Through a partnership with the Foreign Language Teaching and Research Press, the third largest publisher in China and the country’s largest English-language publisher, ITN’s online content archive Source will create educational materials.
It will initially provide 60 hours of tailored multimedia content for mobile, web and DVD-based educational resources that will reach 200,000 schools and 3,000 higher education colleges.
This is the first confirmed online deal for ITN in China, though it did launch the TV show The Cool Edition with Shanghai Media Group in September.
Like most stats about the Chinese market, the viewing figures of 10 million sound impressive — until put into a Chinese context with a population of 1.3 billion.
Both deals were brokered by International Program Content Network, which launched in 2007 specifically to help European TV production and digital media firms set up deals in China.
The Guardian Online reports FLTRP already works with Pearson Education, Cambridge University Press and Thomson Learning, among others, while ITN has been building its educational business through its stake in the joint venture Espresso and Teachers TV News.
As well as pushing into China’s English language learning market, ITN is looking at other projects in the republic with IPCN.