In August 1988, Lai Sun Group founder Lim Por-yen took over Asia Television (ATV) and hired Chow as the station's chief executive. Chow proceeded in the same month to unveil a $233 million six-year investment plan to improve ATV's competitive edge against TVB. Chow's first year in office saw ATV's annual budget rocket to an estimated $300–350 million, just $100–150 million less than TVB. It also poached many talents from TVB, including comedy stars Lydia Shum and Eric Tsang, as well as producers, technical staff and administrators. The growing deficit sapped Chow's power as chief executive and in March 1991 she was formally dismissed and replaced by Lam Por-yen himself.