[W. Knight]

Hoy TV, Hong Kong, 18/10/2022. A few months ago, I covered the 2018 FTA Ch.77's rebrand from Fantastic TV to HK Open TV back in the purple place. 

Now, 5 years since their first broadcast, the channel had a new name: Hoy TV. It was based on the Cantonese pronunciation of the term 'open', but not exactly in jyutping spelling.

The whole presentation especially the name HOY TV is quite awful… It sounds like two people arguing in Cantonese - Choy (Bah)! Well another TV channel in Hong Kong even has a name which could be a homophonic pun of the Cantonese F-bomb…

And HOY TV’s logo reminds me of VOA.

I agree - that's a terrible name. The station you mentioned, ViuTV, despite potential F-bomb connotations, still has a set of official meanings behind each letter (View, I & yoU). But Hoy? Not so much.

At the very least, they could've named it HOI, per the Romanized Cantonese spelling of the term. There's a bonus effect too - the symbol can be designed to rotate 90 degrees and still be legible. But knowing Ch.77, station image is probably of their last concern, with the first being "attracting viewers to watch the bloody thing" - as proved in the VOA-lookalike symbol.