Prime Time Rating Updates. Upcoming Drama Update. New Multi Media Platform Launches. Print updates in market. New video platform

Transcription

1 January February 2016

2 Overview Prime Time Rating Updates 愛情食物鏈 + 鐵馬戰車 Upcoming Drama Update 公公出官 + 警犬巴打 New Multi Media Platform Launches 香港 01 Print updates in market E Weekly launches 4 th booklet New video platform Netflix Online updates in market Letv rebranding the company name to LeEco

3 Average Rating 1 ST LINE DRAMA ND 22.2 LINE DRAMA Year to Date Average: 17.5 (From Jan 1- Dec 31, 2015) Year to Date Average: 19.2 (From Jan 1- Dec 31, 2015) /1/ /1/ /1/ /12/ /12/ /12/ /12/ /11/ /11/ /11/ /11/ /11/ /10/ /10/ /10/ /10/ /9/ /9/ /9/ /9/ /8/ /8/ /8/ /8/ /8/ /7/ /7/ /7/2015 1st Line Drama 2nd Line Drama PHD's Point of View Compared with previous 1 st & 2 nd line drama, the new dramas 愛情食物鏈 & 鐵馬戰車 performed well in ratings with 25% & 30% up respectively. Regarding the upcoming new dramas 公公出宮 & 警犬巴打, we expect the good ratings to come based on the artists & scripts. Period : Jan 1, 2015 Jan 24, 2016 Target : People Universe : 3,302,000 Source : AC Nielsen Infosys

4 Upcoming TVB 1 st Line Drama 公公出宮 播映日期 : 2 月 9 日 播映時間 : 逢星期一至五 集數 : 35 劇集種類 : 古裝 演員 : 黎耀祥 胡定欣 蕭正楠 陳國邦 曹永廉 姜大偉 唐詩詠 林夏薇 故事大綱 : 大清亡國, 終結中國數千年的帝制, 數百太監被解散出宮 恭 ( 黎耀祥飾 ) 田 ( 陳國邦飾 ) 鳳 ( 曹永廉飾 ) 三位公公, 離開皇宮後過著顛沛流離的生活, 一次仗義相救昇而淪為逃亡犯, 鳳更因此身受重傷, 昇深受感動, 視三子如手足 為救鳳, 三人意外打劫金家大小姐金帶男, 惜被香人贓並獲, 四子只好再次為奴, 進金家當下人, 苦不堪言 男視鳳為幸運童子, 安排他在米行做事, 連帶三人同被善待 金家米業如日方中人丁凋零, 太監的詛咒 令金家絕子絕孫, 香呼籲金家村村民積極生育, 卻反被逼招親, 最後恭被逼與香成親, 為隱瞞太監身分對香左閃又避.. 與金家有相爭的徐家要令金家四分五裂, 派臥底黃蓮接近昌, 昌受蓮唆擺, 意圖謀朝篡位, 對抗香! 昇發現自己竟是金家長子嫡孫, 在蓮的慫恿下, 泱定搶奪金家財產! 香和恭得知金家隱藏著一個前清秘密, 幕後黑手更涉及前清復闢組織, 恭面對家與國兩難抉擇, 決定與兄弟 金家上下一同守護金家村

5 Upcoming TVB 2 nd Line Drama 警犬巴打 播映日期 : 2 月 9 日 播映時間 : 逢星期一至日 集數 : 20 劇集種類 : 時裝警匪喜劇 演員 : 黃宗澤 黃浩然 鍾嘉欣 朱千雪 梁烈唯 古明華 陳秀珠 蔣嘉旻 張嘉兒 故事大綱 : 湫 ( 黃宗澤飾 ) 的父親染上毒癮, 導致家破人亡, 令湫嫉惡如仇, 決心成為警察保護弱小 湫雖奮勇但經常闖禍, 因此湫的上司建議他加入警犬隊, 讓湫訓練警犬學習服從性期間同時訓練湫的服從性 湫入沙嶺警犬訓練學校受訓做領犬員, 獲分配一頭準警犬, 名巴打 巴打之前是由毒犯飼養, 加上被湫緝捕鐺, 巴打敵視湫 湫為了能順利畢業, 唯有求助昊希望巴打能 改邪歸正 做警犬 過程中湫屢受挫折, 但經昊的提點, 開始學懂與狗隻相處, 湫因此學懂體諒, 和經常令湫頭痛的妹妹們的關係大有改善 鐺出獄後再犯事, 廉和湫未能找到罪證, 廉一時衝動下竟作假口供, 結果鐺被拘捕 湫就假口供一事與廉對質, 兩兄弟大吵一場後決裂 湫和巴打出勤時, 遇上鐺正在犯案, 終於合力制服鐺, 一人一狗成為警隊最佳拍檔

