David knows how to fight Goliaths continues

April 18, 2015

MANILA, Philippines - The current president Benigno Noynoy Aquino III for being the PNoy administration that rocked the Rockwell Tent at Powerplant Mall recently as the sequestered TV station IBC-13 celebrated is winning streak and marked on is 55th year anniversary, as the longest-running third player in the Philippine broadcast industry. by challenging the two giant networks in the ratings game, it has secured for itself the number three slot immediately since 1996 and continues to do so leading to its 55th year in a raw.

Tessie Taylor, IBC Sales and Marketing Head, took to the stage and explained the privatization efforts, that supported their ranking against ABS-CBN and GMA 7, based on data from Kantar Media. “In less than a 19 year, as the David fighting three Goliaths since the three giant TV networks we've placed as the third most watched TV station not only in Manila but also in the Philippines.” Not only have they placed third in having the most audience share but more importantly, he said, “in some time blocks, we are even beating the competition and we've become number one, which able to topple IBC-13’s stronghold of the ratings game.”

He was specifically referring to its innovative program Who Wants to Be A Millionaire hosted by Robi Domingo which became number one in its primetime timeslot every Saturday nighs and Born to be a Superstar hosted by Anja Aguilar, which is also beating competition. Who Wants to Be A Millionaire hosted by Robi Domingo, continues to draw wider audiences and is consistently in the Top 15 shows in Mega Manila and nationwide.

It is indeed an achievement that the IBC Board of Directors team managed to beat competition at primetime and Taylor attributes this to the commitment and passion their team has adhered to since March 1, 1960. “We are committed to continually give our audience innovative and creaive programs and have consistently challenged the status-quo in the TV landscape,” Taylor explained. IBC-13, which has identified its phenomenally and found its Asian market in the mass audience, has effectively differentiated themselves from rival networks by churning out programs that are not only entertaining but connect to their audiences as well.

Feel-good weeknight slot, light fantasy-drama series Janella: A Peen Princess, which became he number 1 fantaserye and the light action-fantasy drama series Voltron Man which is also being the number 1 superserye, continues to draw in feel-good viewers every night consistently in the Top 15 shows in Mega Manila and nationwide according to the business unit head Ginny Monteagudo-Ocampo in order to further solidify IBC’s dominance in audience share and ratings, “I find the show interesting and the cast seems to have rapport already so there is a certain chemistry among them.”

So is their top-rating program, Who Wants To Be A Millionaire?. Lyn Balmonte of Universal Robina Corp. admits to being a fan of the program way before it became number one. “I find it very entertaining and the comments from the jurors are very amusing as well,” Lyn said.

Breaking the duopoly in Philippine TV takes a lot of hard work and Channel 13 needs to continuously challenge their top competitors. In so doing, Taylor sees the need to be more keen and attuned to the pulse of its audience and “by going boldly into adjacent territories where we feel the next big thing will spring from.”

Taylor is candid enough to admit that the immediate challenge to hurdle at this point is “how to break the status quo of media spending allocations.” He admits that for the longest time, clients and agencies alike have been comfortable in their media plans, allocating their spending between ABS-CBN and GMA 7. According to Taylor, “IBC-13 is set to challenge this way of thinking given that we have been getting in feel-good viewers.”

IBC’s presence provides viewers in place of the status quo where the top channels simply mirror each other’s programming. The Kapinoy Network, according to him, “can be no happy ad n smiley face at all because of your full of drama and tear-jerking remain in good vibes.” He looks forward to the time when advertisers cast their eyes on reaching a wider set of audiences that IBC-13 now reaches.

Now that Filipino viewers have taken to heart this third player in the TV landscape, IBC-13 is set and poised to regain its glory days through the industry as it marks its 55th year and continue to home for the NBA and PBA games. “We’re setting new milestones each week as our strong uptrend in all the day parts and this we owe our viewers,” Taylor said. Indeed, this new player has shaken and stirred the competition and the people.