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Italian TV hits Chinese screens

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Italian TV hits Chinese screens
The TV deal was unveiled at the Italian embassy in Beijing. Photos: (L) Gustavo Devito/Flickr and (R) Philip Jägenstedt
17:38 CEST+02:00
Italian company Giglio TV has struck a deal with China International Broadcasting Network (CIBN), which will bring Italian programmes to Chinese television for the first time.

The initiative was launched at the Italian embassy in Beijing and aims to “promote Italy and its culture in the country”, the foreign ministry said in a statement.

Gilgio TV owns a number of channels in Italy, including live! which broadcasts music events and the Nautical Channel.

Ambassador Alberto Bradanini said the move had “strategic and cultural” value.

The programming available to Chinese viewers will include everything from fashion to food, cinema and documentaries, Bradanini said.

“This will become an effective platform to spread our culture and interest in our country,” he added.

The deal reflects the growing relationship between the two countries, as a number of Chinese people take up residency in Italy.

There are currently 304,768 Chinese people listed as legal residents in Italy, according to the national statistics agency Istat. The Chinese are the third largest non-EU population in Italy, behind Morocco and Albania.

Earlier this month Istat also announced that trade to China is on the rise, jumping by 23.4 percent over a year to July 2013.

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