Mumbai: Mountain River Films (MRF), a trailblazer in international sales and distribution, has forged a partnership with the China Intercontinental Communication Centre (CICC), marking a historic moment for the Indian content industry. This alliance solidified after a year of meticulous negotiations, represents the first collaboration of its kind between CICC and any organisation from the SAARC region.
The official signing ceremony took place on 23 August 2024, at the CICC headquarters in Beijing, China. This momentous event was graced by the presence of high-ranking Chinese officials and industry leaders, underscoring the significance of this alliance, along with Chandra K Jha, an expert and well-known name in international film distribution and CEO of Mountain River Films.
This partnership marks a significant step for Mountain River Films in navigating international markets. At a time when the Indian content industry faces challenges, Mountain River Films aims to revive negotiations for Indian films and series in the Chinese market.
India’s content industry is growing, with more high-quality productions gaining global attention. China, a key market for Indian films, has shown renewed interest, as seen in the successes of films like Dangal, Andhadhun, and Bajrangi Bhaijaan, which collectively earned billions at the Chinese box office.
Recognising the importance of a smooth market, Mountain River Films is working to ensure Indian content succeeds in China. This agreement with CICC is intended to foster a collaborative relationship between the two countries.
Mountain River Films’ approach positions the company within the global content industry. This deal could create new opportunities for Indian filmmakers in one of the world’s largest markets.
As the Indian content industry grows, Mountain River Films remains focused on bringing Indian stories to a wider audience.
China Intercontinental Communication Centre deputy director Cui Binzhen stated, “Signing of radio and television (TV) business between two sides, opening a new chapter in media exchange and film and TV cooperation. Today, China Intercontinental Communication Centre (CICC) signed a contract with India's Mountain River Films, jointly building a bridge to enhance people-to-people communication between China and India. We will give full play to our respective strengths, select and broadcast the freshest, most appealing documentaries, films, dramas, animations, and other programs, introduce more excellent Indian films such as “3 Idiots”, “Dangal” and other Indian movies to the Chinese audience through ‘UPanda Cinema Programme ’, enabling more Chinese and Indian audiences to enhance understanding and deepen our friendships. We also look forward to working with Mountain River Films to co-produce films and dramas with both countries’ characteristics that resonate with our people’s emotions and to promote mutual reference and integration between the two sides.”
Mountain River Films CEO Chandra K Jha stated, “As we know, India and China comprise nearly one-third of the world's population, and we are the third largest voice in the world. China and India have set remarkable examples as global leaders in various domains. We are the largest producers, the biggest cinema markets, and significant content creators, making our collaboration unique and promising. Unfortunately, there has not been much content exchange between these two nations after COVID, but today’s signing agreement of cooperation will pave the way for more and more content exchange. I am hoping Chinese audiences can once again see beautiful movies from India, so this event is truly a historical moment and a proud moment for Mountain River Film as we are the only organization from SAARC that has entered a high level of cooperation with Intercontinental Communication Centre, which apex body in China to cooperate with major international media.”
