A dash of Einstein goes a long way quickly in world of fibre-optics

PUBLISHED : Wednesday, 28 September, 2005, 12:00am
UPDATED : Wednesday, 28 September, 2005, 12:00am

You've got to be quick off the mark to grab the market's attention in these days of convergence of telephone, television and broadband services.

And that's just what fixed-line operator Hutchison Global Communications (HGC) has been with the launch of its 'fastest broadband network' campaign.

It draws on physicist Albert Einstein's theory of relativity that nothing in the universe can exceed the speed of light, to promote HGC's fibre-optic network ahead of its competitors.

The futuristic television campaign, created by Chan Tsang Wong Chu & Mee Advertising Firm, features a 100-metre race between a group of androids and calls on viewers to reflect on mankind's ceaseless pursuit of running faster even though 'no one can travel faster than light'.

One of the ad firm's founders, Tsang Kam-ching, said the campaign was meant to be thought-provoking as well as creating 'a cool image for HGC's brand, instead of only mentioning the price of broadband services'.

Media Eye is sure it will capture the imagination of young broadband users, but we would hazard a guess that they will be less bothered about E=mc2 than how fast they can download illegal video and music files.

BONUS time at i-cable

I-Cable Communications, Hong Kong's largest pay-television operator, celebrates its 12th anniversary next month and will mark the occasion by offering new customers a 'special gift' throughout the month.

Eric Lo, executive director of Cable TV's subscription services, refused to say what the gift would be, but Media Eye reckons it could be an LCD or plasma TV, linked, of course, to a lengthy subscription contract.

The company is also moving into the radio business with the launch of four channels provided by the mainland's official China Radio International and broadcast through the set-top box.

They multilingual programmes - some are in English, Filipino and Hindi - include news and easy listening as well as Chinese dialect and English teaching services.

It is the first time a local pay-television operator has introduced radio programmes through its platform, although PCCW's Now Broadband TV does broadcast music-only channels provided by DMX, a US-based digital content provider.

sponsors' love match

There were high-fives all round from the Tom Group entourage attending the China Open women's tennis final in Beijing on Sunday.

It wasn't that they had all been cheering for Maria Kirilenko to win the title; it had more to do with the fact that she had just mentioned the company in her victory address.

The 18-year-old Russian said: 'I would like to thank tournament sponsors Sony Ericsson and Tom Group for bringing the match to China,' in her speech after the awards ceremony broadcast to millions of viewers.

It brought a huge, satisfied smile to the face of tournament director Ekkehard Rathgeber, who also happens to be Tom Group's chief operating officer.

And it also made up for the disappointment of failing to get a mention from Serena Williams when she won the inaugural tournament last year.