Lacklustre management and the dominance of TVB has left ATV floundering and viewers deprived of a credible second choice, media analysts say.
The beleaguered station had been deprived of talented artists who were monopolised by TVB's massive publicity machine, according to Tom Hartje, a management consultant specialising in media and communications.
'I've felt for a long time that Hong Kong broadcasting, only a quarter-century old, has suffered from too much inbreeding from the TVB crowd,' he said.
'ATV has been playing catch-up. It has suffered from a very insular approach over a long period of time.' The management of the latest owners - the Lim family, New World Group and casino tycoon Stanley Ho Hung-sun - had failed to forge links with 'professional broadcasters' from overseas from whom it could learn and recruit, he said.
TVB, under the iron rule of Sir Run Run Shaw, had in turn benefited from his close attention to the station and its stars.
Media commentator Andy Ho On-tat said TVB's dominance and strength made it very difficult for ATV to compete. 'TVB owns perhaps all the pop stars and actors in town.' ATV's attempts to produce original shows such as the info-tainment programme Hong Kong Today had been ruthlessly imitated by TVB - which often scored better ratings. And while ATV's Chinese-language channel, Home, was more adventurous than TVB rival, Jade, management problems had hindered the station, Mr Ho said.