One of Asia’s oldest pay-TV operators – Hong Kong’s i‐CABLE Communications – has dusted off its free-TV assets and today promised a radical revitalisation from May this year. The newly rebranded HOY Media Network goes live with both a domestic and international remit.

The revamped free-TV strategy, unveiled this evening at Hong Kong Filmart, is led by Ivy Wong as CEO and executive director of i‐CABLE Communications and Cora Yim as chief content officer handling entertainment and lifestyle.

Chief news officer in the comeback is Regina Kuan, with Hong Kong “sports godfather” Patrick Li as chief sports officer.

The new management team involves Darren Shaw as executive director. “The focus is on Hong Kong talent and nurturing a younger generation of Hong Kong talent,” Shaw said at Filmart in Hong Kong this evening during the network’s biggest showcase ever.

Today’s showcase brings iCable’s HOY channels back in from the cold after six years, during which i-Cable ditched its legacy pay-TV business and re-focused on domestic free services.

HOY’s three channels are ch76, which will carry more international content for younger audiences and a focus on culture and music. Ch77 targets the middle class and families with a broad infotainment line-up, and Ch78 is news, sports and finance targeting professional and upmarket audiences.

The new HOY will focus on a multimedia, multiplatform experience, with strong digital activation running alongside the broadcast services, Wong said today. She joined the network at the end of January this year.

“We want to open our doors to collaborate with younger creators and promote Hong Kong content,” she said.

“We are not just a TV station. We want to create all-round experiences, online and offline,” Wong added.

She also said HOY was “committed to taking our original creations and Hong Kong stories beyond borders, discovering opportunities all over the world”.

The multi-genre new slate includes new KOL variety show “I Want to Be a YouTuber”, “I Want to Be an Anchor”, hosted by returning celebrity Kenneth Chan, and “Stephen’s Tour”, hosted by Stephen Chan.

The line-up also includes “Canto Song for Everyone”, hosted by producer Keith Chan, featuring local musicians including Phil Lam, Kiri T., Gigi Cheung, Feanna Wong and Cath Wong along with artists from around the region.

The expanded music focus includes creating a “pop music space” spanning over 10,000 sq. feet, “bringing plentiful opportunities for young talents, and nurturing emerging local artists and local music presence”.