CCTV shops for Blakeway’s ‘Branding’

'Secrets of Branding' commissioned by China's

UK producer gets direct commission from China for documentary series

HONG KONG – Luxury-mad Chinese will get a chance to learn more about the international brands they are buying in a new series “The Secrets of Branding” being produced by the UK’s Blakeway Productions for China Central Television (CCTV).

The 8-part documentary show probes some 30 major brands in the retail, motoring, fashion, technology and drinks sectors. It includes interviews with key figures including inventor James Dyson, Howard Schultz, CEO of Starbucks and Angela Ahrendts, CEO of Burberry.

The show is a direct commission for CCTV2 by Li Yong, deputy director at CCTV, with Fiona Stourton as executive producer, and Joanna Bartholomew and Matt Hill as series producers for Blakeway. It is distributed globally by BBC Worldwide, the commercial arm of the British Broadcasting Corporation.

“Branding” is the first direct commission in China for either Blakeway or its corporate parent Ten Alps, the production group co-founded by Bob Geldof.

“[This series] is a real coup for a U.K. producer and a testament to Blakeway’s reputation for award-winning and entertaining factual programming,” said Stourton, creative director, Ten Alps TV.

The show has been completed, but CCTV has not yet indicated transmission dates.

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