Even in its corporate structure, Phoenix seems to symbolize a greater China. It is based in Hong Kong and uses producers from the territory. Its financial backing and political ties are mainland Chinese. Yet several of its on-air personalities, including its star anchor Wu Xiaoli, are from Taiwan.
For all that, some experts here are skeptical that Phoenix will prosper in Taiwan's market. Videoland, a cable-television distributor owned by the powerful Koos Group, has agreed to promote the channel to cable operators here, and eventually carry it on its affiliated cable system.
Persuading the skeptics
But Videoland's president, C.Y. Chen, says Phoenix runs the risk of being perceived as little more than a privately owned CCTV. To persuade skeptics, he said, it will have to prove it is not just a better-packaged propaganda machine.
"We see things differently here," Chen said. "If they want to win eyeballs, they need to dedicate resources to Taiwan. They need to produce shows locally, with our point of view and perspective."
Phoenix declined to comment on its plans, saying it did not want to speak before it received formal approval from Taipei. People close to the channel said it did not plan to expand its editorial presence. It has only a few people here.
The company's main concession will be to drop commercials from China, which are banned in Taiwan, from its satellite feed.
Analysts say that Phoenix's caution reflects a belief that Taiwan will not be a huge source of revenue for it. But the company needs to tap markets outside China, because advertising revenue in its home market has slowed. And just getting on the dial here might be valuable as a way to increase its political muscle in Beijing.
"Part of Phoenix's job is to disseminate China's views abroad," said Andrew Collier, an analyst at Bear, Stearns in Hong Kong. "If they can do that in Taiwan, it will really help them with the Chinese leadership."
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