Entertainment Rights delivers 'Pat' to China


LONDON -- Kids group Entertainment Rights has signed a deal with China Central Television to distribute all 80 15-minute episodes of its stop-frame animation series "Postman Pat," chief creative and commercial director Jane Smith said Thursday.

The deal -- ER's China debut -- will see "Pat" air to more than 96% of the Chinese market via the kids block on CCTV, a potential viewersihip of 367 million children. ER also hopes to expand into China's lucrative toy market, estimated to be worth $12.5 billion by 2010.

"We are delighted to be partnering with CCTV, the home of top quality programming in China," Smith said.

"The CCTV-kids broadcast platform is universally trusted and is the ideal launch pad for the 'Postman Pat' brand in China. We look forward to working closely with CCTV, and we are sure that with our combined expertise the 'Postman Pat' brand will soon become a firm favorite in millions of Chinese households."