Liu Changle, who holds a 26 per cent stake in Asia Television, yesterday said he would continue financial support for the loss-making broadcaster.
Mr Liu said he had not heard that any shareholder would stop injecting cash, as had been rumoured.
'I support the new direction and strategy ... which will focus more on the middle-class and top-end market,' he said. 'I have never heard that any shareholder will stop providing financial support to ATV. Running a media company is difficult. Without cash, it cannot operate.'
In 2002, Mr Liu was the largest shareholder with a 46 per cent stake. Despite injecting cash there was no big improvement in the broadcaster's financial situation. Last year, he sold part of his stake to become the second-largest shareholder.
Market speculation has focused on whether the Cha family, the company's largest shareholder, or Mr Liu would back out if ATV's financial situation continues to worsen.
Mr Liu yesterday cleared up the doubts. He said he hoped all shareholders and the management would support ATV in these hard times.