MDeC TO REACH OUT TO MILLIONS OF TV VIEWERS IN CHINA

From Yong Soo Heong

BEIJING, June 8 (Bernama) -- Several hundred million tv viewers in southern
China will get to see specially-created Malaysian content to be aired "live" on
prime time over two major tv networks during the 2010 Chinese lunar new year
celebrations.

This follows an agreement between Jia Yu Home Entertainment Sdn Bhd, which
is associated with the Multimedia Development Corporation (MDeC), and the two tv
networks, Nanning and Chengsa tv stations.

Damien Leong, CEO of Jia Yu Home Entertainment, said the agreement would
open up a host of opportunties and spin-offs for Malaysian artistes, musicians,
graphic designers and other creative skills associated with the content
industry.

"The 'live' transmission will also provide a platform for Malaysian
artistes to break into the big China market as a result of the prime time
screening," he told Bernama after exchanging documents with the two tv stations
in the presence of Malaysian Prime Minister Najib Razak during the latter's
recent visit.

Badlisham Ghazali, CEO of MDeC, said the forthcoming transmission was
under the aupices of MDeC's MSC Malaysia creative multimedia and content
initiative.

MDeC, he said, was giving a lot of attention to further developing
Malaysia's creative talent.

Leong said exposure was extremely important for artistes as they had to
create a huge fan base for sales of their CDs or for them to be invited for
singing or acting engagements.

He said Jia Yu was pleased with this breakthrough as it meant an extra
avenue and opportunity for Malaysians in the creative industry.

"There are many talented Malaysian artistes and we would like to provide
them with a platform for greater exposure," he added.

Jia Yu, he said, felt that it was time for Malaysian artistes and content to
reach out to a more global audience.

This was especially so when Malaysian tv shows for the Chinese New Year
celebrations had been noted for their variety and creativity, he said.
-- BERNAMA