Friday, March 16, 2007

商台斬件式播節目

做電台,靠把聲搵食絕對不容易,難得的是,商業電台經常改變節目內容,希望為觀眾提供新鮮感,但最近這次改革就認真新穎,廣告商未知會否受落。

商台揸fit人俞琤最近幫商業一台來個大翻新,一方面加入新成員,如在早上,頂替大班的時事節目《向晴朗的一天出發》又添新成員,加入黃永做主持。據聞黃永的學歷背景非淺,更曾於擔任梁大狀競選特首的顧問公司工作過,難怪獲賞識開咪。

另一方面,俞小姐似乎察覺到今時今日大家上班忙,根本不可能長時間收聽收音機,故索性採取像一些衛星節目頻道的經營模式般,以接近滾筒形式播放節目。為甚麼是接近呢?皆因她把部分節目安排以斬件形式於不同時段播放,節目時間相對縮短。像《打書釘》這個講讀書的節目,時間由原來1小時,變成分為於周六和周日兩日播放,每次半小時。

至於那個安排嘉賓播自己的歌曲,並呼籲捐錢予指定慈善團體的節目《有誰共鳴》,亦一分為二,下午播,晚上又播,實行一網打盡,早上錯失節目的,晚上又有得聽。至於其著名廣播劇《18樓C座》,最近由中午1時半改為12時半播放,晚上重播時間亦提前至凌晨1時。

更厲害的是,若果真的從早到晚聽收音機的話,可能會發覺經常聽到如李慧玲等的聲音,好像早上講完立法會事務委員會流會事件,晚上又開咪,即使周三跑夜馬,竟然連陶傑王牌節目《光明頂》亦要讓路給她,而李慧玲主持的《左右大局》節目則縮短至15分鐘的聚焦立法會,總之像「炒雜碎」般,左聽聽,右聽聽,每次時間不會太長,如間中收聽的話,難察覺有此變化,只會認為有「好多嘢聽」,即使全日開機,也不覺太沉悶。

不過,節目時間縮短,聽眾能否適應這種變化呢?聽眾難以捉摸播放時間這個問題又如何解決,還是要打破過去建立習慣性收聽傳統,想叫你不要關掉收音機,藉此提高整體收聽率呢?

所謂不進則退,加上24小時收費電視服務有聲音,有畫面,更有很多不同頻道選擇,想將觀眾搶過來就要變,而概念改變的確不易獲認同,內部有反對聲音,甚至感到不安亦屬正常,而內行人則估計這種新播放手法與其新廣告策略有關,所以即使再有第二波改革也絕不稀奇。

工商銀行發完夢未?
日前談到坐落於金鐘花園道的花旗集團怎樣被對手用斬首式挖角斬到一頸血,今日要講下花旗的鄰居,中國工商銀行(1398)在香港附屬中國工商銀行(亞洲)(349)的員工怎樣日日發白日夢(花旗銀行大廈旁邊的建築物就是中國工商銀行大廈)。

話說自從工銀亞洲於2004年從比利時富通銀行(Fortis Bank)手上收購了華比富通銀行,照道理看,工銀亞洲有母公司中國工商銀行強大的支援,在香港即使打唔贏恒生(011)和滙豐兩間龍頭銀行,要同中銀香港(2388)爭一日之長短的話,照理都不難。因為中國民眾比較多在中國工商銀行設有戶口,若果同中國有生意往來,在工銀亞洲開戶口匯款返大陸做賣點,相信可吸引客戶的數目都應該不少。但好奇怪,工銀亞洲好像無乜起色咁。

話說禤中怡有日要匯款返內地,因為對方用中國工商銀行戶口,就自然想起順手於中國工商銀行的附屬工銀亞洲開設銀行戶口,以為可以節省手續費。豈知,該行職員話,每次轉帳手續費盛惠200元,但我用滙豐的戶口,利用網上銀行服務進行匯款的話,收取的手續費都不過是100元而已,為甚麼還要多付手續費讓他們賺呢?結果即刻走人,返office好過。

