TABLE OF CONTENT
EXECUTIVE SUMARY
PART I – INTRODUCTION
1. Company background PART II – PROBLEM CONTEXT
PART III – PROBLEM IDENTIFICATION
- Intense competition
- Audience intent to use digital platforms to watch game show
- Poor service quality
PART IV – CAUSE VALIDATION PART V – SOLUTIONS
- Recuirting the quality consult to control a content of the game show as well as fan page administrator
- Outsourcing scriptwriter to have good content
- Outsourcing game show manufacturing company while Yeah1 still broadcast this game show
- Solution selection
- Action plan
PART VI – SUPPORTING INFORMATION
- Appendix
- Reference
Executive Summary
In today’s fiercely-competitive media and entertainment environment, television ratings play a pivotal role not only for television stations to evaluate how efective their investment is, but also for media agencies to assess how effective their marketing campaign is. In the case of the studying joint stock company YEAH1 Group corporation which has been using television ratings to decide whether game show programs should be produced or bought from the third party to attract advertising agencies.
Yeah1 company is facing a decrease in a rating of game show broadcasted on television at the weekend. This symptom will negatively affect market share, a number of advertising agencies, and even revenue. This problem is the unattractive content of the game show which is directly produced by themselves. In the long-term, if this unexpected situation is not solved, it would damage the mission of the company being become one of the top television stations in Vietnam.
The mentioned solution to deal with this problem is a process of some activities: re-researching the need of the audiences to keep up with the mainstream of the market to help production team to generate new game show with better content. Along with these activities, the company should boost the discuss about game show to create debates and argues with the goals of enhancing game show image.
1. INTRODUCTION
1.1 Company background
YEAH1 GROUP CORPORATION has been established in Vietnam since 2006. YEAH1 consists of 15 subsidiary and affiliated companies, operating in two separate segmentations: traditional and digital channels.
- In this traditional channel, the company generates revenue through:
- Providing the advertising services through some television channels the company owns such as Yeah1 TV, Yeah1 Family, iMovie TV, and UNI Channel
- The advertising agency for television stations such as HTV, THVL and so on.
- Investment, production or marketing for movie theaters.
- For the digital channel, YEAH1 owns one of the most popular Multi-Channel Network. YEAH1 is also Youtube’s partner. The revenue is generated by:
- Advertising on a Youtube digital platform.
- Advertising on YEAH1 and YEAH1’s partner.
YEAH1’s mission is to become a leading company in providing advertising services in the traditional and digital platforms. This paper will primarily focus on the traditional channel. More specific, YEAH1 will broadcast advertising through the Yeah1 TV channel.
2. PROBLEM CONTEXT
In the media industry, the rating is defined as an average audience watching television at every time unit. The purpose of this rating allows television stations like YEAH1 to know exactly how many audiences watching YEAH1’s game show in the primetime period. Television stations spend a number of money producing or purchasing famous game shows to attract and retain viewers. Therefore, game shows have to be carefully invested to accommodate the needs of the audiences to increase viewership measured through ratings. This figure is also considered as reference data for an advertising agencies to allocate marketing expenses and purchase advertisement.
The data from the research company indicated that there is a gradual decrease in YEAH1’s game show ratings which is broadcasted in the primetime period between 8 p.m to 10 p.m at weekend in 2018.
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