powerpoint presentation · 酸甜苦辣，百味人生。 做菜如做人，菜品如人品。...
TRANSCRIPT
Mar 2016
Overview
Prime Time Rating Updates
公公出宮 + 潮流教主
J5 Rating Updates
Upcoming Drama Update
愛 ‧回家之八時入席 + 末代御醫 + EU超時任務
Updated Multi Media Platform
dbc Cross Play updates
ViuTV + ViuTV Schedules + ViuTV Digital
Facebook New Format
Canvas
WeChat Opportunity
WeChat Hong Kong Wallet
Google Search
Disabled Right Hand Side Ads on Desktop
毛記電視第一屆萬千呃Like賀台慶
TV
Digital
Social
1ST
LINE
DRAMA
2ND
LINE
DRAMA
Year to Date Average: 20.6
(From Jan 4- Mar 4, 2016)
Year to Date Average: 20.9
(From Jan 4- Mar 4, 2016)
Average Rating
22 20
OMD's Point of View
10
12
14
16
18
20
22
24
31
/8/2
01
5
07
/9/2
01
5
14
/9/2
01
5
21
/9/2
01
5
28
/9/2
01
5
05
/10
/20
15
12
/10
/20
15
19
/10
/20
15
26
/10
/20
15
02
/11
/20
15
09
/11
/20
15
16
/11
/20
15
23
/11
/20
15
30
/11
/20
15
07
/12
/20
15
14
/12
/20
15
21
/12
/20
15
28
/12
/20
15
04
/1/2
01
6
11
/1/2
01
6
18
/1/2
01
6
25
/1/2
01
6
01
/2/2
01
6
08
/2/2
01
6
15
/2/2
01
6
22
/2/2
01
6
29
/2/2
01
6
1st Line Drama 2nd Line Drama
Period : Aug 31, 2015 – Mar 4, 2016 | Target : People 15 – 49 | Universe : 3,246,000 | Source : Nielsen HKTAM
1st line drama : Compared with previous drama 愛情食物鏈,
公公出宮 is well received as a result of its artists line-up and
entertaining synopsis. Its ratings even triumphed 2nd line drama
潮流教主.
2nd line drama : Current drama 潮流教主 recorded fair
performance in first week launch. Its ratings is under 2016
average and lower than previous drama 警犬巴打 so far.
Average Rating
OMD's Point of View
The broadcast of Putonghua programs during weekdays
primetime has aroused negative word of mouth from the public
prior launch, which in the first two weeks, its ratings is the
lowest also among other primetime programs on J5.
0.6
0.3
0.4
0.4
0.1
0.4
F INA NCIA L BULLETIN(20:00 -20:30)
PUTONGHUA NEWS & F INA NCIA L REPORT
(20 :30 -21:15)
D OCUMENTA RY(21:15 -22:15)
2/22/2016 2/29/2016
J5
On Feb 22, HDJ has transformed to J5 channel. Separated with Jade,
J5 no longer simulcasts during primetime hours.
J5 mainly focuses on programs related to wealth and knowledge. Such
other genres as Documentary and Putonghua News & Finance also
broadcast during primetime.
