TVB Selects IBM Social Media Analytics on Cloud to Gain Insight into Audience Sentiment

TVB Selects IBM Social Media Analytics on Cloud to Gain Insight into Audience

New technology will help Hong Kong's leading broadcaster understand audience
preferences for smarter program and campaign planning

PR Newswire

HONG KONG, May 15, 2014

HONG KONG, May 15, 2014 /PRNewswire/ -- IBM (NYSE: IBM) today announced that
Television Broadcasts Limited (TVB, SEHK:0511) is adopting IBM's cloud-based
Social Media Analytics technology to greatly increase insight into audience
attitudes expressed through comments posted across a wide range of social
networks and online forums. 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.

IBM Corporation logo.

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, easy-to-understand 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.

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. 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

"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."

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.

About TVB
Television Broadcasts Limited, commonly known as TVB, was established in 1967
and is the first wireless commercial television station in Hong Kong. With its
headquarters in Hong Kong, TVB provides round-the-clock entertainment channels
and news service to over 7 million Hong Kong viewers, and operates an
international licensing and distribution business. Today, TVB has over 4,600
staff and artistes worldwide. For more information visit:

About IBM Big Data and Analytics
IBM has established the world's deepest portfolio of Big Data and Analytics
technologies and solutions, spanning services, software, research and
hardware. Today, more than 400 IBM mathematicians and 6,000 industry solution
business partners are helping clients use big data to transform their
organizations. Additionally, IBM secured 1,500 Big Data and Analytics-related
patents in 2013 alone, and continues to engage and build solutions and skills
across a broad community of 1,000 university partnerships, 135,000 Big Data
University enrollments and a worldwide network of nine Analytic Solutions

For more information about IBM Big Data & Analytics, visit and

Follow IBM Big Data & Analytics on Twitter @IBMbigdata and @IBMAnalytics.

For more insights on Big Data & Analytics visit IBM's Smarter Planet blog.

About IBM
For more information about IBM Hong Kong, go to:

Media Contact(s):
Florence Ma
IBM China/Hong Kong Limited External Relations
Tel: (852) 2825 7626

Hanna Smigala
IBM U.S. Media Relations
Tel: 1 (203) 720-342-5343



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