China’s original content powerhouse, Huace Media Group, is stepping up its international play, signing on as global sponsor of Reed Midem’s MIP China Hangzhou.

The move is part of the Zhejiang-based company’s broad focus on expanding its footprint and relationships in and beyond China.

The new show (23-25 May 2017) focuses on bringing together Chinese and International production companies interested in co-developing content for China and global markets.

Huace’s decision to back MIP China Hangzhou came only days after the MIPCOM screening of new series, The Legendary Tycoon, based on the life of legendary Hong Kong entertainment mogul, Sir Run Run Shaw.

The 45-episode series, directed by Taiwan’s Chuang Hsun-Hsin, is the story of a Chinese film tycoon who devotes his life to spreading Chinese culture around the world in the form of popular film. Hans Zhang (A Different Kind of Pretty Boy, Boss and Me) stars.

The company says MIP China Hangzhou is an opportunity to “make the world feel the power of Chinese culture”.

Huace produces more than 1,000 episodes of TV dramas a year in addition to about 10 feature films and 10 variety shows.

The company is no stranger to international production, having partnered with Sony Pictures Television (SPT), 20th Century Fox and ITV on, among others, sitcom Mad About You (SPT) and variety show Star on Ice.

“Huace is open for all kinds of cooperation which will benefit culture communication and content innovation not only in Asia but all over the world,” says Huace Global vice general manager, Cecilia Zhu.

The group says closer international ties is one of the three most significant trends impacting television production in China in 2017.

“On one side, internationalisation is a trend in the Chinese film and TV industry. On the other side, a great number of international partners are seeking cooperation opportunities with China as well,” Zhu says.

Huace’s international strategy includes setting up the Zhejiang Film and Television Industry International Cooperation, which Zhu says is the only film and TV zone in China that is cultural-export oriented.

Another major trend is a focus on high-quality TV production.

Audiences have become pickier than ever, Zhu says. This has driven Chinese producers into quality productions such as My Amazing Boyfriend, Love 020, Decoded and The Virtuous Queen of Han and The Great Protector.

Also in the top three trends for China next year is the closer relationship between technology and content creation. This process has already begun, and includes Huace’s indirect investment in U.S.-based augmented reality company Magic Leap.

“There will be a great change when technology is perfectly matched with content creation,” Zhu says.

Published on 31 October 2016