Two Chinese companies and cartoon giant Walt Disney have established the China Animation Creative Research and Development Cooperation.

The organisation is intended to advance the animation industry in China by developing creative talent and elevating the quality of Chinese content and content franchises.

The initiative also includes state-owned company China Animation Group and internet portal, Tencent, which will contribute expertise in e-marketing for sourcing creative public voting, promotion and online testing. Established in late 2009, CAG is the only national-level, state-owned cultural enterprise group in China whose mission is to guide China's animation and game industry toward accelerated development.

Disney said that it will provide expertise in the areas of creative concept development, specifically in the areas of story writing, screening, story refining, market research, creative revision and the creation of international standard intellectual property to foster local content and franchise development.

"[Our] involvement builds on our expertise and long term commitment to nurture the local original animation industry," said Andy Bird, chairman Walt Disney International in a statement.

"Our philosophy is to operate as the Chinese Walt Disney Company and as such will remain front and centre to help local creative talent realise their dreams and help to create one of the most dynamic original animation industry sectors in the world," said Stanley Cheung, MD of The Walt Disney Company China.

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