Travel Channel's Exclusive Advertising Agency Fees Lowered by RMB50 Million

Media China and Hainan TV Forms New Joint Venture to Act as the Exclusive Advertising Agent for Travel Channel

HONG KONG, Dec. 15 /PRNewswire-Asia/ -- Media China Corporation Limited ("Media China" or the "Company", together with its subsidiaries referred to as the "Group; Stock Code: 00419.HK) announced that its wholly owned subsidiary Beijing Hua Yi Qian Si Advertising Company Limited ("Qiansi") had entered into an agreement with Hai Nan Haishi Tourist Satellite TV Media Co., Ltd ("Hainan Haishi"). Pursuant to it, fees payable by Qiansi to Hainan Haishi as the exclusive advertising agent of the Travel Channel for year 2008 and year 2009 will be reduced by RMB50 million in total. The operating costs of the Group will thus be substantially lowered.

Meanwhile, the Group and a wholly owned subsidiary of Hainan Television Broadcasting Station ("Hainan TV") have formed a new joint venture which will become the exclusive advertising agent of the Travel Channel with effect from January 1, 2010. Ms. Wang Ping, the former deputy chief editor of Hunan Satellite TV, will be appointed as the general manager of the joint venture and will be in charge of the operation and advertising affairs of the Travel Channel.

"The formation of the joint venture will not only strengthen our long-term cooperation with Hainan TV, but will also greatly enhance the operation, content production and advertising sales of the Travel Channel. We firmly believe that our cooperative relationship with Hainan TV will continue to develop on a mutually beneficial basis, enabling us to provide more quality and exciting programs for the Travel Channel while giving a boost to its sales. Moreover, we will work together with Hainan TV to explore new business opportunities brought about by the government's efforts to build Hainan into an international tourist destination so as to achieve business breakthroughs," commented Mr. Tian Suning, Chairman of Media China.

"We are very proud to have Ms. Wang Ping, director of many famous variety shows in China, joining us. She has produced many exciting shows that were overwhelmingly received by audiences in the country. We believe that the quality of TV programs on the Travel Channel and its advertising sales will further improve under the helm of Ms. Wang," added Mr. Tian.

Wang Ping was acclaimed "The Queen of variety shows" in China and has produced a number of popular programs. She launched the first TV program for music fans in China, "Music Forever" and directed "Super Girl" from 2004 to 2006 and "Strictly Come Dancing" in 2007. "Strictly Come Dancing" was the top-ranked variety show in China and the most widely seen program on Hunan Satellite TV in 2007.

The Travel Channel is operated by Hainan Haishi, which is in turn owned 50% by Hainan TV and 49% by Asian Union Film and Media, a jointly controlled entity of the Company.

Qiansi and Hainan Haishi entered into an exclusive advertising agency agreement on May 12, 2006. According to it, Qiansi would act as the exclusive advertising agent of Hainan Haishi, and the annual agency fees for 2008 and 2009 were RMB 198 million. The annual fees for year 2008 and year 2009 are now adjusted downwards to RMB 166 million and RMB 180 million, respectively.

Revenue from the television advertising segment reached HK$107,740,000 for the six months ended 30 June 2009, an increase of 34% over the same period last year. It was mainly derived from the provision of media resources procurement services to international advertising agencies and direct customers, and from being the exclusive advertising agency for the Travel Channel.

About Media China Corporation Limited

Media China Corporation Limited (Stock Code: 00419.HK) is a leading media group, satellite channel operator and entertainment content provider in China. As a media company with one of the largest libraries of films, TV comedies and dramas, Media China is engaged in various media related businesses in China, including consolidation and sale of advertising resources, and the production of television programmes, advertisements, television dramas and movies. For details please refer to its website: http://www.mediachina-corp.com .

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Jane Liu

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PRChina Limited

Henry Chik

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