Reality Tv Asia

A start-up braces for competition--from its cable affiliate. By Simon Applebaum

With a mix of cable system and low-power broadcast TV station affiliates, 6-month-old ImaginAsian TV has been encouraged by early advertiser support. It also has attempted to stimulate public demand through its New York theater devoted to Asian cinema and its San Francisco radio show. By summer, however, the programming service aimed at Asian-Americans will be facing 24/7 competition from Comcast, which is relaunching its own International Channel as an all-Asian network. It so happens that Comcast carries ImaginAsian TV in San Francisco and Los Angeles. In the following interview, ImaginAsian TV CEO Michael Hong discusses his network's progress and its looming competition.

CableWORLD: Is your network where you thought it would be at this point?

Michael Hong: We may not be as far along as we anticipated last year or two years ago. In the last year, the priority of MSOs moved to VOD and PVRs, not so much new channel launches. That will change, where MSOs take more of a look at new channels like ourselves.

CW: What's been the biggest surprise so far?

Hong: Frankly, the response we get from the non-Asian audience. There's a tremendous appetite for Asian-themed content. It's no accident Hero was the No. 1 U.S. movie the first two weeks last summer.

CW: How will Comcast's all-Asian International Channel affect your strategy?

Hong: There's good and bad in that for us. It validates our concept, our coming out first 24/7 and how viable the market is. We've had meetings with International Channel and, ultimately, their approach will be as an Asian equivalent of BET.

We want to be much more of a mainstream outlet.

CW: What can your service offer cable operators that International Channel can't?

Hong: We bring a different dimension to our business, in that all our senior management is Asian-American. We have a personal stake in this, where Comcast has a lot of other interests. Our model is about putting on authentic, original programming that reflects our culture--and making it available and entertaining to everyone else.

CW: Any concerns about how Comcast will treat you in the months ahead?

Hong: I do have concerns. Ultimately, it's not something you have control over. The best thing to do is manage your business and see what happens. There's more than enough room for International Channel and us, and for Comcast promoting both of us. If Comcast can create a Spanish tier with 30 to 40 channels, it makes sense to get as much Asian programming on their systems as they can.

CW: When will you get a cable deal in New York?

Hong: That's tough to pin down. Right now, the issue in New York is there's a lot of small, ethnic cable programmers that use leased-access time, so the operators there don't feel the necessity of launching us, and think there's enough being provided. Once they understand the dynamics of what we're about, addressing the second-generation, Asian youth market, they'll realize there's no other place out there to serve them.

CW: How are Asian-American political leaders and entertainers reacting to your service?

Hong: We're getting good feedback from both arenas. We've had some politicians on the radio show we're doing in San Francisco. Everyone gets the importance of having a major channel for Asian-Americans.

CW: What are you doing in terms of original U.S. programming?

Hong: Developing and sourcing content from Asian-Americans. There are a lot of short films and features from them, which we can expose to a wide audience. Also, we're creating a reality special based on the South Asian Student Association--a college group--and the biggest annual event they hold. I'm not interested in doing an Asian Blind Date.

Getting Personal With Michael Hong

Proudest Accomplishment: Launching this network.

Most Inspiring Person: My brother Augustine. He's always been a role model, and a major partner of this enterprise.

Favorite TV Show: Curb Your Enthusiasm.

Favorite Place Away From Home: Southeast Asia.

[Copyright 2005 Access Intelligence, LLC. All rights reserved.]

COPYRIGHT 2005 Access Intelligence, LLC.
COPYRIGHT 2005 Gale Group

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