Chinese audiences introduced to popular pre-school property for very first time

‘Bob the Builder’™, the beloved children’s television character, is airing in China for the very first time following a broadcast deal with CCTV (China Central Television). The Chinese state broadcaster has acquired the rights to series 1-16 of the popular pre-school series to air on its CCTV-Children channel. Starting this week, the episodes from the series 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 Entertainment’s relationship with CCTV and the exposure of its brands in mainland China. In 2009 ‘Thomas & Friends’ launched on both CCTV-Children and also the main CCTV-1 channel. It was warmly received and repeated several times throughout the year.

Alison Homewood, Executive Vice President, Worldwide Television Distribution, HIT Entertainment, says, “I am thrilled that we are able to bring Bob the Builder to a potential audience of millions via CCTV. This is a really exciting deal as China is a key market for us but has previously shown little English language animation. We hope its young viewers will love Bob with his strong educational messages and ‘can do’ approach and this breakthrough will lead to even more exciting opportunities for the brand”.

Consumer products will be launched in conjunction with the TV broadcast. These include a range of story books, activity books and a monthly magazine from China Children’s Press & Publication Group (CCPPG) and toys from Learning Curve (RC2). Promotional Factory (China) Limited (PPGL) has also been appointed as the master licensee for ‘Bob the Builder’ in China and more exciting consumer and promotional licensing programs are set to roll out within the year.

‘Bob the Builder’ is broadcast in over 240 territories across the world and is voiced by one of the UK’s most popular television and stage actors Neil Morrissey. In addition to the TV series, Bob can be watched on DVD, with the next release, feature length special ‘Legend of the Golden Hammer’,launching in May. Bob also stars in ‘The Little Big Club’ tour which is currently in theatres across the UK, following sell out dates in Asia, and ‘Bob’s 4D Movie’ continues to screen at Legoland Windsor, California, Germany and Denmark.