PMG partners with CTF Media & Entertainment to drive music IP

Pacific Music Group (PMG) has signed a strategic partnership with CTF Media & Entertainment (CTFME) - formerly known as i-CABLE - leveraging the network's broad broadcast and telecommunications reach to co-develop music and entertainment programming.

Under the agreement, PMG will act as CTFME’s primary music and entertainment content partner, taking charge of conceptualising, developing, and producing original programming across CTFME’s free-to-air TV and streaming platforms (HOY). Alongside the partnership, CTFME has made a strategic financial investment in PMG, though financial terms were not disclosed.

As part of the collaboration, PMG will lead a pipeline of original content formats—ranging from music competition shows and artist spotlight series to live event broadcasts—handling execution oversight from development to final delivery.

The alliance offers key advantages for both entities: CTFME gains a consistent stream of music-centric IP and original formats across its multimedia channels, including its English-language channel, while PMG secures co-ownership of original IP, a major broadcast platform to showcase its artist roster, and a mechanism to discover and sign emerging regional talent.

The collaboration comes as televised competition formats continue to demonstrate their power to launch mainstream pop culture phenomena in Hong Kong, as seen in the breakthrough rise of acts such as MIRROR. PMG and CTFME aim to leverage HOY’s platforms to elevate local talent and build music-entertainment IP with long-term commercial value across Asia.

In conversation with MARKETING-INTERACTIVE, a spokesperson from PMG said, "CTFME has a strong network of media assets and live event venues in PMG's home market, Hong Kong. The group will leverage its creative expertise and artist talent to work together to produce high quality music shows to distribute across CTFME's networks and venues. 

"We believe coupling strong distribution with exciting programming is a key competitive advantage. When both work together hand in hand, the impact of exciting new formats and programmes can be optimised. When distribution and creative partners understand each other and are aligned in their goals , the results can be truly special," the spokesperson added. 

"We are honoured to have CTFME as a strategic partner. We look forward to co-developing a range of television shows, streaming programmes and live events that will be exciting to both music fans from Hong Kong and around the region."

Jonathan Serbin, CEO of PMG said, “We are thrilled to partner with CTFME to co-develop exciting music and entertainment programming. By leveraging their TV and streaming platforms and decades of production expertise, we look forward to creating compelling entertainment experiences for audiences in Hong Kong and beyond. Together, we hope to shine a light on both established and emerging Hong Kong talent, while also bringing exciting artists and music from across the wider region to new audiences.”

Ivy Wong, CEO & executive director of CTFME, "Our strategic investment in Pacific Music Group reflects CTF Media & Entertainment's vision of building a next-generation entertainment ecosystem that connects content, talent, audiences and brands across screens, digital platforms and live experiences. PMG's international network and expertise in artist development make them an ideal partner as we expand our entertainment business and bring Hong Kong creative talent to wider regional and global audiences."

Established in 2025, PMG is a pan Asian entertainment company headquartered in Hong Kong, co-founded by Serbin, superstar NE-YO, Indian music legend Sonu Nigam, and Chinese American rapper MC Jin.

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