Success of 'China’s got talent' opens doors for international TV hits

China's g ot talent, which kicked off on SMG’s Dragon Shanghai from the end of July to 10 October, was approved by SHARFT to broadcast in prime time and received top rating.

P&G brand Head & Shoulders is the title sponsor for the show, supported by Olay and Gilette.

Previously format owners have been put off by the complexity of the market and both the quality and consistency of production values. 

“We clearly see there is now an appetite for international formats among viewers, the era of Chinese TV viewers being forced to watch copycat versions of international TV hits is starting to be eroded," said Chard. “We believe that the success of China’s got talent, which has been among the top three shows since launching in July, will prove a watershed in the shows broadcast in China."

MediaCom is currently working on projects that could see three further well-known TV brands adapted for the market.

He added, “This more welcoming market has given rise to a new generation of companies that specialise in helping turn global hits into must-watch TV in China. We worked closely with licensing specialist IPCN to do the China’s got talent deal and there are now other intermediaries who offer similar services.”

Chard added that specialist consultants who have the contacts and know-how to make things happen have become established, broadcasters have realised that there is additional value in international formats and rights holders appreciate that there are good deals to be done in China.

"China has a massive growth potential for any business in the world, the economy is too big to be ignored," he said.

Reported this month, Sony Pictures Television (SPT) adapted the popular US talk show The Dr. Oz Show for mainland viewers with a local production titled Health is most important.

Earlier this year, Hunan Satellite Television in China and ITV Studios, a division of ITV Plc in UK,  announced a landmark deal to develop and license a series of entertainment and other unscripted formats for original broadcast on Hunan Satellite Television.

Last year, Hunan Satellite TV launched Ugly Wudi, the Chinese version of Ugly Betty. The show ran for four seasons and attracted sponsors from Unilever and Bausch & Lomb.