Strategy for improving game show quality in yeah1 channel at yeah1 company

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 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 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 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 Other remarks: - Did the student follow the report schedule? Yes No Other ……………………………… - The Turnitin plagiarism percentage: Supervisor’s signature TABLE OF CONTENT EXECUTIVE SUMARY PART I – INTRODUCTION 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 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 p.m to 10 p.m at weekend in 2018 Figure 2.1 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 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 4.5 3.5 2.5 1.5 0.5 VTV3 VTVcab 17 Yeah1TV 2015 HTV2-Vie Channel 2016 2017 HTV7 (TH TP.HCM) THVL1 (PTTH Vinh Long) 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 u 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 famous game show such as Cười xuyên Việt, Ca sĩ giấu mặt There is an increase in the rating of THVL1 from 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 THVL1 (PTTH Vinh HTV7 (TH TP.HCM) HTV2-Vie Channel Long) Year 2015 Year 2016 Year 2017 VTV3 VTVcab 17 Yeah1TV 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 Interviewer Interviewee Interviewer What you in your free time ? I will exercises which are good for my health in my time off instead watching televion programs Thank you for your anwsers Transcript 2: Audience Hi, my name is An Nice to meet you I just want to ask you Interviewer some questions related to your habits of watching television Would you mind answering ? Interviewee Nice to meet you too Ok Interviewer Do you watch television ? Interviewee No, i not Interviewer Do you watch game show from 8p.m to 10p.m ? Interviewee Off course Interviewer When it comes to game show, which game show you know ? Việt nam idol, Giọng Hát Việt, Ai triệu phú, Đấu trường Interviewee 100 and so on However, at the moment i just watch movie series on VTV3 Interviewer How you feel about game show ? 37 Interviewee Interviewee Game shows are not as interesting and unique as some game shows in a few years ago Thank you for your answer Transcript 3: Audience Hi, my name is An Nice to meet you I just want to ask Interviewer you some questions related to your habits of watching television Would you mind answering ? Interviewee Nice to meet you too Ok Interviewer Do you watch television ? Interviewee Yes Interviewer Do you watch game show from 8p.m to 10p.m ? Interviewee Honestly, Game show is my preference Interviewer When it comes to game show, which game show you know ? Cười xuyên Việt, Việt Nam idol, Tìm kiếm tài năng, Giọng Interviewee hát Việt Nhí, Bạn muốn hẹn hò, Vợ chồng Son, Mè chồng dâu Interviewer Do you know game show on Yeah1 channel ? Actually, i used to watch this game show, but I not like Interviewee the genre of YEAH1’s game show I like game shows related to comedy, music, action and so on 38 Interviewer Which factors you decide to watch game show ? Well-know actors, actress, singers is one of aspects i care Interviewee about Moreover, the content should bring about interesting and surprising situatation for viewers Interviewer Thank you for your answer Transcript 4: Audience Hi, my name is An Nice to meet you I just want to ask you Interviewer some questions related to your habits of watching television Would you mind answering ? Interviewee Nice to meet you too Ok Interviewer Do you watch television ? Interviewee Yes Interviewer Do you watch game show from 8p.m to 10p.m ? Interviewee Honestly, I like watching game show Interviewer When it comes to game show, which game show you know ? Cười xuyên Việt, Việt Nam idol, Tìm kiếm tài năng, Giọng Interviewee hát Việt Nhí, Bạn muốn hẹn hò, Vợ chồng Son, Mè chồng dâu 39 Interviewer Interviewee Interviewer Interviewee Interviewer Do you know game show on Yeah1 channel ? Actually, i know this 2Idol But Yeah1 not appear on K+ network Which factors you decide to watch game show ? Funny, have more interactive with viewer and more practical Thank you for you answer Transcript 5: Audience Hi, my name is An Nice to meet you I just want to ask you Interviewer some questions related to your habits of watching television Would you mind answering ? Interviewee Nice to meet you too Ok Interviewer Do you watch television ? Interviewee No, i not Interviewer Do you watch game show from 8p.m to 10p.m ? Interviewee Off course Interviewer Interviewee When it comes to game show, which game show you know ? Bạn muốn hẹn hò, Ai triệu phú, Ca si bí ẩn, Chạy chờ chi, 2Idol 40 Interviewer How you feel about game show ? Most of the game shows have the same format, manufacturers find ways to draw viewers atention with many tricks, especially scandals related to judges, players Interviewee 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 same period of time Therefore there is not something new to watch Interviewer Which aspects you like watching game show on YEAH1 channel? I like the previous MC, their sense of humor really catch my Interviewee attention While the