Ontv takes the fight to traditional media

Hong Kong - Oriental Press Group has launched the second phase of a branding campaign to promote its TV-on-demand service ontv.

The second phase of the campaign will see ontv target business executives and younger consumers with advertising in print, outdoor, bus body, billboards and online throughout Hong Kong.

Kimmy Ip, online marketing manager for on.cc, said the design of the logos and posters, featuring colorful butterflies, symbolises a breakthrough in the norm of traditional TV.

Ontv is aiming to change viewers consumers attitudes toward broadcast media, arguing TV on demand is more flexible for viewers and allows them to watch programs and news whenever and wherever they want.