Lukewarm demand for CNY TV packages in Hong Kong

Said Maxus GM Jordan Lau: "The interest in CNY packages is decreasing from year-to-year. We are not seeing an increase in demand, even though the economy has improved. I think both advertisers and agencies are looking at return-on-investment, while keeping the budget in their pockets."

Lau also noted that there was no increment or major difference between the rate cards offered to advertisers for the CNY package in 2006 and 2007.

Neither terrestrial nor cable stations are rolling out any new offerings as part of their CNY packages, preferring instead to focus on tried and tested formulas - despite increasing competition from other media.

"CNY TVC packages remain packaged in the traditional sense," said Contract GM Michael Chu. "More people prefer watching DVDs, surfing the internet or going out; consequently, CNY and other festive packages are no longer a TV-only prerogative. Players like Yahoo and JCDecaux have been marketing CNY packages for quite some time already."

"Advertisers are also using their own databases to deliver greeting messages to customers via email or SMS. This has also impacted on interest in traditional CNY TVC packages," Lau added.