Reed Midem is to launch its first MIP-branded event in China in May next year.

MIP China will be held May 23-25, 2017, in Hangzhou, the Eastern city that recently hosted the G20 summit. Unlike Reed’s other MIP events in Cannes, MIP China is not being pitched as a market, but rather as a ‘content summit.’

The event will have two strands; a ‘Partnership Forum’ involving one-to-one meetings between 40 Chinese executives and 40 international visitors; and a professional training conference spanning international distribution, online video and virtual reality.

MIP China Hangzhou is being organized in partnership with China Media Management Inc. (CMM-I), and Zhejiang MegaMedia, organizer of the Zhejiang Provincial pavilion at the MIP markets in Cannes. “MIP China Hangzhou will provide a much-needed platform for international program professionals to meet with their counterparts from companies throughout China,” said Dong Yue, Hangzhou mayor’s representative.

“Cross-border content development is more than ever a strategic choice for entertainment production companies looking to capture local and global audiences,” said Reed MIDEM chief executive Paul Zilk.

The new China event will be the third attempt by Reed to launch an audiovisual event in Asia. It previously hosted MIP Asia in Singapore, which later became today’s Asia Television Forum. It was also geared up to launch a major content event Amazia in Hong Hong in November 2008. That was blown off course by an over-crowded calendar and the global financial crisis of the same year.