MUMBAI: Media baron Subhash ChandraÃƒÂ¢Ã¢â€šÂ¬Ã¢â€žÂ¢s Zee Network has made an in-road into China by entering into an alliance with Beijing based China Central Television (CCTV). This contract has been signed for a period of two years.
CCTV has licensed to Zee Network, the use of news and other programs from CCTV International (CCTV-9). They have also authorised Zee to pick up their signals and transmit it over Zee Network. Zee Network in turn will license to China Central Television the use of its news and programs. Both the networks will exchange news programmes, documentaries and feature programs introducing each otherÃƒÂ¢Ã¢â€šÂ¬Ã¢â€žÂ¢s culture, history, geography, economy, etc. for telecast.
Zee Network and CCTV will enhance cooperation in programme production including television dramas, films and features. The exchange of television dramas and programs will be mainly based on purchase. Both sides will take care of all copyright obligations for all programs to be provided to the other party.
Zee Network head Asia Pacific international business Mukund Cairae said, ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œWe are very pleased to announce this agreement with China Central Television. China is an important market and we are optimistic about audience response there. This initiative is a step towards promoting mutual understanding and friendship between the people of India and China. Jointly the populations of India and China total a third of the world population. With interactions such as these, we will responsibly make our populations aware of the rich cultural heritage that exists in Asia.ÃƒÂ¢Ã¢â€šÂ¬Ã‚Â
ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œWe will not be charging licensing fees from each other for news programs. This contract is valid for two years and is extendable on mutual agreement,ÃƒÂ¢Ã¢â€šÂ¬Ã‚Â he added.
CCTV president Huayong Zhao said, ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œInteractions such as these will facilitate better understanding between the people of China and India and will pave the way for future cooperation between our two countries.ÃƒÂ¢Ã¢â€šÂ¬Ã‚Â
In addition to this content sharing agreement, China TV week will be held in India and India TV week in China with television hosts from both sides appearing on TV together in the same TV week. As part of the TV week, both sides agree to broadcast each otherÃƒÂ¢Ã¢â€šÂ¬Ã¢â€žÂ¢s programs half hour per day, seven days in series.