Paul Jackson investigates the TV industry in China and the British producers trying to tap this enormous market. As China reaches out to the West for new formats, how are those ideas changed to reflect Chinese tastes and cultural sensitivities and which shows become winners with the audience? Paul Jackson also discovers how programme makers within China are trying to create original content and bring it to our screens too. http://www.bbc.co.uk/programmes/b044jh6n Please check out on BBC iplayer. The programme shows why the University of Westminster’s China Media Centre is well-known in China – the numerous media contacts cascade their impressions throughout the media and education worlds - and indicates the impact that China Media Centre has had when applying its research and expertise to the subject of that research.