Period : Feb 22, 2016 – Mar 4, 2016 | Target : People 15 – 49 | Universe : 3,246,000 | Source : Nielsen HKTAM
播映日期 : 4月4日播映時間 : 逢星期一至五 2000-2030集數 : 120 (暫定)劇集種類 : 處境喜劇演員 : 黎耀祥、毛舜筠、陳國邦、
郭少芸、湯盈盈、邵佩詩、鍾景輝、Joe Junior
故事大綱:
一間臥虎藏龍的電視台，兩個不完整但充滿著愛的家庭，三段矛盾又互補的關係……酸甜苦辣，百味人生。做菜如做人，菜品如人品。掌控火喉並不局限於廚房，也是為人處世的一種修煉。到底即食還是慢活好？身處美食天堂還是熱廚房？油條說：若要成功，得有人拉你一把；燒賣說：做人，面皮不能太薄也不能太厚；鬆糕說：渺小時比較充實，偉大後感到空虛。用心和食物對話，它們會給你不一樣的驚喜……本劇以飲食為主菜，人情味作調味，深明食物除了裹腹，透過高超的烹飪技巧和適當的煮食工具，能表現出廚師對食者的用心，把色香味俱全的美食，昇華至拉近人與人距離的一門藝術。
Upcoming
TVB New Sit-com– 愛 ‧ 回家之八時入席
播映日期 : 3月28日播映時間 : 逢星期一至五 2030-2130集數 : 20劇集種類 : 古裝演員 : 郭晉安、楊怡、敖嘉年、
朱晨麗、羅蘭、賈曉晨、林子善
預告片段 : Click Here
故事大綱:
仲是京城的一位醫師，因醫術高明，被召入宮醫治慈禧的怪病，最後憑其敏銳觸覺，令慈禧不藥而癒，獲封為御醫。仲揭破光緒被人下毒，因而得到光緒的信任，成為光緒的主治御醫。仲與光緒相處日久，發覺光緒是有為君主，奈何被人處處制肘，有志難伸。仲於是設法令光緒在心理和生理上重新振作，卻因而介入連場政治風暴之中。合不能生育，仲只好遵從家人意見納妾，怎料其納妾對象苓竟與情郎私奔。可惜苓的情郎一走了之，苓頓時醒覺，努力裝備自己，更加入了革命黨。苓重返京城，與仲重遇，但二人卻因誤會成了鬥氣冤家，相反苓和合則成了知心好友。苓經仲的引薦，得以留在宮中收集情報，因而認識了珍妃，苓和仲助珍妃回到光緒的身邊，卻不知為珍妃招來殺身之禍。八國聯軍入京，慈禧帶光緒逃至西安，刻意留下珍妃。光緒後來得悉珍妃死於井底，為了找出兇手，光緒重新振作，努力鑽研外國政制，無奈卻惹來朝中敵對勢力阻撓。苓為進一步探取宮中情報，纏著仲一起研究奇難雜症，期間彼此加深了解，情意暗生，惜礙於革命黨員身分，苓只能將愛意暗藏心底。苓不慎被仲識破其身分，立場對立令二人衝突不斷。合得知仲愛上苓，心生醋意，服毒自盡嫁禍於苓，幸得仲相救，仲因此被逼與苓劃清界線。苓接到密令要刺殺光緒，仲極力阻止。此時，光緒突然駕崩！仲懷疑光緒是被人毒殺，但慈禧似乎要仲把光緒之死定為「病死」。正當仲查出光緒的死亡真相之時，卻又身陷險境。到底該公開事實，還是隱瞞真相？仲陷於人生中最艱難的一次考驗‥‥‥
Upcoming
TVB 1st Line Drama – 末代御醫
播映日期 : 3月21日播映時間 : 逢星期一至日 2130-2230集數 : 22劇集種類 : 超時空警匪劇演員 : 王浩信、朱千雪、袁偉豪、
單立文、苟芸慧、譚凱琪、朱晨麗、劉佩玥
故事大綱:
衝鋒隊是警隊的先鋒，一旦接獲危急狀況，搶先第一時間趕抵現場化危為機是衝鋒隊的首要任務，新紥沙展凌晨風（朱千雪飾）深明此道，往往不容有失，敦促隊員爭分奪秒避免任何耽誤與差池。晨風一次帶隊巡邏演變成警匪槍戰，晨風遭圍村村長關鼎名（王浩信飾）諸多阻撓，不單令疑犯逃脫，更令她親眼目睹父親被流彈擊斃，誰料突然天降異象，晨風可以由四月三日重覆返回四月一日，她逆轉時機救回父親卻誘發巨大的連鎖反應；鼎名無意得知晨風的秘密，藉故合作追查黑警，令二人化敵為友，然而，鼎名一直隱瞞自己的真正身份，而晨風一眾身邊人像同僚兼男友郭尚正（袁偉豪飾）、冷漠的車長陳勁威（單立文飾）、記者好友李姿婷（譚凱琪飾）等，亦遭這股超自然力量牽引，遇上連串人算不如天算的意外經歷……
Upcoming
TVB 2nd Line Drama – EU超時任務
dbc Cross Play:
TV coverage expects to carry in
LeEco starting from Apr 2016
OMD's Point of View
Traditionally focusing on radio, dbc has taken a big step and
expanded the coverage to other media which will benefit
advertisers in cross-screen planning in one go. However, we have
to determine and consider about the reach level before planning.
