LP: If you don’t have any existing contacts in China, I would suggest going there and timing a trip with a key event like Kidscreen East or the Shanghai TV Festival as well as meeting Chinese producer delegates at markets such as MIPCOM and Kidscreen. This really opened the door to further collaboration and a longstanding relationship with Alex and Toonmax.ĪWN: If you’ve never worked in China, where should you start?
This opportunity to get face to face with a major Chinese broadcaster in Toonmax Media was invaluable. During this trip, I also assessed Toonmax’s current projects in development, offering advice and feedback on the creative materials. Alex brought me over to Shanghai to present to the creative and executive team.
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Alex was looking to run a series of workshops for the network around development to help reinvent the existing creative process and give the shows in development potential to travel internationally. LP: I had just set up my company, Bright Box Creative, when ex-Nickelodeon colleague and former GM MTV and Nickelodeon China, Alex Chien, mentioned that she was working with major broadcaster Toonmax Media of the Shanghai Media Group (SMG). However, there is discussion of this potentially changing in early 2018.ĪWN: How did you first get involved in the Chinese TV animation market? Since online platforms are an on-demand service, international content, which traditionally is reduced to non-prime time slots on regular TV, has been finding its way into the Chinese market via the VOD giants. Any content airing on TV can air online but not vice versa. There are strict regulations surrounding content in China but currently, the regulations are looser for the online platforms. Youku has more than 500 million monthly active users, with 800 million daily video views, second only to iQiyi. While YouTube is not accessible in China without use of a VPN, Youku and other online platforms like Tencent and iQiyi offer a similar experience, though are predominantly populated with professionally produced original content, unlike YouTube. Leanne Passafonti: In China, there are large national broadcasters like CCTV and SMG, as well as many regional Chinese broadcasters who operate only in specific parts of China. Passafonti talks us through what to expect when working in China and the key things to consider when venturing out of the wild West and into the emerging East.ĪWN: How does the Chinese media landscape look compared to the West? Most recently, she led the development and was story editor for the 52 x 11, preschool show Emmy & GooRoo, as well as writing episodes and the theme tune lyrics for the new Youku series. She has significant experience in the Chinese market, having worked with major broadcasters CCTV and Toonmax Media and several Chinese producers. She’s worked with and for some of the industry’s biggest players (Nickelodeon, DreamWorks Classics, Red Kite Animation and more), on acclaimed shows such as the Asian Television Award winning George of the Jungle, Emmy & GooRoo, Ella Bella Bingo, BAFTA nominated House of Anubis and Filminute Award winning and BAFTA nominated Stitch Up Showdown.
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Veteran producer Leanne Passafonti is a top British development and production professional with over 11 years experience creating and producing original content for the children’s media space.