Hong Kong-based Asian channel operator, Celestial Tiger Entertainment (CTE), is launching its first dedicated over-the-top (OTT) linear channel feed.

The strategy kicks off with action entertainment channel Kix 360, which is scheduled to debut in Singapore in the fourth quarter of this year.

Kix 360 has its own 24-hour schedule and some dedicated content that will not be included in the traditional linear channel.

The OTT service, curated especially for mobile viewing, will roll out across Asia in the first half of 2016.

CTE will offer the authenticated service through existing pay-TV partners, which will have control over how the OTT option is offered to consumers in their markets.

CTE says the new linear service complements Kix’s existing linear and on-demand channels. The focus is extending the brand to create a dedicated service for connected mobile devices.

Kix 360 will offer a mix of combat sports, action series and movies, and both long- and short-form content. Titles mentioned so far include Bellator MMA, Glory World Series, Top Gear Korea, Top Gear USA and Top Gear Australia.

CTE’s new initiative follows demand from pay-TV platforms, eager to fend off the challenge from online services.

This is CTE’s third linear OTT service after cHK and Celestial Classic Movies (CCM), both of which are mirror services of the traditional channel.

CTE’s chief executive officer Todd Miller said the new channel was being curated to ensure the optimal viewing experience across devices.

This feature was first published in ContentAsia on 29 June 2015.