TOTAL LICENSING
Evaluation Committee. from some of China’s foreign enter-
The finalists were then voted on by tainment restrictions.
industry players for the final Award Each year, only twenty foreign films
winners and presentations made at a are allowed to be brought into main-
Gala evening which had an attendance land China and overseas animated
of over 300 individuals. cartoons are banned from being
Best Entertainment License was broadcast during the 5pm to 8pm slot
awarded to DC Comics for Superman and only 40% of airtime for overall
Returns whilst Best License (Non-En- animation is allowed to emanate from
tertainment) went to Bandai’s Tama- outside China.
gotchi. In addition, Hong Kong does not suf-
Best Licensing Agency was awarded fer from the multi-level import and
to MediaLink Animation for Thomas approval procedures that foreign ani-
& Friends and Best New Property mation or children’s producers have
went to Walt Disney Co Asia for Cars. to undergo in China. Finally, in terms
Finally the Best Marketing Campaign of content, China places strict con-
in Hong Kong was awarded to MTR trols over any media content that in-
were received from eleven countries
for their Keroro Gunso Travels on the cludes scenes of violence – an aspect
taking part in six award categories
MTR Souvenir Ticket Promotion. that has affected a number of Japanese
which were Best License (Entertain-
At a briefing prior to the show’s open- animation companies hoping to enter
ment), Best License (Non-Entertain-
ing, Raymond Yip of the Hong Kong the Chinese arena.
ment), Best Licensing Agency, Best Li-
Trade Development Council, reiter- Plans are already underway for the
censee, Best New Property and Best
ated Hong Kong’s unique position in next Hong Kong Licensing Show
Marketing Campaign in Hong Kong.
terms of entertainment and licens- which will be held at the Hong Kong
Five finalists from each award cat-
ing. Under the territory’s free trade Convention and Exhibition Centre, 2
egory were short listed by the Award
agreement, Hong Kong is exempt - 4 July 2008.
respondents expect their licensing busi- market via Hong Kong. For those going
ness to be good or very good over the through Hong Kong, their views on the
next one to three years. The views are effectiveness of Hong Kong in facilitating
even more positive among Chinese li- their mainland entry are more favour-
censing companies (90%) and licensees able.
(97%). It is clear within the report that Hong
The survey of licensors and agents with Kong agents will not only play crucial
business in China indicated that over roles on behalf of overseas licensors
the next three years entertainment and and agents, but also Chinese licensees.
character properties would be the most Over the past few years, there has been
promising (76%) followed by trade- a significant increase in the number of
marks/brands (66%). licensees in the Chinese mainland. These
Many international licensors and agents licensees would expect Hong Kong
with business in China have chosen to agents to help, among other things, ac-
establish their regional headquarters in quire overseas properties that are popu-
Hong Kong which many see as continu- lar on the mainland.
ing to serve as an important base for In summary, the report confirms Hong
licensing operations in Asia, including Kong’s pivotal role within the licensing
the Chinese mainland. This is expected
are operating their licensing business in
industry in China and confirms that
to strengthen over coming years, as in-
China through Hong Kong based agents,
Hong Kong will play an increasingly im-
dicated by the licensing companies that
drawing on the latter’s knowledge of li-
portant role in the licensing business not
were surveyed.
censing within China including ready ac-
only on the Chinese mainland but also
Among overseas companies, Hong Kong
cess to licensees.
within Asia as a whole.
is considered the most preferred loca-
On the whole, Hong Kong’s advantages
tion for entry into, or further develop-
Full information about China’s
as gateway for the Chinese mainland
ment of their licensing business on the
Licensing Market and Hong
market are well recognised. Interest-
Kong’s Role can be obtained di-
Chinese mainland (61.3% for Hong
ingly, there are some gaps in perception
rectly from the Hong Kong Trade
Kong against 48.4% for either Beijing or
between an average overseas licensing Development Council Bookshop.
Shanghai).
company that has entered the mainland
http://bookshop.tdctrade.com
Specifically, many of these companies
market and one that has penetrated the
138
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