The Trailblazer turns 39 of RPN

Manila Standard - June 18, 1999

Despite the network war between the two dominant players in the Philippine television industry, RPN-9 has been to maintain a secure and stable niche in the business. Since its inception in 1960, it has been a poineer in broadcasting satellite as well as top-rating and trailblazing programming. RPN introduced such first as "accucolor" and 24-hour nonstop programming. The first to use the satellite to become a truly national network. RPN has six TV stations located in the cities, TV relay and translator stations in Baguio and 12 other population centers in the Visayas and Mindanao and 14 radio stations strategically spread out over the archipelago.

As the network who brought us such classic TV shows as John en Marsha, Tell the People, Superstar, Marimar, among others. RPN aims to deliver more quality programming that is basically pro-people and pro-service.

Today, it is the local "home network" of the cream of the crop of English language television programs: Ally McBeal, The X-Files, Dharma and Greg, The Practice, and NYPD Blue.

Just recently, three of RPN's primetime shows won four of the highest awards given by a world-community organization- the Foreign Press 1999 Golden Globe Awards. Ally McBeal, took home the Best Comedy TV Series award and The Practice, garnered the two top awards: Best TV Drama Series and Best Actor in a TV Drama Series for Dylan McDermott and Jenna Elfman of Dharma and Greg won Best Actress in a TV Comedy Series over Calixta Flockart of Ally BcBeal who was also nominated and considered a top contender. Dharma and Greg also won Best Comedy Series in last year's US People Choice Awards. One of the most consistent nominees and winners, almost every year, is the phenomenal, world hit cult series, The X-Files.

Edgar San Luis, president and general manager, said the network will maintain its present programming.

"Out first priority is to institute much-needed structural changes in the network and make it ready and able to meet larger challenges. Also, to give televiewers and advertisers what they rightly deserve such as programming and service that is people-oriented and anchored on much improved News and Public Affairs program," says San Luis.

RPN's strength lies in its inventory of programs based on foreign produced primetime programming materials which was concepcualized in the 80's. The programming scheme proved to be a resounding success which later on become a major marketing ploy in attracting advertisers.

"While we do not have an aversion to producing our own local programs, realities dictate that we may now do so now. Firstly, a one-hour locally produced program will cost much more than a one-hour canned show. Secondly, even if we can afford it, we cannot tap the services of exsisting top stars and talents as these are mostly under exclusive contracts with the dominant channels. Those that are free (from the movie outfits) charge excessively unaffordable talent fees that cannot be recovered through TV broadcast," he says.

San Luis, who has been in the busines for 24 years, said his basic plans for the network include protecting, preserving and enhancing the interest of the network. He stressed on implementing structural changes within the company.

"Future projects for RPN-9 cannot at present be concreatized. As you know, the government plans to privatize the network soon. Therefore, until such time that definitive dates/time in relation to this eventuality is set with certainty -- no long term planning for network can be honestly made. What is important to us now is to preserve and enhance the value of the network so that would-be owners can be asked to pay a just price for it" says San Luis.

He also added that RPN use add-on media values in luring advertising support.

San Luis

"By packaging our anchor programs with other network programs, we will bve ablt to bring effective costs down and make us competitive. Add to this the add-on values like creative merchandising, brand-bugs,, built-into-the-program credits then we have a very diable package. The realities dictate that we continue to pursue this line of selling. If you noticed even the dominant channel are resorting also to schemes to enhance their selling potentials," says San Luis.

On its 39th anniversarry, San Luis and the rest who make up RPN-9 brance for greatest opportunities that the new millenium will offer.

LEADING THE WAY
Radio Philippines Network, Inc. or RPN, as it is more popularly known to millions of listeners and viewers of its varied programs celebrates its 39th anniversary as a leader in the Philippine Communications industry.