The Now TV service from PCCW Ltd - 4K sports, bundled broadband and a quiet living-room upgrade

Reviewed: ad hoc news New Release & Launch desk. Edited and checked on 2026-06-30, 02:51. Details in the imprint.

The Now TV service from PCCW Ltd starts with a bright football match flickering on a 4K screen while the air-con hums quietly in a Hong Kong high-rise. One remote, one fibre line, and an entire bundle of channels and apps sit under the user’s thumb.

What Now TV offers

Now TV is PCCW’s pay-TV and streaming platform for Hong Kong, delivered over the company’s fixed-broadband network to set-top boxes in homes and offices. It combines traditional linear channels with on-demand libraries and app-style services aimed at families and sports fans.

At its core, Now TV packages themed channel bouquets – from English-language movies to Cantonese drama, kids programming and international news – into monthly subscriptions that tie into PCCW broadband contracts. Customers pick their bundles, then add sports or premium films on top for a higher fee.

Sports, drama and 4K

Sports rights are the sharp edge of the product. Now TV has historically leaned on exclusive football and local sports content to anchor its higher-tier packs, selling HD and 4K feeds to households that want live matches with Cantonese commentary in the living room.

Beyond sports, the service pushes Asian drama and variety shows, often curating Korean, Japanese and mainland Chinese series alongside local productions. For a viewer, it means scrolling through tiles of glossy drama posters, clicking once, and feeling the audio snap into place without delay.

Bundles, box and interface

The service arrives through a compact set-top box that plugs into PCCW’s fibre modem and the TV’s HDMI port. The plastic housing feels robust in the hand, with a simple LED indicator and ventilation slots that stay only slightly warm after a full evening’s use.

The remote is a quiet hero in daily use. Buttons press with a soft, tactile click, avoiding the hollow rattle you get from cheaper cable remotes. Channel changes are reasonably quick, so you can hop from news to kids’ cartoons without losing impatient family members.

How pricing works

PCCW typically sells Now TV as part of a bundle with home broadband. Customers sign contracts that mix fibre-speed tiers with basic TV packs, then choose sports, movie or premium international channels as add-ons for extra monthly fees.

The structure is consistent with Hong Kong’s pay-TV market: headline prices for entry packs, then a ladder of upgrades. The trade-off for households is deciding whether to pay more for live sport in 4K or stick with mid-range entertainment and use separate global streaming apps.

User experience and annoyances

On a weeknight, a user might sit down, tap the Now TV button and see the familiar home grid: live channels on the left, on-demand rows on the right, and a small carousel of promotions for new drama series at the top. The interface stays clean, if slightly dated compared with pure-streaming rivals.

The biggest annoyance is the fragmentation of content rights. Some international shows and films live on Now TV, others are pushed to competing apps, so subscribers sometimes juggle three or four services to watch everything they follow. That puts pressure on PCCW to keep its catalogue convincing.

Leadership and strategy

At group level, PCCW is steered by chairman Richard Li, whose focus has long been on integrating telecoms, pay-TV and digital services in Hong Kong. His teams have used Now TV as a showcase for fibre-broadband upgrades and cross-selling to mobile and enterprise customers.

Product managers under Li have gradually shifted Now TV toward more app-like features, integrating catch-up, mobile viewing and streaming access, while still maintaining the linear-channel backbone that older viewers expect in a pay-TV package.

Stock, venue and context

All told, Now TV remains one of PCCW’s best-known consumer offerings and an important touchpoint for how Hong Kong households perceive the brand. PCCW shares (ISIN HK0008000056) are listed on the Hong Kong Stock Exchange; the price of PCCW shares on 2026-06-30 cannot be reliably stated here without live market data.

This article was AI-assisted and editorially reviewed. Product information without guarantee; prices and availability may change at short notice. No investment advice, no buy or sell recommendation. Stock-market transactions involve risks up to total loss.

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