Li TV (short for Life Inspired), Asia's first comprehensive lifestyle television channel, is set to capture a larger audience amid growing affluence in the region. Li TV has managed to secure about 12 million viewers in the region within the relatively short period since its debut in 2009.
Li TV Holdings Ltd general manager Anne Chan says it is targeting to raise viewership to between 48 million and 50 million over the next five years through various partnerships with cable TV operators.
It currently has about four million viewers in Malaysia.
She says people are now more conscious of lifestyle with the rising affluence in the market, adding that the pay-TV segment has entered into a new stage where lifestyle takes prominence over general entertainment.
“People are more health conscious and programmes on food alone is just not enough to meet their growing demand for a holistic lifestyle. Although we are still small unlike our competitors, we are very targeted and this has given us a niche in the market,” she tells StarBizWeek in an interview.
Li TV is the only channel in Asia that has a dedicated health programme and the first one to bring body and home programmes in the region.
“We have the right products for the right customers. We build and develop programmes that fit the needs of our audience who are savvy and affluent,” she says.
Since Asians are getting more affluent, advertisers will need to be more targeted to market their products and services in an effective platform and this is where they can capitalise on a comprehensive lifestyle channel like Li TV as their marketing tool, she adds.
In terms of competitive edge over other players, Chan says its programmes centre around five aspects of an ideal lifestyle food, home, wellness, travel and style.
On its expansion plans, she says Li TV is looking at collaborating with cable TV operators in Thailand, China and South Korea. Plans are afoot to venture into Australia and Japan in the near future.
Li TV, which is owned by Li TV Holdings and operated by its subsidiary Li TV Asia Sdn Bhd, is headquartered in Malaysia and has regional operating offices in Singapore and Hong Kong. It has dedicated lifestyle programmes in five markets, namely Hong Kong, Taiwan, Indonesia, Singapore and Malaysia. Star Publications (M) Bhd currently owns 51% in Li TV Holdings.
Meanwhile, the latest second quarter 2012 regional Pan Asia-Pacific Cross Media Survey (PAX) study shows that Li TV in Malaysia is consistently ranked in the top spot by having the highest percentage of viewers enjoying all aspects of lifestyle. This was in comparison to all lifestyle TV channels in the region when it comes to spending and making premium lifestyle choices.
The findings provide a comprehensive overview of media consumption and product usage of affluent consumers which account for the top 20% of the population by income.
Chan adds: “For instance, a Li TV viewer in Malaysia that belongs in the top management who spends over RM3,000 via his credit card every month places high importance on his health, possesses the most modern appliances, HDTVs, laptops, smartphones, cars and luxury watches, live in private properties as well as enjoy taking leisure holidays.
“This is a tipping point of an exciting era where audiences are increasingly savvy. Li TV is a very targeted destination for any lifestyle brands which are willing to engage the right demographic in the right environment at the right time.”
Li TV can be viewed on channel 728 on Astro Byond HD.