RoadShow
| Company type | Public |
|---|---|
| Industry | Advertising, Media |
| Predecessor | Kowloon Motor Bus Holdings Limited (MMOB operations) |
| Founded | June 28, 2001 |
| Founder | Kowloon Motor Bus Holdings Limited (initiator of MMOB) |
| Headquarters | Hong Kong , Hong Kong |
Area served | Hong Kong, Mainland China (scaled down since 2010) |
| Products | Multi-Media on-Board (MMOB) advertising, Transit network advertising, Merchandising |
| Owner | Transport International Holdings Limited (approx. 73%) |
| Parent | Transport International Holdings Limited |
RoadShow () represents Hong Kong's pioneering "Multi-Media on-Board" (MMOB) service system installed on public transit vehicles. Initiated by Kowloon Motor Bus Holdings Limited (currently known as Transport International Holdings Limited, TIH) in December 2000, the MMOB operations were subsequently transferred to RoadShow Holdings Limited in 2001 ahead of its public listing on the Stock Exchange.
The Corporation
RoadShow Holdings Ltd (路訊通控股有限公司) has been publicly traded on the Stock Exchange since 28 June 2001 (). As a member of the TIH Group, TIH retains roughly 73% ownership, with the remaining shares held by public investors. The corporate structure includes four wholly owned subsidiaries: RoadShow Media Limited, Bus Power Limited, Leader Force Limited, and RoadShow Creations Limited. Additionally, RoadShow possesses a 60% ownership interest in Bus Focus Limited.
Each subsidiary concentrates on specific operational sectors:
RoadShow Media Limited
Specializes in managing media sales and overseeing advertising for MMOB platforms.
Bus Power Limited
Focuses on media sales related to advertising placements inside and outside transit vehicles.
Leader Force Limited
Responsible for media sales connected to billboard advertising ventures.
RoadShow Creations Limited
Engages in merchandising activities involving commemorative products, bus replicas, and souvenir items.
Bus Focus Limited
Manages advertising services at bus shelters under a contractual arrangement with the KMB Group, sharing revenue via royalties with a guaranteed minimum income.
Business
RoadShow’s operations are divided into three primary segments: MMOB, Transit Network, and Merchandising.
MMOB
Within the MMOB division, the company installs, operates, and maintains LCD display systems aboard transit vehicles to deliver customized programming and promotional content. It also curates content and markets advertising slots on this platform.
The service reaches approximately 3 million daily passengers using over 4,000 vehicles from KMB, Long Win Bus (a subsidiary of KMB), Citybus, and AMS Public Transport (maxicabs). Each bus is equipped with four high-definition LCD screens—two measuring 15 inches on the lower deck and two 17-inch screens upstairs. The Audio bus TV broadcasts one-hour pre-recorded VCD programs between 16 to 18 times daily via 15 onboard speakers featuring four-channel stereo sound.
Transit network
RoadShow’s Transit Network segment delivers advertising opportunities across vehicle exteriors, interiors, and bus shelters. This outdoor media network encompasses more than 4,200 buses displaying exterior panels on double-decker buses as well as around 2,500 bus shelter panels dedicated to advertising purposes.
Transit Vehicle Exteriors
Advertising on vehicle exteriors utilizes high-resolution vinyl graphics designed for visibility from afar. These advertisements may cover entire vehicle bodies or be applied as panels on the sides and rear. The vinyl material is engineered for durability against cleaning processes and weather conditions while allowing removal without harming the vehicle’s paintwork due to specialized adhesive technology.
Transit Vehicle Shelters
Bus shelters range from conventional styles to contemporary lightweight stainless steel constructions that enhance passenger comfort while providing advertising space. Typically, shelter panels are double-sided with backlighting to improve ad visibility for pedestrians and motorists alike. Advertisers supply their promotional materials in poster format for display.
Upcoming Product Innovations
Cyber bus stops are interactive digital kiosks installed at chosen transit shelters and terminals. These touch-screen units enable passengers to retrieve route details and browse websites conveniently.
Merchandising
RoadShow’s merchandising division offers a variety of collectible products, including commemorative keepsakes, detailed bus replicas, and souvenirs emblazoned with the KMB emblem. The bus replicas accurately depict special paint schemes used on Kowloon Motor Bus vehicles.
Operations in Mainland China
RoadShow made its Mainland debut in 2002 by acquiring advertising rights within Shanghai’s "Lamplight Rainbow" Tunnel on Huahai Road. Its portfolio later grew to encompass bus body advertising, shelter placements, and phone booth ads in cities such as Beijing, Guangzhou, and Shenzhen. Additionally, the company provides agency services for Guangzhou Metro advertising and manages outdoor media assets in Tianjin, Chengdu, and Xi'an.
Since 2010, RoadShow has scaled down its Mainland ventures to concentrate mainly on its core Hong Kong advertising operations.
Content Programming
RoadShow distributes programming content through video compact discs (VCDs) installed on its fleet of 4,000 buses, divided into three groups: Versions A and B each run on 1,200 buses, while version C is deployed on 1,600 buses. These discs are rotated daily throughout the fleet.
The programming lineup features television commercials alongside a variety of segments produced both in-house and through partnerships with media outlets such as ATV, RTHK, Phoenix TV, BBC, and Taiwan TV. In 2001, RoadShow secured a three-year exclusive agreement with ATV to air highlights including dramas, news recaps, game shows, and infotainment programs. RTHK contributes content free of charge.
