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January – February 2016
Overview
Prime Time Rating Updates
愛情食物鏈 + 鐵馬戰車
Upcoming Drama Update
公公出官+警犬巴打
New Multi Media Platform Launches
香港01
Print updates in market
E Weekly launches 4th booklet
New video platform
Netflix
Online updates in market
Letv rebranding the company name to LeEco
1ST
LINE
DRAMA
2ND
LINE
DRAMA
Year to Date Average: 17.5
(From Jan 1- Dec 31, 2015)
Year to Date Average: 19.2
(From Jan 1- Dec 31, 2015)
Average Rating
20.7 22.2
PHD's Point of View
10
12
14
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24
13
/7/2
01
5
20
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24
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5
31
/8/2
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5
07
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5
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/10
/20
15
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15
26
/10
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15
02
/11
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15
09
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/11
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15
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/11
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15
30
/11
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15
07
/12
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15
14
/12
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15
21
/12
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28
/12
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15
04
/1/2
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6
11
/1/2
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18
/1/2
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6
1st Line Drama 2nd Line Drama
Period : Jan 1, 2015 – Jan 24, 2016 | Target : People 15 – 49 | Universe : 3,302,000 | Source : AC Nielsen Infosys
Compared with previous 1st & 2nd line drama, the new dramas
愛情食物鏈 & 鐵馬戰車 performed well in ratings with 25% &
30% up respectively.
Regarding the upcoming new dramas 公公出宮 & 警犬巴打, we
expect the good ratings to come based on the artists & scripts.
播映日期 : 2月9日播映時間 : 逢星期一至五 2030-2130集數 : 35劇集種類 : 古裝演員 : 黎耀祥、胡定欣、蕭正楠、
陳國邦、曹永廉、姜大偉、唐詩詠、林夏薇
故事大綱:
大清亡國，終結中國數千年的帝制，數百太監被解散出宮。恭 (黎耀祥飾)、田(陳國邦飾)、鳳 (曹永廉飾) 三位公公，離開皇宮後過著顛沛流離的生活，一次仗義相救昇而淪為逃亡犯，鳳更因此身受重傷，昇深受感動，視三子如手足。為救鳳，三人意外打劫金家大小姐金帶男，惜被香人贓並獲，四子只好再次為奴，進金家當下人，苦不堪言。
男視鳳為幸運童子，安排他在米行做事，連帶三人同被善待。金家米業如日方中人丁凋零，「太監的詛咒」令金家絕子絕孫，香呼籲金家村村民積極生育，卻反被逼招親，最後恭被逼與香成親，為隱瞞太監身分對香左閃又避…..
與金家有相爭的徐家要令金家四分五裂，派臥底黃蓮接近昌，昌受蓮唆擺，意圖謀朝篡位，對抗香!昇發現自己竟是金家長子嫡孫，在蓮的慫恿下，泱定搶奪金家財產!香和恭得知金家隱藏著一個前清秘密，幕後黑手更涉及前清復闢組織，恭面對家與國兩難抉擇，決定與兄弟、金家上下一同守護金家村……
Upcoming
TVB 1st Line Drama – 公公出宮
播映日期 : 2月9日播映時間 : 逢星期一至日 2130-2230集數 : 20劇集種類 : 時裝警匪喜劇演員 : 黃宗澤、黃浩然、鍾嘉欣、
朱千雪、梁烈唯、古明華、陳秀珠、蔣嘉旻、張嘉兒
故事大綱:
湫 (黃宗澤飾) 的父親染上毒癮，導致家破人亡，令湫嫉惡如仇，決心成為警察保護弱小。湫雖奮勇但經常闖禍，因此湫的上司建議他加入警犬隊，讓湫訓練警犬學習服從性期間同時訓練湫的服從性。
湫入沙嶺警犬訓練學校受訓做領犬員，獲分配一頭準警犬，名巴打。巴打之前是由毒犯飼養，加上被湫緝捕鐺，巴打敵視湫。湫為了能順利畢業，唯有求助昊希望巴打能「改邪歸正」做警犬。過程中湫屢受挫折，但經昊的提點，開始學懂與狗隻相處，湫因此學懂體諒，和經常令湫頭痛的妹妹們的關係大有改善。
鐺出獄後再犯事，廉和湫未能找到罪證，廉一時衝動下竟作假口供，結果鐺被拘捕。湫就假口供一事與廉對質，兩兄弟大吵一場後決裂。湫和巴打出勤時，遇上鐺正在犯案，終於合力制服鐺，一人一狗成為警隊最佳拍檔。
Upcoming
TVB 2nd Line Drama – 警犬巴打
New multi-media platform
PHD's Point of View
HK01 is founded by Yu Pun-Hoi (于品海), who is currently running business across IT,
movie and media in HK and China. While the working team included ~300 members with
editorial team leaded by Lung King Cheong (龍景昌), the former chief editor of Ming Pao
Weekly and creative direction leaded by Stanley Wong (又一山人), the famous HK
designer. The strong resource support is believed to bring the title enriched contents and
fresh viewing point. Plus, HK01 is using a new distribution model with its contents being
communicated thru multiple media to suit different viewing habits. Apparently, the title will
stand out in the market, yet to see readers’ reaction upon its launch.
