High Definition Satellite Tv

Inspiration in high definition

IF you want to kick off a lifestyle TV channel that embraces Asia's rising affluence and sophistication, 2009 is not the best time, not when the global financial crisis was still an open wound. Yet, Li, Life Inspired did exactly that, and almost two years later, it has signed up with more pay-TV stations in this region than has most of its rivals.

Li (pronounced “ell eye”) has its content carried on 11 platforms in Hong Kong, Indonesia, Taiwan, Singapore and Malaysia, and it plans to add four or five more platforms in these markets in the coming months.

“In Asia, there are now so many regional and international channels. We launched during a recession. In 22 months, we are on more platforms than a lot of our lifestyle competitors,” says Anne Chan, general manager of (Malaysia) mio TV (Singapore), Now TV (Hong Kong), Hong Kong Broadband BBTV (Hong Kong), Indovision (Indonesia), First Media (Indonesia), Aora (Indonesia), Grovia TV (Indonesia), New TV (Taiwan), KBRO (Taiwan) and Chunghwa MOD (Taiwan). In contrast, the Asian Food Channel (AFC), which has been around for over five years, is available on eight carriers. Launched more than three years ago, BBC Lifestyle is present in Asia via five broadcasters.

The decision to make Li “Asia's first HD (high-definition) lifestyle TV channel” is a big reason for its ability to distribute content on that many platforms. Chan explains: “The first-mover advantage actually gets us through a lot of doors.”

Although transmitting in HD is two to three times more expensive than in standard definition (SD), choosing the former has worked out well for Li because the broadcasters are clearly enthusiastic about offering shows in HD. However, it is still a young market segment. Despite Li's larger number of platforms, its viewership of between 3 million and 4 million based on a total number of subscribers of close to one million is dwarfed by the 35 million viewers that AFC claims to have. AFC's content is in SD.

HD takes off

Nevertheless, there is reason for the Li team to be optimistic. The demand for HD content is swelling, and the channel hopes to have two million subscribers next year.

According to a May 2011 report by Media Partners Asia, a provider of information services, subscribers with HD pay-TV reached 12.4 million last year, and will rise to 45 million by 2015 and 81 million by 2020. “Excluding China and India, HD penetration of digital pay-TV subs across the region reached almost 30% in 2010 and is likely to grow to approximately 60% by 2020, driven by continued growth in Australia, Japan and Korea as well as new growth in Southeast Asia,” says the firm.

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