Free-to-air television still emits the strongest pricing signals in the media market, so all advertising antennae are tuned this week to Television Broadcasts.
Hong Kong's No1 TV station will be presenting its 2005 ad rate cards to media buyers and the impact will be felt across the industry.
TVB prices are not only closely watched by peers like Asia Television and Hong Kong Cable Television. Even outdoor advertising media marketers will hold off on pricing decisions until they've had a glance at next year's TV rate cards.
Sources at the tri-colour transmitter have hinted at a double-digit price jump and smaller discounts for smaller spenders. Some media buyers project a more modest 8 per cent increase.
'TVB creates a nervous atmosphere every year,' a media buyer said.
'They hope to build a picture of keen competition for ad slots. But no one actually knows how big the increase will be until they make a booking.'