Kuala Lumpur – Newly-formed Malaysia-based company LI TV Asia is set to launch its first lifestyle channel, called LI, early in 2009. The company’s general manager Anne Chan told Television Asia Plus that they have been working closely with Red Bee Media on the branding and positioning of the new channel. Pronounced ‘lee’, Chan said the LI channel is so called because the word is a common name across Asia, as well as standing for ‘lifestyle inspiration’. Chan could not yet divulge any of the company’s financial backers, although the venture has been linked to a prominent Malaysian millionaire. Asked whether the channel would be carried by Chan’s former employer MEASAT Satellite Systems Sdn Bhd, she said with the channel being HQ’d in Malaysia, such an arrangement would make sense. The new venture has also been linked to US-based Scripps Network. Chan said the channel is currently sourcing content from a number of providers, as well as looking to produce its own content and license well-known formats. Refusing to be tied to any one genre, Chan said the essence of the channel would be ‘inspired lifestyle’ whether that be food, beauty, fashion, décor, travel – targeting both men and women aged 30-55.