i-CABLE forays into micro-drama market with Saros TV partnership

Local broadcaster i-CABLE has inked deal with the mainland micro-drama platform Saros TV to introduce select content on the HOY app’s micro-drama platform for on-demand viewing.

The HOY micro-drama platform is scheduled to launch in the third quarter. The group is also enhancing platform development to distribute HOY programme beyond the Hong Kong market and is adopting new technologies to improve advertising effectiveness, further deepening the group’s development on all-media strategy.

As the first local media to fully enter the micro-drama market, i-CABLE is engaged in multifaceted collaborations with emerging micro-drama platforms, including Saros TV. These initiatives include establishing a micro-drama library, building a micro-drama platform, and developing overseas markets.

Additionally, the group is preparing toco-produce and independently shoot micro-dramas, as well as create tailored promotional integration plans for clients. Saros TV, targeting overseas audiences, boasts a library of tens of thousands of micro-drama episode, aiming to promote quality short dramas as cultural products intentionally.

The group is also preparing to produce multiple high-quality micro-dramas in collaboration with serval well-known actors, covering a variety of genres including crime, comedy, and romance. As part of the partnership, the group is exploring co-production opportunities for micro-dramas with both domestic and international partners, including Saros TV. By leveraging its original micro-dramas, the group aims to expands into Asian and other markets, positioning itself as the first Hong Kong media to fully participate into the micro-drama market.

In recent years, micro-dramas have experienced rapid growth in mainland China, primarily viewed on mobile phone devices. Each episode lasts about one to three minutes, making them particularly popular among younger audiences and women.

According to market search, nearly 37,000 micro-dramas were launched in mainland, with the market size surpassing that of the film industry, reaching RMB50.4 billion, a year-on-year growth of 35%. It is projected that by 2025, this figure will exceed RMB60 billion, with rapid expansion into overseas markets. This reflects the significant development of the micro-drama market, aligning well with the group’s all-media strategy.

On the other hand, i-CABLE is set to launch the i-CABLE Fast Channel in July, which will feature programmes from its three HOY channels, as well as content from various suppliers in mainland China and overseas. Utilising new technologies which aims to enhance the viewing experience for audiences, significantly expanding the quality and quantity of premium content available for free to viewers in Hong Kong.

i-CABLE Fast will launch in Macau through partnerships with China Mobile International, CTM – Macau Telecom Company and Hong Kong Artificial Intelligence LAB. This collaboration leverages new technology to provide seamless online access to HOY programmes for nearly 700,000 residents in Macau, ensuring an enhanced streaming experience. Our next step is to expand i-CABLE Fast to other regions, further broadening our market presence and enhancing the influence and recognition of HOY brand on an international scale.

On the other hand, the HOY official app has engaged in a deep collaboration with cloud advertising technology platform - Broadpeak and advertising platform – The Trade Desk. This partnership aims to boost the accuracy of ad targeting on i-CABLE streaming platforms, improving delivery efficiency and assisting clients in implementing more effective advertising strategies. By synchronising enhancements in both content and advertising efficiency, better service delivery can be provided to audiences and advertisers, attracting more users and increasing advertising revenue.

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