Regulator-friendly content helps prise open door to mainland TV

Foreign media firms are increasingly keen on breaking into the mainland market, but with the industry still tightly controlled by Beijing it is often easier said than done.

One option is to provide non-politically sensitive content such as lifestyle information to secure the blessing of state media regulators.

That is the route chosen by television industry veteran Robert Chua Wah Peng, who has won approval from the mainland government for the launch of his Hong Kong-based Health and Lifestyle Channel in Shanghai.

Starting from August 2, the Health and Lifestyle Channel will broadcast a one-hour programme in Putonghua from midday to 1pm every Saturday and Sunday on Shanghai Media Group's free-to-air Young Channel.

The show will reach 100 million potential viewers in Shanghai and surrounding cities. The shows will also be broadcast in Hong Kong.

'The partnership with Young Channel is the first step of our alliance with Shanghai Media Group,' Mr Chua told Media Eye recently, adding that he was appointed a consultant to the channel this year.

Health and Lifestyle Channel will attempt to secure broadcasting arrangements with other free-to-air television channels on the mainland. The 100 million free-view audience around Shanghai could help the company tap into the high-growth advertising market.