ABS-CBN: Focused on Improving Content and Better Service.
Over the years, the network has solidified this thrust by understanding the entertainment, social, information and economic needs of the Filipino audience, resulting in improved content that highlights important values and celebrates the Filipino's multi-faceted character.
Qualitative and quantitative studies are conducted regularly to delve into audience response to different programs. Learnings from the performance of each program are applied not only to guide the fixes done for the program itself but also serve as inputs for future concept development.
AGB Neilsen Media Research for TV affirms that this kind of keen attention to the psyche of Filipinos has led to a nationwide competitive edge reflected in shows like "Bituing Walang Ningning," "Sa Piling Mo," "Maging Sino Ka Man," and "Maalaala Mo Kaya," where females in the 20s age bracket find empowerment; "Wowowee," where Filipinos from all walks of life converge and find acceptance; "Noypi," "Super Inggo," and "Pedro Penduko," where values are constantly communicated; "Pinoy Big Brother" and "PDA," where Filipinos get to reflect on their lives; "Game Ka Na Ba" and "Kapamilya Deal or No Deal," where Filipinos find thrill in seeing their fellow Pinoys test their limits; and the hard-hitting news and current affairs programs "Bandila," "TV Patrol," "XXX" and "Soco."
"We spend hundreds of man hours a month conducting numerous qualitative and quantitative studies to validate our assumptions and concepts. Because we listen to the Voice of the Customer or VOC, we are attuned with the customers' pulse," says Menchi Orlina, VP and Chief Marketing Officer of ABS-CBN Global.
ABS-CBN Global's The Filipino Channel, along with ABS-CBN's other subsidiaries, also rely on extensive market research, focus group discussions and the like in order to craft shows that truly bring Filipinos abroad closer to home. Some of these include "Balitang America," "Balitang Europe," "Balitang Australia," "Citizen Pinoy" and "Kuwentong Disyerto," programs that not only give overseas Filipinos important information on life abroad, but also respond to their basic wish to be in constant contact with their loved ones in the Philippines.
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|Date:||Nov 21, 2006|
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