「毛」牌創業 (聖母書院)

「這扇門背後就是互聯網」— 林日曦

香港社會普遍認為飽讀詩書,努力讀個大學學位,才是成功之道。一位中五畢業,修讀高級文憑卻中途輟學的「廢青」告訴你,成功在於嘗試和創新。

林日曦是毛記電視的創辦人之一,創新中的佼佼者。他本是一位創作總監,後來得到俞琤這位伯樂的指點,踏上創業路。林日曦說到創立毛記電視的原因:「曾經電視對於香港人是一個共同話題,現在此情不再。基於對電視的一個情意結,我們就想,不如做電視吧。因為沒錢,於是就想不如在網上做電視吧。」於是他和兩個好朋友,每人拿出兩千元來創業,成立香港當時的第一個網上電視 – 毛記電視因而誕生。他了解時下年輕人對社會有怨氣,而毛記是一個以年輕人為對象的電視台,以諷刺香港社會問題和時下熱話作為節目藍本,最終得到大眾青睞。如林日曦所言:「我們開拓了一道屬於我們的門。打開了互聯網的門,從而得到了無盡的商機。」

毛記電視並非一帆風順。社會上其實有一種白色恐怖。一位無線藝員幫毛記拍片,但卻被記者問到會否被無線找麻煩。可見藝人對替毛記宣傳有所防範。林日曦被人諷刺他擅長二次創作,缺乏原創性。他說:「『抽水』是值得存在,更應該存在」他認為成功就是創造可以感動自己和別人的東西,「抽水」令大眾留意到原本不會留意的事物,令我們反思。他說毛記電視成功的要素就是將流行文化和社會時事結合。林日曦給人沒有計劃的感覺。他經常跟下屬說趕快把新聞推出,卻被下屬責罵不夠認真。其實他是明白潮流一瞬即逝的道理,他說:「兩個月前的新聞,就像兩年前的新聞」毛記電視成功在於緊貼潮流,配合觀眾口味。 毛記電視成就眾多,其中一個就是毛記電視的特備節目,「毛記電視十大勁曲金曲分獎典禮」。門票開售約10分鐘共1900張全部售罄。隨即大眾不停要求加場或安排現場直播。由此可見毛記電視給予大眾的影響力已從網絡慢慢推展至真實世界。節目最後由河國榮演唱《真‧香港地》。本地觀眾均認為新編歌詞反映真正的香港地及香港人的心聲,毛記電視鞏固了本土精神,令觀眾深受感動,掀起全晚高潮及至令人從中反思。

毛記電視從一個企業家的小小的意念起步,由當初在網絡平台上上載兩、三分鐘的短片直到現在能夠舉辦大型活動,感動無數的年輕人實在是一個非凡的成就。儘管在社會上存在反對毛記電視的人士的聲音,毛記電視仍會繼續走下去。林日曦認為現階段毛記之所以成功,是因為他能跟著社會的趨勢,只要堅持延續創新意念,毛記自然會一直發展下去。

(內文字數:994字)

附錄:

圖(一)                                

圖(一)為《100毛》Facebook專頁粉絲人數在分獎典禮前後的改變,可見粉絲人數由未播出分獎典禮前的650K人上升至播出分獎典禮後的725K人。

圖(二)

資料來源:SOCIALBAKERS.COM                           
來源:GOOGLE.COM/TRENDS/
圖(二)為「毛記電視」在Google 的搜尋量,可見搜索趨勢在分獎典禮播出後突然飆升。

從以上兩個圖表可見,分獎典禮為「毛記電視」創下另一高峰。

與平日的植入式廣告不同 ,毛記明顯賣廣告,但反而創造出話題 ,更容易吸引觀眾。
顧客對毛記電視的需求 (市場供應及需求)
→顧客的口味與偏好是影響需求的其中一個因素。

→當毛記電視所生產的電視節目符合顧客的口味與偏好時,顧客對毛記電視的需求便會上升,當顧客對毛記電視的需求上升時,毛記電視的收視便會上升,即毛記電視的收入會上升,因此毛記電視會選擇增加播出的電視節目。

與其他品牌合作 (集團擴張)
→擴散風險,與其他品牌合作的話能夠通過市場多元化以及產品多元化來分散投資,擴散其風險。

→減少競爭對手並將他們變成合作夥伴,從而擴大市場力量。

→延長商譽,當毛記電視與其他品牌合作時,兩者的商譽都能夠延長。

  例如:Viu TV和毛記電視合作,Viu TV將會直播毛記電視的其中一個節目。

 這樣做能夠增加Viu TV和毛記電視的收入。



圖片來源 :毛記電視,VIU TV

l創新賣廣告方法
→願意冒險,通過自己冒險取得成功,冒著風險二改原有的事物來創造「新產品」

→企業家精神,企業家精神為一個或一群人在不受現有資源的限制下,有組織的設法尋求創造價值的機會,藉著創新、差異化來滿足消費者的需求。

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

毛記電視的改編的歌詞,就是反映市民面對的問題,引起大家的共鳴。

(顧客的口味與偏好是影響需求的其中一個因素。)

《100毛》雜誌主要回應社會時政,和年輕人有共鳴的生活話題。以幽默方式套入事件,再加一些想法, 成功打入年輕人市場。

分配資源
-毛記電視作為免費網上電視,資源十分短缺
-林日曦先生需要詳細思考資源的分配
-人才即勞動力是毛記的生產要素
-毛記需要人才來編輯富趣味性的專題報導以吸引顧客

商業擴張
-林日曦有《100毛》、《黑紙》和「毛記電視」等產業
-他們屬於側向擴張
-他們都同屬媒體,紙媒體和網上媒體都是相同業務,不過不屬於競爭對手
影響需求的成因
→競爭對手毛記的競爭對手分別有 TVB電視台,VIU TV,亞洲電視,網上電台等。

毛記和競爭對手合作的好處:

→能夠減少競爭對手並將他們變成合作夥伴

→能夠以市場多元化來分散投資

毛記電視商業模式
→ 毛記電視為有限公司。

→他有法人保護,是一個獨立的法人。

→毛記電視擁有有限負債。

影片

聖母書院
湯曉琪 陳樂芝 郭美玲

案例導讀問題
1) 你認為考大學是否年青人獲得成就的唯一出路?
2) 你最欣賞林日曦先生哪一種企業家精神?
3) 網上電視的競爭愈來愈大,你認為毛記電視有沒有成功經營下去的條件?
4) 試舉出林日曦先生在不同業務所使用的商業擴張方法,並解釋這些方法有什麼好處。
5) 毛記電視作為網上免費電視,它如何賺取利潤?
6) 假設毛記電視成為了收費電視台,你認為顧客對毛記電視的需求量會有什麼轉變?