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Dic Partners With Dentsu, Creates T.I.M.E.

DIC Entertainment and Japans Dentsu have formed a strategic alliance under which Dentsu will co-produce and handle Japanese and Asian distribution of DICs new animated series ALIENATORS: EVOLUTION CONTINUES. Dentsu will also be responsible for television, home video distribution and licensing for DICs MADELINE in Japan. DIC has also joined forces with U.K.-based media/marketing outfit Universal McCann and Cereal Partners Worldwide to form The International Media Exchange (TIME). The joint venture will offer European broadcasters the opportunity to trade advertising time for DIC-produced programs. McCann will offer DIC shows, including MARY KATE & ASHLEY IN ACTION and SUPER DUPER SUMOS, to broadcasters in exchange for a portion of commercial time. Universal McCann will fill that time with General Mills and Nestle brand advertising and they will pay a license fee to DIC for the programming. Andy Heyward, chairman and CEO OF DIC, is credited with the barter syndication strategy when his co-creations INSPECTOR GADGET and HE-MAN were offered for barter in 1983. Networks signing on with this programming will receive fifty two-week blocks and Universal McCann will also accept time outside of kids' programming blocks and time or space in other media outlets such as radio, newspapers and the Internet. DIC has recently partnered with Celador International to produced and distribute an animated series based on the game show WHO WANTS TO BE A MILLIONAIRE.