CReATION: Phoenix TV en route to PRC portal roll-out

In the wake of its recent IPO, Phoenix Satellite Television is

preparing to roll-out a China-focus portal featuring "entertainment" as

the "prominent feature", according to Phoenix deputy CEO N.K. Leung.

Talks have been underway for the past six months between Phoenix and

Excite pioneer and co-founder Marc Van Halen.

"His contribution is to bring in his expertise, not just on the Internet

part, but in terms of design and the creative content - (he) is a vital

part of our partnership," Mr Leung said.

Phoenix, meanwhile, will be contributing sales and marketing for the

yet-to-be-named portal's PRC operations.

Ploughing 25 per cent of total proceeds from the 700 million shares sold

at HK$1.08 each in the IPO into the station's Internet arm,

Phoenix I, Mr Leung noted that the portal would launch independently of

the existing PhoenixTV.com website.

"What we're looking for is to expand the Phoenix.com website, build up

our own community, create our own vertical portals and take this project

to the next phase," he said.

Going against the dotcom grain by delaying the portal's launch was also

a cautious move taken by Phoenix in response to recent volatility on

stock markets.

"I don't want to sound too pompous in terms of selling the project

because we'll still be just as cautious as with any other business

concern," said Mr Leung.

While citing the portal's strategy as "still underway", he added that

the new venture was "actually more concrete than the strategy would

imply", with the infrastructure and core staff already in place in the

new operation's Beijing headquarters.

Broadband adoption rates in China and Hong Kong were also key factors in

how soon the Phoenix I Web offering could hit the market.