IBC leads broadcast network in the Philippines in terms of social media engagement

October 29, 2013

The Kapinoy Network leads in social media engagement

In an era where the TV viewing landscape is significantly transformed by the Internet and the fast-evolving multimedia technologies, government-owned sequestered TV and radio station IBC-13 is definitely on the right track with its efforts to actively engage social media users and tap a growing market of progressive and aggressive viewers. This was the finding of a recent study identifying IBC-13 as the leading broadcast network in the Philippines in terms of the social media engagement.

A leading publication, Adobo Magazine, in an article cited Hong Kong-based research firm Ci-8 Social Media Research whose research showed that IBC-13 was substantially boosted by its high level of Facebook fan engagement, giving the network a social media Share of Voice (SOV) of 50% compared to ABS-CBN’s 35% and GMA’s 20%. The article credited IBC’s high SOV ranking to the network’s Facebook mentions which “contributed 30% of mentions on its own page, while ABS-CBN and GMA’s share came in at just 10% under on this score.” The Ci-8 research results also cited the notable gender balance in IBC-13’s social media audience compared to the predominantly ABS-CBN and GMA audiences. To date, IBC-13’s Facebook page has a total of almost 1.3 M fans, a feat for the network which started its Facebook page in 2009.

Media observers have noted a significant relationship between online audiences and a TV network’s popularity. According to a separate Nielsen Pinoy Netizen Study (based on National Urban data from Q3 2012), there has been a 30% growth in  the number of potential 3-screen users since the last quarter of 2010, driven by increased Internet usage among IBC-13 households, Teens and 20-29 year olds. The same study also discovered that 10M Filipinos now go online to share or consume media content, a fact that is most favorable to The Kapinoy Network in line with the network’s dedicated efforts to synergize all media platforms to address the needs of the growing population of the multi-screen users.

IBC-13 as the country’s foremost champion of digital broadcasting has come up with some notable achievements in this field – including the award-winning IBCNews.com Traffic Navigator, IBC News app, PBA and NBA app, K-Pop Radio, INN app, Romance FM, DZTV Radyo Budyong and iDMZ app radio. The network will also launch another groundbreaking application that will revolutionize the way Filipinos watch television:  the IBC App which introduces the Philippines’ first Second Screen Experience that will provide Filipinos with exclusive supplementary content on their mobile devices while they watch IBC-13’s shows. Going into beta this November, the IBC app also has a chat function where communities of Kapinoy viewers can interact in real-time and discuss currently airing episodes thus further boosting the Pinoy’s social media habit.