FIVE local media firms are getting special tuition from media heavyweights from overseas in a new year-long pilot programme under the Media Development Authority.

The top officers of these firms are matched with the experts under the Business Executive Mentorship Programme, to tap on their experience and contacts in areas such as media financing, merchandising and licensing.

The experts were in town on Monday and Tuesday to meet their proteges for the first time.

For instance, local animation company MediaFreaks wants to introduce its silkworm cartoon character named Katakune as greeting cards or comic strips in the United States.

Katakune has so far only been shown on TV in a few countries such as the US, Taiwan and Thailand, and MediaFreaks wants to use it to open new lines of interest and revenue, said its managing director Aldric Chang.

The company now turns in 'high six-figure' revenues yearly.

Mr Chang is looking to Ms Elizabeth Kalodner for help.

She is the executive vice-president and general manager of CBS Consumer Products, the segment that handles merchandising for shows like America's Next Top Model, Star Trek and CSI.

Ms Kalodner, who used to be in charge of products from the Sesame Workshop ? a $1.2-billion global retail business ? and merchandising for Walt Disney movies like Aladdin and Beauty and the Beast, intends to put Mr Chang in touch with her contacts at the world's largest greeting card company American Greetings.

The greeting card industry might be a good testing ground, she said, because 'it has a lot of space to play in'.

In comparison, trying to break into television would be too expensive, especially for a small company.

'There's nothing like this we can learn from a handbook', Mr Chang said, quipping that 'I would love to steal her BlackBerry with all her valuable contacts'.

Other mentors include chief executive of investment banking firm Transpac Media, Mr Andrew Craissati, who used to be chief executive of the Virgin Group, as well as Mr David Mansfield, a fast-expanding media investment and advisory group from England.