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May 4 2009
Hong Kong
Nielsen Online, a service of The Nielsen Company, has been selected by tvb.com as the broadcaster’s exclusive partner for in-depth tracking and analysis of more than a hundred tvb.com channels.
Leveraging the demographic information provided by Nielsen Online’s Market Intelligence tool, Nielsen will focus its web analytics and research efforts on TVB’s Internet site to define the changing attitudes and behavior of their online audience.
The collaboration will enable tvb.com to take a more coordinated approach in planning its sales and marketing development. It will also allow for more strategic preparation of new advertising campaigns, the media placement of a promotion, the acquisition of, or partnership with other industry parties.
Ivy Wong, Chief Operating Officer of tvb.com said, “With Nielsen Online’s Marketing Intelligence tool, we can gain an in-depth understanding of users’ attitudes and behaviour, which will help tvb.com develop a highly customised range of products and services that fit our users’ needs and tastes. It will also enable us to work with our advertising clients on effective integrated marketing planning to generate higher audience response rates, and make tvb.com an extremely cost-effective way to reach an active targeted internet population.”
“The profile of Web analytics continues to grow as it becomes more integral to business decision-making and organisational strategy. The credit crunch is putting the spotlight on analytics as organisations such as tvb.com seek to understand where they are getting the best return on investment and where real value is being added,” commented Joseph Kam, Commercial Director for Nielsen Online, adding “The dynamic ability to track both web traffic and streaming video and mobile provides an excellent opportunity for this leading broadcaster to adopt a greater level of accountability and accuracy.”
"With the recent success of the tvb.com site revamp, tvb.com is becoming one of the most prominent websites in Hong Kong, with as many as 7.5 million videos viewed by over 1.5 million unique viewers in March 2009 through their newly developed MyTV channel, which allows users to catch up with TVB programs online including drama, variety, entertainment and news, etc, anytime, anywhere, on any device," Kam added.
As of March 2009, tvb.com had recorded 3.3 millions unique visitors to its site as well as 68 million page impressions, an increase of 30 and 20 percent respectively when compared to traffic before MyTV launched in Nov 2008.
About Nielsen Online
Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen//NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit www.nielsen-online.com.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing information, media information, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com
About TVB.COM
TVB.COM, a member of Television Broadcasts Limited (TVB) group, was established in 2000, and is the world’s largest Chinese language television programme provider. Being one of Hong Kong’s leading Chinese language lifestyle and entertainment portals, TVB.COM collects most of the TVB programmes. In order to develop the business, TVB.COM has carried out a revolutionary reform since 2007. Both the content and the design of the website are amazing. Through its interactive media network, TVB.COM aims to develop the web community and spread their special brand of TV-mania to the worldwide Chinese community.
About MyTV
TVB.COM, leading television broadcasting into a new era, commenced MyTV in November 2008, which provides internet users with personalised online TV experience. Over 1,500,000 people have tuned in to MyTV since its commencement. Users can watch their favourite programmes using any devices such as mobile phone and computer anytime, anywhere, with 11 MyTV channels including drama, variety, food, travel, news, finance, entertainment, music, lifestyle, kids and info programmes. MyTV also features many personalised interactive functions, such as ‘Video-On-Demand’, 'i-info', 'My playlist' and 'Share with friends” allowing users to customise their personal television channel. The official website of MyTV is mytv.tvb.com.
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