Figure I-5
Arthur D. Little's Assessment of Basic Package Programming Attractiveness
Basic Package
Key Factors
HCV
HKCC
WTS
Local content
Variety
High
High
Low
High
Moderate (1991) |Low (Cantonese)
High (1995)
Moderate / High
Concepts/innovativeness
Fairly high
Moderate
(English)
Import based
Willingness to compete with wireless station
High
Low to Moderate
Not available
High
Moderate
Low
Overall Attractiveness
Because of the importance in the Hong Kong market for locally produced, Cantonese language programmes we compare the hours of locally produced programmes between the main contenders, Figure I-6. It is important to draw a distinction between locally produced programmes available in the early years and those that become available later. The availability of quality programming early is critical to the overall success of the venture. From 1991 onwards, HCV offers a mass audience channel (Showbiz) to attract viewers, a news and current affairs channel (Cityvision) that serves as its flagship and two special interest channels (Sportscene and Music Plus). In 1991, HKCC only offers a news and current affairs programme in Cantonese and two channels that would capture small audiences. Their locally produced equivalents of Sportscene and Music Plus are introduced in the mid-90's. HKCC plans to offer more locally produced programming in the mid-90's. However, the difference might be smaller than the numbers suggest (12,147 hours versus 9,439 hours) because the bulk of the difference is accounted for by Hong Kong Update (versus Cityvision). As described in Chapter II, we believe that Cityvision will have wider appeal than Hong Kong Update. The remaining difference in 1995 is only about 5% (619 hours).
Arthur D Little
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Private notes are available after approval.