MYTV AND WATCHING TV GEUC 4011 Chan Cheuk Him Brian Ho Hin Yeung Or Chun Ming.
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Transcript of MYTV AND WATCHING TV GEUC 4011 Chan Cheuk Him Brian Ho Hin Yeung Or Chun Ming.
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