Star lures China-born Wu from MTV

HONG KONG: MTV Asia Online Entertainment has lost its Singapore-based general manager, Cindy Wu, to rival satellite broadcaster Star. The wholly-owned News Corporation subsidiary created the position of senior vice-president for China business development specifically for mainland-born Wu, who - according to MTV - is relocating to Beijing for "personal reasons". Wu's appointment is effective immediately and marks a renewed effort by Star to beef up its presence in the mainland. Wu was with MTV for a little over a year. Star's executive vice-president (China), Laurie Smith, said: "Cindy has a wide range of experience in the media industry in China and will be an invaluable asset." The broadcaster's Beijing office said the station sees strong prospects in developing its China media business further. Other new positions are expected to open soon as Star puts its plans in place to tap the mainland market's growth potential. With more than 12 years experience in traditional and new media in both Asia-Pacific and North America, Wu has been involved in numerous media-related projects. Prior to joining MTV, Wu also worked in the IT publishing industry in the US and China for several years. This included positions at IDG China and CMP Media Inc, during which time Wu launched newspapers and magazines such as the Chinese edition of Cosmopolitan under a licensing arrangement with Trends magazine. Wu's management expertise covers multinational operations, joint-venture development, international licensing, government relations, business development and sales and marketing. "The China media market is growing rapidly, and Chinese media consumers are becoming more sophisticated in terms of their tastes and needs," said Wu. "China's development is quite uneven between the east and west regions and in media, where there is an imbalance between the current supply and demand." She said demand for media has picked up tremendously, but supply was limited by a lack of variety, differentiation and quality. Wu believes Star is well placed to tap China's demand for better media choices. "News Corporation has a bigger vision for China than any other Western media company." Meanwhile, MTV Asia Online has promoted former Asiacontent.com executive Randall Maxwell to general manager. Asiacontent and MTV are partners behind MTV Online.

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