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International: Dentsu, Tohokushinsha sign with Disney for broadcasting rights

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International: Dentsu, Tohokushinsha sign with Disney for broadcasting rights

Japanese ad agency giant Dentsu, together with specialist production house and film company, Tohokushinsha, have inked an exclusive agreement with Walt Disney Co. to purchase terrestrial and basic pay-TV broadcasting rights for Disney's productions in Japan.

Tohokushinsha Film Company is Japan's largest seller of TV broadcasting rights for foreign films and TV productions.

Dentsu's and Tohokushinsha's agreement with Disney covers exclusive broadcasting rights of new theater movies, older movies, TV dramas and TV cartoons. The agreement also includes the sales rights to TV broadcasting stations.

The agreement stipulates that sales are to be in sets of Walt Disney's latest movies released in theaters between 1999 and 2001 in the U.S. as well as Disney feature animation and animated TV series, older movies and TV dramas.

Included in the agreement are theater movies to be broadcast on terrestrial TV for the first time, including The Sixth Sense, Pearl Harbor and 102 Dalmatians, and favorite Disney feature animation and TV series like Peter Pan.

In addition to applying its marketing expertise and media contacts, Dentsu will seek Tohokushinsha's collaboration to augment its existing network with foreign companies dealing in the production and distribution of content.

Dentsu is particularly interested setting up alliances with major Hollywood film companies and domestic sales channels.

The agency says it intends to acquire broadcasting rights and promote sales activities for 'killer' content geared towards the multimedia age. With an eye toward distributing content other than in the broadcasting field -- such as broadband content -- Dentsu intends to play a major supporting role in the further development of new media.


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