HOY refreshes identity with new content strategy

Hong Kong broadcaster HOY has unveiled a refreshed brand identity built around four strategic pillars, aiming to strengthen connections with local audiences and the global Chinese community. The revamp centres on news & finance, sports, music & entertainment, and lifestyle variety.

In the financial space, a dedicated Hong Kong IPO special series will offer in-depth coverage of the markets, while flagship news programme On the Frontline marks its 1,000th episode, continuing its focus on Hong Kong’s most talked-about issues.

Leveraging its extensive media network, HOY will stream over 1,000 local and international sporting events—including football and basketball - across its digital and broadcast platforms.

Parent company i-CABLE Communications has also secured exclusive Hong Kong broadcast rights for the 20th Asian Games Aichi-Nagoya 2026, marking its eighth consecutive year as official broadcaster. HOY will deliver thousands of hours of Asian Games coverage and serve as the exclusive home of the Hong Kong Sports Stars Awards, offering end-to-end coverage of the local sports calendar.

In music and entertainment, HOY is developing a 10,000-square-foot pop music venue in partnership with major sports organisations, creating new opportunities for emerging talent.

New programme Canto Song for Everyone, hosted by producer Keith Chan, brings together local stars such as Phil Lam, Kiri T., Gigi Cheung, Feanna Wong, and Cath Wong for cross-regional duets, aiming to elevate Cantopop on the global stage.

Lifestyle programming will see the return of favourites such as The Undercover Tour 6.0 and Theme Cook, alongside new offerings such as I Want to Be A YouTuber, The Ninth Fortune Guestroom, and Drink Across Asia, catering to diverse age groups with content centred on travel, wellness, and quality living. Additional titles like Stephen’s Tour, Railway Traveller 5, Health Concern Group, and Sports Concern Group reflect HOY’s focus on timely, resonant themes.

To bring its refreshed identity to life, i-CABLE unveiled a neon-inspired exhibition zone at FilmArt 2026, capturing Hong Kong’s vibrant cultural spirit. The immersive installation included a recreated news anchor desk, a Cantopop music zone, a sports activation building momentum toward the Asian Games, and a “programme wall” offering a first look at HOY’s 2026 highlights.

With deep expertise in digital media and marketing, HOY is shaping the future of content through bold collaborations with international, regional, and local partners. By curating programming for middle-class audiences and trend-driven younger viewers, HOY aims to unlock the full potential of the Hong Kong market and continue to “open” new possibilities through high-quality storytelling.

Ivy Wong, chief executive officer and executive director of i‑CABLE Communications said, “Starting from today, HOY will transform to HOY Media Network, an all-rounded media network rooted in Hong Kong and reaching to the international stage. True to its name, HOY is here to broaden perspectives and open new horizons for audiences."

"At the same time, we are committed to taking our original creations and Hong Kong stories beyond borders, discovering opportunities over the world. Anchored in four key pillars, from news & finance, sports, music & entertainment, to lifestyle variety, HOY Media Network will collaborate with various partners to unveil a refreshed content lineup starting in mid‑May, and connecting with global Chinese communities," she added.

Wong added, “Grounded in Hong Kong culture, HOY Media Network takes Hong Kong stories beyond borders, maximising their impact through both online and offline platforms."

"By breaking away from traditional broadcasting frameworks and aligning with the Greater Bay Area development strategy, we are open to invites like‑minded partners across industries and regions to co‑create impactful content, programmes that target various demographics and unlock limitless creative opportunities," Wong added.

MARKETING-INTERACTIVE has reached out to HOY for more information. 

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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