'I tend to work long hours, particularly if you count the BlackBerry factor, but the time tends to pass very quickly because I am working with a group of highly motivated and creative people,' said Mr Lituchy, who holds a master's degree in marketing/television and film management from Columbia Business School, and a bachelor of science in business administration from The State University of New York at Binghamton.

In addition to strategy meetings, on-air promotion planning and the mechanics of acquiring programmes, many of which are sourced from the US, Canada and Britain, Mr Lituchy also needs to spend time watching television. He said any television he watched could legitimately be described as research work.

'It would be a fine line between watching television for pleasure and looking closely at what our own channels are doing and keeping an eye on the competition,' said Mr Lituchy, who is focusing on revitalising Star's V channel. 'We are looking for our next generation of flagship programmes which are acquisitions and local productions that are not only relevant to young viewers, but also offer a 360-degree presence across TV, mobile and internet,' he said.

Mr Lituchy said programming genres that Star TV viewers were enjoying most included comedy, action, reality, chat shows, remakes of old movies, new movies and popular shows from the past. But with competition getting ever more intense from new channels being launched and the internet, Mr Lituchy and his colleagues need to innovate to remain competitive.

'Given the growing number of channels in the Asian region, viewers now have more choices, and that provides all the more reason for new channels to try and focus on specific genres and demographics,' he said. As Star TV prepares to go deeper into the markets where it operates, the need to raise production and programming capabilities is apparent. To deliver the type of programmes viewers want to watch, Mr Lituchy and his team carry out detailed research, which includes talking to focus groups. 'We try to find out how and why people watch the programmes they do,' he said. 'For example, if it is a reality show do people watch for the entertainment or knowledge factor or the interaction between the presenters and participants? With more programmes being made than ever before, and more channels to watch, it is important we understand what makes people respond and connect to programmes.'

Mr Lituchy said the future of television was being driven by choices of programming and the different modes television could be watched. For example, on-demand and the flexibility for viewers to dictate their own scheduling.

Before joining Star at the end of last year, Mr Lituchy was based in London where he worked for the European broadcaster Viasat for five years, first as senior vice-president of programming and acquisitions before he was promoted to president of entertainment, overseeing creative development, programme planning, scheduling and acquisitions. Before that, he was senior vice-president of scheduling and acquisitions at the United Paramount Network for five years and the director of research at Walt Disney Television for two years based in Los Angeles.

Such was Mr Lituchy's enthusiasm for the television industry he sent NBC a letter volunteering to join its Page Program. Launched in 1933, NBC's Page Program offers college graduates the opportunity to take their first step into broadcasting. The same programme helped to launch the careers of US broadcasting and entertainment luminaries, including actress Kate Jackson, journalist and broadcaster Ted Koppel, media personality Willard Scott and legendary producer Marcy Carsey.

Not surprisingly, Mr Lituchy's offer to become an NBC volunteer was pursued no further than a polite rejection letter, as he was only 13 at the time.

Still, undeterred, he continued to follow his dream of forging a career in television by studying a wide range of topics and keeping up to date with the entertainment industry.

Having a natural gift of a mathematical strategic mind, Mr Lituchy did eventually secure his first job with NBC in the company's research department completing an internship.

'I figured that by having some work experience on my resume it would help me get a foot in the door for the job I really wanted in the future,' he said.

Mr Lituchy also worked for ACNielsen's research department based in Manhattan and another research firm in New York. At the same time he attended business school to study for his MBA before joining the scheduling department of Lifetime Television and eventually moving to join the Walt Disney research department in Los Angeles. 'When I look back, other than wanting to work in television, I had no plans about where I wanted to live. I never gave any thought to living in London until I applied for the job and never imagined I would live in Asia.

'But now I am here, I am very excited about the job and the opportunities,' said Mr Lituchy, who recommended that anyone interested in working in television programming should embrace passion and commitment and find out as much as possible about what drives the industry.

'In addition to studying hard, volunteer to do more, be persistent, starting in research is a good way to learn a lot about the business,' suggested Mr Lituchy, who once flirted with the idea of becoming an archeologist or a politician.

Away from the demands of the plasma screen, Mr Lituchy enjoys travel and spending time with his family enjoying cultural experiences. His wife and two daughters joined him in Hong Kong at the end of July after being separated for almost eight months. Mr Lituchy had been practising playing his guitar so he could accompany his self-taught daughter playing classic rock music including Deep Purple's Smoke on the Water.

To help keep his creative juices bubbling, Mr Lituchy's office, overlooking Victoria Harbour, is decorated with vibrant coloured futuristic-looking furniture and a precariously sloping open-fronted wall cupboard where he proudly displays his expanding collection of original television-inspired board games.

A lifetime in media

Decided to pursue a career in television programming when he was about 10 years old

Got his first foot in the door as a research intern with NBC

Gained an masters in marketing/television and film management from Columbia Business School, and a bachelor of science degree in business administration from The State University of New York at Binghamton

Worked for various television research departments including Lifetime Television in New York and the Walt Disney research department in Los Angeles

Moved to London for five years with European broadcaster Viasat

Joined Star TV in December 2007 as president of entertainment

Stepping Up

Executive vice-president

HK$125,000 up

15 years or more

Vice-president/senior vice-president

HK$100,000 to HK$150,000

10 years or more

Associate vice-president

HK$58,000 to HK$100,000

Seven years or more

Assistant programming manager/senior programming manager

HK$33,000 to HK$66,000

Three to seven years

Source: Hudson