Two of Liberty Media’s largest programming affiliates, Discovery Networks Asia and Encore Intl., have agreed to combine ad sales efforts for their programming blocks in China and to cooperate in business development in that market.
The agreement was worked out by Neville Meijers, exec VP and managing director of Discovery Networks Asia, and Paul Shmotolokha, prexy of EI’s Asia division.
As part of the agreement, EI has been appointed the representative of the Discovery Networks Asia programming advertising inventory, responsible for local China ad sales.
Both companies have established businesses in China, including branded program blocks, dating back to 1994.
Discovery Networks Asia distributes the Discovery Channel programs in a nightly two-hour primetime block to 20 cable systems to over 45 million households. The daily one-hour Animal Planet program block is available via 11 cable systems to over 30 million households.
EI’s “Everyday Jiayi” program block is available to 70 million cable households and consistently ranks in the weekly top 10 ratings on CCTV-8’s drama channel.
EI has had a reciprocal programming agreement with CCTV since 1995.