Chinese TV channel to take shortcut to US market
October 19th, 2011 - 9:59 UTC
by Andy Sennitt.

A Chinese education channel has found a shortcut to push its productions directly to US audiences after reaching a cooperation deal with its US counterpart on Tuesday. According to the deal, China Educational Channel (CEC), a Hong Kong-registered station dedicated to the promotion of Chinese language and its culture, may share all the subscribers and platforms of the to-be-launched Sky N Earth Television (Sky&Earth TV) in key markets.

Sky&Earth TV is expected to end its years-long test run and transit into a formal operation in the US market on 23 January, New Year’s day on the Chinese lunar calendar, said the press release sent out Tuesday. It also highlighted its forecasted capability to deliver programs to over 80 million viewers in the US through satellite broadcasting and DirecTV’s cable network.

Both CEC and Sky&Earth TV disclosed their respective plans to launch broadband online video streaming services on the Internet. China’s soft power would be recognized only when its cultural products successfully entered the key markets and attracted mainstream audiences, said Li Shiqiang, president of CEC, at the signing ceremony.

On the other hand, Dr Susan Pattis, chairperson of the Sky&Earth TV, viewed the cooperation as chance to offer people in the western world more exposure to pure and original Chinese culture, so as to erase misunderstandings between the east and west.