Hong Kong – James Ross, ITV’s former Regional Director for Asia, announced his new company, Lightning International, has signed an agreement with international media group, Trace TV, to assist in launching its new Trace Sports channel in Asia. Lightning International will assist Paris-based Trace, and its Malaysian-based Asia representative Huey Yi Wang, in expanding distribution and finding new opportunities for both Trace Urban and Trace Sports. This is being achieved through a series of initiatives to build partnerships, and increase marketing and brand awareness across the region. The Trace Urban music channel is already operating in Asia, and the new Trace Sports channel launched globally on June 15. Headquartered in Hong Kong, Lightning International provides content and media solutions to broadcasters, advertising agencies, and content owners and producers. The focus is on establishing long-term partnerships, delivering channel operations and marketing, format and content distribution, and facilitating branded entertainment.