Hong Kong-based Celestial Pictures has appointed Jeffrey Soong as managing director of its newly opened Taiwan office.

The new outpost aims to expand the distribution of Celestial’s TV channels in Taiwan and also develop film and TV series co-productions, explore new media licensing opportunities and raise its profile in Taiwan’s entertainment scene.

Reporting to Celestial CEO Ross Pollack, Soong will work closely with Celestial’s management team in Hong Kong as well as its Beijing branch office.

“Taiwan’s important role in Chinese entertainment is unquestioned and as a Chinese content company, it is imperative we have a local presence there. We are fortunate to have Jeffrey join our senior management team. With Jeffrey’s proven record of achievements, his commercial acumen and all-around media experience, he will be a valuable asset to Celestial Pictures as we expand our businesses in Taiwan,” said Pollack.

A veteran of the media industry both in the US and Asia, Soong was most recently CEO and managing director of Infinio Group where he led the transition of the group from a private trade schools operator to a media solutions and services provider listed on the Singapore Stock Exchange.

Topics