current one is not as funny as the old one Interviewer If you had a power to change game show, which point you want to chane Game shows on yeah1 is out They need to the SWOT Interviewee again and create a new one to fit in with the current lifestyle Interviewer Interviewee Interviewer How you know game show on YEAH1 channel ? I know about those game shows mostly from social media like youtube, facebook and conventional channels Thank you for your answer 41 Transcript 6: Audience Hi, my name is An Nice to meet you I just want to ask you Interviewer some questions related to your habits of watching television Would you mind answering ? Interviewee Nice to meet you too Ok Interviewer Do you watch television ? Interviewee Yes, off course Interviewer Do you watch game show from 8p.m to 10p.m ? Interviewee Interviewer Interviewee Interviewer Ok To be honest Game show is one of my favorite program When it comes to game show, which game show you know ? Running man, Người bí ẩn, 2Idol, Giọng hát Việt Nhí, Thách thức danh hài How you feel about game show on Yeah1 channel ? I like watching game show and YEAH1’ s game show, but i not have free time at night weekend I usuallly watch Interviewee this game show on Youtube later or tomorow after game show finished at night Another reason i like watching game show on Youtube is that i can enjoy catching images and icons and skip advertisements i not waste my time Interviewer Which aspects you like watching game show on YEAH1 channel? 42 I like the hilarious situations that famous joiners are Interviewee punished by the host and personal story of famous joiners were pried to make audiences joyfulness Interviewer Interviewee Interviewer Interviewee Interviewer If you had a power to change game show, which point you want to chane The producers should make game show closer than audiences insted of arrange How you know game show on YEAH1 channel ? I watch a teaser and trailer of comming game show on fan page Thank you for your answer Transcript : Manufacturing Director (Mr Hòa) Interviewer Interviewee Interviewer Interviewee Based on the content this year, how you evaluate the content this year compeared with content in previous year ? This game show was made in 2008 People already know about this game so its content isn’t new to the viewers According to you, what is the new point of game show this year ? Game shows are getting harder to attract more viewers between the mc and the players 43 Interviewer Interviewee Interviewer According to you, what is important point to attract and maintain audience ? Those players who are influencers can be the one to keep the audiences amused Which point we need to improve ? The game show should be practice so that the audiences fell Interviewee that the players and the host not perform They actually act naturally Transcript 8: Marketing Director (Mr Nghị) Interviewer Which channel we introduce game show to audiences ? Interviewee Game shows are advertised on social mediea and television Interviewer How effective you evaluate channel we are ultilizing ? With social media, yeah1 holds a network of billions Interviewee views per month On traditional channel, game shows are advertised on the two biggest channels: VTV and SCTV Interviewer According to you, which channel is the best effectiveness ? The social media are widely used in vietnam so running Interviewee advertisements on those channels could draw more attention and shares from the users 44 Transcrit 9: CEO (Mr Trí) Interviewer Based on the new report that there is an decrease in game show rating from 8p.m to 10p.m, what is the real reason ? There are so many game shows that are televised everyday so it becomes boring for the audiences to years ago, there were not a lot of game shows, each game show Interviewee targeted to the difference class of audience However, the producers are trying to gather different segments into one Moreover, yeah1 haven’t broadcasted on some channel like K+, FPT, VTC so they are trying to negotiate with those companies to broadcast their game shows Interviewer What is your solution and strategy to solve the the difficulties ? The revenue of traditonal channel took 40 of the total revenue of the company We may outsource to reproduce Interviewee game show to maintain loyal audiences and attract audiences that they move to other game shows on other television channels 45 APPENDIX 3: SUMMARY OF INTERVIEW RESULT For audiences: Question: Do you watch television ?  No (Stop interview and ask Why)  Yes Do you watch game show from 8p.m to 10 p.m ?  No (Stop interview and ask Why)  Yes When it comes to game show, which game show you know ?  Do not mention YEAH1 channel Do not mention YEAH1 channel 3.1 Do you know game show on YEAH1 channel ? 3.2 Which factors you decide to watch game show ?  Mentioning YEAH1 channel Mentioning YEAH1 channel 3.3 How you feel about game show ? 3.4 Which aspects you like watching game show on YEAH1 channel ? 3.5 If you had a power to change game show, which point would you want to change ? 