HONG KONG: In the highly competitive television industry where hundreds of channels compete for viewers, it is a major challenge for a company to distinguish itself from competitors. But Phoenix Satellite Television, a company headquartered in Hong Kong with worldwide networks, has defined a unique role for itself.

Phoenix TV has pledged to bring the Chinese people all over the world closer together through their programs about the lives of the Chinese people in different countries.

Though Phoenix TV has very good connections with the Chinese authorities, Liu said it should not be regarded as a mainland enterprise.

The company, which formerly operated as Star TV, obtained a Hong Kong listing in the growth enterprise board in 2000. It was then transferred to the main board in 2008.

"We are a very international enterprise, producing programs and broadcasting news about the Chinese people to serve the Chinese people all over the world," Liu Qingdong, Phoenix Satellite Television's vice-president of international sales, told China Daily in an exclusive interview.

"We opened our Chinese channel in 1996. In subsequent years, the channels for Chinese audiences in North America and Europe were opened in 1999 and 2000 respectively, meaning that our programs are seen where there are Chinese people," said Liu, who is also the deputy head of the Phoenix Chinese Channel.

"We hope to bring the Chinese people around the world closer together through our programs. For example, we produce programs about overseas Chinese students in the US and Chinese people living in Southeast Asian countries," he said.

Liu believes Phoenix TV enjoys a unique position. When people talk about CCTV, they will think of the Chinese mainland. When they talk about CTiTV and TVBS, they will relate the stations to Taiwan.

"As for Phoenix TV, it is a station for all Chinese people. It is very global, very international. We have a very wide network of reporters, including reporters based in the US, Europe, Russia and even Israel, Iran and the Middle East. So whatever happens, there are always Phoenix TV reporters around," he gushed.

Wang Duoduo, director of public relations of Phoenix TV, added that their news commentary programs are popular and influential. "The viewpoints of our commentators are professional, objective and in-depth," she said.

Inasmuch as Phoenix TV maintains good connections with the mainland, Hong Kong and Taiwan, it enjoys a reputation for being able to interview important persons and provide in-depth coverage.

Liu also revealed Phoenix TV chose Hong Kong as its headquarters for several reasons. "Hong Kong is a very open city that enjoys free flow of information and freedom of press - and that will help us develop better. With our headquarters in Hong Kong, it is easier to communicate with overseas organizations and carry out coverage assignments in the mainland, Hong Kong and Taiwan," he explained.

The company's 600 staff came from the mainland, Hong Kong and Taiwan. Although Putonghua is the principal language, English and the Cantonese dialect are widely spoken in the company.

Starting as a single channel 13 years ago, Phoenix TV now has five channels, radio and website services and a weekly magazine.

"We have plans to open non-Chinese channels, including English channels, in order to provide diverse services to our audiences," he disclosed, adding the right timing is required for the opening of an English channel, so "it has to be done step by step".

(HK Edition 11/20/2009 page3)