Pairing up with LeEco, as previously used for Cable TV, the
impact needs to monitor and see until it is launched.
Projected audience (aged 12-64) : 455,780ppl
(8.4% of total radio audience population) [1% = 54,260]
Digital radio penetration Since 2011, 200,000 digital
radios had been sold. 20,000 taxi and minibus
have installed DAB+ Radio.
App Figures as of 17 Jan 2016 Total Android/iOS
download :628,700 +
Unique Visitor (Avg. monthly) :49,100 +
Source: IPSOS
Since Jun 2014, over 1,000,000families access DBC through
channel 501. Cable TV
Starting Apr 2016, will carry dbcTV1 and dbcTV3 as their linear channels (LeEco 91 or LeEco 93).LeEco subscribers (HK + Macau):
200,000+
Website Figures 1-31 Jan 2016 Page View Unique Visitor Avg. Time Spent Avg. Page View
: 4,750,000 +: 259,000 +: 23’ 37’’: 7.8
Membership Figures as of 16 Feb 2016 No. of Members : 72,600 +
Radio
MobileOnline
TV
5x Respective Platform Figures:
DBC is one of the four operators providing digital audio broadcasting services, with a total of 18
channels in Hong Kong, and DBC operates 7 of them. Although DBC announced to layoff
nearly 60 staffs in Q4 of 2015, 7 channels are maintained to run, wherein resource will focus
on developing 3 main channels at DBC 1 旗艦台, DBC 2 me2 & DBC 3 財經台. To stand firm at
the local market, DBC revamps and broadcasts various programme channel coverages, from
teenage to elderly, in line with cross-play solutions, which provides with full coverage through
Radio, TV, PC, Tablet and Mobile Devices broadcasting, user-friendly to access to mobile app:
Channel Highlights:dbc 1: 旗艦台 (current affairs)
dbc 2: me2 (lifestyle)
dbc 3: 財經台 (Finance)
dbc 4: 華語歌曲台 (Chi. music)
dbc 5: 笑融台 (Filipion music)
dbc 6: 音樂台 (Music)
dbc 7: 戲曲台 (Chi. Opera)
Facebook Figures as of 17 Feb 2016 No. of Page Likes : 75,916
Social
goes live in Hong Kong
ViuTV (owned by PCCW) has confirmed to launch on Apr 6, which will
provide a 24-hour free TV service with 99% coverage in Hong Kong.
OMD's Point of View
ViuTV may catch most attention from public as like as HKTV before, it’s
topically a great chance for advertisers enhancing their brandings at the 1st
burst after Viu broadcast. It provides alternative option apart from TVB and
expand the audience pool by this advertising opportunities. Nonetheless,
learning from the case of HKTV, we shall keep track on viuTV’s performance
and see if it may sustain in the long run.
