There is going to be a lot more to see than just the view as competition heats up among firms offering entertainment on public buses. Infotainment network M Channel will this month begin broadcasts on 200 New World First buses equipped with liquid crystal display (LCD) screens. Not to be outdone, RoadShow Holdings has signed a three-year deal to show Asia Television programme highlights on LCD screens already installed on 2,400 Kowloon Motor Bus units and 200 public light buses. The move is expected to boost advertising revenue at RoadShow, the Growth Enterprise Market-listed unit of franchised bus operator Kowloon Motor Bus Holdings. 'Through the Roadshow and ATV collaboration, we will provide advertisers a strong and effective promotional medium at home and out of the home,' Roadshow managing director Winnie Ng said. ATV chief executive Feng Xiaoping said the television station would help transfer some of its customers to RoadShow's on-board advertising service. Meanwhile, M Channel, controlled by SAR-listed companies Star East Holdings and ITC, plans to use a different strategy. According to parent Star East's executive director Philip Wong Kan-to, M Channel would not only install LCD screens on public transport but also in other public places such as shopping malls and fast-food outlets. Like RoadShow, which claims its on-board service reaches two million passengers per day, Mr Wong estimates M Channel network will cover a similar audience. That means more than half of Hong Kong's residents will be exposed to television at some time of the day, even if they do not watch it at home.