE Facing the future

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HE CHINA Radio, Film And TV Programme Exchange Center is the exclusive film and TV programme marketing organisation of CCTV, and China’s largest programme copyright distribution entity. Ma Runsheng, president of the Center, and assistant to the president of China International Television Corporation, outlines its strategy.

“Focused on the demands of the domestic and international markets, the China Radio, Film And TV Programme Exchange Center is a marketoriented and commercial operation. We own a comprehensive library of radio, film and television content, while we also engage in our principle business of domestic and international marketing of TV content, digital audio/video products, book publishing and distribution, co-production of domestic and international programmes, overseas content acquisition, and exhibition organisaMa Runsheng tion. In our core business areas, we are the leader in China’s domestic industry. Our marketing network extends throughout the 34 provinces, municipalities and autonomous regions of China, as well as more than 60 countries and regions.

The effective broadcast coverage of our programmes is over 120 countries and regions. The quantity and the variety of genre of programmes for export ranks first in the country, accounting for more than 80% of the total exports of China’s television content.

“Facing the future, the China Radio, Film and TV Programme Exchange Center will continue to work with international partners, adapt to the requirements of the development of international media, actively build national, international and high-tech TV programming platforms, strengthen our development potential, as well as our continued close cooperation with partners, and strive for the early completion of the world’s most influential Chinese-language film and TV content corporation.”

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A Case Of Zhao’s Orphan

Our programme highlights include: Female Prime Minister is the legendary story of Lu Zhen, a female officer in ancient China who is invited into the imperial palace to learn porcelain and silk technology. Her virtue and intelligence is appreciated by the Emperor, and she is slowly promoted to the position of senior female official. However, in order save her beloved crown prince and lead the country to a bright future, Lu Zhen decides to become active in palace politics.

In the end, the country prospers greatly and Lu Zhen becomes one of China’s most powerful women. The series is 45 x 47 mins, and stars Zhao Liying (Zanilia Zhao), Chen Xiao, Qiao Renliang (Kimi Qiao), Yang Rong, Wu Yingjie (Even Wu), and Maggie Cheung.

A Case Of Zhao’s Orphan (HD) sees the family of ambitious General Zhao wiped out by powerful minister Tu’an Gu. A doctor named Cheng Ying saves Zhao’s new-born son at risk of losing his own life. Cheng hides the surviving baby and later sends him to Tu’an Gu without telling him the boy’s true identity. 18 years later, the truth of the slaughter is revealed. The baby grows to become a brave warrior and exacts his vengeance. Traitor Cheng Ying finally wins justice for the Zhao family. The series is 45 × 47 mins and stars Wu Xiubo, Sun Chun, and Cherrie Ying.

In Go! Sister Go!, Wang Mingming is a screenwriter. She recommends Ethan, an fading star, to perform in her new drama. As a result of the role Ethan’s star is on the rise again. However, Wang sees how his renewed success has changed him for the worse, and she abandons him.

This leaves her free to find unexpected love at the age of 30 and finally she finds happiness. The series is 30 x 47 mins and stars Ruby Lin, Jiro Wang, Peter Ho and Lin Gengxin.

Go! Sister Go!

INTERVIEW China welcomes you in Cannes Cheng Chunli is vice-general manager of CITVC, the sales and production arm of CCTV which organises the China Pavilion at MIPTV. Here she explains the role of the company and its plans for MIPTV 2013

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hat are you planning that’s new at MIPTV this year?

At MIPTV in this year, we will bring many high-quality programmes, and again some live acts that combine Chinese elements and international contents at the same time. We said last year’s Martial Arts performances during MIPTV were an expression of China’s energy. This year in Cannes we will show Peking Opera, the quintessence of Chinese culture, to the people of the international television industry – and they will marvel at the spectacle.

What is CITVC’s current role within CCTV? CITVC was founded in 1984, and is a television media group soley owned by China Central Television (CCTV). Our business covers content production and distribution, video and audio publishing,

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IPTV, pay cable TV, advertising, market research, R&D, industrial investment, tourist services, satellite and so on. Vertically integrated, it is the largest, most profitable, and highly internationalised media company in China.

What new programmes you are focusing on promoting to the international marketplace at this MIPTV? Documentary is again an important focus this year. The documentary Taotao Panda follows the process of returning an artificially propagated panda back to the wild. Another documentary, Red CrownedCrane, will bring us into close contact with this beautiful, elegant, and precious species of bird. Another Family looks a families who suffered during the Wen Chuan earthquake, and we learn how the survivors face an uncertain future. A number of cultural programmes we are bringing give audiences have a different taste of China.

“The size of China’s joint booth expands every year. In 2013, the booth will be the largest-ever” CITVC has organised the China United Pavilion at MIPTV for 10 years now. What are the major changes in the pavilion that you’ve seen over that time?

Ten years ago, there were only four or five influential provincial TV stations participating in our China joint booth which was small-scale and had Cheng Chunli little content. After ten years, Chinese media are increasingly adapting to the world. The size of China’s joint booth expands every year. In 2013, the booth will be the largest-ever, and its location will be moved to the main exhibition area of the Palais. The number of Chinese provincial and municipal TV stations exhibiting keeps growing. Through direct exchanges with the international market, the level of internationalisation of TV stations and media companies exhibiting is also increasing. Chinese media now have more and more opportunities to co-operate with the world.

Everybody is welcome to come to our booth to experience all of these.

What kinds of partnerships with international companies are you focusing on developing at this year’s MIPTV? Our joint-project with National Geographic Channel (NGC), China To The World, includes some fascinating material. Among them, The Pre-history Karst will be completed within this year, and broadcast on the Discovery Channel around the world. At the same time, we have cooperated with NGC and adapted our documentary on the Spring Festival Gala for an international audience. Inside China’s Biggest Gala examines the TV special watched by the biggest audience in the world. The documentary has already been broadcast on CCTV and NGC. We acquire the world’s most exciting content for CCTV. At the same time, we have a powerful translation capability. The China Radio, Film and Television Programme Translation and International Distribution Platform is already open to international customers. The website provides online copyright trading, translating and dubbing services for our clients from all over the world.

We warmly invite friends from communication and entertainment industries to co-operate with us in co-production, adaptation, packaging, translation, dubbing and acquisition.

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