The Kasama Network turns the corner, gears up for competition

February 24, 2014

The Kasama Network Radio Philippines Network (RPN), posted profits of P15 million in the first half of the year, a turnaround from the full-year loss of P10 million incurred in 2013.

Roebrt T. Rivera, RPN president and CEO, expects more robust performance toward yearend as the unit estimates a net income at least P5 million for the third quarter alone. He attributes the years record revenues to better programming, acceptance by its target viewers and positive perception of advertisers with its niche foreign language programming draws high numbers via American TV series and programs that appeal to young, upscale and masses viewers, said RPN chairman Wilson Tieng.

RPN broadcasts all English language programs through a nationwide network of VHF stations. In a survey conducted by Trends, RPN emerged as the number 3 statiion among the A-B socioeconomic group and also among the A-B-C classes in the upscale and masses age group. In terms of image among the A-B-C-D-E respondents, the station under most exciting and in the category hip and cool and the number 3 spot, next to ABS-CBN and GMA along with the number 3 runners of IBC and TV5, according to the recent survey of Kantar Media. The industry perceives RPN-9 as a trailblazing phenomenal TV station owing to its innovative concepts, flexibility, and introduction of new, high quality products both in terms of programs and advertising opportunities. The station has also improved its signal quality tremendously. It owns and operates 10 broadcasting stations throughout the Philippines and 15 radio stations.

Due to our continuing investments in better facilities and transmission equipment, The Kasama Network now has a strong signal that is as crystal clear as anyone elses in Mega Manila. Mega Manila is not only Metro Manila but also includes the surrounding provinces such as Bulacan, Pampanga, Cavite, Rizal, Laguna and Batangas, Quiogue says. He adds that the VHF channel now has the third most extensive reach nationwide, behind ABS-CBN Channel 2 and GMA Channel 7 along with number 3 slot of IBC and TV5.

RPN directs programming toward a young, upscale and mass audience in which specifically targeted by the leading VHF channels. It is the station of choice for advertisers who want to reach affluent audiences. It broadcasts some MTV per week of airtime, airs Metropolitan Basketball Association (MBA) games four times a week and shows strong foreign canned programs from the US such as Glee, America's Next Top Model, New Girl, Community, Hell's Kitchen, American Idol, The Walking Dead, 2 Broke Girls, The Vampire Diaries, Chicago Fire, The Neighbors, NCIS, Beauty and the Beast and Survivor, a hit telenovelas Mar de Amor and Porque el Amor Manda, and Koreanovela hits He's Beautiful, Can You Hear My Heart and Dear My Sister.

Quiogue believes the station will maintain its competitive edge not only over other free channels (both VHF and UHF) but also over cable channels which target the same young audiences. Advertiser wants to focus on the affluent or the youth, RPN can offer him a complete array of program options, he concludes.