Why the decision to launch truTV in Asia?
truTV is a rapidly growing network in the US for Turner Broadcasting and we felt this content could internationally cross borders appeal to Asian audiences here. There isn’t anything like the truTV proposition in this part of the world and given its compelling line up of real-life shows, we feel it will fascinate audiences in various markets across Asia as it has done in the US and Latin America.

How has the channel been tailored for Asia (how will it differ from the US channel)?
We are being very selective when it comes to programming for truTV. We are selecting shows that we believe will resonate with households in Asia, while also bearing in mind the sensitivities that may exist in the market place. The channel will be uniquely Asian and different from truTV that exists anywhere else in the world although the core brand proposition of utterly compelling real life situations bought to your living room remains the same.

Where does it fit in terms of genre package – factual entertainment or general entertainment? truTV is a fresh proposition and has carved out a unique position for itself in the entertainment space. When we undertook our channel mapping for truTV we found that it would appeal to both genders, age 22- 44. It sits in the middle of General and Factual Entertainment genres.

What has the response been like from affiliates?
We’ve had an overwhelming response. The affiliates we’ve spoken to all comment that truTV is unique and unlike anything they currently carry. The fact that affiliates like the channel and are expressing a keen interest is very encouraging and we have a dedicated team working round the clock to ensure we deliver on our promise of a fantastic channel.

With the merger of Fox & STAR for example, is there increased pressure on networks to expand into other genre channels?
While I can’t speak on behalf of other networks, what I can say is, at Turner, we are focused on our viewers, users – in fact all our stakeholders. If we continue to offer up compelling entertainment choices that appeal to viewers we will maintain our position as the most innovative and successful provider of entertainment. Following this formula has already seen us launch six new channels and brands in just over 12 months – and that is without mentioning the other uniqu e initiatives we have launched that extend viewer choice – initiatives such as Toon Football, Tuzki which has really taken off in China and later on this year the Ben 10 and Tom and Jerry MMOs.

While there are new operators launching, will pay TV remain dominated by key players?
Success in the entertainment business has never been dictated by size but rather the appeal and quality of the entertainment provided. I believe truTV lives up to this promise which is why it’s such a great addition to our portfolio.

Can you share any distribution targets for this channel?
We are discussing carriage deals with operators across Asia, so we cannot confirm the timelines for launch as yet. I expect to be able to announce new deals over the course of the next few months. We are very happy that StarHub is the launch partner for the channel in Asia and look forward to working with them on a successful launch.

In your opinion what are the biggest challenges currently facing the pay TV industry in Asia? And opportunities?
Fragmentation of audiences is always going to be a challenge. In addition to this fragmentation, audiences are much more sophisticated in their wants and needs. They know what they want and how and when they want it. If your brands do not deliver on their needs they will simply migrate to a brand that can deliver. Fortunately, Turner has a formidable portfolio of brands and we are continually developing new ways for customers to experience them across all demographics. This is why we are leaders in the online and mobile space as building brands in these complementary spaces pushes viewers back to the core television proposition.