Hunan TV the provincial TV network on March 17 is due to launch the first live shopping channel where the station acts as the retailer and broadcaster. This is quite different to current shopping programs that are mostly via brokered airtime. With Hunan TV having national coverage its investment is said to be 100 million Yuan (US1=8.04 CNY) for the first phase.
The State Administration of Radio, Film and Television (SARFT) has given its blessing to the digital TV shopping channel.
The new channel will focus on the female consumers aged at between 25 and 45 and with monthly income to be between CNY 1,000 and CNY 3,000. These consumers may account for 70 percent of the total.
(USD 1 = CNY 8.0493)
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