THE TV market of the ongoing 23rd Shanghai TV Festival bringswide-range of cooperation and business opportunities.

Celebrated industry professionals from Italy and China gathered at a workshop today discussing strategic cooperation between Italy and China in audiovisual sector, which opened a new chapter in Sino-Italian film and TV culture exchange.

The professionals discussed their opinions on industrial development trends and future cooperation patterns.

According to Claudio Pasqualucci, Italian Trade Commissioner in Shanghai, “China is undergoing extensive development in the film and audiovisual industry, yet cross-cultural differences among other factorsmake the majority of Chinese films and television difficult for most overseas markets.”

"There is still space for development into international market," said Pasqualucci. "We hope to display Italy’'s advantages in film resources and technologies, which will help China to become more internationalized and promote further cooperation between the Chinese and Italian film and television industries.”

Officials of the two countries are considering makingmore film and TV co-productions and introducingexcellent and original cultural contents to audiences of both countries. Policy, technical and academic supports will be offered to film makers.

He Xiaolan, general manager of WingsMedia, said that both China and Italy have profound history and brilliant culture. They have signed agreements with Italian TV companies for a better exchange of outstanding programs.

The TV Market, a regular program of the festival is an influential and mature content market.

This year the market's total exhibition area reached over 11,000 square meters, attracting over 930 exhibitors from nearly 150 film and TV companies worldwide.

Many of the domestic exhibitors are industry leaders such as China Central Television, Shanghai Media Group, Croton Media and New Classics Media. To attract buyers around the world, they displayed their latest productions and filming projects.

Huanyu Film launched its new epic series "Yanxi Strategy." Shooting of the highly-anticipated series about a legendary concubine in Qing Dynasty (1644-1911) began today.

Starring Qin Lan and Nie Yuan, the series features artistic traditional Chinese cultural elements of Kunqu Opera and embroidery.

Croton Media released romantic fantasy series "A Life Time Love" and youth drama "Beyond Light Years." Starring Huang Xiaoming and Song Qian, "A Life Time Love" is based on the classic book "A Chinese Bestiary." "Beyond Light Years" is a touching story about campus life, friendship and love.

Zhejiang Dream Stardom Film and TV Culture Co., Ltd is producing the second season of the magic fantasy series "The Starry Night, The Starry Sea." Adapted from Tong Hua's popular online novel, the series is a love tale between an ordinary girl with a merman.