C4 buys Welsh classic

UK terrestrial Channel 4 has acquired iconic Welsh animation Sali Mali, in a coup for the Welsh producer Calon.

The animation company has signed an agreement to allow C4 to screen all 52 episodes of the series, which is based on the Mary Vaughan Jones’ books from the 1960s and 1970s.

It is the first deal to be struck with a UK PSB since April when Calon regained the commercial rights to its back catalogue from S4C International.

Generations of Welsh children have grown up learning to read with the adventures of Sali Mali (left) and her mischievous pet bird called Jack Daw.

Calon hopes the latest sale will drive other commercial deals such as DVDs and more overseas sales for its catalogue of animation, which includes the Bafta-winning Hana’s Helpline (recently screened on Five and S4C).

C21 revealed last year that Calon hopes to list on the London stock exchange at some point in 2009 as well as ramp up its content and IP. According to a spokeswoman today, plans have been put on hold due to the economy, but discussions will continue.

The deal also leads the way for sales of its new pre-school series, based on the adventures of cave girl Igam Ogam, which is due to premiere on S4C in November and on Five in the spring. It is to be voiced by Ruth Jones (Gavin and Stacey).

The news comes just days after regulator Ofcom’s report into public service broadcasting revealed that investment by ITV, C4 and Five, on UK-produced children’s programmes fell by 70 per cent from £42m (US$69m) in 2004 to just £11m in 2008.

Calon’s MD, Robin Lyons, said: “This is a significant deal for us. We hope this will be the first of many much-loved Welsh programmes to go on and be equally loved by children in the rest of the UK. We have taken an iconic Welsh-language children’s character series and reversioned it for a UK-wide PSB.”

The first episode will be show on C4 at 6.05 on Sunday, August 2 with further episodes scheduled for Monday, August 3, Wednesday, August 5 and Friday, August 7.