The World: Hong Kong - BBC Worldwide readies BBC Prime launch

BBC Prime, BBC Worldwide's international entertainment channel, is set to be rolled out in South-East Asia.

According to the BBC Worldwide director of channels, Wayne Dunsford, the BBC has been studying the market for six years, but multichannel penetration has only now reached a viable level.

Key markets are Hong Kong, Singapore, Malaysia and Thailand. The channel will be run by Anne Chan, who joins from Time Asia.