Sing Tao Daily: "Advertisers wait and see! Asia Television's ratings soar, but its commercial value remains to be seen."
"Asia Television has successfully attracted viewers' attention through bold reforms, with ratings climbing significantly. "Pokémon," in particular, has sparked a viewing craze among young people. However, the fact that it did not air any commercials throughout the day yesterday has caused the market to reflect.
Industry analysts indicate that advertisers remain cautious, primarily due to concerns about: 1. Will the imported programs maintain sustained appeal? 2. Animation viewers are mostly children and teenagers, with limited spending power, raising concerns about brand conversion rates. 3. Asia Television's production capabilities have yet to be demonstrated. Ratings don't equate to advertising value, and whether Asia Television can convert its popularity into real revenue remains to be seen.
It has to be said that in the era of print media, the editors and reporters of these newspapers could really influence public opinion through news reports and openly express their own views and theories to them.
Like the reports above, their analysis and arguments can be said to be well-reasoned and even ordinary business elites would agree with them.
The stance of Ming Pao, however, is relatively more neutral, pointing out both the advantages and disadvantages.
"A New Trend in Television? Asian Television Reform Sparks Heated Debate."
Is differentiated competition a recipe for disaster? Asia Television has abandoned its traditional route of producing original dramas and variety shows, focusing on imported content. The youth-focused "Pokémon" animation, in particular, has generated significant social buzz and impressive ratings.
This move breaks TVB's monopoly and offers viewers new options. However, over-reliance on purchased content and a lack of internal revenue generation pose a major concern for its future development. Whether it can retain viewers after the initial excitement wears off and successfully attract high-end brand advertising will be crucial to its success.
The Ta Kung Pao, under the instruction of the Xinhua News Agency's Hong Kong branch, boldly and blindly praised the event.
"Asia Television is committed to innovation to serve a diverse audience."
"Since its new owner, Kobayashi Tenmo, took over, Asia Television has actively pursued change, introducing high-quality overseas programming to enrich the entertainment life of the public. This has particularly filled the gap in youth television programming, and has been widely welcomed. The direction of its reforms is commendable, as it aims to break the monopoly, promote competition, and contribute to the healthy development of Hong Kong's television industry."
Some tabloids, however, never cease to shock: "On the eve of the collapse of the TVB dynasty?", "Pokémon shakes up the television empire!", "Kobayashi Tenmo turns stones into gold, Asia Television makes a comeback!"
Although the reviews were mixed, the core message of "Asia Television's ratings soared" and "threat to TVB" was repeatedly emphasized and amplified in these reports.
Fang Yihua frowned, and the more she looked, the gloomier her heart became.
Meanwhile, Run Run Shaw's face became increasingly gloomy. The "theory of value" he had spoken to Fang Yihua last night seemed so pale and powerless in the face of the iron-clad ratings and overwhelming public opinion.
Although Fang Yihua also felt that Run Run Shaw was in a bad mood, under normal circumstances, she would not take the initiative to provoke him.
But now it was about TVB's dominance, it was a serious matter, so she just bit the bullet and said:
"Run Run, look, even a pro-business media outlet like Sing Tao is questioning the value of advertising... but... but these ratings are real! 30 points! They've taken away nearly half of our audience with just one cartoon! What... what's going on? Are our judgments... really wrong? Are the ratings for children really that powerful?"
Run Run Shaw took a deep breath, picked up the coffee cup, but did not drink it.
As the boss of TVB, Fang Yihua, the specific person at the helm, is obviously panicking, so he cannot panic even more.
His eyes scanned the eye-catching titles and numbers sharply, trying to find flaws in them.
Including those expert comments and analyses that belittled Asia Television, Run Run Shaw saw many optimistic aspects.
After a moment of silence, he slowly spoke:
"Ahua, the ratings data for a while can't tell the whole story. Audiences are easily disillusioned, especially with something new and fresh like this.
Asia Television is now like a movie theater, showing only other people's films. Mainland China news is edited, Japanese dramas are purchased, and even cartoons are purchased! What do they have of their own?
They don't have their own production team! They don't have their own stars! They don't have their own original flagship shows! Can this model last?
Once the novelty wears off, viewers will tire of these foreign products and will naturally return. What is the core competitiveness of our TVB?
It is our strong production capabilities that allow us to continuously produce high-quality dramas and variety shows that suit the tastes of Hong Kong audiences!
This is the lifeblood of the TV station! Asia Television? They're just relying on purchased goods to survive. Their foundation is shaky! How can they fight us?
As for advertising… Humph, look at these reports. Even they admit that advertisers are waiting and watching! Why are they waiting and watching?
Because everyone knows that the ratings built up by importing content are unstable!
Brands want a precise, valuable audience! They're leaving our mature, high-end prime-time audience behind to gamble on those children who watch animation? A shrewd businessman wouldn't be so foolish! Once the hype wears off, Asia Television won't get any advertising, and the massive acquisition costs will become the stone that breaks them!
Yes!
Run Run Shaw is worthy of being a television tycoon, he directly grasped the crux of the problem.
Ratings and audience ratings are different. For the same 10% rating, can the value be the same for children with no financial resources and well-paid business elites?
My dear, there is more to this chapter. Please click on the next page to continue reading. It will be even more exciting later!
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