TVB gauges viewer sentiment with social media analytics SaaS …

TVB gauges viewer sentiment with social media analytics SaaS …

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big data analyticsentertainmentIBMsocial mediaTVB

Hong Kong’s TV broadcaster Television Broadcasts Limited (TVB) has adopted a cloud-based social media analytics solution to gain insights from audience feedback made on social media platforms.

Using IBM’s Social Media Analytics solution, TVB is now able to gauge audience attitudes, expressed through comments posted across a wide range of social networks and online forums.

Being the first company in Hong Kong to use IBM Social Media Analytics, TVB expects 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.

According to IBM, the solution is said to be able to analyze 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 set to drive greater value from its marketing campaigns, discover new opportunities and proactively address problems.

Analyze 30 years of program ratings

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 the management to understand the trends of media consumption habits.

This 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 SaaS delivery option will allow TVB to quickly reap the benefits of the solution regardless of their 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.

“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.”

The new data warehouse is built on IBM DB2 with BLU Acceleration, a technology that speeds analytics and reporting through next generation in-memory columnar processing and provides an extremely efficient way to find relevant data. The data warehouse and business intelligence (BI) system will enable TVB to fully leverage its archive of rating data, pulling in social media data to find correlations that — in the age of on-line, on-demand video consumption — is going to become a very important part of the commercial proposition for TVB.

Expand online media presence

Established in 1967, TVB is Hong Kong’s leading television station. It 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.

In recent years, TVB has been actively expanding its digital and new media platforms. It launched a web service myTV in 2008 and a myTV mobile app in 2011. Earlier this year, TVB launched its pay view-on-demand GOTV service.

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TVB gauges viewer sentiment with social media analytics SaaS …

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