Only 2 Time Zones are defined – prime & fringe:
Fringe Time Prime Time Fringe Time
02:00 19:30 24:30 26:00
Channel No: 99
Official Broadcast Date: 6 Apr, 2016 (Wed) 6:00 am
Prime Time/Fringe Time: 19:30 - 24:30 / 02:00 – 19:30 & 24:30 – 26:00
Program focused: News, Finance, Factual entertainment & imported dramaProgram Hours per year: 4,000 + hours*
*locally produced and internationally acquired
Drama
Factual Entertainment &
Variety
Sports
Art & Cultural
Kids
News & Current Affairs
Finance
煮吧！換咗我阿媽
跟住矛盾去旅行
G1格鬥會
SE7EN
Barter價值連城
同 2047 特首上學去
慳D啦 HONEY
三一如三
太陽的後裔
Lady Mama
地球友善餐廳
瑪嘉烈與大衛
晚吹
智富通
老友日常粵詞越愛
理想職業
經緯線
杏林在線
體育係…
6點 / 8點新聞報道
一拳超人
海賊王–新世界篇
學校開放日
區區有樂
快樂童盟
西班牙足球賽事直播
西甲Online
體育賽事精華
浪漫泰屋
魔幻天使
夜行書生
偵探的偵探
財經新聞
粵港財富通
理財有方
LINE Town
無價道
Program Nature:
Program Schedule:
Launch Week: Prime Time 1930-2430
Fringe Time 2430-2930
6/4/2016 7/4/2016 8/4/2016 9/4/2016 10/4/2016Date Wednesday Thursday Friday Saturday Sunday
24:30:00 東京喰種 (con't) 海賊王 (con't) 海賊王 (con't) Robbie WilliamsTake the Crown
25:00:00 (con't) 無限挑戰
25:30:00
26:00:00恐怖醫學
26:30:00一個地球 (絲路)
27:00:00
27:30:00「煮」角 「煮」角
28:00:00
28:30:00
29:00:00 食勻全中國 輝哥的饌賞
29:30:00
財經新聞 / 理財有方
Driving in Hong Kong
Monstar
體育係…
十五分鐘熱度
6/4/2016 7/4/2016 8/4/2016 9/4/2016 10/4/2016Date Wednesday Thursday Friday Saturday Sunday
19:30:00 We I U Rugby 7
20:00:00
20:30:00 粵港財富通偵探的偵探
21:00:00 太陽的後裔 經緯線
21:30:00恐怖醫學 SE7EN
22:00:00G-1 格鬥會 煮吧!換左我阿媽
22:30:00
23:00:00 晚吹 晚吹 晚吹真PK 一大一路 又要威 又要戴頭盔
23:30:00 十五分鐘熱度 晚吹 晚吹No Money No Talk 總有一隻喺左近
24:00:00 Robbie Williams
東京喰種 海賊王 海賊王 Take the Crown 初森壘球團衝三小 地球友善餐廳 誰偷走我的…
體育係… View
8點新聞報道
跟住矛盾去旅行
G-1 格鬥會 G-1 格鬥會
Launch Week:
Key program changes for:1) the launch week - instead of 3x episodes of 跟住矛盾去旅行, there is only 1x episode to be broadcast in the launch week
Program Schedule:
Fringe Time 0600-1230
Fringe Time 1230-1930
6/4/2016 7/4/2016 8/4/2016 9/4/2016 10/4/2016Date Wednesday Thursday Friday Saturday Sunday
6:00:00
6:30:00
7:00:00早晨新聞
7:30:00
8:00:00 屢見耆工 老友日常
8:30:00 東京十人韓國勁歌傳真
9:00:00 還珠格格
9:30:00 智富通 還珠格格
10:00:00Monstar
10:30:00 反斗偉人劇場 戰國英雄
11:00:00 境界之輪迴 美少女戰士Crystal智富通
11:30:00 區區有樂 學校開放日
12:00:00
View
西甲前瞻 Why did you come
to Japan
午間新聞
6/4/2016 7/4/2016 8/4/2016 9/4/2016 10/4/2016Date Wednesday Thursday Friday Saturday Sunday
12:30:00 寶狄與好友之 Yo! Gym+ 一個地球 (絲路)超原能星戰
13:00:00Rugby 7 Rugby 7
13:30:00
14:00:00Rugby 7
14:30:00
15:00:00
15:30:00
16:00:00 智富通ViuTV免費電視
16:30:00 99台啟播禮
17:00:00
17:30:00
18:00:00
18:30:00 快樂童盟 杏林在線旅童軍 童星同戲 唔係玩玩下
19:00:00 理想職業 粵詞越愛 大嗚大放 Rugby 7
We I U
6點新聞報道
「煮」角
寶狄與好友之超原能星戰
小馬寶莉
元氣仔囝
智富通
浪漫泰屋
Launch Week:
Launch Week:
On top of TV station (Ch. 99), ViuTV will launch its app and web also that is
similar to TVB mytv (exact launch date TBC).
