ABC beams into Asia - Media - ABC Asia Pacific - Brief Article

Business Asia, March, 2002 by Tamsyn Smith

BECOMING A significant regional broadcaster and raising revenue will be the key goals of ABC Asia Pacific.

The new television service, beaming an extensive range of programming into Asia Pacific homes, was officially launched by the Australian Broadcasting Corporation last month.

ABC Asia Pacific television began broadcasting in December and already has a footprint extending from Bangladesh in the west, Korea in the north and as far east as the Cook Islands. Although fully funded under a contract with the Australian Department of Foreign Affairs and Trade, the new service is operating as a commercial entity.

Project manager for ABC Asia Pacific John Doherty says while the service has "adequate funding" for five years, the only way to grow is to raise revenue.

"Our key focus at the moment is to establish the service. It takes time to establish and get a clear presence in the market," he said.

"Once we have done that we want to grow the service ... we have a clear goal to become a significant broadcaster in the Asia Pacific region."

While increasing earnings is a target, Doherty also points out the service is not trying to compete with other broadcasters -- rather it is focused on providing a service that is unique and distinctive, "for the region, from the region".

Programming consists of a mix of news and current affairs, education, entertainment, lifestyle and sport, operating initially as a four hour repeating program loop, refreshed with up to date news services. This loop will be expanded to six hours in May.

Aside from the news and current affairs bedrock, (30 per cent of programming), strong emphasis is being placed on the growing consumer demand for English language educational shows.

For this purpose, a daily education program entitled Nexus has been developed, and also acts as a vehicle for showcasing Australia in terms of business, science and technology, and culture.

Doherty says the programming does reflect its Australian origins, but news and current affairs come from around Asia Pacific.

"We're seeking to engage the region by developing programming that reflects regional standpoints and viewpoints," he said.

He adds this is part of the uniqueness -- offering a look at events from a regional perspective rather than from outside.

The service is broadcast via two satellite platforms and can be accessed through in-country service providers or by direct-to-home satellite reception. ABC Asia Pacific is currently negotiating partnership agreements with service providers throughout the region.