Distribution Programmed by Vietnamese for Vietnamese

About the Network
Saigon Broadcasting Television Network (“SBTN”) was the first
24-hour Vietnamese television network specifically programmed to
meet the needs of Vietnamese audiences living in North America.
SBTN attracts viewers from all segments of Vietnamese society, from
first generation to younger audiences, by offering a broad range of
originally-produced and acquired programming in the Vietnamese
language including news, drama, movies, documentaries, variety
shows, music, talk shows, kids programming and more. SBTN has
been delivering quality entertainment to one of the fastest-growing
Asian populations in America since 2002.
Distribution
SBTN is distributed by International Networks, a leading American
provider of single language and multi-ethnic television programming.
SBTN is available throughout the United States and Canada with
DirecTV, Comcast, Time Warner Cable, Cox Communications, AT&T,
Rogers Cable and many other video service providers. Over 80,000
households in North America choose to bring the highest quality
Vietnamese language television programming into their homes with
SBTN each month.
Programmed by Vietnamese
for Vietnamese
SBTN is headquartered in a state-of-the-art production facility in
Orange County, California, home of the largest Vietnamese population
in America. SBTN is able to draw from a large pool of talented staff,
themselves members of the Vietnamese community, to help stay in
close contact with the information and entertainment needs of their
audience. The majority of SBTN’s news, variety and music programming
is produced in-house, while films and drama series are acquired from
outside suppliers including the highest quality productions from Korea,
Hong Kong, China and other Asian sources.
SOURCE: AUGUST 2008 SUBSCRIBER PROJECTIONS
Viewer Insights
The Valuable
Vietnamese Audience
Vietnamese consumers represent a virtually untapped market. As a
group, they’re interested in a wide variety of products with a particular
interest in those that can benefit the entire family. SBTN provides a
highly desirable, uncluttered environment to reach this target consumer
and can open the door to a new and growing market segment for
products and services.
Family is top priority
The Vietnamese cultural unit is the family, not the individual.
Family members of all generations often live together and watch
TV together. SBTN’s authentic, broad-based, family-oriented
programming is designed to provide something for everyone.
Mainstream entertainment news and other shows air in English,
subtitled in Vietnamese, targeting younger viewers growing up
with English as a first language.
Connected to the culture
Asian groups overall, including the Vietnamese, value a connection
to their culture and the language of their homeland. SBTN is the only
television outlet in America providing updates of news from Vietnam,
variety shows featuring Vietnamese artists, cultural programming and
more, all originally-produced in America by Vietnamese Americans in
the Vietnamese language.
Brand Loyal
In the Kitchen with Uyen Thy
Vietnamese Americans are highly brand loyal, particularly when
advertisers make the effort to communicate in their native language
or reach them in a localized environment. SBTN offers advertisers an
opportunity to establish a relationship with this increasingly affluent,
growing consumer audience.
Eager Media Customers
Vietnamese Americans are heavy TV viewers, avid readers and
eager users of a variety of media. Media helps Vietnamese
Americans maintain a tight connection within their own
communities and family still in Vietnam.
Vietnam Close Up
Effective Marketing
Building brand loyalty is a high priority for every business. Marketing
directly to the Asian American community can prove very effective in
winning over this group. A recent study showed that
70% of Asian Americans believe that companies
who advertise to them care about their community.
Once a brand name is established, the study showed that
72% of Asian Americans cited brand names as
a strong influence on their purchase decision.
This is compared against 34% for the general population.
SOURCES: ASIAN AMERICAN CONSUMERS, ALF NUCIFOR, AND BIZJOURNALS.COM. JOURNAL OF CONSUMER MARKETING, KAUFMAN-SCARBOROUGH
Programming
News and Information
SBTN keeps viewers informed and connected to their culture and
community with programs such as:
SBTN Daily News: Up-to-the minute news reports.
Daily News with Dieu Quyen and Bao Chau: Information from all
points of the globe, from Vietnam to local communities.
The Victoria To Uyen Show: A mix of Hollywood celebrities, local
business leaders, scholars, athletes, politicians, and others in a
one-on-one interview setting.
Tuong Thang and Do Phu: Unique weekly discussion of current events
from Vietnam to the U.S., as well as global issues from a Vietnamese
American perspective.
Advertiser’s Note: Daily news programs provide an opportunity to
reach adult males as well as community leaders and are ideal for
automotive, travel, banking and financial, insurance, legal and
pharmaceutical product advertisers.
Drama and Movies
From Hong Kong martial arts movies to Korean soaps to full-fledged
epic, period dramas from China, SBTN airs programs that celebrate
Asia’s rich and colorful history. It’s one way young Vietnamese Americans
can stay close to their distinctive culture and heritage.
Vietnamese daytime audiences love a good story. And with so
many senior members of the family traditionally living in the
same household with their younger families, the daytime
audience is a big one.
DRAMA
Korean dramas are hugely popular throughout Asia and have been
discovered by Asian Americans as well. These dramas are particularly
popular with females but attract family viewing due to the story lines,
high production values, character development and intricate plots.
MOVIES
The hottest Chinese movies from Hong Kong air daily on Hong Kong
Movie Express. SBTN’s film library features the biggest stars including
Chow-Yun Fat, Jet Li, Jackie Chan, Gong Li, Tony Leung and Andy Lau,
along with rising newcomers.
Advertiser’s Note:
Daytime drama and entertainment
programming provides an opportunity
to target women and seniors.
SBTN Originals
Something for every member
of the Vietnamese family
SBTN original entertainment programs are created by Vietnamese
producers in America and are directly relevant to Vietnamese families
living here. SBTN originals are produced as general entertainment
programs for the whole family to enjoy.
SBTN airs an assortment of entertainment programs. These programs
vary from fun and lively celebrity talk shows, educational and
insightful documentaries, to competitive and eccentric game
shows and cooking shows.
Top SBTN productions include shows such as Vietnamese Family
Life in America, Talent Search Show, Vietnam Close Up, In Focus,
In The Kitchen, Behind the Music with the Stars, The Viet Model
Project, and more!
SBTN music shows appeal
to young Asian viewers
Each night, the evening kicks off with a range of music video shows
aimed at young and assimilated Vietnamese Americans.
Musical entertainment specials include Vietnamese pop idols TRISH,
CARDIN, Lam Nhat Tien and more. In addition, SBTN features
The Lam Quynh Music Request Show, showcasing the best pop,
alternative and hip-hop performers on the Asian music scene.
Advertiser’s Note: Young, image-conscious Vietnamese Americans
connect with their youth-oriented culture from home and offer a
receptive audience for advertisers with strong youth brands.
Children’s Programs
In addition to original productions, SBTN commissions programming
from highly-acclaimed sources such as The He Tre, Van Son Productions
and Asia Entertainment to bring a steady supply of music, cultural
and children’s programming to the network.
Learning Vietnamese and Culture with The He Tre offers Vietnamese
folk stories daily to keep children of all generations connected with the
language of their heritage, while entertaining families.