Tablet App
Mobile App – iOS / Android
Desktop Web (viu.tv)
OMD's Point of View
ViuTV expands its coverage through online platform to those
who wanted to re-catch the program, aiming to perform the
same way to MyTV
Digital
Include: Live Stream of ViuTV
VOD• Archive of Viu TV program by different categories
• Factual Entertainment/ Variety Shows/ Drama / Lifestyle
• News and Finance/ Sports/ Animation/ Child Program
TV Guide and Program Synopsis
Mobile App -
iOS / Android Desktop Web
Ad formats:
Tablet App
Facebook New Format - Canvas
This new format was officially launched on Feb,28th. And it is available on
mobile only.
Canvas is designed in immersive and expressive way for brand story telling.
When user click on the ad on newsfeed, they will land to a dominated
session (like a mini site in Facebook), and more information can be
delivered in a multiple formats (images & videos) with interactive actions
with the user.
Extra reporting matrices from the ad unit:
Average amount of time users are spending in Canvas
Average completion rate through Canvas
OMD's Point of View
Canvas provides an opportunity for advertiser to deliver more
information within Facebook platform in a more engaging way.
We believe that it enhances the user experience of consuming
advertising.
Also, the feasibility of developing Canvas allows advertiser to
leverage a more creative / fun way to communicate with user.
To watch how it actually looks like:
https://canvas.facebook.com/
WeChat Wallet in Hong Kong
One step ahead Apple Pay, WeChat has rolled out its “Wallet” service to HK
users recently. User can linkup their HK credit cards to the “Wallet” and
instantly purchase product/service thought WeChat.
However, HK users of WeChat Wallet is lack of full access to all the features
enjoyed in mainland China.
There are 4 services available for HK users at this moment - Travel,
Transport, Ticket & Shopping.
HK WeChat Wallet remarks:
• Accepts credit card linkup only
• All products/services listed in “Wallet” are provided by 3rd parties which
are the partnership deals (case by case)
OMD's Point of View
With the rising penetration of WeChat in HK, the newly launched
“Wallet” service is providing a better consumption experience by
leveraging user’s growing need on m-commerce atmosphere.
And surely this win-win strategy is driving more local active user
to use WeChat.
Besides partnership deal for local consumers, there is a huge
opportunities to cooperate with WeChat’s for an Official Account
“騰訊跨境購 which is targeting mainland travelers to HK, who are
more familiar with online purchase via WeChat.
ShoppingTicket
TransportTravel
Google Eliminates Right Hand Side Ads
Google has eliminated the sidebar ads that once appeared on the right
side of its desktop results. At the same time, the company says it may
show an additional ad — four, not three — above the search results for
what it calls “highly commercial queries”.
Only exception to the right side ads are Product Listing Ads which is
currently not yet available in Hong Kong.
OMD's Point of View
Given the increased competition for these more coveted ad
spots, it is likely that the new layout will drive up prices for paid
ads.
Some will begin to focus on lower cost keywords and others will
turn their focus towards organic search performance optimization.
One thing is sure, brands must ensure their organic and content
strategies are built for maximum performance in an ever-
changing and competitive online marketplace.
毛記電視第一屆萬千呃Like賀台慶
100Most will host 毛記電視第一屆萬千呃Like賀台慶 on May 11, at the
Hong Kong Convention Centre. TVMost presenters, divided into female
and male groups, will battle each other for the most “Liked”. Awards will be
given across acting, drama and commercial categories.
OMD's Point of View
Following the success of 第一屆十大勁曲金曲分獎典禮, we are
expecting many to tune in to this year’s show. Despite 100Most’s
satirical point of view, sometimes even poking fun at its sponsors,
their viewers are highly engaged and willing to interact with
commercial messages (e.g. #多謝Shell).
Advertisers will be looking to leverage 100Most for exposure. We
are already seeing advertising packages offering co-title-
sponsorships this year. Contact us for more details.
Get in Touch
For more information, please contact your
account management / planning team:
Business Director
• Catherine Wu ([email protected])
• Louise Woo ([email protected])
• Helen Cheung ([email protected])
• Jacky Ho ([email protected])
• Kat Chan ([email protected])
Digital Business Director
• Sandy Tan([email protected])
• Koyi Wu ([email protected])
Senior Digital Manager
• Kin Lai([email protected])
Head of Buying
• Derek Yip ([email protected])