Industries link up for Chinese cartoon

In Beijing, the TV cartoon series "Monkey King" is being greatly anticipated as its release approaches. To make the most of promising returns from the production, multiple industries have formed an all-encompassing alliance. Now let's take a look.

CCTV Animation, the creator of the TV series "Monkey King", is adopting a new operational mode in promoting the ambitious show. An auction was held for the rights for different sectors, ranging from audio and video publishing to online gaming and toy making.

Industry leaders from various fields have displayed intense interest in the show. So far, over 17 million yuan RMB, around 2 and a half million US dollars, have been pledged for the show's merchandising rights.

Wang Ying, general manager of CCTV Animation Co. Ltd, said, "The cultural industry is bound to enlist assistance from other sectors. It is a general trend to integrate. So we have paid close attention to the show's potential in sectors other than broadcasting. We collected 17 million yuan for the rights in only five categories. The show is sure to go far. We are very confident about that."

China's animation industry has been flourishing in recent years.

Monkey King is an adaptation of the classical novel "Journey to the West" from more than four hundred years ago. The thrilling stories about an adventurous pilgrimage have inspired an endless string of TV and movie shows in recent decades. According to a recent deal with Walt Disney, this latest series by CCTV Cartoon will become China's first show to feature on Disney's Asian channels.

China's animation industry has been flourishing in recent years, thanks to growing attention and support from the government. More and more animation companies have thrown themselves headlong into creating original productions. And the phenomenal success of Merry Sheep and Big Bad Wolf sets a promising precedent for the widespread marketing of cartoon productions.