UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ NGUYEN TRUONG AN STRATEGY FOR IMPROVING GAME SHOW QUALITY IN YEAH1 CHANNEL AT YEAH1 COMPANY MASTER OF BUSINESS ADMINISTRATION Ho Chi Minh City – Year 2019 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ NGUYEN TRUONG AN STRATEGY FOR IMPROVING GAME SHOW QUALITY IN YEAH1 CHANNEL AT YEAH1 COMPANY MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: PROF. TRAN HA MINH QUAN Ho Chi Minh City – Year 2019 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com SUPERVISOR’S REPORT ON THE THESIS SUBMITTED FOR DEGREE OF MASTER of BUSINESS ADMINISTRATION The thesis proposal title: STRATEGY FOR IMPROVING GAME SHOW QUALITY AT YEAH1 CHANNEL IN YEAH1 COMPANY Student Name: Nguyen Truong An Supervisor: Prof. Tran Ha Minh Quan 1. General comments Remarks on the student’s attitude:.
Remarks on the assignment’s academic quality:. Overall assessment: Meet requirement for submitting Not meet requirement for submitting 3. Other remarks: - Did the student follow the report schedule? Yes No Other ……………………………… - The Turnitin plagiarism percentage: Supervisor’s signature LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com TABLE OF CONTENT EXECUTIVE SUMARY PART I – INTRODUCTION 1. Company background PART II - PROBLEM CONTEXT PART III - PROBLEM IDENTIFICATION 1.
Audience intent to use digital platforms to watch game show 3. Poor service quality PART IV - CAUSE VALIDATION PART V – SOLUTIONS 1. Recuirting the quality consult to control a content of the game show as well as fan page administrator 2. Outsourcing scriptwriter to have good content 3.
Outsourcing game show manufacturing company while Yeah1 still broadcast this game show 4. Action plan PART VI – SUPPORTING INFORMATION 1. Reference 4 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 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. 5 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.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. 6 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.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 at weekend in 2018. 7 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.1 Game show average rating from week 1/2018 to week 51/2018 YEAH1’s game show ratings are approximately 0.7% in the first week of the year 2018.
It decreases gradually to 0.5% in week 27 of the year before going down under 0.5% in the last week of the year 2018. While ratings of a game show in VTV3, HTV2, HTV7 and THVL1 channels is an upward trend in the same year 2018. Moreover, the rating of YEAH1 is lowest compared with their competitors, which 8 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com proves that the average number of audience of YEAH1 watching game show is intending to watch the game show on other television stations. Rating of television channels from 2015 to 2018 5 4.5 0 VTV3 VTVcab 17 - HTV2-Vie Channel HTV7 (TH THVL1 (PTTH Vinh Yeah1TV TP.HCM) Long) 2015 2016 2017 2018 Figure 2.2 Game show ratings from 2015 to 2018 To be specific, ratings of HTV7 increase from 2015 to 2016, especially going up significantly between 2016 and 2018 to over 4% in 2018.
HTV7 is owned by the state, being well-known for broadcasting a variety of top game shows such as Giọng Ải Giọng Ai, Thách Thức Danh Hài, Nhanh Như Chớp, Người Bí Ẩn, Vì Yêu Mà Đến which reach the high average. HTV2 is also among state, the rating of HTV2 gradually increases year-by-year. Television station which is familiar with people living in Mekong Delta is Vĩnh Long station which owns 2 famous game show such as Cười xuyên Việt, Ca sĩ giấu mặt. There is an increase in the rating of THVL1 from 9 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com over 1% to just over 3%.
Similarly, from 2015 to 2018 witnessed an increase by national television channel (VTV3). In the contrast, after raising from 2015 to 2016, Yeah1TV goes down between 2016 and 2018. To sum up, while there is an upward trend in the rating of competitors, Yeah1TV shows ineffective performance. It is inevitable that a decrease in rating negatively affects the Yeah1 company.
Share of television channels 16 14 12 10 8 6 4 2 0 THVL1 (PTTH Vinh HTV7 (TH TP.HCM) HTV2-Vie Channel VTV3 VTVcab 17 - Long) Yeah1TV Year 2015 Year 2016 Year 2017 Year 2018 Figure 2.2 Shares from 2015 to 2018 While the market share of competing companies goes up from 2015 to 2018, Yeah1TV, in contrast, reduces from over 2% in 2015 to approximately 1% in 2018. 10 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com With the decrease in ratings, advertising agencies are leaving the YEAH1 channel and switching to other television stations. Month Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Number of 12 12 12 11 11 11 11 11 10 10 10 10 agencies Figure 2.2 Number of agencies from January to December (2018) Apart from the film series, the game show is one of the programs that bring high revenue to YEAH1, which makes up over 20% of total revenue. Therefore, with regard to the important role of ratings as I mentioned before, therefore decrease in game show ratings is a prominent symptom YEAH1 company should pay more attention.
PROBLEM IDENTIFICATION Qualitative research will help to prove the information I received before without bias through depth-interview. The participants include: Audiences Production Director Marketing Director CEO Initial Cause-effect Map will be built through data from an unstructured interview guide. The interview with some audiences helps understand to know the hobbies of watching television and then choose properly audiences who have an activity of 11 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com viewing the game show to find out the real reasons why they do not watch the game show on the Yeah1 channel. From the audience’s perspective Starting to research, I conduct a depth-interview with some audiences.
My question is: “Do you watch television ?” Audience 1 (Mr. Tài) shared his point of view: “I actually do not watch television because I am busy with my work and family andIi like doing exercises which are good for my health in my time off instead of sitting in from of the television” From his mention, I could understand that one of the reasons audiences do not watch the game show is that watching television is not their favorite activities which leads them not to watch game show on television. Therefore, people who do not watch television will not key interviewees to explore the cause of symptom as I mention in the previous part. I will conduct a interview until we explore the newly proper information.
We continue interviewing with audience 2 (Miss Huệ) said: “I have the habit of watching television on the evening weekend. I often used to watch the game show in 2 or 3 years ago. However, I usually watch films series on VTV3 since game shows are not interesting and unique. In contrast, film series on VTV3 generate drama and make viewers curious.” Audience 3 (Miss Ngọc) shared his point of view: “I am a big fan of a game show.
I often spend over an hour watching a game show on the television, but Yeah1’s game show does not attract me. I like game shows on HTV and THVL with genres such as comedy, music and so on.” With two audience’s answers, I found that there are more two reasons why audiences do not like watching the game show on the Yeah1 channel. The first one is that people like viewing television, but they like watching movie series, music, sports events, documentary and so on. The last one is that audiences like watching the game show, however, there are a number of the game shows with many genres broadcasting at the same time, audiences have a lot of choices of enjoying the game show which leads to the decrease in Yeah1’s rating.
12 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com I continue with the interview who is watching or will watch game show in the future to understand why audiences do not watch YEAH1’s game show. She told: “My preference is watching game shows. I usually enjoy it with her relatives on television at the weekend. I only watch the game shows on HTV, VTV, and THVL because I am using K+ television network, Yeah1 TV do not appear on K+ network.
Tiên) said: “Most of the game shows have the same format, manufacturers find ways to draw viewers attention with many tricks, especially scandals related to judges, players. While the contestants are increasingly exhausted due to too many programs, which lead to the shortage of contestants as participating in dozens of game shows, judges appear a lot on numerous game shows, even in the same period of time. Therefore there is not something new to watch. I like the previous master of ceremonies of YEAH1.