News Column

TVB Chooses IBM Social Media Analytics

May 20, 2014

IBM announced that Television Broadcasts Limited is adopting IBM's cloud-based Social Media Analytics technology to greatly increase insight into audience attitudes expressed through comments posted across a range of social networks and online forums.

According to a release, this will enable the company to better understand the impact of its programming and monitor its reputation as a Hong Kong TV broadcast license holder.

The company reported that TVB is the first company in Hong Kong to use IBM Social Media Analytics, which is capable of analyzing billions of publicly available social media comments and providing the results in configurable charts and dashboards. By generating predictive analysis and actionable intelligence, TVB is positioning itself to drive greater value from its marketing campaigns, discover new opportunities and proactively address problems.

Additionally, TVB provides five free entertainment and news channels, and a pay TV service that offers subscribers over 40 local and international channels to Hong Kong viewers. It has also expanded its business beyond Hong Kong since the 1970s, delivering service and programs through different channels and in diverse formats to Mainland China, Taiwan, Malaysia, Singapore, Australia, North and South America, and Europe.

As TV viewing expands into digital and new media platforms, TVB launched its web service myTV in 2008 and the myTV mobile app in 2011, both with great success. Earlier this year, TVB also launched its pay view-on-demand GOTV service. All of these online efforts aim to extend content outside of the home, in particular, for the younger generation who are used to watching what they want, at anytime and on any device.

Using IBM Social Media Analytics, TVB will also deploy IBM DB2 with BLU Acceleration on IBM POWER Systems together with IBM Cognos software, to mine more than three decades of program ratings data and unearth correlations between this data and social media "buzz." This will enable TVB management to understand the trends of media consumption habits.

Social media data, when combined with internal criteria and traditional performance metrics, will provide rich insights about the market that can be gleaned for smarter decision making. In addition, the cloud-based delivery option will allow TVB to quickly reap benefits regardless of any capacity constraints.

"The new integrated data warehouse and social media analytics platform has huge implications for audience research and our commercial strategy going forward. While traditional TV ratings research will continue to be important, it must be augmented by social media intelligence," said KC Leung, senior manager, Marketing Research & Information Department, Television Broadcasts Limited. "The solutions that IBM is delivering will enable TVB to fully embrace this and become more precise, agile and responsive to the opinions of our audience and needs of our advertisers. Social media analytics will also be a very useful enhancement to our on-going process of stakeholder engagement."

"Our Social Media Analytics solution helps TVB go way beyond mere social media listening," said Samson Tai, IBM Distinguished Engineer and chief technologist, Innovation Network, IBM Hong Kong. "Being able to capture and analyze all of this consumer data means TVB can act on newly discovered insights to understand viewership behavior and sentiment and more effectively manage its online reputation."

Television Broadcasts Limited, commonly known as TVB, is a wireless commercial television station in Hong Kong.

IBM provides a portfolio of Big Data and Analytics technologies and solutions, spanning services, software, research and hardware.

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Source: Professional Services Close - Up

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