TVB Brought Forward “Amazing Summer” to Boost Viewership

Since this morning, TVB has started to gather more than 300 artists at TVB television station for its annual group photo. All filming works including location shootings were halted as a result. While using the chance to take a group photograph, TVB also will use this opportunity to promote its summer programs. However, compared to last year, this year’s Amazing Summer was held earlier which led one to believe it is TVB’s desperate effort to save its television series from more dismal ratings.

Last year, TVB aired the promotional program, Amazing Summer, in conjunction with the summer holiday. It was a thematic show to promote drama series and variety programs of the second half of the year. Running from 23 July to 12 August, there were also games where $10,000 HKD was won every hour. However, this year, the dismal ratings of  Bullet Brain <神探高倫布> and Beauty At War <金枝慾孽貳>, as well as the latter’s average ratings dropping to an all-time low of 19 points last week, may have caused TVB to bring forward Amazing Summer, as a last attempt to woo back its viewers.

With the promotion of an exciting line-up of variety programs such as Super Trio Maximus <超級無敵獎門人 終極篇>, Bride Wannabes <盛男愛作戰>, the celebrity version of The Voice <星夢傳奇> as well as the highly-anticipated Triumph in the Skies <衝上雲霄> sequel, TVB is hopeful the programs will attract more viewers. To get more viewers to tune into Amazing Summer, attractive prizes such as smartphones and branded name cars will also be given away this time.

However, TVB Deputy Director of External Affairs, Tsang Sing Ming (曾醒明) denied the early broadcast of Amazing Summer has anything to do with the recent low ratings. He said, “Last year’s Amazing Summer was a huge success so we want to make it better. We will also be using the group photo in the 2014 calendar.” Tsang Sing Ming further added that the artists will take part in filming of the promotional clip to enhance the company’s brand image.

Moses Chan (陳豪) did not be attend this event. He reportedly wanted to avoid the press’ questioning about girlfriend, Aimee Chan’s (陳茵媺) rumored pregnancy.

This article is written by Karen for JayneStars.com.