Hunan Satellite TV originally made the headlines with Super Girl or Super Voice Girls talent show, three seasons of which aired between 2004-2006. Officially known as the Mengniu Yoghurt Super Girl Contest after the show’s sponsor, its immense success and number of public votes received, ironically led to its cancellation by the government. With tens of millions of people in China voting for their favourite contestants, elevating everyday folks to the lofty heights of celebrity status, the show format’s resemblance to, well, democracy, made the powers that be sufficiently uncomfortable to sweep such shows from primetime schedules. And chatting with Wang Peijie, vice chief supervisor, and Yang Fan, editor, at Jiangsu Broadcasting Corporation (JBC), the restrictions on acceptable formats became very apparent. “We’re looking for formats,” they explained, “but they can’t contain voting, ‘real’ people, or be broadcast live.” Given the fact that those three elements are the staple ingredients of many formats worldwide, JBC’s range of choice would appear to be severely limited. Not so say the format folks, for whom business seems to be flourishing – in no small part due to the opportunities afforded by many of the regional broadcasters like Hunan Satellite TV and JBC. These networks are providing a welcome and proactive alternative to CCTV’s dominance, as well as a higher propensity to pay a ‘fairer price’ for content and formats. “We all continue to sell content into China, but the prices paid there are a fraction of the real market price,” explains one vendor. “It’s pretty galling to see billions of dollars of advertising revenue churning through CCTV, when they’re only willing to pay around US$1,500 per hour for content. Such content commands a much higher price in Hong Kong, with its population of only 7million people, compared to China with over a billion people.” But the advance of digital cable signals the beginnings of ‘proper’ pay-TV content, as an appetite develops to fill the new channels. BBC Worldwide format Dancing with the Stars, started on Hunan TV August 30, 2007 with 10 episodes. The show was rated number one among all satellite stations in China, with an accumulated audience size of over 200million viewers for the whole series. BBCW’s Just the Two of Us similarly aired on Hunan TV. January 2008 saw Granada International’s hit entertainment format Saturday Night Takeaway licensed to Hunan TV, the first time the format was created for an Asian audience. 13 episodes of the show, entitled Super 2008: Friday Night Takeaway, launched on January 11, 2008. 55million viewers tuned in for the debut episode making it, according to ratings from CSM, the third most-watched show behind CCTV channels 1 and 3, although its run was affected by the dramatically inclement weather. James Ross, regional director, Asia, at Granada International said, “China is affording a number of great prospects, and less home-grown talent shows means more opportunities for other new formats.” August 2007 saw the kick-off of Soccer Prince, a FremantleMedia soccer talent search reality series produced with Kickworldwide and Hunan Satellite TV. Trials were held in six Chinese provinces including Beijing, Guangdong, Hunan, Shanghai, Hubei and Sichuan, before a select group was sent to Changsha where contestants faced weekly elimination. Britain’s Minister of State for Trade and Investment, Digby, Lord Jones presided over a recent farewell ceremony in Beijing to wish the first winners of Soccer Prince good luck as they embarked on their journey to join the English Premier League (EPL). Over 130million viewers across China tuned into the show. From 19,000 try-outs, only 14 boys were chosen to go through a gruelling schedule of primetime TV eliminations culminating in the crowning of 3 princes who are now on their way to the Youth Training Academies of Everton, Bolton Wanderers and Nottingham Forest. FremantleMedia Asia Pte Ltd’s managing director Patrick Schult says the company is in talks to launch Soccer Prince in Vietnam and Indonesia this year. Fremantle also piloted the Japanese format Hole in the Wall with Shanghai Media Group (SMG) over the Chinese New Year period. “There is a renewed interest in China from our side, therefore there is likely to be some more news soon on other commissions with a number of shows being discussed.” And Galleon Holdings plc, intellectual property owner and developer, has just sealed an exclusive co-production deal with Guangdong TV Sports Channel and Football Association Premier League (FAPL) club, Chelsea Football Club, for multi-platform reality soccer talent search show Super Soccer Star. The show is going into production and will air on Guangdong TV Sports Channel in April 2008. The multi-platform programme will generate revenue from sponsorship, advertising, mobile participation, live events, online activities and branded merchandise. Soccer schools and coaches across Guangdong province will send their best players to participate in the competition. Contestants are eliminated during the series; the winner will be granted a chance to train at the Chelsea Academy. Stephen Green, CEO of Galleon Holdings plc said, “We believe that Super Soccer Star could become a national show in China and can springboard into other territories in SE Asia. This is an entertainment format which appeals to grass roots football in China… (Chelsea Football Club) will be working with us on the project to support the technical side and the promotion to grassroots soccer in the province.”