Attracting fans with its wide range of content while featuring live broadcasts of artiste/key opinion leader (KOL), cook, beauty, dine, kids, travel and music – TVB is making the interests of the young generation as its top priority with the launch of big big channel (大台網). The new platform engages younger and internet-savvy viewers and creates more avenues for advertising revenue.
The ever – changing appetite of millennials for creative content is the main motivation for broadcasters like TVB to develop this new media platform. When young people become fans of a show, they want to engage with it on all platforms, from social media, discussion forums to other digital extensions of the content.
The waiting is finally over for millennials when big big channel was launched globally on July 23, 2017. Simply by downloading the app, users can interact with TVB artistes and key opinion leaders (KOL) by watching and commenting on their live broadcasts. They can attend fans meetings and even sing side-by-side with their favourite artistes. The app also gives the artistes an opportunity to interact with their fans intimately through different in-app functionalities. With big big channel, TVB is trying the best to optimize the digital experience for the users.
“It’s a skill set and becomes increasingly important.” Mr. Sherman Lee, Controller of International Business of TVBI said. “Nowadays young people are digital natives on all platforms. They want their content to be available whenever and wherever they want it – which means we have to make sure it’s well-ready on all platforms.”
The big big channel has taken a new approach compared to other sites: the platform encompasses live streaming, multimedia and social media into a one-stop entertainment platform. With more than 600 TVB artistes and KOLs from Hong Kong, China, Taiwan, and Korea sharing their daily life, promoting upcoming programmes and behind-the-scenes stories through live broadcasting, big big channel gives audience a rich and innovative viewing experience.
It also creates a win-win situation because no matter where they are, fans can view and interact with the artistes, at the same time, advertisers can hinge on this interactive platform to promote their products or services. For example, a KFC sponsored Mahjong competition was broadcasted live, where artistes munched fried chicken. The viewers enjoyed watching the game while the artistes successfully helped the sponsor promote the product by reaching their target audience.
Another featured functionality allows fans sing karaoke with their favourite artistes. Simply by purchasing virtual coins, audience can sing “side-by-side” with an artiste for up to three times and then keep the best version. They can also comment on live broadcasts and send virtual hearts or flowers to their idols.
The big big channel has adopted plentiful methods to extend the influence of the content originated from TVB to younger consumers with less interest in traditional television. The platform features exclusive spin-off content from on-air programmes like ‘The Taxorcist Sidequel – Chapter One’. Young consumers with less interest in traditional television may watch the exclusive spin-off content on big big channel and become interested in the content aired on television. Short form videos could attract them to watch TV series again.
Before long, this all-in-one multimedia application will be capable for more content marketing and innovative digital experience. The integrated solutions available in big big channel will include social-attainment video production, artiste/KOL generated content, customised product placement, extended reach from digital world (social media & mobile app, etc) to on-air, live chats with TVB artistes and KOLs through big big channel app and tailor-made extra chapter of dramas.
