Singapore-based, Channel NewsAsia International (CNA) has taken to the road in mainland China to promote its 24/7 news channel to the hotel industry in the cities of Hangzhou and Shanghai.
Why are the one hundred hotel executives being approached so important?
The answer lies in the fact that SARFT - the Broadcasting Ministry in 2004 only granted landing rights to CNA on the restrictive license basis - that means to leading hotels and diplomatic compounds and not on the country's cable systems to be viewed by the masses. Therefore, CNA has to convince those eligible hotels not carrying their channel yet, to do so.
According to Woon Tai Ho, CEO of MediaCorp News, which owns and operates Channel NewsAsia the road shows follow closely on the heels of a new Channel NewsAsia initiative to bring slices of China to worldwide TV audiences worldwide through interesting and lesser known places and cultures of different regions of modern day China. The debut series looks at Zhejiang province, which is being shown during March 2006 and has been produced with the help of Zhejiang Radio & TV Group.
Since March 1999, Channel NewsAsia has positioned itself as an Asian TV News channel that provides news and information on global developments with Asian perspectives rivalling the likes of the BBC and CNN. (CNA is indirectly controlled by the Singapore Government). Its satellite footprint stretches from the Middle East, South Asia, Southeast Asia, Northeast Asia to Australia into more than 15 million homes and hotels in 21 territories across Asia. CNA is a leading digital broadcaster in the region.