Warner Home Video (WHV) andUniversal Pictures International (UPI) will release each other's titles in China and Russia respectively in a joint venture aimed at thwartingpiracy in both emerging markets.

CAV Warner HomeEntertainment, a joint releasing operation between WHV and China Audio Video,will handle Universal's video titles, and UPI will release WHV titles in Russia through its existing Moscow hub.

CAV Warner will releaseapproximately 15 Universal titles initially, and will continue to release 20 to30 new titles every few months over the next two to three years. UPI plans todistribute 20 new WHV titles in Russia over the next several months.

"China and Russia are two expanding economies and we hope by offeringconsumers high quality, affordable product we can take a bite out of piracy,"WHV president Jim Cardwell said.

"We are honoured to workwith Universal and to help expand legitimate home entertainment markets thatwill benefit Hollywood, local retailers and movie fans."

"China and Russia will be significant growth markets for our companiesand we are privileged to enter into a collaborative partnership using theexpertise of CAV Warner Home Entertainment and Universal Pictures Russia tocomplement each other's DVD product distribution," UPI president Peter Smithadded.

"We aim to change theexpectations of millions of Chinese and Russian consumers who have becomeaccustomed to inferior pirated product."

"The powerful combination oflocal experience and distribution expertise that Warner and Universal havebuilt up in these emerging markets will prove a considerable force in the fightagainst piracy and provide consumers with quality and choice," UPI president ofemerging markets Melanie Nicholas said.