HOY Entertainment CEO Cindy Wong on Thursday led a press conference to announce the network’s October programming lineup, headlined by its first original sitcom Your Security Guard Li Bao An. The sitcom will shift from its earlier time to the 8 p.m. slot starting next week, setting up a direct confrontation with TVB’s long-running sitcom Home of Happiness: Three Generations. The event, themed “Full Fire HOY,” drew over 40 artists, including lead actors Lee Sheung Ching and Lo Suen Yan, as well as Jiang Jiamin, Marco Yip, and members of the girl group Lolly Talk. Veteran actress Wu Qili made a rare public appearance, joined by newcomer James Dindin.
A Strong Competitive Statement
To underscore the network’s aggressive intentions, directors and main actors took the stage wearing slippers, a gesture widely interpreted as a challenge to TVB. The move is part of HOY’s strategy to strengthen its prime-time foothold and capture a larger audience share.
Key Responses from Talent
Lee Sheung Ching, a central figure in the sitcom, discussed the rationale behind the competition. “It’s necessary to have competition; otherwise, everything becomes routine,” he said. He acknowledged the additional strain on the team, saying that the schedule change demands more effort and creativity. “If both shows attract more viewers, both networks win,” he added. He also noted that he has watched the rival program and considered it well-made, though he jokingly mentioned that his own show ranges from very loud scenes to some quiet moments where viewers might fall asleep within minutes.
The press conference also addressed recent social media controversies. Reports have suggested that actress Wu Yixi faced repercussions from HOY executives after liking a post about Your Security Guard Li Bao An. When asked about their own engagement with the rival show, Lo Suen Yan said she would have her social media team like its posts. Lee Sheung Ching defended Wu Yixi, suggesting her action was spontaneous. He expressed support by saying he would like her post, unconcerned about potential consequences.
Expanding the Programming Slate
Beyond the sitcom, HOY unveiled other new shows, including the travel program Undercover Tour Group 6.0 and the sports talk series Nine Games Reception Room 2. The network is leveraging a mix of established and rising talent to appeal to diverse audiences.
Broader Industry Context
HOY’s bold programming moves come amid recent setbacks. CEO Cindy Wong has previously expressed disappointment over the cancellation of another show, attributing it to external pressures on content producers. This lineup represents a critical moment for the network as it seeks to challenge TVB’s ratings dominance. The outcome of the 8 p.m. clash is likely to be closely watched by industry analysts and could influence future scheduling strategies in Hong Kong’s competitive television market.
With a strong lineup and confrontational promotional tactics, HOY is betting big on its prime-time strategy. The performance of Your Security Guard Li Bao An will be a key indicator of the network’s ability to compete at the highest level.
