Sony aims to tap modern women's market

Hong Kong - SPE Networks Asia has launched Sony Entertainment Television (SET), an English-language entertainment channel on now TV targeted largely at modern women.

Sony said the launch of the channel recognises the increasing power and importance of the 20 to 30-year-old urban career women's market.

SET programming will include drama, lifestyle reality, celebrity-driven variety shows and talk shows including the likes of Cashmere Mafia, fashion-makeover series Tim Gunn's Guide to Style and lifestyle reality programs like Top Design and Top Chef.

Ricky Ow, senior VP & GM for SPE Networks said the channel will be the first pay-TV channel in Hong Kong to provide content specific to female viewers.

"This unique SET entertainment formula will definitely indulge the mind and senses of today's cosmopolitan urbanites and be their choice of entertainment," Ow said.

Voo Chih-Yeong, executive director, affiliate sales & marketing and head of SET, said Hong Kong is the second TV market after Singapore to launch SET.

Voo said a variety of media from above-the-line to PR to promote the channel, including bus campaigns and print in a selection of female focused magazines such as Marie Claire, Elle, SCMP Post, Next Magazine and online banners on she.com.

He added that SET will also work in partnership with major brands and launch fashion culinary events in the near future.