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Hong Kong’s TVB sets up social media analytics

Hong Kong’s free-to-air broadcaster TVB has deployed IBM’s cloud-based social media analytics technology to understand the impact of its programming and monitor its reputation on social media.

“The solutions that IBM is delivering will enable TVB to 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,” said KC Leung, senior manager, Marketing Research & Information Department, Television Broadcasts.

The broadcaster says this analytics platform enables it to analyse feedback from social media, and improve value from its marketing campaigns and identify new opportunities for its TV and video-on-demand platforms.