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TV situation: TVB continues to lose more than 280 million in half a year, ViuTV is expected to make money, Hong Kong Vision Technology Co., Ltd.

2021-08-25T12:21:38.218Z


The traditional TV industry is in decline, but the industry is still "lively." It has just announced that the TV broadcast (0511, TVB), which lost 284 million yuan in the first half of the year, has recently spent 200 million yuan to acquire "Story", strengthening the offensive of e-commerce, and imitating it.


The traditional TV industry is in decline, but the industry is still "lively."

It just announced that TV broadcasts (0511), which lost 284 million yuan in the first half of the year, recently spent 200 million yuan on the acquisition of "Stories", stepping up the offensive of e-commerce, and imitating Hong Kong TV's large-scale online shopping gold rush.

As for rival ViuTV, it also lost money, but after 5 years of sowing, MIRROR and ERROR, the men's groups that eventually became popular with strong gold attracting power, are expected to turn losses into profits.

The entire industry boiled over for a while, and there were also 3 companies that were full of topics, which are worth reviewing.


TVB: Three years ago, the performance turned to a loss to attack the e-commerce business

TV Broadcasting (0511) has lost money for three consecutive years. In 2018, it lost a net loss of 199 million yuan, which was the first time that it saw a profit in the past 31 years after being listed. It became a turning point in performance deterioration. Yuan.

In the first half of this year, revenue increased by 2% year-on-year to 1.248 billion yuan, but continued to lose 284 million yuan, compared with the loss for the entire year last year.

The performance deteriorated, and the TV broadcasting management also "changed" in the first half of the year. The former chief executive Li Baoan was transferred to consultant at the end of May. The rival ViuTv shook.

Zeng Zhiwei and Wang Zulan Huichao served as deputy general manager and chief creative officer, respectively, to engage in variety shows.

﹙Profile Picture﹚

Since Zeng Zhiwei's return to the nest, TVB has launched various variety shows such as "Sound Dream Legend", "Happy Variety Show", "Super Variety Show", etc., in order to once again lead to the enthusiasm of the prize gatekeepers.

Among them, there is a potential for a concert for 15 "Sound Dreams" contestants. Originally only two concerts were held, but due to the overwhelming response, two more concerts were held, and a paid online live broadcast was launched. The start was pretty good.

Since Zeng Zhiwei returned to the nest, TVB has launched variety shows such as "Sound Dream Legend", "Happy Variety Show", and "Super Variety Show".

(Video screenshot)

On the other hand, TV broadcasting has also stepped up its business diversification. In 2016, it launched myTV SUPER to attack the OTT platform, and then launched Big Big Shop in 2018, imitating Hong Kong TV to open HKTVmall, and officially switched to e-commerce.

Currently myTV SUPER and Big Big Shop have approximately 10.2 million and 1 million users, respectively. Last year they recorded a profit of RMB 11 million (a decrease of 72% year-on-year) and RMB 53 million (a year-on-year increase of 20%). Income fell.

Recently, TVB partnered with Shaw Brothers to spend 200 million yuan to acquire about 75% of the equity in the online shopping platform "Story". It is expected that the scale of the e-commerce business will be expanded by more than four times.

Currently myTV SUPER and Big Big Shop have approximately 10.2 million and 1 million users respectively.

ViuTV: Five years of planting is expected to turn losses into profits

ViuTV was launched in April 2016 with the representative work Dororo. Among them, the live-action show "Nationwide Stars" was popular among men's groups such as Mirror and Error. After that, they even more vigorously pursued the launch of "Teach You MIRROR", "ERROR Self-Fatting Project", etc., Successfully brought up a lot of topics.

In the past few years, ViuTV has been burning money for shows, and it still sees losses.

However, PCCW (0008) recently announced the results for the first half of this year. ViuTV and related business revenues reached 256 million yuan, which nearly doubled. Advertising revenue in the first half of the year increased 66% to 188 million yuan.

Jiang Tao endorsed more than 30 brands this year.

(OLAY webpage picture)

The same is free TV. Although TVB's advertising revenue reached 880 million yuan last year, its loss was 85 million yuan more than that of ViuTV, which had only 270 million yuan in advertising revenue.

TVB’s advertising revenue has been declining year by year since 2014. It fell 54% year-on-year under the epidemic last year. In contrast, ViuTV rose by 29% last year and reached 188 million yuan in the first half of this year, maintaining an annual growth momentum.

ViuTV’s advertising revenue has increased significantly. The men’s group Mirror has contributed a lot. The team has taken over 100 commercials this year. Among them, Jiang Tao has received more than 30 commercials alone.

According to reports, individual members of Mirror cost 500,000 yuan for the show platform, and they start at 200,000 yuan for each "posting" on the social platform. The endorsement product range is extremely wide, including cosmetics, catering advertisements, fashion goods, luxury goods, and transportation. Tools, etc., can be described as "a hundred feet with many claws."

Relying on Mirror's strong gold attracting popularity, ViuTV's EBITDA loss in the first half of the year narrowed to 44 million yuan, compared with 95 million yuan in the same period last year. The parent company believes that ViuTV is expected to make a profit in the near future.

The live-action show "Creating Stars by All People" is popular among men's groups such as Mirror and Error.

(Photo by Ye Zhiming)

Hong Kong TV: E-commerce to technology company

As for Hong Kong Television (1137), it can be said to be an example of "suffocating the horse". The "Magic Boy" Wang Weiyi launched a shopping website in 2014 after failing to issue a license in 2013, and launched HKTVmall in 2015. It made a lot of money under the epidemic and successfully transferred Loss to profit, last year's turnover more than doubled year-on-year to 2.88 billion yuan, net profit reached 184 million, the current market value of 8.57 billion yuan, far surpassing TVB's 3.088 billion yuan.

In July of this year, Wang Weiyi made a big effort in science and technology, and the group officially changed its name to "Hong Kong Science and Technology Exploration".

HKTVmall currently cooperates with more than 4,200 merchants and is the largest e-commerce platform in Hong Kong.

From zero to the present, Wang Weiyi has his own unique business strategy. He once pointed out that "competition" with supermarkets will not work. We must do a good job in web pages, warehousing, and delivery.

Last year, the company had 1.1 million consumer customers, an increase of 34.5% over the same period in 19 years. More than 95% of the customers were long-term customers. This shows that e-commerce has become an inevitable trend.

As the epidemic gets better, the positive factors that promote HKTVmall’s profit growth may gradually disappear. In July this year, Wang Weiyi went to the world to engage in technology and officially changed its name to "Hong Kong Technology Exploration", adding technology elements to promote industry innovation, and " "Output" technology related technology.

The company expects to launch an automated retail store and system in 2022 that can automatically receive orders, deliver goods, and replenish goods in physical stores to reduce manpower requirements, save store space and meet 7 x 24 business hours.

Source: hk1

All news articles on 2021-08-25

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