Hong Kong – TRACE Urban will look to satisfy popular demand in key markets with a new dedicated feed, focusing on the most requested and relevant programming and music for South East Asia. The new service will also offer the opportunity to work with platforms to launch innovative new competitions and programming such as the hugely popular mobile singing contest TRACE Music Star.

The new dedicated HD feed of TRACE Urban will replace the existing international feed on AsiaSat-5 in July 2015. The content of the new feed will also address and better meet the tastes and interests of audiences in South-East Asia by addressing cultural sensitivities.

Olivier Laouchez, CEO, TRACE declared, “The popularity of TRACE Urban has been constantly growing since we launched in Asia in 2009, particularly in Indonesia, where we consistently rate as the #2 music channel amongst our audience. This shows there is strong demand from the younger generation for our top-class international hip-hop, pop and R&B music playlists, as well as exclusive programming like Guest Star, Focus and Top. This new feed will give us more flexibility to serve that target group.”

James Ross, Managing Director (Asia-Pacific), TRACE added, “The appeal of TRACE Urban is  growing across the region, and recent feedback from audiences in Thailand, Malaysia, and Indonesia has been very encouraging. With the new feed we hope to fuel that growth, and address a consistent request from many operators for a specific SE Asia version of TRACE Urban”.