May 7, 1997

CABLE TV Launches Commercial Airtime Sales

Hong Kong Cable Television Limited (CABLE TV) announced today (7 May) that subsequent to Legislative Council’s amendment of the Pay-TV subsidiary legislation, CABLE TV is enabled to carry advertisements from June onwards and the Station will fully enter the local advertising market in July, 1997.

The launching ceremony, which took place at The Hong Kong Hotel, was hosted by Mr. Stephen T. H. Ng, Chairman and Managing Director of CABLE TV and Mr. Samuel C.C. Tsang, CABLE TV’s Enterprises Director.

“By launching the commercial airtime sales, CABLE TV is providing quality alternative advertising opportunities to enhance the choices of advertisers,” said Mr Ng, “and the greatest competitive edge of CABLE TV rests upon its appealing subscriber base, which represents the young, affluent and well-educated market segment that is valued highly by advertisers.”

Describing CABLE TV Airtime Sales as On-target advertising on television which is an entirely new, unique premium service in Hong Kong, Mr Ng further pointed out that the multi-channel programming format of CABLE TV would offer advertisers the most cost effective means to reach both prime time and fringe time audience of different target groups.

While CABLE TV enjoys some flexibility over terrestrial TVs, however, special considerations will be taken on individual channel. “For example, for live telecast of sports events, CABLE TV will only accommodate natural breaks, whereas for Movie Channels, there will be only one minute opening break per title,” said Mr Tsang.

In addition, to guarantee CABLE TV’s premium services, the Station will purposely limit the commercial airtime to 5 minutes per clock hour with maximum 4 breaks, in spite of its 10-minutes-per-clock-hour entitlement.

Finally, Mr Tsang concluded that CABLE TV Airtime Sales, as the Station’s strategic endeavour, is “reaching effectively the people who could hardly be reached.”

CABLE TV is one of the top five media in Hong Kong, offering viewers high quality programmes from its flapship channels of News, Movie and Sports, and also acclaim documentaries and pay-per-view programmes.

Mr. Stephen T.H. Ng, Chairman and Managing Director of CABLE TV gave a speech at the launching ceremony

Mr. Samuel C.C. Tsang, CABLE TV’s Enterprises Director gave a speech at the launching ceremony

Mr. Stephen T.H. Ng, Chairman and Managing Director of CABLE TV (right) together with Mr. Samuel C.C. Tsang, CABLE TV’s Enterprises Director (left) announced the launch of CABLE TV's Commercial Airtime Sales

Mr. Stephen T.H. Ng, Mr. Samuel C.C. Tsang and all the staff from CABLE TV Airtime Marketing & Sales Department