The Development of Webcasting in Hong Kong: A Localization Business Model

This paper examines the development of webcasting in Hong Kong and the business model it adopts. Ten leading webcasters in Hong Kong are selected for content analysis. The study finds that although Web sites are generally defined as global media, they are actually local tools and are mainly used domestically. Hong Kong webcasters’ business model is based on the strategy of localization. The model is characterized by its “local content” strategy, on-demand streaming transmission mode and mixed revenue sourcing. Localization of webcast programs enjoys the advantage of cultural proximity on the one hand and meets the local language requirement on the other. The Hong Kong webcasters face the “glocal” scene but are rooted in the local. Findings also show that the development of webcasting flourishes in the non-commercial sites rather than in the commercial sites, indicating that webcasting is particularly good at facilitating informational, educational and cultural sharing in the local community.