Although TVB invested a large sum in its 2014 FIFA World Cup broadcast, its special programming has so far failed to meet viewers’ expectations. Since the games opened on June 12, TVB has received dozens of complaints over inappropriate content and its lackluster coverage.
Since winning the exclusive broadcast rights to the FIFA World Cup, TVB re-directed many of its resources to promote the games and even planned the year’s programming around the tournament. Determined to make 2014 centered around the World Cup, the TV station first released a sports-themed TVB Calendar and later green-lit a second Wellness On The Go <星级健康2> focusing solely on competitive sports. Shortly before the games began, TVB ordered its top artistes to halt their work activities in order to film promotional music videos and commercials to hype up the event. To appeal to the younger audience, the company also sent out several of its popular idols such as Ruco Chan (陳展鵬), Samantha Ko (高海寧), and Christine Kuo (苟芸慧) to cover the event.
While its plans looked great on paper, TVB has instead received criticism over its World Cup programming. Despite being helmed by veteran hosts Carol Cheng (鄭裕玲), Patrick Dunn (鄧梓峰), and Carlo Ng (吳家樂), variety show Opening Carnival <開幕森巴嘉年華> received mostly negative reviews and averaged just six ratings points. Viewers also filed complaints over its excessive product placements and inappropriate content. Post-game review show Daily Highlights <黃金戰報> also generated four complaints over an incorrect country flag displayed in the backdrop, which some found disrespectful. TVB’s live game coverage was also deemed unsatisfactory. Since last week, the company has received 14 complaints citing its unprofessional sports commentary.
Struggling to compete with the major sports event, TVB’s own drama lineup also saw mediocre results last week. Come Home Love <愛‧回家>, Journey To The West <西遊記>, and new series The Ultimate Addiction <點金勝手> all averaged just 22 ratings points. Although TVB hoped to raise its prime-time ratings with The Ultimate Addiction, it instead attracted 29 complaints over Bosco Wong‘s (黃宗澤) lack of screen time as well as its controversial lesbian theme and provocative scenes.
Sources: Ming Pao
This article is written by Katrine for JayneStars.com.