The news conference of the third MIP China Hangzhou International Content Summit opens in Hangzhou, capital of Zhejiang province on June 5. [Photo/china.com.cn]

The third MIP China Hangzhou International Content Summit, an event marking the Cannes-based MIP's expansion into Asia, kicked off in Hangzhou, capital of Zhejiang province on June 5.

MIP — or Marche International des Programmes — is a global distribution marketplace for entertainment content. Major events are held in Cannes, France, twice a year —MipTV in spring, and Mipcom in autumn.

The three-day Hangzhou event attracted 320 representatives from 170 film and animation production enterprises and online platforms in 19 countries and regions to share their insights and explore potential collaboration opportunities through a series of forums and matchmaking activities.

Paramount Pictures, a unit of Viacom Inc, took part in the summit for the very first time.

The number of participating companies this year was 15 percent higher than the previous session, said Laurine Garaude, director of Reed MIDEM's television department.

Laurine Garaude, director of Reed MIDEM's television department, addresses the third MIP China Hangzhou International Content Summit in Hangzhou, capital of Zhejiang province on June 5. [Photo/china.com.cn]

"This year marks the third time Hangzhou has hosted the content summit. We would like to introduce Chinese quality film projects to overseas markets via the cultural and exchange platform," said Garaude.

Zhejiang province has a vetted selection of TV shows, documentaries, and online videos. With the development of the Chinese film industry, there is an increasing desire for Chinese film production companies to go global, according to Wang Guofu, vice director of the Zhejiang Bureau of Radio and Television, adding that MIP China is expected to advance cooperation and cultural exchange between Chinese companies and overseas counterparts.

Chinese and foreign representatives communicate at the third MIP China Hangzhou International Content Summit in Hangzhou, capital of Zhejiang province, on June 5. [Photo/zjol.com.cn]