The Hong Kong Broadcasting Scene - 10 Advertising Modes

picture 10.1  Television10.2 Sound Broadcastingpicture

10.1 Television

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 (main period) 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 main period and in other hours. However, the utilization rate on the Chinese channels in the main period showed a gradual decrease from 97% to 82% over the past year.

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


Figure 26 : Utilization Rate of Commercial Time Allowed on English Channels


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