June 26

UK indie Steadfast International, the sales arm of Steadfast TV, has entered into a reciprocal distribution arrangement with US factual house CABLEready.

Under the deal, Steadfast will distribute CABLEready ‘s programming in the UK, Ireland, the Netherlands, Scandinavia and parts of Eastern Europe. In turn, CABLEready will represent Steadfast’s titles in the US and Latin America.

Sally Cronin, MD of Steadfast International, said she saw the deal as “a perfect partnership in terms of focusing our efforts in Western and Eastern Europe and benefiting greatly from CABLEready ‘s expertise in the North and Latin American markets.”

Initial Steadfast programmes to be distributed by CABLEready include CCTV CITIES (8×60′), DOCTORS AND NURSES AT WAR (3×60′), EARTHSHOCKS (7×60′) and SKY COPS (10×60′).

“This is an ideal partnership for our clients as we continue to ally ourselves with companies that share our passion for programming sales and service,” said Gary Lico, president of CABLEready. “Not only will this greatly extend our presence into Europe, but it also gives us a greater presence on the ground in the UK, which is great for coproductions and pre-buys.

“We believe that Steadfast TV’s productions, such as SKY COPS and EARTHSHOCKS, will have great success in the Western Hemisphere.”