Hongkong Telecom breaks video-on-demand campaign

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HONG KONG -- Hongkong Telecom's IMS multi-media division has launched a full-scale awareness campaign in the run up to the introduction of its interactive iTV video-on-demand platform, which is expected in the next few months. The print, TV and outdoor campaign, which promotes the video-on-demand system as "whatever you want, whenever you want,'' was developed by J. Walter Thompson Co.

The campaign launched this week with full-page ads in English-language newspapers and double-page spreads in Chinese-language dailies. The print ads will run for 10 days.

A 45-second TV commercial broke on Feb. 2 on Hong Kong's four terrestrial broadcast networks: the English-language TVB Pearl and ATV World, and the Cantonese-language TVB Jade and ATV Home. The outdoor campaign consists of outdoor boards in a prime spot--Hong Kong's high-traffic cross- harbour tunnel. The outdoor campaign is supplemented by billboards in the underground MTR train stations.

The $1.3 billion platform is expected to launch before the middle of this year. Although the Hong Kong Special Administrative Region has approved the license in principle, terms and conditions still have to be finalised and approved by the territory's Executive Council.

Copyright February 1998, Crain Communications Inc.

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