The Hong Kong Broadcasting Scene - 11 New Advertising Modes
11.1	Television Advertising Time 11.2 Sound Broadcasting

The code of practice on sponsor identification and product/service sponsorship in programmes were relaxed by the Authority in mid-2003. ATV and TVB started to include sponsor's names/products in programme titles or programme proper. The placement of sponsored products in drama series, such as "Virtues of Harmony II" (皆大歡喜) and "Ma Ma I Love You" (媽媽真的愛你), and magazine programmes, such as "Pleasure and Leisure" (都市閒情) and "Family Wisdom" (開心大發現), became more common. TV audience generally found the relaxation acceptable. There were a handful of isolated complaints on the relaxation and only one was found substantiated.

11.1 Television Advertising Time

Under the current regulation, ATV and TVB are allowed to broadcast a total of 10 minutes of advertising per hour between the period from 5:00pm and 11:00pm and a maximum of 18% of the total broadcast for the remaining hours (other hours). An analysis on the advertising usage by both stations showed that the Chinese channels recorded a higher utilization rate than the English channels both in the period from 5:00pm to 11:00pm and in other hours.

Figure 24 :  Utilization Rate of Commercial Time Allowed on Cantonese Channels



Figure 25 :  Utilization Rate of Commercial Time Allowed on English Channels



1 History 2 The Broadcasting Landscape 3 Transmission Modes 4 Penetration of Different Broadcasting Services 5 Broadcasting revenues 6 Investment in TV Industry 7 Viewing Habits 8 Programme Sources 9 Programme Genres 10 Programmes and Channels for Minority Ethnic Groups in Hong Kong 11 New Advertising Modes 12 Compliance with Regulatory Requirements 13 Developments of Pay TV Services in Hong Kong 14 Hong Kong as a Regional Broadcasting Hub 15 Hong Kong as a Stepping Stone into the Mainland Market