The channel, which is likely to go on trial next month, aims to offer consumers in Southeast Asia a non-Western perspective of world news and current affairs.
As yet unnamed, the new channel will begin without carrying advertising, but is expected to open for commercial partners if the trial is well received. It will be broadcast from Indonesia, but it is yet to be revealed whether it will be free-to-air or run on a pay-TV platform.
Industry observers have reacted positively to the news. Partha Kabi, managing director of ZenithOptimedia Indonesia noted: “It is a great initiative. It is Southeast Asia’s answer to CNN and BBC World News.”
He added that, when the channel opens to advertisers, it will either attract advertisers on local news channels or local brands wanting to expand regionally.
However, many in the industry believe that the channel will face tough competition in the US$300 million pan-Asian TV market, principally from Al-Jazeera, which is growing in popularity in Malaysia and has a strong presence in the region.
It will also be up against local entertainment channels with news programming such as TV3 and RTM2 in Malaysia and SCTV, RCTI and Trans TV in Indonesia. Newly launched Malaysian news channel Bernama TV and Indonesian news channel Metro TV will be direct competitors. It will also have limited appeal to non-Malay speakers.
Margaret Lim, CEO of Carat Malaysia, said there was a demand for news in Malaysia, but the channel will require “quality of content, reach and ratings”.
Malay channel launches
KUALA LUMPUR - The governments of Malaysia and Indonesia have announced the launch of a Malay-language regional news television channel.
