Pay TV will expected to grow to 17% of the 2012 total, even though pay TV advertising will increase by US$7 billion, according to Informa Telecoms & Media. The UK will boast the highest proportion of pay TV advertising as a proportion of total TV advertising, at about a third in 2008. Korea and Canada will follow at 30%. Korean pay TV advertising will grow quickly, given the weak FTA sector, to half the total by 2012. The proportions in China (heavy government control) and Japan (competitive FTA environment) will be low.