TV ASIA Plus speaks to Joon Lee, Senior Vice President of Programming, Creative and Channel Operations, FOX International Channels in Asia, on the rebrand.

TV ASIA Plus: Why the rebrand?

The product, the brand, has been out there for many years but we have not been so diligent about updating it and improving its quality. We believe that over the years, Chinese entertainment has not been given a lot of respect, or a lot of attention. We believe this will bring in some fresh impact to the market, so that the rest of the industry will follow.

TV ASIA Plus: What are the changes we can expect?

It used to be just a movie channel that gives you first-run movies. However, showing the latest Chinese movies, first window, is definitely not enough. We’re now injecting the DNA of “premium” and also changing the on-air look and feel. The only thing we’re keeping is the name and the fact that we’ll still continue to provide the top quality, first-run, movies more than anyone else. We will also bring in new genres of content; a lot of live concerts, live shows, events, and original productions. And anything else our Chinese audiences consider as premium content, we plan to inject them, aggressively.

TV ASIA Plus: So it’s a Chinese version of FOX Movies Premium (FMP)?

Basically what we’re trying to do is to making an FMP out of Chinese movies, so you could say that. Not in an identical way though, but the attitude is the same. The goal is to make sure that our customers feel that they get their premium value for their subscription.

TV ASIA Plus: Are there changes to the pricing for Star Chinese Movies?

We’re not planning to change the pricing (of the channel). We’re pretty much providing a better service for the same money. As for the bundling strategy, it’s a joint effort between us and each local platform operator. We’d love to find ways to aggressively reach more homes together. We don’t have a one unified approach. It’ll have to be done at the local level, with our partners.

TV ASIA Plus: How would you manage the transition?

Even if it is a good thing, even if it means more value, we would have to do this in stages. We don’t want to surprise our customers by bringing them any inconvenience. We would have to communicate, through teasers and spots, and nearer the launch date, we’ll do an on-air launch followed by pretty sizeable on-ground events and efforts, alongside our partners, to ensure that people first know about this change.

TV ASIA Plus: Describe the new on-air look.

The on-air look is based on the concept of the “Emperor of movies.” In many markets; Hong Kong, Singapore and Taiwan for example, Chinese movie channels are the highest-rated channels, even above Hollywood movie channels. Because we’re the highest rated channels; the fact that we have the biggest library, the highest market share; longest history; the biggest distribution; not to mention the ratings, and revenue; I think we have more than enough reason to believe we are the “emperor” of the category. The whole look and feel is based on the concept that SCM is the emperor and with it, we’re going to provide the kind of service an emperor deserves to get.

TV ASIA Plus: How did you factor in the competition when deciding on this rebrand?

I actually didn’t. I just feel we’re not at the stage where we have such a big pie to compete with. The overall industry, the whole category, the whole genre, as a whole, needs to be upgraded in the quality of service and the way the business is done. As a market leader, we feel like it is more important that we’re beefing up and upgrading the entire genre and category by making this aggressive makeover and upgrade so we can help the genre get the much deserved respect and appreciation from the industry.

TV ASIA Plus: Would there be a FOX Movies Play equivalent?

Yes. It will have to be more customised to the preferences of Chinese audiences though, but the Play will be launched in pretty much every market, starting with Hong Kong, followed by Singapore, and then the rest of the markets. SCM will eventually have four variations: the SD channel, the HD channel, the set-top box VOD service, there’ll be an internet service; a “catchup” service. In some markets we will phase it; while in others we will launch it together. We’re working with the operators on technical integration as we speak.

TV ASIA Plus: Will programming on the SCM feeds differ?

We don’t just want one regional feed. We already have Taiwan and Hong Kong. We will actually create more feeds to further accommodate the different preferences and viewing patterns of each market. For example, in the Taiwan feed, with the recent booming of Taiwanese film, we actually feature more Taiwanese films and blockbusters. In Singapore, we will add some Singaporean films, and in Hong Kong some domestic Hong Kong productions. We’re actually adding the local favourites of each feed as well.

TV ASIA Plus: Where do you see the future of SCM, say a year from now?

We’re already in many markets, but in those markets we’re not in, we will be in. In the markets we’re in but not in a good distribution we will definitely find ways to move up to a better tier so we can share this great product with the mass public. But within a year it is our intention to be in every single market in Southeast Asia.