The BPL rights will switch to i-Cable from the 2010/11 season.
As part of its commitment to La Liga, Now TV, part of the PCCW group, will launch a new local channel offering top tips, forecasts, phone-in, and a magazine show of pre-, mid- and post-match coverage. The channel will be offered in both standard and high definition.
The shift is expected to be a blow to Now TV and a boost for i-Cable. Jasmine Lee, business director of OMD Hong Kong, said: “The BPL can drive up the subscription of i-Cable, which will not only help to attract traditional male-skewed advertisers, but also help to attract other types of mass brands. It is a good news for media agencies.”
Alex Fung, partner at the Exchange, Mindshare Hong Kong, pointed to the BPL's big following in Hong Kong, and noted that La Liga games tend to take place much later in the evening for fans in the SAR.
He said he expected male-focused advertisers such as sportswear and beer to switch their focus to i-Cable.
i-Cable held the rights from 1995 until they switched to Now TV in 2007. Danny Lo, senior external affairs manager of i-Cable said: “In the past our basic-package subscribers could watch BPL matches. We have not decided the new policy whether there is any price increase for the packages yet.”
In a press release, i-Cable said it was "bound by confidentiality obligation not to disclose the bidding price, but it is consistent with our policy to acquire quality programmes at commercially viable prices".
However, Alex Arena, group managing director of PCCW, pointed to cost as a factor. "We don't think it is right to continue to bid up the price to acquire the BPL at an uneconomic price, since ultimately these costs will be reflected in prices, which would be too high for consumers to pay," he said. "We can now allocate more resources to develop new content and enhance the overall viewing experience in relation to our local entertainment and movie offerings, as well as sports content. The acquisition of La Liga is an example."
Starting from 22 November 2009, Now TV will be exclusively broadcasting up to 190 Spanish matches each season.
As part of its commitment to La Liga, Now TV, part of the PCCW group, will launch a new local channel offering top tips, forecasts, phone-in, and a magazine show of pre-, mid- and post-match coverage. The channel will be offered in both standard and high definition.
The shift is expected to be a blow to Now TV and a boost for i-Cable. Jasmine Lee, business director of OMD Hong Kong, said: “The BPL can drive up the subscription of i-Cable, which will not only help to attract traditional male-skewed advertisers, but also help to attract other types of mass brands. It is a good news for media agencies.”
Alex Fung, partner at the Exchange, Mindshare Hong Kong, pointed to the BPL's big following in Hong Kong, and noted that La Liga games tend to take place much later in the evening for fans in the SAR.
He said he expected male-focused advertisers such as sportswear and beer to switch their focus to i-Cable.
i-Cable held the rights from 1995 until they switched to Now TV in 2007. Danny Lo, senior external affairs manager of i-Cable said: “In the past our basic-package subscribers could watch BPL matches. We have not decided the new policy whether there is any price increase for the packages yet.”
In a press release, i-Cable said it was "bound by confidentiality obligation not to disclose the bidding price, but it is consistent with our policy to acquire quality programmes at commercially viable prices".
However, Alex Arena, group managing director of PCCW, pointed to cost as a factor. "We don't think it is right to continue to bid up the price to acquire the BPL at an uneconomic price, since ultimately these costs will be reflected in prices, which would be too high for consumers to pay," he said. "We can now allocate more resources to develop new content and enhance the overall viewing experience in relation to our local entertainment and movie offerings, as well as sports content. The acquisition of La Liga is an example."
Starting from 22 November 2009, Now TV will be exclusively broadcasting up to 190 Spanish matches each season.
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