BEIJING: Rupert Murdoch's Hong Kong-based satellite TV company Star TV has named its first senior vice-president of corporate communications in China.
Liu Heung Shing has taken the role alongside his existing position as executive vice-president of corporate communications for parent company News Corporation.
In his expanded role, Liu will run marketing, government and media relations in China.
A key challenge will be lobbying the Beijing administration to grant a broadcasting licence to the company, which would allow broader access to the Chinese satellite TV market.
'This is a challenging time as China will soon join the World Trade Organisation,' said Liu.
'As the Government introduces reforms in the broadcasting and new media sector, we are well positioned to forge partnerships and march forward in the China market.'
Star TV broadcasts five channels in China, including National Geographic and Phoenix Chinese Channel, with limited rights of access.
Liu will report to Star TV executive vice-president Laurie Smith, who took up his current position just last month. Smith is also chief operating officer for News Corporation, China.
'Lui will help Star capitalise on opportunities arising from regulatory and technological changes in the media industry. He will be a key member of our management team in China,' said Smith.
Liu joined News Corporation from Time Warner where he was chief representative in China from 1997.
He began his career in photojournalism with Time, Stern, and the New York Times, culminating in his winning the Pulitzer Prize for Spot News Photography in 1992.
Star TV's channels currently reach 51 million homes in mainland China.