Phoenix Satellite Television Holdings (“Phoenix TV”) was founded in 2006 as a joint venture with News Corporation (“News Corp”) STAR TV and Liu Changle, a Shanghai businessman and former military journalist, as the main players. Presents its family of channels as the Chinese viewers’ window to the world was, Phoenix TV in a position to capitalize on ambiguities in the regulatory environment in China and (with the tacit approval of the authorities) was the only foreign TV stations to ta … Read more »

Phoenix Satellite Television Holdings (“Phoenix TV”) was founded in 2006 as a joint venture with News Corporation (“News Corp”) STAR TV and Liu Changle, a Shanghai businessman and former military journalist, as the main players. Presents its family of channels as the Chinese viewers’ window to the world was, Phoenix TV in a position to capitalize on ambiguities in the regulatory environment in China and (with the tacit approval of the authorities) was the only foreign TV channels, the news programming on the Chinese mainland target audience. In China, where significant restrictions on audience measurement and advertising was, was still a young company, ad sales were largely driven by a media company image. Phoenix TV maintains an audience with China’s well-educated, high-income, urban elite. The sender access to the coveted Chinese market far that foreign media companies such as Time Warner and Viacom exceeded. However, the proportion of readers, on a national basis, broke behind the state broadcaster, CCTV and large domestic media groups to increase production and standards have been winning audiences with dramatic programming. Phoenix TV management was mindful of the emerging developments on the horizon: the convergence of telecommunications and broadcasting, the further liberalization of the Chinese media industry and the gradual introduction of digital TV networks around the country, would increase the demand for content and new opportunities for subscription -based TV. But above all Phoenix TV chairman Liu Changle, concerned that the broadcaster was overly dependent on advertising revenue. In June 2006, China Mobile’s 19.9% ​​stake in Phoenix TV acquired by News Corp. Through a new alliance, Phoenix TV hoping to branch out into new media as a content provider for China’s largest mobile operator.
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from
Ming-Yuen Chan,
Amir Hoosian
Source: University of Hong Kong
34 pages.
Release Date: 4 January 2007. Prod #: HKU732-PDF-ENG
Phoenix Satellite Television: The Art of Broadcasting in China HBR case solution