Exhibit 9
OUTLINE OF MARKETING PLAN
REVENUE TYPE"
TARGET CHANNELS/
SPONSORSHIP
PROGRAMME RIGHTS
Sell programmes
-
CUSTOMERS
POTENTIAL REVENUE, 1996/97 (1990 HK$ millions)
Advertising agencies Sponsors
24 to 50***
PR firms
International and local
broadcasters
-
Sell video and audio rights
-
Local and international
video and audio publishers
RESOURCES AND
FACILITIES
-
Lease production
facilities and staff
Produce commissioned
output
Local satellite/cable
broadcasters
-
Local independent
producers
Local satellite/cable
broadcasters
-
Companies
-
Government departments
• TV and Radio
Under current sponsorship regulations
Assuming sponsorship regulations are relaxed
5
Exhibit 10
STAFFING LEVEL: CURRENT VERSUS PROPOSED
Current
Strength*
Establishment
1,044
967
* Including temporary staff (Category III ) for TV & Production Services
Source: RTHK personnel registry records
SPECIFIC INITIATIVES
-
ILLUSTRATIVL
Sponsorship packages (based on market rates) to be developed for each programme series and to be proactively marketed at the right time (particularly to advertising agencies):
•
•
TV: annual buying decision in October/November Radio: ongoing
Programme rights to be inventoried, priced, and proactively marketed on an ongoing basis
· Legal advice (e.g., regarding copyright and royalties) to be obtained
- Leasing packages to be developed and promoted
-
Brochure detailing capability and indicative commission rates to be developed and promoted
Proposed
Reduction
27%
21%
760
Further reduction