KTSF Sales Flash - KTSF Channel 26

Vol.. IV, No. 3
What’s New
NIGHT SHIFT RETURNS!
KTSF Sales Flash
The Autumn Moon Festival, a traditional observance of bountiful harvest, is celebrated
each year in the Bay Area. One of the most important Asian holidays, it dates back to
the Song Dynasty. This year San Francisco’s Chinatown hosts the 2006 Moon Festival on
Sept. 23 and 24. The Silicon Valley Moon Festival takes place in Cupertino on Sept. 30
and Oct. 1. Contact KTSF Event Marketing expert Mike Moon to find out more about
event opportunities - 415.468.2626, ext. 7307.
and were reluctant to commit advertising dollars. The prevalent thinking was that Asians only
patronized Asian-owned businesses and, therefore, mainstream US companies would never be
by Michael Sherman, General Manager
able to attract Asian customers. In order to
dispel this widely-held belief, in 1986 KTSF
On September 4, 1976 KTSF Television
hired Gallup to conduct the first ever Chineselaunched in the San Francisco market and began language consumer study in the US.
airing Chinese and Japanese programming. With
The Gallup study clearly showed that Chinese
this schedule, KTSF became the first television
consumers essentially acted like all other constation in the country to broadcast programming sumers and placed importance on quality, conin Asian languages.
venience, service and value. In categories such
However, the KTSF story started 11 years
as groceries and financial services most Chinese
earlier when Lillian Lincoln Howell learned that were patronizing US owned stores and banks.
the FCC was making a license available for a
This study represented a major step for KTSF
new commercial television station in the San
since it demonstrated to advertisers that the
Francisco market. She applied for the license
Asian market was worth pursuing.
and was successful in winning approval from the
As soon as KTSF began attracting advertising,
FCC. It was her intention to start a television
Mrs. Howell reinvested the money in the stastation that offered programming to people that tion. KTSF was able to purchase a building in
no other station was serving – specifically proBrisbane, which provided ample studio and ofgramming in minority languages. After a decade fice space. New programming was purchased
of struggling to
and new people
get the station
were hired. The
on the air she
biggest step, howfinally launched
ever, was the
KTSF in Septemlaunch of the
ber of 1976.
Cantonese Evening
Mrs. Howell’s
News on February
struggles with
6, 1989. This prothe station didn’t
gram, anchored by
end with its
Mei-Ling Sze, was
launch. While
the first live Chithere was a relanese newscast in
tively long histhe United States.
tory of Chinese
The nineties
and Japanese in
saw continued
the San Frangrowth as the Bay
KTSF premiered the Cantonese Evening News in 1989
cisco area, the
Area technology
population was
boom fueled imnot of sufficient size to attract advertisers. Her migration from China, Taiwan and Southeast
commitment, however, was to serve these unAsia. KTSF responded to this expanded populaderserved markets and the lack of advertising
tion by adding additional programming including
did not deter her. For the next several years she more live news. KTSF also expanded its lineup
funded the cost of running the station out of
of originally produced in-language programming
her pocket.
and began to distribute this programming to
Demographic changes in the eighties allowed other outlets in the U.S.
her to expand her vision. When Filipino and
Despite the growth KTSF has seen over the
Vietnamese immigration increased, KTSF repast several years, one thing remains constant:
sponded by adding new programming serving
Mrs. Howell and her son Lincoln maintain the
those communities. The number of hours dedioriginal mission of the station – serving undercated to Chinese and Japanese programming
served markets. At a time when most media
also increased during that period. Advertisers,
companies are owned by large corporations,
however, were still not interested in the marKTSF is fortunate to maintain its family ownerket.
ship. Our 30 year celebration is really one of
What we realized then was that advertisers
honoring our dedicated owners and their unfailheld many stereotypes about the Asian market
ing service to the Asian community.
KTSF CELEBRATES 30 YEARS OF
BROADCASTING ASIAN PROGRAMMING
NIGHT SHIFT, KTSF’s popular youthoriented, late-night program, began
its second season in June. Hosts Brian
Tong, Pete Mar and Sabrina Shimada
are back along with two new field
hosts, Michelle Mokalla and Melanie
Eusebio. The Emmy-nominated program airs Saturdays at midnight on
KTSF and is also broadcast in the
Seattle and Sacramento markets.
NIGHT SHIFT continues its focus on
live music performances and interviews, short films and feature stories.
