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.
Endemol is teaming with a key production force in the market, Procter & Gamble, which has pioneered TV advertising sponsorship in China for more than 15 Western brands, including Rejoice, Head and Shoulders, Pantene and Oil of Olay.
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.
Last month, Denis Spencer, a former program director of the Australian Broadcasting Corp., was appointed chief executive of Endemol’s Australian production operation, Southern Star Endemol, a joint venture with Aussie major Southern Star.
(Marlene Edmunds contributed to this report.)