The popularity of Postman Pat continues to stretch far and wide, with the show now launching on China's national television network, China Central Television.
With more than 16 individual channels, CCTV is the territory's dominant broadcast platform. As a result of Pat launching on the dedicated children's channel earlier this month, some 200 million Chinese children will be able to view 106 episodes of the show.
As part of ER's plans to grow and develop the Postman Pat brand in China, it has also secured DVD distributor YiZhouRen as DVD partner for the brand in Chinese speaking territories. U Young, China's largest operator in children's media and CCTV's advertising agency, is acting as ER's exclusive licensing agent for the region.
ER is also in discussions with two major publishing partners to be finalised in the third quarter, with product due to roll out in 2009.
Meanwhile, the forthcoming new series - Postman Pat: Special Delivery Service - is generating strong interest from the international market with a number of broadcast deals signed.
Airing on Cbeebies in the UK in the autumn, the show has recently been snapped up by ABC (Australia), DRTV (Denmark), TV4 (Sweden), Rai Sat (Italy), MNET (South Africa), MBC (Middle East), ATV (Hong Kong) and True Vision (Thailand).
SF Norge (Nordics) and Lusamondo (Portugal) have also come on board as DVD partners.
"We are incredibly excited about Postman Pat's launch on CCTV," said Chloe Van den Berg, executive director of international at ER. "This leading broadcast platform offers excellent exposure for the brand and is testament to Postman Pat's global appeal. We look forward to building the Postman Pat brand with YiZhouRen and U Young in this key territory.
"Brand new Postman Pat SDS is also continuing to receive significant interest from international broadcasters and has now been sold to over 110 territories worldwide."