Time gap slows usual CNY windfall for HK TV

Both Television Broadcasts (TVB) and Asia Television (ATV) had been offering roughly the same level of discounts as last year. At TVB, by far the more dominant Hong Kong broadcaster, the 'Kung Hei Fat Choy' greeting package offered 57 per cent off ratecard rates. Costs of packages ranged from US$4,880 to $12,200 on the Chinese-language Jade channel, and $6,170 on the English-language Pearl channel, depending on the number of times a spot is to be aired, and the duration of each spot -- five or 10 seconds. Spots would air in prime time as well as during the day. Angela Tong, who stars in the Life Made Simple drama on TVB Jade, had been promoting the package on-air since mid-December. On ATV, which broadcasts the Chinese-language Home channel and the English-language World channel, celebrities from the Happy Family sitcom promoted ATV's Chinese New Year packages, also called Kung Hei Fat Choy, the traditional Chinese New Year greeting. Prices ranged from HK$26,000 (about US$3,330) to $64,000, depending again on the length and number of spots. Both broadcasters included production costs in their packages. Chinese New Year ads are usually static greetings wishing viewers a happy and prosperous holiday break and year ahead, with traditional Chinese illustrations, such as a dragon or in this case, a dog, with a voiceover and traditional Chinese festive music. "As far as we know, the booking situation is not very encouraging so far," said Group M's Hong Kong CEO, KK Tsang, a week before the holiday break. "Christmas and Chinese New Year are very close this time, and advertisers might not run two campaigns in such a short period of time. However, Chinese New Year bookings usually come in very late. We should have a clearer picture (later)." Rix Yu, ATV's marketing research manager, said the New Year break was often a hard sell, because so many Hong Kong people left town. "TV ratings during Chinese New Year are low, because many people are either away or visiting other people's homes. It's a low season for us." However, TVB marketing and sales controller KW Leung said those people who did stay at home tended to tune in for longer and at times of day that they would normally not be around to watch television. "The beauty of the greeting package is its huge daytime audience during the Chinese New Year holidays." According to the Chinese zodiac, the Year of the Dog is likely to be a prosperous one for many potential advertisers -- feng shui master Raymod Lo forecasts a rally in the stock market in the early part of this year, and a rise in the fortunes of the entertainment industry. But he said technology-based enterprises, which are dominated by the metal element, are likely to do less well.