Co-prod'n is 1st TV deal in area

MADRID — Dutch TV firm Endemol has taken its first steps in China, inking a co-production deal with Procter & Gamble (China Ltd.), Shanghai STV and Sino Universal Media to produce a weekly, primetime fashion/lifestyle TV magazine.

The magazine, which mixes Chinese and European news features, will be broadcast from April 2001 on Shanghai STV’s Channel 8, a terrestial municipal TV net that reaches 20 million in the Shanghai area.

The co-production marks one of the first incursions by a European production company into China and another step-up in Endemol’s Pacific rim presence.

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