consider that the concept of
“cross‐media” is not
adequate to describe the
major development trends in
world media, and I prefer
the expression “omni‐
media”. The current process
of the expansion of media in terms
of concept and significance requires
a concept of omni‐media; secondly,
when the media is becoming
complete in terms of structure and
organisation, Phoenix Satellite TV’s
global network means that Phoenix
can operate on the internet and
generate and coordinate
programming, including news
content, and is able to select the
news resources that are seen and
heard; thirdly, regarding the omni‐
media of content resources,
Phoenix has already become an
omni‐media group ‐ besides six
television channels, it also has an
internet website, a magazine, radio
broadcasting, a publication
business, an education venture, a
film‐making business, and an
urban LED advertising business,
and these resources are in fact
already very well integrated and
I
not only reduce the capital required
but in fact on a large scale represent
multiplication, not addition; and
finally, we have the omni‐media of
all forms of products. The iPad and
iPhone4 are in fact a form of omni‐
media but do not represent the full
extent of omni‐media, and we look
forward to the appearance of an
increasing number of omni‐media
products.
What are your editorial priorities?
I place great emphasis on the skills
of individuals. We have a good
platform, and a corporate culture
that people admire, and this is all
the product of the work of high
quality media people who have the
will to make the media a success.
Who are your viewers?
Phoenix covers over 150 nations
and regions, our audience is global.
So if you are anywhere where there
are many Chinese, ask whether
people have seen Phoenix and you
will always get a positive answer.
Our main audiences are Chinese
people, and foreigners who
understand Chinese.
OMNI-MEDIA
GOING
With the establishment of Phoenix in 1996
China finally had a channel which could
convey the real voice of the Chinese to the
Chinese and to the entire world, says Liu
Changle, founder and CEO of Phoenix
Satellite TV. Liu has been named as one of
the Top Ten Outstanding CEOs in China and
under his direction Hong Kong based
Phoenix has grown into an integrated multi-
media group – the company went public in
2000. The next step, Liu says, is developing
omni-media: what does he mean by that?
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