| Journal Call no. | P92.A7M45 |
|---|---|
| Article Title | Spillover advantage whittled away by high 'zapping' rate : ads and programmes alike being zapped by Guandong cable operators. |
| Is Part Of | Media : Asia's media & marketing newspaper ; 27 Sep 1996, p.12, illus. |
| Abstract | Guangdong cable operators cannot be stopped from 'zapping' commercials from the Hong Kong programming they carry, but advertisers who buy spots on ATV and TVB to capitalise on crossborder spillover can increase their chances of being seen. The fixed variable is that cable operators in the southern Chinese province have every right to zap anything they want - even programming - since, from their point of view, it's their airtime. |