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Key to sustain local TV in Macau

出自香港新聞網 - 樹仁新傳系學生實習習作

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Key to sustain local TV in Macau

Chan Ching Man 9, October 2012


While TVB and ATV shared a large proportion of audiences in Macau, local TV seemed to have a hard time. João Leong Kam Chun, the CEO of Teledifusão de Macau S.A (TDM), recalled the TDM’s exploration on informative news report.

“We did not dare to do rating measurement in the past,” Leong said. The TDM was facing strong competitors from Hong Kong (TVB and ATV). In view of this, Leong carried out a reform of TDM in 2011. “We needed to explore new ways to save our ratings, but there are less entertaining materials in Macau,” he said. The TDM decide to focus on local news and informative news, which Hong Kong TVs would not cover.

“Large breaking news like car accident, people commits suicide and protests are rare in Macau,” he said. Local news was not enough to draw audiences’ attention. To explore more, the TDM sent out journalists to other places to search for more stories. For example, they reported Kong Zi Colleges in Russia, and the lives of Russian. “Macau people like informative stories,” he said.

Leong commented the reform had come to a success. “The rating of the TDM news rose to 46% after the reform, just 14% lower than the largest competitor TVB,” he said.


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