Thursday, March 22, 2007

報紙撈埋電視台

免費報紙的衝擊,加上互聯網的威力,傳統媒體的確要找出路,特別是收費報紙,壹傳媒(282)也想出在網站加設網上電視服務,相信是要為股東交代。他們找來肥佬黎(壹傳媒主席黎智英)做開台首個節目,與受眾chitchat一番。不過,有網民卻話好多雜音,話無外置喇叭的網上用戶,根本聽唔到。據了解,該集團旗下刊物的其他部門的同事,日後亦需粉墨登場上鏡,甚至是現場直播,變相開設電視台般,但會否加人工或付出鏡費就未知,但工作量增加則屬不爭的事實。

其實,報紙走上多媒體已有多時,從前將報章重溫放上網,之後加強即時新聞報道,儼如一間本地通訊社般,之後更加強分析內容,如在明報網內,你會見到報社高層寫手記,即博客也,甚至安排同事粉墨登場,拍一段短片做分析,連睇文字都「慳埋」!

究竟這種模式行得通嗎?香港未有具體數據,美國報業組織(Newspaper Association of America)早前則指,去年第四季上網睇報紙用戶數目高達5,760萬名,再創新高外,比05年同期增長7.4%,而在該季內,平均每月花在報紙網站的時間進一步增至43分鐘,即平均每日1分鐘多一點,每人每月平均僅瀏覽49個頁次,相信是用戶只看所需資訊便算。

有趣的是,去年12月上網睇頭十大報紙博客版的瀏覽量大增兩倍,更佔當月總瀏覽量的13%,顯示評論和分析有價有市。

此外,網上廣告帶來的收益亦不容小覷。該組織統計顯示,花在報紙網站的廣告額於去年第四季便大增35%至7.45億美元(約58億港元),全年總額亦升31%至27億美元(約210.6億港元)的新高,並已佔報紙廣告比重約5.4%,反映「錢途」無限。

報紙要收錢,在網上增加內容無疑可提高整體吸引力及凝聚力,最低限度不會讓讀者流失至其他對手,或可簡單視為提高「收視率」,網上廣告方面的收益亦有所提高。

問題是如何利用這個網上平台呢?要收費睇嗎?相信經濟大師佛利民那句經典句子「世上無免費午餐」要作修正,因為受眾已習慣免費享用,收錢有難度。更重要的是,如何將網上受眾從電腦拉回報紙內,讓他們願意掏腰包拿5元(有些報紙檔和便利店早上只賣5元)買份報紙。禤中怡身邊不少朋友早已放棄閱報習慣,改為出門前上網看資訊,省時方便兼乾淨(女士們嫌油墨多易污糟),究竟如何叫他們回歸收費報紙呢?

基金要買貨
恒指本周連升3日,特別是午後抽上有技術性買盤湧到,更升破上次大跌777點後,反彈見19,470點的頂位,收市報19,516點,升159點。滙豐控股(005)要除淨,即要從股價中扣除所派股息部分,但未影響買盤氣勢,全日更升2元至134.2元收市。至於藍籌龍頭中國移動(941)又炒業績理想,亦升1.1%至73.65元。

今日公布業績的和記黃埔(013)股價一日內更急升3%,單日增2.25元,抽上75.45元,而「阿媽」長江實業(001)亦能受惠,攀升2.1元至94.55元,莫非有好消息公布?

有大行朋友提醒,之前大跌市,基金沽貨「骨水」後,又見心癢癢,皆因手上現金水平似乎過高,又碰上3月底做季結須向投資者交代,如無買貨,為甚麼要幫手投資呢?大行朋友指昨日大戶吸納落後大市的滙控,才有如此厲害,且看收市最後一分鐘大戶力撐134.2元,足足有22宗大手成交之多,過千萬元的更是不少,反映基金經理「迫住」開倉交功課了。

(3月22日刊於《am730》)

9 Comments:

At 10:14 AM, Blogger Nikkor said...

叫消費者回歸收費報紙,放棄網上便利和免費的資訊實在是十分困難。不過,正如閣下所說,評論和分析有價有市,所以報章應會將評論和分析結集成書,應可稍為彌補收費報章收入下降的損失。

 
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