A Hong Kong pro-democracy media magnate has appeared in a humorous video to counter an obituary of him published in a rival paper.

Next Media boss Jimmy Lai says in the video he is "sorry to disappoint" whoever paid for the full-page announcement in Thursday's Oriental Daily. His video intersperses cartoon images with shots of Lai filming himself, selfie-style.

The notice said Lai Chee-ying died at 65 from AIDS and multiple cancers. It referred to Lai by his Chinese name but used a different written character for Chee that sounds the same.

The graphic style of the fake obituary mirrored that of real obituaries in Hong Kong media.

Lai's Apple Daily is Hong Kong's sole pro-democracy newspaper. It and Oriental Daily are among the most popular publications in the territory.