PHILADELPHIA—TV programming is following the way of the popular trend of Americanized Asian food like California rolls, sweet and sour pork, and beef broccoli. Using TV programming made by Americans of Asian descent or made with Asian elements, Comcast, the nation’s largest cable operator and home Internet service provider recently added Cinema Asian American to its on demand menu.
Beginning from Dec. 1, all of Comcast’s 22.9 million digital video customers will get access to award-winning movies, hard-hitting documentaries, and envelope-pushing short films. The programming will be a mix of free and fee-based content.
The launch is part of Comcast’s continued focus on expanding its foot in the entertainment business. The company has been waiting a year for government approval of its $30 billion deal to acquire NBC Universal. Once approved, Comcast will hold 51 percent share of NBC Universal’s business in TV network, cable channels, online video, and movies.
The content will primarily be English language and those presented in-language will have English subtitles. American consumers are a proven audience for non-English films: “Crouching Tiger, Hidden Dragon,” was an Oscar winner and the highest-grossing foreign-language film in American history.
"There are so many incredible films made by Asian-American filmmakers," said Chi-hui Yang, an Asian-American film programmer in New York who is curating Comcast's programming. The content will be refreshed every month.
According to Diana Kerekes, vice president of Entertainment Services for Comcast, Cinema Asian American will have a specific focus on independent films, including both documentary and fiction. Kerekes says the programming "reflects the diverse interests of our customers."
According to the company, the inaugural programs offered between Dec. 1 and Jan. 3 include a selection of award-winning films that have received honors both commercially and critically. The December lineup is made of two thematic groupings of films that include films featuring characters taking romantic, impulsive, and idealistic approaches to life's challenges and internationally award-winning documentaries.
