Cheng, who is based in Taiwan, will take direct responsibility for all Taiwan activities including advertising sales, marketing and distribution.
He will report directly to Kathy Sun, newly-appointed managing director, Greater China.
Cheng brings to ESPN STAR Sports management experience in the media and sports industry both in Taiwan and internationally.
He executed Taiwan’s first live broadcast of the popular Chinese Professional Baseball League and also directed the first televised lottery there. He has also held senior management positions with Taiwan and international cable television companies. Just before joining ESPN STAR Sports, he was a consultant with an internet company.
Cheng specialises in media promotion, management, marketing, media technology and communication research.
