Nickelodeon’s SVP of programming and acquisitions Jules Borkent will provide an inside glimpse at his company’s global multiplatform strategy during his keynote address at the inaugural Kidscreen East event taking place in Qingdao, China this July.

Running from July 22 to 24, Kidscreen East is a brand-new conference that will bring together kids media execs from East and West for three days of business networking and collaborative learning.

Nickelodeon has recently begun rolling out its Nick App worldwide, and Borkent’s keynote will explore how this latest innovation complements the channel brand’s content and programming strategies, as well as a multitude of other digital extensions.

Also speaking at Kidscreen East are Michael Carrington (HIT Entertainment), Olivier Dumont (eOne Family), Richard Goldsmith (The Jim Henson Company), Sean Gorman (American Greetings Properties), Rob Hudnut (Mattel), Maura Regan (Sesame Workshop), Josh Selig (Little Airplane Productions) and Irene Weibel (Nelvana).

Co-produced by Kidscreen and the China Animation Association, Kidscreen East will feature a multi-track conference program modeled after Kidscreen Summit—but with a regional focus and an emphasis on building business relationships and stimulating trade and dialogue.

In addition to attracting kids media producers, distributors, broadcasters and consumer products professionals from elsewhere in the world, Kidscreen East will be attended by many leading Chinese executives working in the same circles, drawing from the China Animation Association’s membership.  Roughly 400 companies currently belong to CAA, including 38 children’s and animation TV channels, and all of China’s top animation studios (including CCTV Animation, Shanghai Animation Film Studio, Guangdong Alpha Animation, and Shenzen Huaqiang Digital Animation).