Nigel Elven of Red Wall Media utilises Hong Kong film industry expertise to produce cutting-edge programmes for millions of Chinese mainland viewers

According to senior partner and chief executive of creativity Nigel Elven, the company depends on Hong Kong expertise to produce 90-minute programmes which are screened in the waiting halls of Beijing's Central and West railway stations.  Annually, more than 120 million transit passengers using the waiting halls view the programmes.  The company is involved in negotiations to expand the coverage to three additional railway stations. 

Red Wall Media, a Hong Kong registered company, was set up in 1998 by long-time residents Mr Elven and company chairman Mike Swain.

"We depend on the technology-based skills of Hong Kong post-production film professionals to produce a finished product that is at the forefront of current infotainment presentation," Mr Elven explained. "Each 90-minute programme is broken into segments that feature fashion, music entertainment, sport and short documentaries on Chinese culture, which are punctuated with 12 - 18 advertising breaks." The format of the finished production requires careful editing and post-production work that Hong Kong is renowned for producing.

He said each monthly programme needs to be sufficiently entertaining and novel to appeal to the changing demands of the travelling audience in the mainland. Clients using the programmes to advertise their products include multinationals, joint venture partners and mainland operations. Each programme requires the integration of a wide range of topics with cost-effective technology and complete production services linking live action, animation, visual effects and motion control projects that include features and commercials.

The company employs 26 staff in China, among them 17 sales executives and nine engineers who provide around-the-clock maintenance service.

Mr Elven said as the level of mainland Chinese consumer sophistication continues to rise, so too does the standard of advertising. "Hong Kong as the Asian hub for film and post film production not only has the hardware, but also the software and visionary professionals who are well equipped to be at the forefront of current trends," Mr Elven added.

Red Wall works closely with its clients on branding and product promotion and in developing projects that raise product and service awareness among the target audience.  This includes using Hong Kong-based film crews to record features and publicity footage. "Having lived in Hong Kong for more than 20 years and worked in the film industry for much of that time, I find the services and support available in Hong Kong are second to none," Mr Elven said.