3.6 How you know game show on YEAH1 channel ? Answer:  watching television is not may favorite activity I actually not watch television because i am exhausted with my work and family  Their content is repeated frequently, it follows a specific motif, I literally can guess what will happen next 46  I am big fan of 2Idol when i was a child However, i not have much time to watch it So i will watch it later on Youtube after it broadcasted on televison  Actually, i used to watch this game show, but I not like the genre of YEAH1’s game show I like game shows related to comedy, music, action and so on My prefernce is also movie serial, sport events So sometimes i not watch game show  YEAH1’s contestants appear a lot in other game shows in HTV, VTV3, THVL channels I actually not watch game show on Yeah1 because of boring content Summary:  Watch game show on Youtube after it broadcasted  Watch short video with catching effects on Youtube  Outdated game show content manufactured by YEAH1make them difficult to invite famous contestants, MC and so on  Competition between host and guesst is not joyfulness, which lead to losing loyal audiences that like watching game show  Audiences have a lot of choices of game show genres  Audiences intend to watch different programs such as film series, sport events  Watching television is not their hobby as effects on eye cornea, preference and so on For Production Director Question 1: Based on the content this year, how you evaluate the content this year compeared with content in previous year ? Answer: This game show was made in 2008 People already know about this game so its content isn’t new to the viewers Question 2: According to you, what is the new point of game show this year ? 47 Answer: Game shows are getting harder to attract more viewers between the mc and the players Question 3:According to you, what is important point to attract and maintain audience? Answer: Those players who are influencers can be the one to keep the audiences amused Question 4: Which point we need to improve ? Answer: The game show should be practice so that the audiences fell that the players and the host not perform They actually act naturally Summary: YEAH1’s game show are produced since 2008, therefore the content is not new to attract and retain audiences This is the reasoon why we suffer difficulties in inviting famous actors, actresses and singers to attend Because famous people are scared of losing their image to the public For Marketing Director Question 1:Which channel we introduce game show to audiences ? Answer: Game shows are advertised on social mediea and television Question 2:How effective you evaluate channel we are ultilizing ? Answer: With social media, yeah1 holds a network of billions views per month On traditional channel, game shows are advertised on the two biggest channels: VTV and SCTV Question 3:According to you, which channel is the best effectiveness ? Answer: The social media are widely used in vietnam so running advertisements on those channels could draw more attention and shares from the users Summary: Advertizing on digital platform and traditional paltform also bring about the best effectiveness of inform viewers and encourage them to enjoy Yeah1’s game show 48 For CEO Question 1: Based on the new report that there is an decrease in game show rating from 8p.m to 10p.m, what is the real reason ? Answer: There are so many game shows that are televised everyday so it becomes boring for the audiences to years ago, there were not a lot of game shows, each game show targeted to the difference class of audience However, the producers are trying to gather different segments into one Moreover, Yeah1 haven’t broadcasted on some channel like K+, FPT, VTC so they are trying to negotiate with those companies to broadcast their game shows Question 2: What is your solution and strategy to solve the the difficulties ? Answer: The revenue of traditonal channel took 40 of the total revenue of the company We may outsource to reproduce game show to maintain loyal audiences and attract audiences that they move to other game shows on other television channels Summary: Yeah1 channel not appear on television networks which could negeative affect on Yeah1’s game show rating Apart from this, there is also a trouble with Yeah1’s game show 49 Reference Adams A, Nelson R, Todd A Perceived usefulness, ease of use, and usage of information technology: A replication MIS Quarterly 1992;(16):227-47 Fishbein M, Ajzen I (1975) Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research Reading, MA: Addison-Wesley 1975;(1):45176 Chung D, Nam S An analysis of the variables predicting instant messenger use New Media & Society 2007;9(2):212-234 Davis D Perceived usefulness, perceived ease of use, and user acceptance of information technology 1989;13(3):319-340 Rogers M Diffusion of innovations (5th ed.) 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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:... 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... leads to the decrease in Yeah1 s rating 12 I continue with the interview who is watching or will watch game show in the future to understand why audiences not watch YEAH1 s game show Audience (Mrs