KTSF STAFF GARNERS AWARDS
American Women in Radio & TV recently honored KTSF with Kudo
Awards in three categories - Best
Non-English Program:Talk Tonight,
Best Non-English Host:
Orlando Shih, Best NonEnglish News Anchor:
Pei Chun Liao.
Pei Chun Liao
Coming August 8, at 8:00 pm...
Xin Zui Da Jin Zhi, a costume
drama/romance stars Nick Cheung,
Yoyo Mung and Chae Rim. In Cantonese with Mandarin SAP, and
Chinese subtitles.
3rd Quarter
2006
THE FROG PRINCE
The Frog Prince is a
magical love story. At
its center is Shan Jun Hao (Ming
Dao), the arrogant but charismatic
manager of Senwell Hotels. He is
about to marry his childhood sweetheart when he is involved in a car
accident and loses his memory. Ye
Tian Yu (Chen Chiao-en) is a beautiful but poor village girl with dreams
of marrying a Prince Charming of her
own. These two meet after Jun Hao
suffers his accident and loss of memory. The twists and turns of this
fairytale only begin here — as accidents occur and memory comes and
goes, love begins to blossom! The
Frog Prince stars Taiwanese idols Ming
Dao (Matt Lin), Sam Wang and Chen
PROGRAMMING NOTES
Weekend Update
Saturday
4:30 pm Cooking Program: Hong Kong Chefs Special
(Cantonese with Chinese subtitles), begins July 22
6:30 pm Drama: Sounds of Color (Mandarin with
Chinese subtitles), begins August 12
Sunday
6:30 pm Game Show: McDonald’s Minutes to Fame
(Cantonese with Chinese subtitles), begins July 16
Weekday/Weeknight Update
Monday - Friday
Chiao-en and airs on KTSF starting July
26 at 9:00 pm, Mon. - Fri. In Mandarin
with Chinese subtitles.
HIT GAME SHOW DEBUTS
SUNDAY NIGHT, JULY 16
McDonald’s Minutes to Fame,
Fame, a #1 entertainment program from Hong Kong, debuts on KTSF
Sunday, July 16, at 6:30 pm. Different contestants compete on each episode for prizes including $10,000 in cash! Contestants perform
on stage until one of the judges hits a gong
signaling an end to the performance. However,
for every second on stage, the contestant receives a prize. McDonald’s Minutes to Fame
airs in Cantonese with Chinese subtitles.
Meet the KTSF Sales Team
Ying Wang, Local Sales Representative, began her career at KTSF as Sales Assistant in
2004. She was soon promoted and now creates sales opportunities for local advertisers.
Before moving to the US, Ying was a manager
at the World Trade Center in China. She
earned a Business degree at SF State after
coming to the Bay Area. Ying speaks English
and Mandarin and has studied Japanese.
Contact Ying at 415.468.2626, ext. 7379, to
learn how advertising on KTSF can help build
your business.
1:00 pm Daai Drama: A Beautiful Life (Taiwanese
with Chinese subtitles), begins July 12
8:00 pm Golden Selections Drama: Xin Zui Da Jin Zhi
(Cantonese with Mandarin SAP, Chinese subtitles), airs
August 8 - Sept. 22
9:00 pm Golden Selections Drama: The Frog Prince
(Mandarin with Chinese subtitles), airs July 26 - Sept. 5
Airing on KTSF…
TALK TONIGHT
McDonald’s Minutes to Fame
Since its debut in February, Talk Tonight,
KTSF’s Chinese language late-night call-in talk
show has continued to build its audience and
develop a strong, devoted following. Hosted
by former news anchor Orlando Shih, Talk
Tonight presents a wide range of subjects and
guests, recently including Ma Ying-Jeou, a
potential presidential candidate in Taiwan’s
next election.
Nielsen ratings data shows that Talk Tonight
viewership has increased by 54% over KTSF’s
previous program in the timeslot, China
Crosstalk. (Talk Tonight 2/13/06 - 6/16/06 vs.
China Crosstalk 2/14/05 - 6/16/06, persons
18+).
Talk Tonight airs live weeknights from 11:00 11:30 pm and is rebroadcast weekdays at
noon.
Client: PG&E
Title: “Letting Go”
Languages: Cantonese and Mandarin
KTSF on the web
Feedback/Subscription Requests
Agency: IW Group
For subscription requests or for questions, comments, & ideas concerning
the KTSF SALES FLASH, contact Patty at pschneider@ktsftv.com or call
415/468-2626, ext. 7308.