Entertainment Rights Distribution Limited (ER), media group specializing in children and family programming, characters and brands, has clinched a deal with China Central Television (CCTV), to launch pre-schooler’s show Postman Pat on Chinese television for the first time this year. CCTV licensed all 80 x 15 minute episodes for its children’s block CCTV-kids, bringing the Postman Pat brand to 96% of China, as the show reaches an audience in excess of 600 million, including 367 million children. The deal gives ER opportunities to expand in China’s toy market currently estimated to worth US$1.3 billion. With annual growth rates of 40% expected, the market could be valued at US$12.5 billion by 2010. ER is developing a comprehensive consumer products programme for China and will commence full brand roll-out in 2008.