CSL taps film director to push mobile TV as killer 3G application

Known for his talent behind the camera, award-winning Hong Kong movie director Lau Wai-keung has put aside his director's chair to star in CSL's latest television commercial promoting its 3G service.

CSL 1010, the company's premium brand, began a brand-building campaign using celebrities in 2001 when it featured award-winning pianist Li Yunde. This year, it is Lau sharing his views with one of his sons on how technology makes life simpler and how CSL delivers a 3G mobile television service.

'The campaign not only strengthens our brand premium over competitors but also moves 1010 close to our users. We want to position 1010 so it is seen as offering a service that is both premium and approachable,' said Michelle Au, general manager of marketing and communication.

CSL believes its mobile television service will become one of the killer applications for 3G users. The company has enhanced the channel offerings from nine to more than 20, partnering with Television Broadcasts, the BBC, Asia Television and i-Cable Communications.

'Daily usage and the number of users have been growing since the service launched in February. With the introduction of new channel offerings, our target is to achieve double-digit growth in the usage of 3G mobile television,' Ms Au says.

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