The #1 Chinese movie channel in Asia will emerge with a new look and feel and even more premium content as STAR Chinese Movies gets rebranded as SCM.
Asia – STAR Chinese Movies, FOX International Channels’ (FIC) leading Chinese channel and the number 1 Chinese movie channel in Asia, will go through a complete revamp starting in May. FIC is adding more premium content to the channel that goes beyond the best blockbuster Chinese movies SCM is already well-known for, offering the channel in Dolby 5.1 Surround Sound and HD for a true cinematic experience and upgrading the whole look and feel on air and off air, as the network seeks to make it the ultimate premium Chinese entertainment destination on pay-TV. The rebranding is part of FIC’s strategy to offer a strong portfolio of Chinese language pay-TV channels unique to and only available through FIC.
STAR Chinese Movies is already by far the top Chinese movie pay-TV channel in Asia, where its ratings far outpace its closest competitors. Recently, one of the channel’s blockbuster movies “You Are the Apple of My Eye” attracted nearly 3 million P4+ viewers and delivered 7.14 in rating performance for 15-44Y when it was aired on March 24 in Taiwan.*
The new SCM will feature an enhanced programming line-up, which will include more first-run and exclusives; original series, mini-productions and tele-features; super star concerts and stage performances; major film awards ceremonies; and leading Asian documentaries. Upcoming highlights include the award-winning thriller Life Without Principles; LEON Xu, the latest concert series of famous canto-pop singer Leon Lai; and the highly anticipated documentary on Myanmar tentatively named Burma, A Human Tragedy.
The name of the channel in Chinese will remain unchanged whereas the English translation will be shortened to SCM. The rebranding will also see a change to the channel’s overall look and feel to symbolize SCM as the “Emperor of Chinese Entertainment.” In addition to adopting rich and luxurious colors and graphics for its overall design to reflect its premium positioning, SCM will also feature a crown-like logo created by three spotlights, each representing a brand pillar of the channel: best premium content, best viewing experience, and the largest Chinese movies inventory. The new SCM will launch first in Hong Kong on May 19 and then roll out across Southeast Asia in the following months.
“FOX International Channels is giving SCM the lift and treatment that the number 1 Chinese movies channel in Asia deserves,” said Zubin Gandevia, Chief Operating Officer, Asia Pacific and Middle East at FOX International Channels. “This is the just the start of our plans for SCM and our Chinese-language channels in general, and FIC will be blazing the trail in redefining the whole Chinese entertainment genre.”
FIC has ambitious plans for SCM in terms of building it into a premium channel brand and increasing its dominance beyond Hong Kong, Taiwan and other markets where it already has a strong presence. The rebranding of SCM is the first step in a move to build a powerful pack of premium Chinese-language channels that will be available exclusively through FIC. The network will also look to take the channel beyond Asia to markets like Australia, the Middle East, the United States and select European markets, where there is a demand for premium Chinese-language entertainment content.
In conjunction with SCM, FIC will also be launching SCM Play, an online on-demand player, as a value-added catch-up service complementing the linear channel experience. SCM Play will enable subscribers of SCM to watch their favorite content from the linear channel on-the-go, on their laptops, tablets and other broadband-connected devices.
*AGB Nielsen Media Research Taiwan