MUMBAI: Star TV's general manager in Taiwan, Ivan Yuan Chih Yeh has moved to China Entertainment Television (CETV) Broadcast Limited this week as its chief executive officer.

Yeh's appointment follows that of Starr Zhou, a veteran from Hunan Economic Television who recently joined CETV as Channel Controller, responsible for day-to-day operations. Yeh, who has over 18 years broadcast experience, was general manager, News Corp's Star TV in Taiwan. During his time there, from 2001-2004, he oversaw five of Star channel's operations, turning them around and making them profitable, says an official release.

CETV is a subsidiary of TOM Group and is owned 36 per cent by Time Warner. It is a 24-hour Mandarin channel providing high quality, innovative entertainment to mainland China. CETV was the first foreign channel to be granted landing rights in the Guangdong area and reaches over 2.3 million households in the Pearl River Delta and transmits via the Asia Sat 3S Satellite and from China's central platform, to 23 million households across mainland China, says the release.

As CEO, Yeh will bring strategic vision and provide leadership in helping CETV achieve its goal of expanding coverage and distribution within the China and building CETV into one of the leading satellite channels. He will also be responsible for planning and business development, focusing on overall programming direction, distribution, marketing and sales. He will also be active on the international front, exploring alliances and establishing tie-ups with other strategic partners.

Before joining Star, Yeh was a central figure in the Taiwan radio sector joining Feng-Ming Broadcasting Co. Ltd in 1986, after which he founded Kiss Radio (Kaohsiung Interactive Super Station) in Southern Taiwan in 1993 and GoldFM Network in 1998. Yeh currently holds directorships in these two radio stations and is also the chairman of GoldFM Network, says the release.