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SCMP Reporter

I-Cable Communications is launching China Central Television's (CCTV) English-language channel in time for the handover anniversary.

CCTV-9 will make its debut on i-Cable's digital platform on Monday, the pay-TV operator's chairman and chief executive Stephen Ng Tin-hoi said.

At the same time, Mr Ng admitted that the Mandarin language CCTV-4, on the air since 1996, had not been well-received in the SAR.

CCTV-9 is an around-the-clock news and information channel which aims to present the image of a modern China to foreigners.

CCTV-4, meanwhile, targets overseas Chinese audiences.

It is understood Beijing has become more aggressive in expanding the coverage of its national TV programmes to appeal to foreign investors following its World Trade Organisation entry.

Mr Ng said CCTV-9 was expected to be more easily accepted than CCTV-4, which faced tougher challenges from free-to-air channels as it tried to attract the attention of Hong Kong's audience.

Analysts, however, expected it would take time for the state-run channels to build up their reputations when it came to overseas viewers.

CCTV vice-president Zhang Changming said the state broadcaster had signed a two-year contract with i-Cable to launch CCTV-9 on its digital platform, which is received by about 160,000 subscribers.

The parties did not disclose financial conditions of the contract.

Mr Zhang said CCTV posted a turnover of six billion yuan (about HK$5.62 billion) last year, of which five billion yuan came from advertising sales.

He said the bonanza generated by the month-long World Cup football tournament was expected to boost advertising sales by 20 per cent this year.



CCTV English channel set for launch