Asian broadcasters buy Peppa Pig rights

Entertainment One, the media firm, has sold the broadcasting rights for some of its most popular children's programmes, including Peppa Pig, to major broadcasters in Asia.

The deals, which also include Ben and Holly's Little Kingdom, Tractor Tom and Humf, will extend its reach to audiences in Taiwan, Hong Kong, Singapore and Thailand.

Darren Throop, Entertainment One's chief executive said: "These acquisitions are a crucial milestone towards making the eOne Family brands truly global and having achieved this fantastic inroad into the Asian markets, we will continue to focus on long-term growth for eOne's family portfolio."

The broadcasters that have bought the rights from Entertainment One are: Taiwan's Eastern Broadcasting, Hong Kong's TVB, Singapore's Mediacorp and Thailand's Cineplex.

Entertainment One ditched plans to sell the company in February, after receiving offers which did not "adequately reflect" its value.