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Fox’s programming honcho Joon Lee on branded shows, Turner’s troubles and the pan-Asian content conundrum
Joon Lee heads up programming for Fox International Channels across the region.
In this interview, FIC’s head of content and communications, Asia Pacific and the Middle East, talks to Mumbrella Asia’s Robin Hicks about branded content, how to create a show the works across Asia and why watching television qualifies you for his job.
What’s the hardest part of your job?
Trying not losing my mind! We are a regional, multi-lingual, multi-media player. We’re deeply de-centralisted and localised, and there’s no wrong answer for each market. Different countries want different things. And as head of content for Asia and the Middle East, finding ways to stay balanced is tough. It’s hard to stay realistic about what we can and cannot do.
What’s the secret to creating a programme that is popular among audiences across Asia?
It’s almost impossible to create or find a show that works well in every single market, especially with English-language programmes. We would not expect an English show to be number one in every market. Korean and Chinese content seems to work best regionally. But even that has its limitations – it is less likely to work in India or the Middle East.