Hong Kong Communications Authority action will harm new TV programme production, says TVB boss
Executive director Mark Lee hits out at the body’s decision to fine the broadcaster over product placement in award programme
Broadcaster TVB, which is embroiled in a bitter dispute with the Communications Authority over a HK$150,000 fine for indirect advertising, feared stricter enforcement by the watchdog would hurt its ability to produce high-quality programmes.
TVB executive director Mark Lee Po-on said indirect advertising was an important source of revenue, and the watchdog’s latest move to crack down on the practice could affect its financial resources for the production of new programmes.
Hong Kong’s television rules prohibit the mingling of television programmes and advertising material or the embedding of advertising within content, whether inadvertently or by design.
The underlying rationale for the prohibition of indirect advertising is that viewers should not be confused as to whether they are watching a programme or a paid advertisement, according to television codes of practice.
Lee complained that the Communications Authority was implementing the law in a much stricter manner, which put it and other local players in a passive position in competing with international rivals.
“Not only can’t the Communications Authority’s practice advance with the times, it’s running in the opposite direction,” Lee said, adding that inserting indirect advertising to programmes was a common practice overseas.