Shanghai Festival Toons In

Animation was the name of the game at this year’s Shanghai TV Festival, which opened this Monday. The 13th annual event runs through Friday at the Shanghai New Intl. Expo Center’in a format separate from the Chinese commercial capital’s Film Festival.

Wednesday was designated as the event’s ‘Animation Day,’ during which forums and screenings of animated TV series and features were planned for over 2,000 guests. Paramount/DreamWorks Animation’s Shrek the Third and PBS’ Sesame Street were two of the projects attracting great attention at the event. Another hot topic of interest is the 2006 banning of imported animated content for Chinese primetime television.

“The festival has been mostly limited to professionals in the past, but we are trying to add more audience interest,” STVF manager of international relations Joy Wang told Variety this week. “Animation is becoming incredibly popular in China, so we expect that to be an exciting addition.”