US-based International Channel targets Asians

MUMBAI: As the next step in US broadcaster International Channel?s strategic evolution to focus entirely on the burgeoning Asian audience in the US, the broadcaster will undergo a

complete channel re-branding and reprogramming excercise.

One of its aims will be to include increasing its English-accessible Asian programming, to better reflect this audience. These changes will debut early in the second quarter of the year. Since the last quarter of 2004, the amount of European and Middle Eastern language programming on International Channel has been decreasing and will completely disappear in the second quarter of this year. However, International Channel Networks will continue to feature programming for these audiences, as well as more in-language Asian product, through its premium networks and On Demand services. ln December 2004 International Channel had signed licensing agreements with Mirovision a major distributor for nine Korean films and Central Park Media for seven anime titles.

International Channel Networks MD Steve Smith said, ?Our goal is to create a destination network for and about Asian Americans by continuing to build on the existing channel and the success of the two-year old Asia Street programming block. International Channel Networks is uniquely positioned to relaunch and market this channel, given its expertise in the cable industry coupled with 10 plus years working locally in the Asian communities around the country.?

International Channel had first targetted the English-speaking Asian American audience when it launched its Asia Street block of primetime programming three years ago. Asia Street has consisted of films, anime, music videos and new originals aimed at a younger audience. While this type of programming will expand, Smith noted that the schedule would still offer programmes such as news and dramas that have historically aired on the channel in various Asian languages to serve the first-generation older immigrants.

The broadcaster will be helped with the re-branding process by Woo Art International a New York-based communications design and production company which was recently retained by International Channel Networks? marketing department.

The channel?s new focus also is intended to attract new advertisers. International Channel Networks VP ad sales Bill Georges said, ?With Asians being the fastest growing, most affluent and youngest ethnic group in the US, this is a highly desirable audience for advertisers and the new format for International Channel will be much simpler to understand and make it easier for advertisers to reach the entire Asian audience."

Latest Reads
Sony BBC Earth hosts the extraordinary Natural History Producer and Global Storyteller, Jonny Keeling, in India

Sony BBC Earth, India’s No. 1 factual entertainment channel and home to the most iconic and premium content, continues to deliver to its promise of making the viewers ‘feel alive’.

Television TV Channels Factual @ Discovery
‘Ab Jungle meinhoga Dangal’ with the Hindi Television Premiere of Jumanji: Welcome to the Jungleon November 24th at 8pm only on &pictures

Ever wonder how it feels to be inside a game and play the character you choose? In the brand-new adventure Jumanji: Welcome to the Jungle, the tables are turned as four teenagers in detention are sucked into the world of Jumanji.

Television TV Channels Movie Channels
Broadcasters see regional adex space growing

Now that the Hindi fervour has died down, broadcasters and advertisers have latched on to the regional segment. It's no wonder that the adex in the space is expected to grow as well. According to the global ad growth forecast of GroupM, India’s adex is expected to grow at 14.2 per cent compared to...

Television TV Channels Regional
Bodhi Tree focusing on three verticals to scale up business

Over the top (OTT) services have given a big boost to production houses in the country  Bodhi Tree Multimedia, started by Mautik Tolia and Sukesh Motwani five years ago, only concentrated on general entertainment programs on TV initially. Following the change in the overall entertainment industry,...

Television Production House Fiction
Mumbai Team franchisee owner unable to meet financial obligations towards Zee Maharashtra Kushti Dangal

Mr. Pranav Rajesh Dake, owner of Zee Maharashtra Kushti Dangal’s Mumbai team – Mumbai Astra has regrettably been unable to meet the financial obligations towards Zee Maharashtra Kushti Dangal (ZMKD), its players and technicians.

Television TV Channels Viewership
Zee TV gets ratings boost from Zee Rishtey Awards

Zee TV's recently concluded annual awards property, Zee Rishtey Awards, clocked the highest viewership ratings across award shows that took place in the last two years. As per the recently released BARC HSM weekly data (Urban + Rural) for the week 44 '18, it secured a viewership of 5495 TVTs, which...

Television TV Channels Viewership
No changes in Kannada, Marathi segments in BARC data week 44

In the Bengali space, Colors Bangla and Sony Aath swapped their fourth and fifth positions in BARC data week 44. News18 Bihar Jharkhand emerged as the new player in the market by securing fifth position. No changes were observed in the Kannada and Marathi segments.

Television TV Channels Viewership

Launched on November 19, 2014, EPIC celebrates the completion of four years on air, in which it has set aspirational benchmarks for Indian TV content.

Television TV Channels Music and Youth
Celebrating 100 years of Bengali cinema, Viacom18 and Film Heritage Foundation bring the 4th Film Preservation & Restoration Workshop to Kolkata

In line with the centenary celebration of the Bengali Film Industry, and with a purpose to encourage and give an impetus to film preservation and restoration, the 4th edition of Film Preservation & Restoration Workshop India (FPRWI) 2018 was today inaugurated at Kolkata’s Rabindra Sadan.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories