ROME — Content from Italo pubcaster RAI is set to air in China, while China Central Television will become the first foreign web to secure an Italian digital terrestrial license in an agreement being inked in Beijing today.
RAI will have a three-hour, weekly block of subtitled Italian-language programming on CCTV, which has a potential audience of more than 1 billion. CCTV will beam its English-language CCTV9 on RAI’s digital terrestrial platform, which has a potential aud of 3 million.
The pair will share advertising revenues in both countries.
The Chinese state broadcaster is eager to launch channels in Europe to promote the 2008 Beijing Olympics and to gain terrestrial digital know-how ahead of the country’s planned analog switch-off by 2015.