Broadcasters revamp news programming to draw advertisers

News is becoming a crucial selling tool as media companies seek more advertising dollars this year amid the financial turmoil.

Television, the first to be affected by the softening economy last year, is leading the charge to become more news focused. The sector commands much of the revenue compared with newspapers and outdoor media, and has more to lose from an advertising market slide.

To combat the slowdown, Television Broadcasts and Asia Television, the city's two free broadcasters, are rescheduling their late news programmes to draw audiences and advertisers. From next month, TVB's Jade channel will air its late news at 11pm instead of 11.35pm. The programme will be 40 minutes long with three commercial breaks, up from a 15-minute broadcast without ads.

The move indicates that more comprehensive news programmes may become a key tool to tap advertisers. In fact, TVB already has a strong news programme on its High Definition (HD) Jade channel on the digital terrestrial platform.

In response, ATV has also rearranged its late news lineup from next month, moving the late bulletin to 10.35pm from 11.35pm. This could help ATV attract more advertising revenue given its relatively strong position at that time.

The station scores about 15 per cent of viewership in the late prime-time slot between 10.30pm and 11pm, much better than its performance between 8pm and 10.30pm, where it commands an 8 per cent share.