NowTV interactive quiz show ATM becomes talk of the town

Prime Credit, GSK, Abbott, Warner Brothers, China Ping An Insurance and Ferrero are just some of the advertisers which are already advertising on PCCW's NowTV channel 101.

The interactive TV quiz show allows NowTV subscribers the chance to win HK$100,000 (US$12,850) by selecting the correct answers out of four options for eight general knowledge questions with their remote control.

17,000 viewers tuned in to watch the programme launch on 9 February and by 20 February 60,000 viewers had participated in the quiz show which airs from Tuesday to Sunday. 

Mindshare is the online media partner and Maxus Hong Kong is handling the traditional media for this show.

Eddie Ngan, GM of GroupM Interaction, said, "We monitored the users' programme feedback and sales reaction on a 24-hour basis in the first two weeks of the soft launch."

Viewers could post their comments on its official online discussion forum and Facebook fans page which has 13,000 fans.

"We found out that TV viewers appreciated big corporations like Now TV addressing their comments quickly," he added. "This type of interactive TV format with a Pay TV target audience is a new trend, as TV viewing is no longer passive."

Ngan has also found that the social media approach has changed their communications strategies, as reaction time is much quicker.

Now TV is running extensive ads in print, radio and online to drive subscription for the programme.