c
in ASIA

The Unsuccessful launch:

Ú cTVI entered Asia in early 1990͛s with
STAR TV.
Ú Broke up over disputes regarding channel
content-Star wanted to broadcast more local
content and cTV wanted its International
programs.
Ú cTVI finally wound up operations in Asia .
The Re-launch:
Ú Re-entered the region in 1995 with a new
strategy.
Ú Why it changed the strategy?
Ú New tie-up:PolyGram NV-
ÚFirst Channel was a candarin channel,for Taiwan.
ÚcTV Asia,which aired English content for India and a
few other countries-Based on the survey of Asian youth
ÚAlso,Asia was one of the biggest youth markets.
ÚAnalysts felt the need of localisation for long term
benefit.
 India

Others China

c


Indonesia Japan

calaysia
D Gradually started to air localised content,with Video
Jockeys from those regions.
D Some programs were also hosted by animated VJ called Lili
who could speak in 5 different languages.

Ú rIn late 1990͛s cTV was split into cTV

India,cTV Japan,cTV Taiwan etc.
D rIn 2001-02,cTVI launched new
subdivisions of cTV in Indonesia,
Phillippines and Thailand.
D rIn November 2006,cTVI launched
cTV Pakistan,which was the 57th cTV
channel launched worldwide.
 c
Entry in China!
D cTVI executives said,China was one of the
toughest markets to penetrate!
D Reason
(i)Government͛s stringent control over media.Television
programming too was controlled by them.
(ii)Chinese parents were restrictive.
Strategy:
Ú cTV was introduced in hotels as a 24 hour channel.
Ú cTV programs were aired over some channels
esp.,Guangdong(one of the wealthiest provinces)
Ú Constant efforts, got them the approval to broadcast their
channels independently!
Ú cajor breakthrough with cTV China and Nickelodean.
Ú In 2005,it became the first global brand to launch a 24-hour
channel in China!
 c
Entry in Japan!
D cTV Japan was formed in 2001.
D Joint venture between cTVN and a private equity
firm H&O Asia Pacific.
D cTVI also operated Nickelodean here.
D The innovative streak:Launched Flux-delivered
music and video programming through mobiles
phones.(Later also spread into Italy etc.)Ͷ
REASON?
D 2006 August,it announced to take back its
remaining shares from H&O,which was its largest
acquisition in Asia Pacific region.