The 24-hour channel will feature Hokkien and Mandarin dramas and variety shows sourced from Taiwan and the region. It is also SingTel's first self-packaged channel.
Goh Seow Eng, chief, digital home at SingTel, told Campaign that the telco is considering producing its own programmes for Jia Le Channel at a later time.
“For now, we are going to purchase drama serial from overseas like Taiwan. Own production is more costly, but we will consider that. We might also launch more packaged channels like this,” he added.
Jia Le (Channel 88) is targeted at Singapore's Hokkien-speaking community, which constitutes some 40 per cent of the country's total Chinese population.
SingTel will also be offering a catch-up service – Jia Le On-Demand (Channel 288) – to allow customers to catch up on their favourite shows anytime within 24 hours after an episode premieres on Jia Le Channel.
The Jia Le Channel will officially commence broadcast at 8pm with Lee’s Family Reunion of over 260 episodes. Among other drama serials to be featured are A Stepmother’s Love, None is Born, First Theatre and An Heir of Love.
Goh noted that Mio TV has some 313,000 subscribers as at end-March 2011, the end of its financial year.
