Efforts by Radio Television Hong Kong to promote its programs are starting to show results, according to Director of Broadcasting Eddie Cheung. He mentioned a gradual shift in how people consume content during a Legislative Council panel meeting where some legislators expressed concerns about the broadcaster’s performance.
Michael Luk from the Federation of Trade Unions commended the quality of RTHK programs in recent years but suggested that the organization could do more to reach a wider audience. Cheung responded by highlighting the promotional campaign RTHK has already launched, including outdoor and online advertisements that have proven to be effective.
During the Paris Olympics and Paralympics, Cheung noted that the hit rates and viewership of RTHK’s streaming platforms doubled, indicating a positive response from the audience. He also pointed out a change in media consumption patterns, with more people turning to mobile devices for information rather than traditional TV sets.
Cheung shared statistics from the RTHK website, revealing that there are 3.8 million real-time streams daily, with programs being played 620,000 times and the website accessed 500,000 times. Additionally, the news website records about 1.5 million daily views, demonstrating a high level of interest from the Hong Kong audience.
In response to a suggestion from Liberal Party’s Peter Shiu to collaborate with schools to create educational content on national policies, Secretary for Commerce and Economic Development Algernon Yau expressed willingness to consider the idea. Yau emphasized RTHK’s focus on national education for youth and promoting Chinese culture, promising to explore ways to enhance national awareness and education in line with lawmakers’ suggestions.
Furthermore, Yau announced RTHK’s commitment to promoting and broadcasting the 15th National Games scheduled for November next year, where Hong Kong will host eight competitive events including track cycling, fencing, and golf. This initiative aligns with the broadcaster’s mission to engage the audience and contribute to the cultural and educational landscape of Hong Kong.