M Y T V A N D WATC H I N G T V

GEUC 4011

Chan Cheuk Him BrianHo Hin YeungOr Chun Ming

INTRODUCTION OF MYTV

• Provide the latest TVB programmes through internet to PCs or mobile devices• Include real-time broadcast on Jade, Pearl, J2

MYTV’S TIMELINE

Nov 2008myTV was first introduced in

tvb.com Nov 2011myTV mobile app

is available on android and

iPhoneFeb 2012

Over 1,000,000 users downloaded myTV mobile app May 2012

TVB planned to charge on myTV

NOW

MOTIVATION

HYPOTHESIS

• myTV makes people watch TV more irregularly• In term of time

RESEARCH METHODOLOGY

• Survey• To investigate the behaviour of people in watching TV• To study the correlation between parameters

• Data collection from CSM Media Research• Statistics of audience measurement• To study trend of ratings of different programmes

• Browsing amount on myTV• To compare with the audience measurement• To show how myTV would affect different types of

programmes

SURVEY

• Data collected: 237• 161 from internet• 76 of hard copies

SURVEY

46%

54%

Q1 Sex

MaleFemale

Total:237

SURVEY

1%

26%

35%

7%4%

1%

8%

18%

Q2: Age<1616-2021-2526-3031-3536-4041-45>45

Total:237

SURVEY

34%

8%

51%

2%3% 2%

Q3: Employment Status

Employee(fixed working hr)

Employee(shift)

Student

Unemployed

Household

Other

Total:237

SURVEY

Watching TV

Doing Exercise

Shopping Karaoke Reading Others0%

10%

20%

30%

40%

50%

60%

70%

Q5: Hobby

Total:237

SURVEY

72%

28%

Q7: Can you receive digital TV at home?

CanCan't

Total:237

SURVEY

90%

10%

Q8: Do you have a smart phone or tablet?

YesNo

Total:237

SURVEY

Television myTV Video Websites

Others0%

10%20%30%40%50%60%70%80%90%

100%

Q9: Tools to watch TV

Total:236

SURVEY

Computer Smart Phone Tablet Others0%

10%20%30%40%50%60%70%80%90%

100%

Q10: Tools to watch myTV

Total:206

SURVEY

0%

20%

40%

60%

80%

100%

Q11: Types of TV programmes watched via TV

Total:236

SURVEY

Dram

a

Varie

ty

Food

and

Tra

vel

Life

style

News

Mus

icKI

DS

Mov

ies

Anim

atio

n

Other

s0%

20%

40%

60%

80%

Q12: Types of TV programmes watched via myTV

Total:206

SURVEY

33%

46%

21%

Q13: Will myTV make you watch TV more irregularly?

YesNoDon't know

Total:237

SURVEY

11%

15%

74%

Q14: Time of watching TV after the introduction of myTV

IncreasedDecreasedNot affected

Total:237

SURVEY

0%

20%

40%

60%

Q15: Why do you prefer TV?

Total:236

SURVEY

Unabl

e to

rece

ive di

gita

l cha

nnels

Less

rest

rictio

n on

place

and

tim

e

Wid

er var

iety

of p

rogr

ams

Fewer

adv

ertis

men

t

Rewat

ch

Highe

r Priv

acy

Other

s0%

20%40%60%80%

Q16: Why do you prefer myTV?

Total:206

SURVEY

28%

29%

24%

10%

5% 4%

Q17: Time spent in watching TV per day

<1hr

1-2hr

2-3hr

3-4hr

4-5hr

>5hr

Total:237

SURVEY

SURVEY

SURVEY

SURVEY

• One Sample t test for binominal distribution α = 0.05• H0 : p=0 vs H1: p≠0

• Test Statistic:

• Reject H0

AUDIENCE MEASUREMENT

• A measurement of the number of people in an audience• 1 point = 64,070 audience• All the ratings of TVB programmes are provided

by CSM Media Research• CSM is also the only TV rating provider in Hong

Kong

AUDIENCE MEASUREMENT

• Average ratings of top 20 dramas from 2003 to 2011 are collected

• The average ratings (with top 3 excluded) are tabulated

• The average from 2003 to 2008 is found to be 29.79

• (*top 19 dramas for 2004)

