China Movie Channel announced plans to relaunch a premium subscription channel during a press conference in Beijing on April 15, aiming to create a movie platform tailored to audiences' needs, especially movie enthusiasts, while aligning with current trends in television and new media.

Chinese actor Jackson Yee holds a certificate naming him the ambassador of the CHC Movie Fans Channel at a press conference held in Beijing, April 15, 2024. [Photo courtesy of China Movie Channel]

The upgraded channel, formerly named China Home Cinema (CHC) HD, will be rebranded as "CHC Movie Fans Channel" and is set to begin broadcasting on May 1. Under the guidance of the National Radio and Television Administration (NRTA) and operated by Huacheng Digital Movie & TV Co., Ltd., the channel will focus on serving movie fans as its core value. China's heartthrob young actor, Jackson Yee, has been invited to serve as the ambassador for the relaunched channel.

"Being an ambassador for the channel is not only a recognition of my acting career but also endows me with the social responsibility of spreading the art of cinema and the power of emotions," Yee said. "I look forward to the new channel bringing innovation in enriching the cultural connotation of movies and meeting the personalized needs of the audience, allowing movie fans to fully enjoy the pleasure of watching films."

The movie star will collaborate with China Movie Channel host Lan Yu to create a promotional film for the new channel.

Yang Yong, deputy director of the NRTA's media organization management department, congratulated the channel on the occasion and praised the achievements previously made by CHC HD and the China Movie Channel Program Center. He expressed hope that the rebranded channel will continue to present high-quality content for viewers, promote excellent Chinese films and film culture, and contribute to the development of the Chinese film industry.

Zhang Ling, chief editor of the China Movie Channel Program Center, stressed that the decision to upgrade and rebrand "CHC HD" to "CHC Movie Fans Channel" came after extensive research. The change highlights the channel's focus on its core audience of movie enthusiasts and leverages the movie channel's vast high-definition movie resources. The rebranded channel is dedicated to enhancing the participation and interactive experience of movie fans. At the same time, the channel will actively explore new models of all-media operations and multi-channel development to meet the personalized viewing expectations of audiences in the current all-media era.

Executives and guests relaunch the CHC Movie Fans Channel at a press conference held in Beijing, April 15, 2024. [Photo courtesy of China Movie Channel]

The national movie network, China Movie Channel, also known as CCTV-6, now boasts over 11 million subscribers across its three premium subscription channels: CHC Family, CHC Action, and the newly rebranded CHC Movie Fans Channel. Moving forward, the network plans to broadcast more Chinese and international movie classics and blockbusters while creating more fan-oriented screening times and shows.

The channel will adopt the perspective of movie fans, utilizing the latest audio and video technology to facilitate multi-screen interaction and comprehensively enhance the viewing experience. Additionally, it aims to establish a community for movie fans and promote the aggregation of film culture, creating a unique place connecting movie enthusiasts and audiences.

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