The Hong Kong Broadcasting Scene - 10 Advertising Modes

picture 10.1  Television10.2 Sound Broadcastingpicture

10.2 Sound Broadcasting

Under the licences, sound broadcasting licensees were allowed to broadcast advertising materials not exceeding 12% of the broadcasting time. On the Cantonese channels, about 4.2% of the broadcasting time was used for advertising material (representing a 35% utilization rate), while the utilization on the English channels was much lower at 0.2% of the broadcasting time (1.9% utilization rate). The utilization rate on the Cantonese channels fluctuated between 28% and 41% during the period under review.

Figure 27 : Utilization Rate of Commercial Time Allowed on Radio


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