Year Avg. ratings

2003 30.35

2004* 28.24

2005 30.59

2006 30.59

2007 29.41

2008 29.53

2009 28.76

2010 28.53

2011 28.12

AUDIENCE MEASUREMENT

2003 2004 2005 2006 2007 2008 2009 2010 201126.50

27.00

27.50

28.00

28.50

29.00

29.50

30.00

30.50

31.00

Average Rating top 3 excluded

average from 2003-2008

AUDIENCE MEASUREMENT

• Continuous drop in rating is found since 2009• Difference in ratings between the average of 03-

08 and that of 2011 is 1.67• An amount of audience of about 107,000

AUDIENCE MEASUREMENT

• Audience measurement rating of 5 programs are chosen to trace from 2008 on a weekly basis• The 15-week moving average of the ratings are

plotted

• News At Six-Thirty( 六點半新聞報導 )• Tuesday/Sunday Report( 星期二 / 日檔案 )• News Magazine( 新聞透視 )• The Scoop( 東張西望 )• News Roundup( 晚間新聞 )

AUDIENCE MEASUREMENT

13

14

15

16

17

18

19

20

21

22

23

24

25

News At Six-Thirty

Tuesday/Sunday Report

News Magazine

The Scoop

News Roundup

myTV website introduced

VIEWS ON MYTV VS AUDIENCE MEASUREMENT

• 7 programs are chosen for the comparison between myTV and audience measurement

• The Last Steep Ascent( 天梯 )• Highs and Lows( 雷霆掃毒 )• Come Home Love( 愛。回家 )• Telling Maria( 最佳男主角 )• The Scoop( 東張西望 )• News Magazine( 新聞透視 )• News Roundup( 晚間新聞 )

THE LAST STEEP ASCENT( 天梯 )

• The average rating from 8/10 to 12/10 : 31• 2.0 million

• Views on myTV(episode 19): 160,574• ~8.1% of the rating

HIGHS AND LOWS( 雷霆掃毒 )

• The average rating from 8/10 to 12/10 : 31• 2.0 million

• Views on myTV(episode 15): 174,984• ~8.8% of the rating

COME HOME LOVE( 愛‧回家 )

• The average rating from 8/10 to 12/10: 26• 1.67 million

• Views on myTV(episode 108): 62,870• ~3.2% of the rating

TELLING MARIA( 最佳男主角 )

• The average rating from 8/10 to 12/10: 24• 1.5 million

• Average views on myTV: ~150,000• ~9.8% of the rating

THE SCOOP( 東張西望 )

• The average rating in September: 21• 1.3 million

• Average views on myTV: ~3,800• ~0.3% of the rating

NEWS MAGAZINE( 新聞透視 )

• The average rating in September: 14.8• 0.95 million

• Average views on myTV: ~21,000• ~2.3% of the rating

NEWS ROUNDUP( 晚間新聞 )

• The average rating in September(weekdays): 18• 1.15 million

• Average views on myTV: ~1,600• ~0.1% of the rating

VIEWS ON MYTV VS AUDIENCE MEASUREMENT

Drama Views on myTV

The Last Steep Ascent( 天梯 ) 160,599

Highs and Lows( 雷霆掃毒 ) 175,076

Come Home Love( 愛‧回家 ) 62,870

• Type of programs matters• myTV would affect drama most

• Average views on myTV of dramas in golden time: ~133,000

• Difference between the average no. of audience of top dramas before 2009 and that in 2011: ~107,000

• A possibility that those people had turned to myTV

LIMITATIONS

• Survey• Sample size• Difficulty to approach all age groups

• Audience measurement• Absence of audience measurement in some weeks

• Views on myTV• Insufficient data can be collected from the myTV website

OTHER FACTORS AFFECTING AUDIENCE MEASUREMENT

• Quality of programme

• Evaluation of a programme

• A drop in popularity of watching TV

CONCLUSION

• myTV changes people’s behaviour of watching TV• watch TV more irregularly• Some people should have turned to myTV

• Different types of programs are affected by myTV in different extent• The most significant type: Drama

REFERENCE

• TVB 收視情報站 http://Stfrog.blog.163.com• myTV – Wikipedia http://zh.wikipedia.org/wiki/Mytv• CSM http://www.csm.com.cn• myTV http://mytv.tvb.com

END

THANKS