TVB(HK:00511) 36氪·2025-06-06 13:02Core Viewpoint - TVB is attempting to revitalize its brand and audience engagement through innovative live streaming collaborations, particularly with Douyin, to attract younger viewers and address declining revenues [14][21][22]. Group 1: TVB's Current Situation - TVB has faced continuous profit declines since 2014, with significant losses reported in 2018, primarily due to shrinking advertising revenues [16]. - The rise of streaming platforms like iQIYI and Tencent Video has diversified content consumption, drawing younger audiences away from traditional TV [16]. - Internal challenges include negative press regarding low artist salaries and management issues, leading to talent drain as many artists seek opportunities elsewhere [16][17]. Group 2: Live Streaming Initiative - The recent live streaming event, "Tonight's Good Sharp," featured a "TVB male idol group" and utilized a fan interaction format, achieving over 19 million views and 35 million likes [11][14]. - The event successfully combined nostalgia for classic Hong Kong dramas with modern entertainment trends, appealing to both older and younger demographics [20][21]. - TVB's collaboration with Douyin has resulted in over 2.3 million followers for the official account, indicating a positive shift towards a younger audience [21]. Group 3: Future Prospects - The success of the live streaming initiative suggests that TVB's intellectual property remains valuable, and its veteran stars still possess significant appeal [21]. - The company is exploring new content presentation methods and engaging with younger audiences, which could pave the way for a brand rejuvenation [21][22]. - However, challenges remain in sustaining quality content, innovating revenue models, and developing a robust talent pipeline to ensure long-term success [21].