TVB is the first company in Hong Kong to us the technology, which analyses publicly available social media comments and distils the results into charts and dashboards. The aim is to increase the broadcaster’s insight into audience attitudes.

“The new integrated data warehouse and social media analytics platform has huge implications for audience research and our commercial strategy going forward,” said KC Leung, a senior manager in the Marketing Research & Information Department at TVB.

“While traditional TV ratings research will continue to be important, it must be augmented by social media intelligence. The solutions that IBM is delivering will enable TVB to fully embrace this and become more precise, agile and responsive to the opinions of our audience and needs of our advertisers.”