Sony Entertainment Television (SET)

World Screen Weekly, November 12 2008

CHANNEL: Sony Entertainment Television (SET)

COUNTRIES: Singapore and Hong Kong

LAUNCH DATE: July 29, 2008, in Hong Kong

OWNERSHIP: SPE Networks—Asia, part of Sony Pictures Television International

DISTRIBUTION: SET is available in Singapore on mio TV and in Hong Kong on now TV, with further launches in other markets in the pipeline.

DESCRIPTION: Positioning itself as the destination for smart, stylish entertainment for the modern empowered female, SET delivers English-language programming in the genres of drama, lifestyle, reality, celebrity-based series and talk shows.

SENIOR MANAGEMENT:

Executive Director, Affiliate Sales & Marketing, SPE Networks—Asia & Head, SET: Voo Chih Yeong

PROGRAMMING STRATEGY: From SPE Networks—Asia, which has a successful ten-year history in the region with the cable channel AXN, as well as the more recent launches AXN Beyond and Animax, SET looks to be a one-stop shop for what’s trendy on TV. The network airs everything from first-run programs to all-time favorites from the U.S, and aims to be "the destination channel for smart, stylish entertainment for modern individuals," says Voo Chih Yeong, the head of SET.

"SET will greatly appeal to viewers because the channel is fresh, modern and most of its offerings are brand new to Hong Kong viewers," adds Yeong. "There isn’t really any such channel like it available in Hong Kong either." SET is the first pay-TV channel in Hong Kong to target a contemporary audience with high-quality, English-language programs, with an emphasis on female-driven content. Its programming often has a focus on style, lifestyle and pop culture, and is anchored by strong female leads. This includes drama series like Cashmere Mafia from Sex and the City creator Candace Bushnell, as well as Desperate Housewives and Charlie’s Angels.

Also on the network’s grid are reality series from Bravo in the U.S. like Top Chef, a cooking-based reality show; Top Design, an interior-decorating series; and Shear Genius, focused on the art of hair styling. Also from Bravo is Flipping Out, centered on an obsessive-compulsive house flipper and his quirky staff.

Tim Gunn’s Guide to Style features fashion makeovers, while America’s Next Top Model, with Tyra Banks, chronicles young women’s transformation into potential supermodels. SET also features celebrity-driven variety shows like Spice Girls: Giving you Everything and Pussycat Dolls: The Search for the Next Doll. The channel’s schedule is rounded out with sitcoms such as 3rd Rock from the Sun and That ’70s Show. SET is also home to The Rachael Ray Show, featuring the eponymous host presenting simple solutions to everyday issues.

Although the schedule is dominated by U.S. fare (with Chinese subtitles) Yeong says that "there is a possibility of SET original programs in the future."

WHAT’S NEW: Among the channel’s recent launches were the next installment of the Pussycat Dolls series, Pussycat Dolls Present: Girlicious, and the concert special Rock N Style. Other shows launching in November include Better Half and the second season of the variety series What it Takes.

In December, the fourth season of So You Think You Can Dance will hit the air. As will Mariah Carey: The Adventures of Mimi, featuring the award-winning singer’s concert tour, and the hit drama Grey’s Anatomy. Kicking off the new year in January will be the second season of Shear Genius, while Top Design returns in its sophomore season in February, along with Millionaire Matchmaker.

Looking ahead, Yeong has "goals for SET to expand and increase penetration in the Asia region." In addition, "more new-media offerings are in the pipeline.” The channel has a dedicated website for viewers in where “visitors can watch trailers of upcoming shows, take part in online contests and get the most updated TV schedules," explains Yeong.

WEBSITES: www.set-asia.com and www.set-singapore.com