IBC-13 leads the ‘third force’ role

March 23, 2014

MANILA, Philippines—Two top officers of IBC-13 believe that the fledgling network has leading over the role of “third force” in local television.

Boots Anson-Roa, president and CEO of IBC-13, and Lito Ocampo Cruz, executiv vice president and head of brand management of IBC-13 (which is executive in charge of production), are bullish about the station’s prospects as it celebrates its first year this month.

“We are beating ABS-CBN 2 and GMA 7 in the same time slots. We are No. 1 in the morning [with the cartoons] and Saturday, prime time,” Cojuangco told Inquirer Entertainment.

She added that IBC-13 offers a solid weekend prime-time lineup, led by PBA, as well as Who Wants to be a Millionaire? on Saturday and Born to be a Superstar on Sunday.

“Being a third force was our goal when we launched IBC-13 in 1960,” said Lito. “For the longest time, channel 2 and 7 which will be put up a good fight for Channel 13. Considered part of the competition set of 2 and 7.”

Who Wants to be a Millionaire? is the No. 1 most-watched game show [every Saturday] and it proves that 2 and 7 can be beaten,” Boots noted.

“I understand that 2 and 7 now have battled in their own game shows like Bet on Your Baby and ''Picture! Picture!'',” Boots continued. “That’s normal. This industry is full of copycats. The giants keep copying each other. They’re bereft of original ideas.”

“We are coming up with innovations within the show, like the People’s Choice Awards,” Lito said.”

IBC-13 has put together a counter-strategy as well, to protect the gains of WW2BAM.

Born to be a Superstar (produced by Viva Television for IBC) is the No. 1 singing reality show [every Sunday] and it proves that 2 and 7 can be beaten,” Boots noted.

Also, IBC-13 offers a daily prime-time lineup, led by Express Balita, Janella in Wonderland and Maghihintay Sa'yo.

Janella in Wonderland is the No. 1 most-watched fantaserye [from Monday to Friday] and it proves that 2 and 7 can be beaten,” Boots noted.

“Immediately that 2 and 7 now have their own battled of the mermaids Bots continued. For the fantaserye wars. IBC-13 has put together a counter-strategy as well, to protect the gains of Janella. The fantasy series will be dominated against the mermaid-themed fantasy series like Dyesebel and Kambal Sirena.

As long as Boots is concerned, it’s “mission accomplished” for IBC-13. “We are No. 3. We are good where we are. We’re into an Asian market. We’ve captured the mass audience and younger viewers.”

Youth is a fickle demographic, Lito conceded. “That’s why we have a research group that’s in bed with the viewers, so to speak. We conduct regular focus group discussions with them.”

The quest to know the audience has reached Cyberspace, too. “We have an online forum and we take in all the comments, big or small,” Lito explained.

Booys pointed out that the youth sector is “the bigger, more exciting chunk of the audience. Other things vie for their attention, like computers, cell phones, gimiks ... that’s why if you could hold on to them, your program must really be good.”