PUSAN – Language and name recognition are the two largest barriers to the free exchange of actors and personalities across Asian media markets, according to Chengtian 18 Artists Management Company prexy Wang Jing-hua.
“If you have a presence in China, if you are a Korean actor who has a fan base in China, who has name recognition, then you will have a space in the market,” said Wang.
Speaking at the Asia Pacific Actor’s Network forum at the Pusan Film Festival, her comments come a year after the announced collaboration between Chengtian 18 and Korean management shop Namooactors.
The agreement, made last year at the same forum in Pusan, was to have seen the two firms engage in robust cross-border promotion of both agencies’ talents in Asia’s second- and third-largest entertainment markets. Indeed, parent company Chengtian’s track record as a leading producer of TV shows, and its recent ventures into movie investment, suggested greater synergistic possibilities.
But a year down the road, and expectations have been dialed down somewhat. According to Wang, hefty artist and management schedules and each agency’s focus on their own domestic markets have led to less progress in cross-border promotions then previously expected.
Chengtian 18’s efforts have so far been concentrated on placing Namooactors talent in commercials and advertising on the mainland, a move meant to introduce them to Chinese audience with an eye to eventual film and TV appearances.
At the same time, the Chinese tenpercentary has encountered difficulties in promoting their stars in Korea. Actor Guo Xiaodong, who won the Best New Actor in Asia Award at the 2006 Pusan festival for his work in “Summer Palace” has yet to receive movie offers from Korean producers.