2 0 1 1 – 1 2 ▁season , ▁Now ▁TV ' s ▁channel ▁ 6 3 4 ▁will ▁become ▁the ▁Hong ▁Kong ▁Football ▁Channel . ▁The ▁first ▁live ▁broadcast ▁of ▁the ▁season ▁will ▁be ▁Kit che e ▁vs ▁Sun ▁He i ▁SC ▁on ▁ 3 ▁September ▁ 2 0 1 1 . ▁The ▁production ▁cost ▁will ▁be ▁spons ored ▁by ▁the ▁TV ▁station ▁and ▁supported ▁by ▁H K FA ▁and ▁the ▁clubs . ▁Ad vert ising ▁reven ues , ▁after ▁subtract ing ▁Now ▁TV ' s ▁costs , ▁will ▁be ▁shared ▁with ▁H K FA . ▁Now ▁TV ▁announced ▁that ▁the ▁channel ▁will ▁be ▁free ▁to ▁all ▁Now ▁TV ▁subscri bers . ▁The ▁production ▁cost ▁of ▁the ▁channel ▁is ▁about ▁H K $ 4 0 ▁million . ▁Now ▁TV ▁hopes ▁that ▁the ▁Hong ▁Kong ▁government ▁will ▁subs id ise ▁the ▁channel ▁in ▁the ▁future , ▁because ▁they ▁will ▁also ▁broadcast ▁Hong ▁Kong ' s ▁inter - school ▁matches . ▁ ▁As ▁Sun ▁He i ▁has ▁decided ▁not ▁to ▁take ▁part ▁in ▁the ▁TV ▁broadcast ▁package , ▁the ▁H K FA ▁has ▁im posed ▁four ▁broadcast ▁san ctions : ▁No ▁live ▁home ▁game ▁broadcast s , ▁no ▁division ▁of ▁advert ising ▁reven ues , ▁no ▁inter views ▁or ▁feature ▁program mes ▁of ▁team ▁personnel ▁and ▁no ▁mention ▁of ▁their ▁spons ors ' ▁names . ▁Fac ed ▁with ▁these ▁san ctions , ▁Sun ▁He i ' s ▁Ch ung ▁Chi ▁K w ong ▁continued ▁to ▁say ▁the ▁club ▁has ▁the ▁right ▁to ▁spend ▁its