Some participants argued that it is unnecessary to have an English-language channel with a Shanghai touch. Foreigners in Shanghai with (albeit illegal) satellite dishes already have access to CNN, CNBC, BBC, Star Movies and HBO.

But wait a minute. Wouldn’t it be beneficial to have a competitor to Beijing-based national television empire CCTV’s English-language Channel 9, the output quality of which is, at best, variable. And Shanghai Media Group does have the clout to compete. It is second only to CCTV in size, and operates 20 television and radio channels, including 24-hour Chinese-language news and entertainment broadcaster Dragon TV.

For our focus group members, the new channel’s objective should be simple: Success will come only if it focuses on regional, rather than international, news and events. After all, what difference does it really make to be able to watch James Bond movies on Star TV or the Shanghai Channel?

One feature of the new channel that remains uncertain is the automatic subtitles. It is not yet decided in which language the subtitles will appear. Should they be in English, to help Chinese watchers improve their English reading and listening skills? Or should they be in Chinese, to help advanced learners of Mandarin to improve their skills? The answer to this conundrum will determine the target market to whom SMG is actually directing its English-language content.

The focus group’s message was clear: Stay focused and be a niche player. The content should be Shanghai-based with some national and international coverage, rather than the other way around. We’ll be watching – and reporting – closely in 2008.
 

Last update : Monday, 03 December 2007

Keywords : Shanghai Media Group, English TV Channel, Focus Group, AC Nielsen

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