There is a high and escalating demand for educated and well-trained professionals due to the rapid development of film, television, and new–media industries in the greater China region, and the ever-increasing demand for co-productions and co-arrangements between Hong Kong, the greater China region, and the English-speaking world. With a high level of English and Chinese proficiency, these professionals are required to be able to manage areas such as co-production agreements, contracting, marketing, distribution, exhibition, finance, production, advertising, and public relations, in the fields of film, television, and new media.

Currently, there is a substantial lack of such personnel in both the mainland and Hong Kong. The Programme is a response to this deficiency and seeks to rectify this difficulty through offering a high-level professional training programme, within an academic framework, which will train students for careers as producers and executives within the film, television, and new-media industries.

In addition to these four principles, this programme will employ a multifaceted pedagogic manner and method of teaching, as this will correspond better to the varied, and habitually applied nature of the subject-field. Consequently, the programme will not put its pedagogy into practice through a unitary manner and method, but, rather, through a variety of lectures, workshops, invited talks, demonstrations, colloquia, seminars and tutorials. This degree of managed heterogeneity is a mark of the programme's disposition, aims, and spirit.

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