Monday, August 27, 2007

曾sir與博客

在資訊透明的年代,商業中間人角色並不易為,精明如剛入股亞洲電視(ATV)的查氏家族自然亦深明此道,過去幫亞視買airtime製作財經節目(實際上節目內廣告成分居多,窩輪、國內地產廣告長期在節目時段中出現)的曾智英(曾sir),二判角色將被亞視這個大判收回,想不到查家入主亞視,第一個受影響的原來是曾sir,不過禤中怡奇怪的是,為何早幾個星期,還經常看到亞視本港台在播《曾sir28show》的廣告宣傳片,但轉過頭,亞視原來又已經另有盤算。


禤中怡身為財經Blogger,看財經節目是份內事,猶記得曾sir在亞視搬入大埔新廠房後的第一集《曾sir28show》中,還大讚新廠景美輪美奐,那知短短時間內,卻已被out,禤中怡憶起當時曾sir的說話,從邏輯上分析,他應該還未知道節目的命運。


曾sir過去找來各方財經評論員幫手,出席節目談港股和個別股份股價走勢。最重要的是,這些財經評論員都是有求必應,甚至可用免費去形容,節目成本又輕一些,盈利能力自然更高。逢交易日就有節目,曾sir做做吓原來已經有4年時間,面對這種「利錢」高的節目,兼且換了新老闆上場,亞視又怎會自己放棄這隻金蛋呢?所以索性自行製作財經節目,今日推出的《理財博客》,取代之前曾sir於早上和下午兩個時段的財經節目,實行肥水不流別人田。


不過,據說曾sir亦非全部退下來,還會為新節目的部分環節提供內容。此外,他始終有一定人氣,若果能保持曝光率,就可以繼續找機會賺錢,但新部署就真的要再打探一下。


聽投資界朋友講,新節目其實同之前的變化不大,同樣會請財經評論員做嘉賓,繼續講港股,若果用「搭膊頭」方式,即免費出鏡,代表節目內容同樣毋須頗大人力的製作成本。


不過,如果只是換湯不換藥,節目就難以突破,說實話,亞視夠膽一下子叫曾sir拜拜,足證亞視認為沒有曾sir,也不會出現甚麼問題,如收視率下跌之類,這顯然已可估計亞視認為《曾sir28show》的內容有幾大的叫座力或受歡迎程度,禤中怡認為,亞視如果真的希望搞好晨早時段的收視率(事實上晚間時段亞視打勝仗的機會遠低於晨早時段,事關大家都從來沒有投放太多資源於這個時段的節目製作上),就真的要好好改變一下節目內容,如果又是一味sell product,把節目內容變成隱性廣告時段的話,對於觀眾而言,根本沒有太大意義,禤中怡一直期待本地財經節目能夠做到如歐、美電視台的質素,而並不是把節目變成廣告的一種偏鋒手法。


(8月27日刊於《am730》)

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