Children all over the world in so many ways, outside of language and what toys they may have in their rooms, are very similar," says Regan, adding strong story telling is the key to attracting children and engaging them to learn. Sesame Street, whose Chinese name is "Zhi Ma Jie", partnered with Shanghai Toonmax Media Co Ltd, a youth-oriented satellite channel owned by Shanghai Media Group (China's second largest media conglomerate after State-run CCTV). MSD, a global leader in developing innovative health solutions, has provided the funds for the now-locally produced, Mandarin version of its flagship Sesame Street show. Regan, who travels about five times each year to China, says the US producers of the show basically act as an advisory team and give local Chinese producers guidelines. Cross-cultural collaborations, she says, are like a "magic sauce" to create better content.
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This partnership of making local programs also gives Sesame Street easy access to Chinese TV where the State Administration of Radio, Film and Television (China's media regulator) sets rules of limiting the broadcast of foreign or imported content - no more than 25 percent content coming from foreign sources - during prime time everyday. Sesame Street's popularity and growth in China is a reflection of how fast the animation and live action media market is expanding in recent years - mostly backed by the Chinese government.
The government, as part of promoting the country's soft power, has pushed to expand the animation market with supportive policies.