Case Study: i-CABLE’s Media Solutions From Home to OOH

Backgroundi-CABLE’s media business commands one of the largest and most influential TV audiences and communications service users. As audiences’ media consumption habits have been evolving, the media business of i-CABLE has stretched to out-of-home. i-CABLE’s subsidiary Hong Kong Cable News Express Limited (HKCNE) has been awarded the contract of exclusive commercial airtime sales distributor and content provider for MTR In-train TV from 2019 to 2023ObjectiveTo provide comprehensive media solutions from home to out-of-homeExecutionHKCNE offers a wide variety of contents through MTR In-train TV across five MTR lines, namely the East Rail Line, West Rail Line, Ma On Shan Line, South Island Line and Kwun Tong Line* through over 5,000 LCD screens installed in the MTR trains. The services will be further expanded to the Island Line*, Tsuen Wan Line*, Tseung Kwan O Line*, as well as the future Shatin to Central Link, on top of the current five lines.HKCNE also offers integrated marketing solutions across multi-media platforms including MTR In-train TV, free TV, pay TV, social media and mobile app managed by i-CABLE. Advertisers can now integrate MTR In-train TV advertising messages into i-CABLE branded content for promotion across i-CABLE’s multimedia platforms, or leverage i-CABLE content and tailor-made special segments at MTR In-train TV.ResultsMTR is one of the leading public transport networks in Hong Kong, which carries several million passengers every day. The expanded MTR In-train TV* services provide an extensive out-of-home platform for advertisers to reach out to the busy Hong Kong commuters and inbound tourists from everywhere in the city. Moreover, the i-Banner of MTR In-train TV equipped with QR codes further enhances customer engagement through O2O integration, allowing advertisers to integrate their campaign from MTR In-train TV into online platforms through passengers’ smartphones.Exciting Content for MTR In-train TV“The award of MTR In-train TV’s contract is one of the key milestones achieved by i-CABLE’s media business in 2018, ” said Carman Ng, senior vice president, media business of i-CABLE.“We will continue to collaborate with different media partners, such as UTV of China Mobile Hong Kong Company Limited, in order to build a bigger, stronger and broader media platform for advertisers to engage with Hong Kong audiences from traditional media to multi-media. In 2019, there will be more to come.”Remarks* Trains that have LCD screens installed.