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
acquires Korean films and anime titles
targets young Asian Americans