HK firm rolls out in-bus ad offer to rival Roadshow

<p>HONG KONG: Celebrity-backed entertainment company Star East has stepped </p><p>in to offer an in-bus advertising platform despite protests over the </p><p>medium's high disturbance factor. </p><p><BR><BR> </p><p>Star East's Mobile Media subsidiary will be competing with Roadshow in </p><p>providing infotainment and advertising service delivered through TV </p><p>monitors in buses. </p><p><BR><BR> </p><p>The company has signed a deal to provide the service to the city's fleet </p><p>of 1,500 mini-buses. This is on top of an earlier agreement it signed </p><p>with New World First Bus. A Star East spokesperson said the company's </p><p>stable of local artistes would enable it to develop content, which will </p><p>also include news announcement as well as general entertainment </p><p>offers. </p><p><BR><BR> </p><p>The spokesperson said the service could be localised and segmented </p><p>according to time of day to suit advertisers' needs. </p><p><BR><BR> </p>