tvb reasons of success

7/28/2019 TVB Reasons of Success

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TVB reasons of successConsistence in Growth.

TVB has always been the most successful broadcaster in HK, this is because they are constantly

striving forimprovement.

Commercial Advertisement

TVBs huge success continues to secure earnings from commercial advertisements, which represent

approximately 90% of its total revenues in Hong Kong.

skin care/cosmetic products and milk powder continued to be the biggest growth engines, as

retail sales from those two categories remained strong, benefitting largely from visitors from

Mainland China.

Expansion in China

Key market for TVB throughout the years, they had major success in exporting drama

programmes. This levered the popularity of the celebrities of HK.

On 8,8 2012, TVBC (TVB & China media Capital and Shanghai Media Group) was formed in

shainghai. TVB owning 55% of the shares. This made them to be the 2nd biggest media group

in China.

The business scope of TVBC comprises the licensing of TVB programmes to TV stations and

Internet portals in the mainland; management of and distribution of two TVB Hong Kong

channels (Jade and Pearl) in Guangdong Province; commissions of advertising sales for TVB

Jade and Pearl and channels owned by other TV stations in the mainland; procurement of

performance opportunities for TVB artistes in the mainland; and investment in and

distribution of TVB produced Putonghua drama titles.


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Expansion in Hong Kong

During the last quarter of 2012 and the first quarter of 2013, they progressively upgraded

our digital channels, namely, iNews, Pearl, J2 and Jade to high definition quality.

They acted quickly to bring into the market a number of mobile applications (namely, TVB

News, TVB Finance and TVB Zone), targeting the needs of our audience while on-the-move.

With these new apps, they have increased their app offerings to eight, complementing their

portal business under tvb.com which attracts an increasing number of loyal followers.

Adopting a similar business model, they have much to look forward to rolling out the

services in overseas territories.

Expansion in Taiwan & HK

TVB has expanded to Taiwan as well to Increase their production capabilities. They

purchased a land in Linkou, New Taipei City in Oct 2012. This will be a new production studio

and headquarter costing 1.2 billion HKD.

The proposed production studios will enable them to commence a production pipeline of

mandarin TV dramas for the Taiwan, mainland and overseas markets.

Further, this project will offer unparalleled opportunities for artistes from Mainland China

and Hong Kong to take part in drama production in Taiwan.

For enhancement of their core operating capability in Hong Kong, the Company is planning

the construction of new production studios and related facilities, including the construction

of new offices and a grand production studio, at an estimated cost of HK$1.8 billion.

These capital investments in Taiwan and in Hong Kong underscore their long-termconfidence in the business of the Group, and their commitment to remain the preferred TV

channels to our audience in Hong Kong, Taiwan, Mainland China and other parts of the

world.


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Improvement in technology

TVB & IBM cogno

Purpose

TVB wanted to grow its market share and advertising revenues by reaching out to specific

target audiences that had greater appeal to its advertisers. To achieve its business objectives,

TVB recognized the need for advanced capabilities to analyze the relationship between

ratings and revenue to provide insight that would improve decision making.

The company wanted an easy-to-use BI system that allowed its sales staff to identify more opportunities

and design effective sales campaigns faster through self-service report generation.

TVB met the challenge by implementing a solution that collects data on the stations

program ratings and advertising revenue on a daily basis, and then through powerful

analytics, provides deep insights on the relationship between the two.

Solution

The system identifies opportunities for the sales and marketing team to create more

effective promotional campaigns

The solution is also more cost-effective: the broadcasters total cost of ownership ofits new

BI solution is 20 percent to 30 percent less than the legacy system it replaced and has a

projected return on investment of just three years.

Results

Reduced total cost of ownership of the BI system by 20 percent to 30percent while easing

maintenance worries


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Projected ROI for the new BI system of just three years

Improved business agility and competitiveness by enabling management and staff, whenever

needed, to generate accurate and timely analysis and reports

Timely generation of rating and advertising reports for maximizing market opportunities

More responsive decision making by improving BI performance by 20%

Reduction of TCO of the BI system while easing maintenance worries

Improvement of business agility through better scalability, availability and security of the BI

platform that catered to ongoing business growth

tvb reasons of success

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