Hong Kong -The introduction of digital terrestrial television in Hong Kong later this year will give advertisers new opportunities and enhance the communication experience, according to Carat Media Services Hong Kong. "Using TV for brand communication will no longer be limited by a regular TV spot and sponsorship anymore. Marketers will have to rethink the way they used to approach TV advertising or even product placement. The new technologies will enable us to create time beyond a conventional 30 second TV commercial," the agency says in its newsletter to clients.

Carat envisions advertisers being able to have product placement "virtually" inside a scene of a program, such as superimposing a brand's sign, logo or product on to a live sports event. While such technology is already available, there are rules and regulations that need to be discussed between the TV stations and the Telecommunications Authority, it adds.

Media spending in Hong Kong in May totalled HK$326.2 million (US$47.7 million), a drop of 11% on May 2006. Banking was still the top spending advertising category, led by HSBC's $6.4 million.

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