Former Hong Kong International Film Festival director Peter Tsi has joined Chinese production and artist management company, Soft-Trek Media, as general manager of content development and production.

Tsi will be overseeing the production of TV and new media content at Soft-Trek, which is part-owned by Hong Kong-based media investment group Fireworks International.

Soft-Trek will also be providing consultancy services to affiliate company Asia Television (ATV), which is Hong Kong 's second largest broadcaster.

'Working closely together with our affiliates such as ATV, we shall be expecting some really exciting projects in the near future,' said Tsi. 'Currently we are meeting with various producers and directors to explore production opportunities.'

Fireworks and Hong Kong's Cha family gained government approval in June to take a controlling stake in ATV. The investment group, which is backed by Dutch bank ABN-Amro, has also invested in South Korea's Taewon Entertainment which has credits including upcoming martial arts epic Three Kingdoms - Resurrection Of The Dragon.

Soft-Trek, which has offices in Hong Kong, Shanghai and Beijing, is headed by Louis Page, a former executive at Hong Kong's leading broadcaster TVB and its affiliated Shaw Brothers Studio.