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Tyro set for bow in China

Jade MediaWorks hopes to be on air by November

SINGAPORE — Fledgling broadcaster SPH MediaWorks is investing $9 million to produce content for mainland China.

MediaWorks and Sydney investment consultancy firm Jade Interactive are partnering on Hong Kong-based Jade MediaWorks, which hopes to be on the air by November, according to MediaWorks chief executive officer Lee Cheok Yew.

The company will provide two- to three-hour branded belts for one of China’s many terrestrial, state-owned China Central Television channels.

Lee says some existing MediaWorks content also may be adapted for China.

“It will mainly be entertainment-based,” he says of the original programming. “We are looking to bring something new to viewers in China.”

Once carriage is secured, Jade MediaWorks will earn 60% of advertising revenues. Lee won’t say how much this would be worth, commenting, “At the moment we’re just concentrating on getting it started.”

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