The Chinese government - for long wary of foreign investment in its film and TV production industries - announced last week it will open the floodgates to overseas investors.
The U-turn takes effect from November 28, although the canny State Administration of Radio, Film and Television has ensured locals remain in control by capping overseas investment in joint ventures at 49%. No occidental operator will be allowed even half a percentage point more.
China is the planet's largest TV-viewing market with over three hundred million TV-owning households. The TV advertising market is also expanding exponentially in China's new and fevered market economy.
According to the Dutch owned but US-headquartered Nielsen Media Research, TV ad sales in the People's Republic will this year grow by one-third to US$24 billion (€18.38bn; £12.9bn).
Data sourced from BBC Online; additional content by WARC staff