Hit Entertainment's Bob the Builder is now airing in China, after Chinese state broadcaster CCTV acquired the rights to series one to 16 of the pre-school show.
The show will broadcast twice each day, at 12.30pm and 10.30pm, seven days per week. Each of the series will run consecutively, with back to back programming scheduled to air for the coming months.
The deal extends Hit's relationship with CCTV and the exposure of its brands in mainland China. In 2009, Thomas & Friends launched on both CCTV-Children and the main CCTV-1 channel.
Consumer products will be launched in conjunction with the TV broadcast. These will include a range of storybooks, activity books and a monthly magazine from China Children's Press & Publication Group, as well as toys from Learning Curve. Promotional Factory has also been appointed as the master licensee for Bob the Builder in China.
"This is a really exciting deal, as China is a key market for us but has previously shown little English language animation," said Alison Homewood, executive VP of worldwide TV distribution at Hit.