ATV gives up on HK$3 million TV rating report fees annually in 2011

In order to avoid the embarrassment of getting zero TV ratings again, ATV has opted out of 'buying misery' and gave up on paying a fee to get TV rating reports starting January 1, 2011. The TV rating reports were initially the responsibility of TVB, ATV and a group of advertisement companies. The TV rating reports not only provides feedback on series and other TV productions, but also serves as a voting source for advertisers to who they will sell their Ads to. As TVB dominates the majority of the TV rating report fees, ATV is responsible for HK$3 million annually.

ATV CEO (Yip Ka Bo) admitted to the news, he explained: "Nowadays, majority of the people use LED, Plasma and other new style TVs which does not connect with a receiver to get the TV ratings. The TV ratings are not complete anymore, so we aren't doing it anymore! We will be using another media research method that will be even more complete." As Producer Gary Tang will be starting two ATV series next year, he was rather disappointed in this news: "I have heard too, I can only do well on the public praises for the series. ATV ratings are following a different method anyway."

Also, as ATV is giving up on the TV rating reports, the media research fees will be left in the responsibility of TVB. It was said that TVB was not satisfied with this issue, however a response from TVB was not obtained before the deadline.

Source: Oriental Daily
Translated by: aZnangel @ AsianEU