Group Discussion 1_Group 02

Group 2

Michael Chu,
Huang Xiangwei,
Huang Ziyun,
Angel Suen 

Television Broadcasts Limited (TVB)

I.           Changes in the last 10 years

TVB has been engaged in digital TV broadcasting since its establishment. 
In March 2016, it established myTV SUPER (paid OTT service platform).
In February 2017, myTV SUPER launched an online version, which can be watched through mobile phones, tablets and websites.
In March 2017, TVB announced that the number of myTV SUPER users reached three million.
On April 17, 2017, myTV SUPER Supreme Edition was officially launched. In addition to the basic version channels, 9 new internationally renowned entertainment packages (live and on-demand) and on-demand packages were added.
From April 1, 2019, myTV Gold was officially launched. In addition to the basic version channels, more packages (including tvN Movies, beIN Sports channel package and Discovery channel package) and on-demand packages were added.
On September 2, 2024, the use of myTV SUPER was expanded to Macau.

II.          The 3Cs Model

1 ) The Business Model: 

    TVB expands from B2B to B2C and has a vertical integration. TVB is a traditional media company established in 1967. Since the 2010s, it has tried to transform into a digital media player and expand its influence on digital media platforms by providing E-commerce and Video-on-demand service to make good use of its TV view and monetise it. In the past, selling advertising and content IP were its major income methods. But it expanded vertically to B2C recently, to create content and products for sale to customers directly.  TVB started to launch its local (myTV SUPER) and international (TVB Anywhere) OTT service by using Set-top box in 2016 and launched the mobile apps in 2019, which creates revenue by subscription . For E-commerce business, it launched Big Big Shop and made acquisition of Ztore to combine TV viewing and online shopping, which tried to transform their loyal TV audience base into their e-commerce platform potential customers.

2 ) Key Competitors:

    OTT platforms including viu, Netflix, HBO and Disney+. All these platforms provide subscription-based access to movies and TV programmes. According to data from Rakuten Insight, In 2021, 82% of HK residents using SVoD services used Netflix. myTV SUPER was the third most popular SVoD in HK at the time. 
All these competitors can be divided into two categories.
Overseas platforms, including Netflix and HBO Go, offer mostly movies and TV programmes around the world.
Local platforms go beyond this and offer more local programmes and news. This includes Viu, which is constructed by PCCW Media, and myTV SUPER itself.

3) Major clients: 

    Based on TVB's official data（2023 annual report） and strategic initiatives, the primary target audience for the network consists of family households in Hong Kong. To effectively engage this audience, TVB develops a range of marketing strategies centered around the family unit. To attract a broader base of individual users, mytvsuper was utilized to  diversify its offerings and implement targeted marketing strategies. 
    From the data collected by simirWeb （August) , the audience demographics for myTV SUPER  are characterized by a majority of male visitors, accounting for 59.34%, with females making up 40.66% of the user base. The most significant portion of the audience falls within the 35 to 44 age bracket. Geographically, the platform is predominantly popular in Hong Kong, engaging 93.38% of its audience from this region. The audience from Mainland China represents a significant and emerging demographic, comprising 1.93% and emerging as the second-largest client group.