Collaborations extend to firms like Cross Media for shows such as Weekends Game Review, focusing on the latest PC games. RoadShow also sponsors events like concerts and airs behind-the-scenes footage.
Program genres include:
- Animation [Charming Pink Panther]
- Celebrity Interviews [RoadShow House of Stars]
- Family & Health [Strategy to Health]
- Interactive Games [iClub Mobile Phone Ringtone Downloading]
- Infotainment [Youth Voice by Breakthrough]
- Lifestyle [Delicacies in Hong Kong]
- Music & Film [Music on Road]
- News & Current Affairs [Weekly News Summary]
- Science [Mobile Digital Station]
- Society & Education [When We Were Young by RTHK]
- Special Events [Your LegCo]
- Sports [J.League Soccer News]
- Travelogues [3 Minutes to the World]
The majority of content is presented in Cantonese with Chinese subtitles; however, programming in English and Putonghua is gradually increasing.
Programming Advancements
KMB is trialing the integration of Global Positioning System (GPS) technology for enhanced bus tracking and fleet oversight. Beyond improving traffic coordination, GPS data will support real-time delivery of news updates, weather reports, and traffic information within RoadShow’s content offerings.
GPS signal reliability faces challenges in urban areas densely packed with skyscrapers that obstruct satellite communication. KMB intends to equip the entire fleet only after overcoming these technical limitations.
Advertising
MMOB serves as a dynamic mobile advertising platform throughout Hong Kong, engaging large numbers of passengers with frequent broadcasts that encourage spontaneous purchasing behavior. It provides advertisers with targeted visibility by:
- Securing passengers’ undivided attention during transit periods—unlike television viewing which often competes with multitasking.
- Enabling advertisers to choose bus routes frequented by shoppers and entertainment audiences, thereby enhancing brand recall during consumer activities.
In addition to MMOB, RoadShow oversees outdoor advertising placements on bus exteriors and interiors as well as panels at bus shelters across Hong Kong.
Advertising Opportunities on RoadShow MMOB
RoadShow markets itself as a powerful mobile advertising channel offering a variety of commercial packages. Pricing structures vary based on advertisement duration and the scale of fleet coverage.
An Audience with No Escape
Opponents emphasize that MMOB generates a "captive audience" because passengers are unable to mute, skip, or switch channels. Given that many routes are dominated by public transport monopolies, travelers frequently have no alternative options. RoadShow promotes bus television as "a highly effective multi-media advertising platform," targeting large groups within this captive environment.
On the other hand, some commuters—particularly those traveling less than 10 minutes—value the complimentary infotainment provided. Proponents also contend that advertising income contributes to limiting fare hikes and supports more efficient operation of public bus services.
Groups Against Bus TV Noise
The rollout of "Multi-media on Board" (MMOB) across franchised public transport has generated significant debate. Critics raise concerns about noise pollution, excessive commercialization, exploitation of captive riders, misuse of public transport franchises, and the absence of opt-out possibilities for those unwilling to view or hear the content.
Resistance initially arose from passengers annoyed by the noise caused by commercial broadcasts on buses. The organization Hush the Bus (HTB, 靜巴運動), established on 4 May 2002, seeks to alleviate passenger discomfort caused by bus TV. HTB members have persistently engaged with government officials, legislators, and bus company leaders, continuing their advocacy despite being a minority voice. Their campaign underscores the limited influence civic groups have when confronting profit-oriented corporations.
Another entity, the NO Bus on TV Project, backed by Hong Kong Consumer Advocates, concentrates on shielding children from bus television broadcasts. They carry out surveys and reveal reasons behind bus companies’ aggressive promotion of bus TV, promoting safer and fairer public transit.
Critics maintain that Bus TV violates passengers' freedom of choice, pointing to problematic content such as violent material, inappropriate films, adult-themed programming, dull or superstitious talk shows, and intrusive or manipulative advertisements that may be especially harmful to minors. They also emphasize the lack of control mechanisms—no power-off button, remote control, or opt-out alternatives—enforced by providers like RoadShow.
Board of Directors and Executive Team
- Chairman and Non-Executive Director: Mr John Chan Cho Chak (陳祖澤)
- Managing Director: Mr Loh Chan Stephen (羅燦)
- Chief Financial Officer: Mr Lawrence Chan Kwan (陳鈞)
- Chief Operating Officer: Mr Thomas Lo Sui Sing (盧瑞盛)
Additional MMOB Systems in Hong Kong
- FirsTVision (新資訊), currently under RoadShow’s ownership.
- Newsline Express (新聞直線): Initiated in March 2005 by Kowloon-Canton Railway Corporation (KCR) along with i-CABLE Communications Limited to broadcast news and advertisements through Passenger Information Display Systems on KCR trains.
The MTR also utilizes LCD screens to deliver advertisements to riders. MMOB platforms are anticipated to grow extensively throughout Hong Kong, offering substantial commercial prospects.
See also
- Media in Hong Kong
- Transportation in Hong Kong
- MediaCorp TV TVMobile, a comparable service mainly deployed on Singapore buses, discontinued on 1 January 2010
- Road Show Events, a similar system operating on buses and trailers in Spain
References
- Kowloon Motor Bus Company (1933) Limited presentation materials on RoadShow Multi-Media On Board Service submitted to the Legislative Council, Hong Kong (2002)
- RoadShow Holdings Limited Official Website
- Annual Report of RoadShow Holdings Limited (2004)
- Pinyin translation provided by CozyChinese.COM