"Music video? I like it because I can have audio and visual enjoyment at the same time," said Miss Anita Pang, a student at The Chinese University. "And I don't even have to listen to the radio any more." Miss Pang is one of a growing number of music video fans.

"Music video has been developing rapidly in Hong Kong," said Mr. Eddie Chiu, manager of the Wharf Cable Youth Music Channel. "Music video was first introduced as `Solid Gold' on TVB, then it was followed by many karaoke discs, and more recently, the MTV Channel of STAR TV....Young people are particularly interested in music videos, and their exposure to such videos is quite heavy," he said.

There are a number of channels of music video in Hong Kong: There is TVB, which produces music videos of local singers; and there is STAR TV's MTV Asia. There is also YMC of Wharf Cable, which broadcasts music videos from Japan, Taiwan and the West.

Only MTV Asia and YMC are 24-hour services, however. TVB's music videos usually are shown between regular programming during slack times. Yet, restricted by the contracts of local singers with TVB, the two newcomers in the TV industry---that is, MTV Asia and YMC---cannot broadcast music videos with those singers for the time being. "As a result, what we usually do is to use some clips or footage, together with the original soundtrack of local singers who have no contracts with TVB, to produce music videos," explained Mr. Chiu.

Unlike YMC, STAR's MTV Asia does not produce music videos itself. Though it recently obtained the licence to air Cantonese songs, the music of those singers under contract with TVB still prohibited. "We are still thinking of the direction of showing Cantonese songs," said Mrs. Nicky Loiterton, marketing manager of STAR TV. She added, however, that the supply is not steady: "One day we may receive 10 Cantonese (music) videos from companies with non-contracted singers, but none in the following months. It's hard to tell at this moment."

MTV Asia, which is based in Hung Hom in Hong Kong, sees the Territory as a suitable location to develop music videos. "We have good music and lots of talent here, and both Canto-pop and the rock bands are promising," said Mrs. Loiterton. "As Hong Kong is a springboard to Asia, music here can be successful overseas with the help of MTV."

Assuming the music is good, a well-produced music video is an avenue to fame. As Mr. Chiu said, local productions have the advantage of creative talent and advanced technology. "We put Oriental characteristics into the music videos, and that becomes our style," said Mr. Chiu. "However, even though the demand is continually increasing, the increased demand is not from the local market, but from mainland China and Taiwan," he said. "It is a trend for record companies from Taiwan to ask Hong Kong production companies to make music videos for their karaoke discs and singers."

STAR's MTV Asia and Wharf Cable's YMC are both 24-hour stations. Both target narrow audiences, so they are sometimes referred to as narrowcasters rather than broadcasters. This narrowcasting format makes it important for them to program for 24 hours a day. "The idea is quite good," said Mr. Chiu. "As we all know, Hong Kong people are really busy and diligent. Having a 24-hour music channel enables them to sit back and relax at any time they want." At present, there is plenty of demand. According to statistics provided by MTV Asia, there are approximately 46 million households throughout Asia, and most of the audience for music videos is aged 18 to 24.

However, it is unlikely that a third channel could enter the market. "I don't think there is such a need right now in Hong Kong," said Mrs. Loiterton. "If there is really a third music channel, people would soon get bored. It is highly unlikely that it would survive against us."

Mr. Chiu disagreed. "I think it would do much good to the audience," he said, "as a third channel can provide them with more choices. However, it is unlikely there will be a third channel because it would need much manpower and financial resources. Actually, we originally planned for two separate channels for music and youth programmes, but we combined them eventually. This was one of the reasons. There's still habitual viewing of audience to just one station."

"Nowadays the audience is exposed to too many forms of entertainment that cause them to stray away from the tube, like karaoke and laser discs. Once the audience has not come back to broadcast television, it is unlikely that there will be a third channel."

Although a third channel is not expected in the near future, the music keeps coming, and the stations are optimistic about the development of music videos.

According to Mrs. Loiterton, "The quality of local music videos is improving. The trend is that the production is getting grand, and that means we will see lots of dancers in the videos. The videos are also creative and true to Chinese values.

"But I think the record companies should invest more money in the productions so as to reach the international level." Mr. Chiu said, "There are two characteristics in foreign music videos. One is story- like, or colourful and bright dance beat videos. Another is more subtle and moody. I think local music videos will pay more attention to music and graphic design. The investment, following the increasing demand in the markets, will surely be raised.

"Music video has potential in the sense that everyone young at heart likes to watch it. Nowadays, even older people have a youthful state of mind. Everybody thinks they are still 20. No one can resist music videos."

Despite the fact that music videos are growing in popularity, some viewers are choosey. A student at the Hong Kong University, Mr. Raymond Choy, said, "I think local music videos are of low standard for sure. There's nothing special about their ideas. I just see people wandering around without knowing what they are actually doing."

Said Miss Pang: "Actually, I have no specific preference for music videos from the West or from Hong Kong. But sometimes I find the Western ones are more delicate and beautiful, with more props, too."

Regarding the establishment of another 24-hour music channel, Mr. Choy thought there are already enough music videos for him to watch. "I do think it's enough to have TVB Jade and MTV. But the problem is that we can't watch videos by Jade on other channels. And TVB Pearl does not show enough music videos for the foreigners in Hong Kong. So, I do not expect the creation of another 24-hour music channel," he said.

"If I had a choice, I would prefer a 24-hour music channel without any VJs (video jockeys). I watch it because I want to enjoy the music, but not the faces of the VJs," said Miss Pang.