6 New multi-media platform 香港 01 香港 01 HK01 is a new multi-media platform carried with website, weekly newspaper and physical space. They will present to readers/followers online and offline in-depth analysis and reviews on news, community and lifestyle topics, covering in all perspectives and angles. HK01 has the vision to become an advocacy media, be the thought leader and giving readers a brand new experience on media. Their FB page fans no. has reached almost 50K, given that they only launched on 28 th Dec, 2015 without any ad boosting. Their Space café concept is going to expand into different districts of HK community. They are rolling out a grand marketing campaign riding on TVC, outdoor, digital media, etc. to create noise in the town. The official launch of all products will be in late Feb / early March: - Print will launch on 11 th Mar, 2016 and include 1 weekly press, 2 weekly magazine & 1 monthly magazine. The on-sale price will be HK$20 and published on Fridays. - Website is with beta version (without ad unit) being launched since 11th Jan 2016, while phase 2 will launch in late Feb/ early March (with ad unit) - App will launch in late Feb/ early March PHD's Point of View HK01 is founded by Yu Pun-Hoi ( 于品海 ), who is currently running business across IT, movie and media in HK and China. While the working team included ~300 members with editorial team leaded by Lung King Cheong ( 龍景昌 ), the former chief editor of Ming Pao Weekly and creative direction leaded by Stanley Wong ( 又一山人 ), the famous HK designer. The strong resource support is believed to bring the title enriched contents and fresh viewing point. Plus, HK01 is using a new distribution model with its contents being communicated thru multiple media to suit different viewing habits. Apparently, the title will stand out in the market, yet to see readers reaction upon its launch.

7 E Weekly will change from 3 books to 4 books to cover current affairs also After the launch of 3x titles covering entertainment (e+ 娛樂 ), Beauty & Fashion (Mode) and Eat & Travel ( 美食旅客 ) on Nov 5, E Weekly, which is the centerpiece title of the publication, will have a debut on 18 Feb It covers current affairs including local and international news, plus political, economic and social issues. Commentary and analyses provided are expected to offer readers an extensive range of insightful information. The claimed circulation : 120,000 copies. PHD's Point of View E-weekly was originally women oriented focusing on entertainment and lifestyle. The additional 4 th title will diverted the magazine to male segment as well. Since the magazine is new to the market, it is still searching a way to attract readers and advertisers. Yet to observe if the additional title will help the magazine to lift up its popularity. We will keep monitor to see if this value-added strategy could lead the publication to achieve success.

8 Netflix goes live in Hong Kong Netflix is a new platform of video streaming offers film and television program to subscribers via Internet streaming. According to the announcement last year, Netflix has officially launched in Hong Kong and subscribers could enjoy firstmonth free trial and offer monthly cost at HK$63 afterwards. Netflix video content flavor of foreign movies & dramas and most popular on self - produce drama & Marvel movies series. Platform highlight: Video content is available on devices that have Internet connection included on mobile, tablet or PC. It is user friendly that can be assessed by numerous external devices with a Netflix app anywhere, anytime. No advertising opportunities at this moment. PHD's Point of View The launches of Netflix Hong Kong provides another choice to audience and attracts big fans of America drama & Western movie lovers. However, you might find a tad disappointed at the list of shows actually available. Since the content in Hong Kong is limited now and they are rolling out slowly. Netflix claimed that they will double the content in the library in one year. Since there re no advertising opportunities from Netflix, but there could be opportunities of content marketing in the future.

9 Letv Rebrands as LeEco Letv, another video steaming provider founded in 2004, is recently removing the brand word TV and re-branding the company name and logo to LeEco, implied lengthen of Le Ecosystem and engaged in a myriad business. Apart from livestreaming video, LeEco expands its business scope to e-commerce, cloud, smartphone and any others products and services to meet the changing market. The company grow rapidly and focus towards global marketing and especially keep aggressive move on Hong Kong's sports entertainment. LeEco invested money in the rights of 2016/ /19 English Premier League soccer matches in Hong Kong, while they ve recently gained the exclusive (partial) official broadcast rights of 2018 FIFA World Cup in Russia. PHD's Point of View LeEco rebrands and aggressively fight for famous worldwide football match broadcast rights to reinforce its market position in Hong Kong. We believed that millions of traffic could be drive during live football match. While LeEco s strategic focus in 2016 will be on globalization and create more value for users. We observed from the huge investment and potential that LeEco will go popular in Hong Kong and advertising opportunities could be consider once the audience grown stable.

10 GET IN TOUCH For more information, please contact your account management / planning team: CEO Ray Wong (Ray.wong@phdmedia.com) General Manager Cedric Lam (Cedric.lam@phdmedia.com) Clement Chung (Clement.chung@phdmedia.com) Buying Director Phyllis Lam (Phyllis.lam@phdmedia.com) Managing Partner, Strategy Deric Wong (Deric.wong@omnicommediagroup.com)