Will ABC International and Australia Network still expand China media cooperation?

IN THE WAKE of the Federal Budget, it is unclear what will become of the planned link-up between ABC International and its Australia Network with China’s media powerhouse, the Shanghai Media Group.

The proposed arrangement was reportedly supported by media authorities of the Chinese Government in Shanghai. Yet the cuts to the ABC, SBS and the reported withdrawal of funding for the Australia Network will negatively impact the proposed arrangements.

On the back of the recent Australian Government-backed Australia Week in China trade mission, ABC International and the Australia Network struck an international multi-platform media cooperation arrangement supported by the Shanghai Municipal Administration of Culture, Radio, Film and TV.

The detailed agreement to formalize the arrangement were to be signed in Shanghai on May 4. Through the cooperation, ABC International was set to establish an online portal in China through which a range of ABC and other Australian media content and services could be offered and presented to partner Chinese media organisations. 

The arrangement also enabled the ABC to establish a base in Shanghai with official approval to represent and sell media content across China, enter into international co-productions, and generate international sponsorship and promotional opportunities.

“This historic agreement opens up a whole new world of television and online cooperation between Australia and China,” ABC managing director Mark Scott said. “It provides a truly unique window for all Australian media to build a friendly and mutually cooperative relationship with China.”

It is ironic that so much of the media cooperation had been driven by the Australian Government, with the ABC extensively covering Prime Minister Abbott’s visit and early steps for a free trade agreement – yet the Federal Budget now appears to place the deal in jeopardy.

“International Channel Shanghai last week broadcast a week of Australian TV programs provided by the ABC and Australia Network to coincide with Prime Minister Tony Abbott’s visit,” Mr Scott said when announcing the cooperation deal. It was also a time when Australia’s profile was high in China from leading the search for missing Malaysia Airlines flight 370.

“Q&A’s live broadcast in China was the first open interactive public comment style program broadcast live from China to Australia,” he said. “The success of last week and the future under this agreement will help build understanding between China and Australia.”

Shanghai Media Group’s International Channel Shanghai executive director, Sun Wei said, “The Shanghai Media Group is China’s second largest media organization and its recent restructure ensures we are looking to further build our international media partnerships.

“Ground breaking international broadcasts such as Q&A, which was produced as a collaboration between Australian and Chinese television crews, pave the way for bigger and better international media cooperation and cultural connections in the future.”

ABC International CEO Lynley Marshall commented at the time: “This agreement will enable us to put the full range of Australia Network programming and content from other Australian media into China and for China to connect more closely with our media.

“Most importantly, the agreement will provide opportunities for promotion of Australian business, tourism, entertainment, culture and education.”

The eventual shape of any cooperation will play out in the next few months as the ABC is expected to re-organise its budgets in the wake of the funding cuts.

www.abc.net.au

ends

POSTED MAY 16, 2014.