In 1996 Phoenix Television started as a medium broadcast channel. Born in Hong Kong, where entertainment is the main focus, the network found it difficult to compete with local media conglomerates such as TVB and PEAR; these channels had already gained the most of the market share in Hong Kong. Thus, Phoenix switched their focus and redirected the target audience to Mainland China.
While Phoenix corporate owner’s Murdoch centers their broadcast focus on entertainment, Liu ChangLe centered its broadcast focus on the broadcast news, which can be seen as a high risk. A survey conducted by the television