Television Broadcasts, a Hong Kong TV broadcast license holder, has tapped IBM cloud-based Social Media Analytics technology to increase insight into audience’s comments on social networks and online forums.
IBM cloud-based analytics will enable the company to understand the impact of its programming and monitor its reputation.
TVB using IBM Social Media Analytics can analyze billions of social media comments and benefit from the results available in configurable charts and dashboards.
TVB, which web service myTV in 2008, myTV mobile app in 2011, pay view-on-demand GOTV service in 2014, can improve value from its marketing campaigns, identify new opportunities and address problems.
Using IBM Social Media Analytics, TVB will deploy IBM DB2 with BLU Acceleration on IBM Power Systems together with IBM Cognos software, to mine more than three decades of program ratings data and unearth correlations between this data and social media buzz. This will enable TVB management to understand the trends of media consumption habits.
IBM said the cloud-based delivery option will allow TVB to quickly reap benefits regardless of any capacity constraints.
KC Leung, senior manager, Marketing Research & Information Department, Television Broadcasts, said: “The solutions that IBM is delivering will enable TVB to fully embrace this and become more precise, agile and responsive to the opinions of our audience and needs of our advertisers. Social media analytics will also be a very useful enhancement to our on-going process of stakeholder engagement.”