Published on 31-Mar-2012
Customer:
Television Broadcasts Limited
Industry:
Media & Entertainment
Deployment country:
Hong Kong
Solution:
Business Analytics, Smarter Analytics, Smarter Analytics - Grow & retain customers, Smarter Planet
IBM Business Partner:
GA InfoMart
Overview
Founded in late 1967, Television Broadcasts Limited (TVB) is the second over-the-air commercial television station in Hong Kong, and has a staff of about 4,500. TVB offers a range of broadcasting services that over two million homes rely on, including high-definition TV.
Business need:
TVB, a leading television broadcasting company in Hong Kong, wanted to grow its market share and advertising revenues by reaching out to specific target audiences that had greater appeal to its advertisers. To achieve its business objectives, TVB recognized the need for advanced capabilities to analyze the relationship between ratings and revenue to provide insight that would improve decision making.
Solution:
TVB met the challenge by implementing a solution that collects data on the station’s program ratings and advertising revenue on a daily basis, and then through powerful analytics, provides deep insights on the relationship between the two.
Benefits:
Reduced total cost of ownership of the BI system by 20 percent to 30 percent while easing maintenance worries; Projected ROI for the new BI system of just three years; Improved business agility and competitiveness by enabling management and staff, whenever needed, to generate accurate and timely analysis and reports
Case Study
Founded in late 1967, Television Broadcasts Limited (TVB) is the second over-the-air commercial television station in Hong Kong, and has a staff of about 4,500. TVB offers a range of broadcasting services that over two million homes rely on, including high-definition TV. TVB currently operates five free channels in Hong Kong. TVB Jade (Cantonese) and TVB Pearl (English) are TVB’s primary television channels.
The Opportunity
TVB, a leading television broadcasting company in Hong Kong, wanted to grow its market share and advertising revenues by reaching out to specific target audiences that had greater appeal to its advertisers. To achieve its business objectives, TVB recognized the need for advanced capabilities to analyze the relationship between ratings and revenue to provide insight that would improve decision making.
What Makes It Smarter
TVB met the challenge by implementing a solution that collects data on the station’s program ratings and advertising revenue on a daily basis, and then through powerful analytics, provides deep insights on the relationship between the two. The system identifies opportunities for the sales and marketing team to create more effective promotional campaigns—a win-win situation, in that advertisers willingly pay more to reach more favored viewers, which enables the broadcaster to generate a higher return on the same promotional spend. The solution is also more cost-effective: the broadcaster’s total cost of ownership of its new BI solution is 20 percent to 30 percent less than the legacy system it replaced and has a projected return on investment of just three years.
Real Business Results
• Reduced total cost of ownership of the BI system by 20 percent to 30 percent while easing maintenance worries
• Projected ROI for the new BI system of just three years
• Improved business agility and competitiveness by enabling management and staff, whenever needed, to generate accurate and timely analysis and reports
For more information
Please contact your IBM sales representative or IBM Business Partner. Visit us at: ibm.com/media
To learn more about Television Broadcasts Limited visit: www.tvb.com
Products and services used
IBM products and services that were used in this case study.
Hardware:
System x: System x3630 M3, System z: System z running z/OS, System z: System z9 Enterprise Class (z9 EC)
Software:
DB2 Enterprise 9, DB2 Workgroup 9, Cognos Business Intelligence
Legal Information
© Copyright IBM Corporation 2012 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States March 2012 IBM, the IBM logo, ibm.com, Cognos, DB2, System x, System z, z9 and z/OS are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data and client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.