The Hong Kong Broadcasting Scene - 15 Hong Kong as a Stepping Stone into the Mainland Market

The Mainland, as the hinterland of Hong Kong, is a potential market for both local and overseas broadcasters. The broadcasting industry in the Mainland is a huge market with advertising sales estimated at US$3.3 billion and about 360 million households in 200316. Hong Kong, due to its proximity to the Mainland, is a springboard to this vast market. The Government has been working actively with the Mainland to facilitate Hong Kong television operators entering into the Mainland market through the Mainland and Hong Kong Closer Economic Partnership Arrangement (CEPA).

Some broadcasters have secured the landing rights in the Guangdong province of the Mainland. Phoenix Chinese Channel, Phoenix Movies Channel, and China Entertainment Television (CETV) were among the first to be granted the landing rights in 2001, followed by Xing Kong Wei Shi channel in 2002. The two domestic free television programme service licensees, ATV and TVB, also secured the landing rights in Guangdong province of the Mainland in 2002 and 2004 respectively.

Many channels of the non-domestic licensees were allowed to be broadcast to 3 star or above hotels and foreign compounds in the Mainland.

16Source : Report on China's TV industry by China eCapital.


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