之後,路過那些街邊做外匯找換的細舖頭,他們亦提供匯款服務,收費原來好鬼平,手續費每次盛惠幾十元,而且在一個小時後,對方已經確認收到那筆錢。而那些找換店的運作方法簡單不過,就是於香港收取現金後,只是於內地找人以「人肉存款」方式,將匯款金額存入指定戶口而已。

明明工銀亞洲可以在香港擴大客戶基礎,但不知為甚麼要收取那般高昂的手續費,結果反而讓本地薑滙豐,以及街邊那些找換公司得益。從這件小事可以反映到,該行管理層,還未很清楚知道怎麼叫做競爭。

目前個市仍屬不錯,加上母公司於內地客戶基數大,未至於出現很大問題。但日後如果工銀亞洲繼續收購海外銀行,究竟做唔做得掂,見微知著,我個人就較為不樂觀嘞。

(3月16日刊於《am730》)

21 Comments:

At 12:41 AM, Anonymous fred said...

我很欣賞你有很多堅料,而且分析獨到
我自己亦有寫blog,主要是用李天命的思方學去看時事, 有空請指教
http://hk.myblog.yahoo.com/fred-lau

 
At 8:48 AM, Anonymous Anonymous said...

商台愈搞愈差,節目調動頻繁,太多不知所為的音樂節目,連我這個長期聽眾無所適從, 聽網台好過!!

怌念蔡東豪時期的商台

 
At 11:30 AM, Anonymous Anonymous said...

你好!禤先生,

本人一向有留意閣下的文章,亦頗欣賞閣下的見解,但閣下對工銀亞洲的批評,我卻很反感,在此想還工銀亞洲一個公道.

首先本人也經常匯款返國內,亦分別有使用匯豐銀行(後稱HSBC及工銀亞洲(後稱ICBC)的匯款服務,在閣下的文章內,用HSBC的網上匯款收費和ICBC的親身到分行辦理匯款的收費,已經是一個非常不公平的錯誤評論,使用ICBC網上匯款服務匯款返國內,收費也是HKD100,故閣下的文章確已誤導了公眾,若同樣親身到兩間銀行分行辦理匯款服務到國內,HSBC最低收費是HKD220,ICBC是HKD150,閣下說在ICBC匯款回國內,相信是以中文字匯款返國內,所以ICBC才另收HKD50中文電碼費用,而HSBC的中文電碼費用卻是HKD100,哪間銀行匯款返國內便宜,相信已一清二楚.

再者,閣下應以中國銀行香港或中國建設銀行與ICBC比較才正確.希望閣下能給讀者正確的信息,以免對任何一方有不公平的評論,希望禤先生在往後的文章能像以往帶出正面,公正的評論,亦希望你在確認本人所說資料正確後,能在閣下文章作出道歉和更正啟事.避免令一眾經常需要匯款返國內的市民能選用了最方便,快捷,便宜的銀行匯款服務.

讀者
陳先生

 
At 12:17 PM, Anonymous 小陳二 said...

陳生有d似係工銀公關部d人
批評, 討論係好, 但大家應該多d注意表達方式, 語氣

禤先生,
講多d禮貌topics比我地呢d死0靓仔學下野呀

 
At 12:18 AM, Anonymous Anonymous said...

你好,小陳二

我其實是在金鐘一家國內上市的大公司處理匯款返國內總公司的部門內工作,經常要幫公司處理匯款事務,故不止在ICBC及HSBC選用匯款服務,我公司更會多用建設銀行(後稱CCB)的匯款服務,因CCB就在金鐘力寶中心44樓,故有時不止看服務費,也要看銀行是否在公司附近呢,今次留言,只是因為我覺得我因工作關係而使用本港銀行匯款服務,收費及選用匯款服務比起禤先生熟悉,故看到有不公平的比較,才作出以上留言呢

 
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