TRACE Urban launches SE Asia localised HD feed

DetailsJoseph O'Halloran | 22 June 2015

Aiming to satisfy user demand in key markets, music channel TRACE Urban has launched a new dedicated feed for South East Asia focusing on most-requested and relevant programming and music.

Broadcast in 160 countries worldwide, TRACE Urban HD was launched with the intention of offering international urban music, giving an insight into both urban music and culture. The new dedicated HD feed of TRACE Urban will replace the existing international one on AsiaSat-5 in July 2015. The channel says that the content of the new feed will address and better meet the tastes and interests of audiences in South-East Asia by addressing cultural sensitivities. It is also designed to offer the opportunity to work with platforms to launch new competitions and programming such as the popular mobile singing contest TRACE Music Star.

"The popularity of TRACE Urban has been constantly growing since we launched in Asia in 2009, particularly in Indonesia, where we consistently rate as the number two music channel amongst our audience," explained TRACE CEO Olivier Laouchez. "This shows there is strong demand from the younger generation for our top-class international hip-hop, pop and R&B music playlists, as well as exclusive programming like Guest Star, Focus and Top. This new feed will give us more flexibility to serve that target group."

James Ross, Managing Director (Asia-Pacific), TRACE added: "The appeal of TRACE Urban is growing across the region, and recent feedback from audiences in Thailand, Malaysia, and Indonesia has been very encouraging. With the new feed we hope to fuel that growth, and address a consistent request from many operators for a specific SE Asia version of TRACE Urban".