《香港01》HK01 is a new multi-media platform carried with website, weekly newspaper and physical
space. They will present to readers/followers online and offline in-depth analysis and reviews on news,
community and lifestyle topics, covering in all perspectives and angles. HK01 has the vision to become
an advocacy media, be the thought leader and giving readers a brand new experience on media. Their
FB page fans no. has reached almost 50K, given that they only launched on 28th Dec, 2015 without any
ad boosting. Their Space café concept is going to expand into different districts of HK community. They
are rolling out a grand marketing campaign riding on TVC, outdoor, digital media, etc. to create noise in
the town.
The official launch of all products will be in late Feb / early March:
- Print will launch on 11th Mar, 2016 and include 1 weekly press, 2 weekly magazine & 1 monthly
magazine. The on-sale price will be HK$20 and published on Fridays.
- Website is http://www.hk01.com/ with beta version (without ad unit) being launched since 11th Jan
2016, while phase 2 will launch in late Feb/ early March (with ad unit)
- App will launch in late Feb/ early March
香港01
E Weekly will change
from 3 books to 4 books to
cover current affairs also
PHD's Point of View
After the launch of 3x titles covering entertainment (e+娛樂), Beauty & Fashion
(Mode) and Eat & Travel (美食旅客) on Nov 5, 2015. E Weekly, which is the
centerpiece title of the publication, will have a debut on 18 Feb 2016. It covers
current affairs including local and international news, plus political, economic and
social issues. Commentary and analyses provided are expected to offer readers an
extensive range of insightful information.
The claimed circulation : 120,000 copies.
E-weekly was originally women oriented focusing on entertainment
and lifestyle. The additional 4th title will diverted the magazine to male
segment as well. Since the magazine is new to the market, it is still
searching a way to attract readers and advertisers. Yet to observe if
the additional title will help the magazine to lift up its popularity. We
will keep monitor to see if this value-added strategy could lead the
publication to achieve success.
Netflix goes live in Hong Kong
Netflix is a new platform of video streaming offers film and television program to
subscribers via Internet streaming. According to the announcement last year,
Netflix has officially launched in Hong Kong and subscribers could enjoy first-
month free trial and offer monthly cost at HK$63 afterwards.
Netflix video content flavor of foreign movies & dramas and most popular on self -
produce drama & Marvel movies’ series.
Platform highlight:
• Video content is available on devices that have Internet connection included
on mobile, tablet or PC.
• It is user friendly that can be assessed by numerous external devices with a
Netflix app anywhere, anytime.
• No advertising opportunities at this moment.
PHD's Point of View
The launches of Netflix Hong Kong provides another choice to
audience and attracts big fans of America drama & Western movie
lovers. However, you might find a tad disappointed at the list of shows
actually available. Since the content in Hong Kong is limited now and
they are rolling out slowly. Netflix claimed that they will double the
content in the library in one year.
Since there’re no advertising opportunities from Netflix, but there
could be opportunities of content marketing in the future.
Letv Rebrands as LeEco
Letv, another video steaming provider founded in 2004, is recently removing the
brand word “TV” and re-branding the company name and logo to LeEco, implied
lengthen of “Le Ecosystem” and engaged in a myriad business. Apart from live-
streaming video, LeEco expands its business scope to e-commerce, cloud,
smartphone and any others products and services to meet the changing market.
The company grow rapidly and focus towards global marketing and especially
keep aggressive move on Hong Kong's sports entertainment. LeEco invested
money in the rights of 2016/17 – 2018/19 English Premier League soccer
matches in Hong Kong, while they’ve recently gained the exclusive (partial)
official broadcast rights of 2018 FIFA World Cup in Russia.
PHD's Point of View
LeEco rebrands and aggressively fight for famous worldwide
football match broadcast rights to reinforce its market position in
Hong Kong. We believed that millions of traffic could be drive
during live football match.
While LeEco’s strategic focus in 2016 will be on globalization and
create more value for users. We observed from the huge
investment and potential that LeEco will go popular in Hong Kong
and advertising opportunities could be consider once the audience
grown stable.
GET IN TOUCH
For more information, please contact your
account management / planning team:
CEO
• Ray Wong ([email protected])
General Manager
• Cedric Lam ([email protected])
• Clement Chung ([email protected])
Buying Director
• Phyllis Lam ([email protected])
Managing Partner, Strategy
• Deric Wong ([email protected])
