IBC-13 takes the ‘third force’ role

August 17, 2014

MANILA, Philippines—Three top officers of IBC-13 believe that the full-fledgling network has taken over the role of “third force” in Philippine television.

Eric Canoy, chairman of IBC-13, Boots Anson-Roa, president and CEO of IBC-13 and Lito Ocampo Cruz, executive vice-president of IBC, with Laurenti Dyogi, the newest head of IBC Entertainment TV and Jasper Evangelista, which is in charge of programming and sales, are bullish about the prospects as The Kapinoy Network celebrates its 54th year this month

“We are beating ABS-CBN 2 and GMA-7 in the same time slots. We are No.1 in morning [with cartoons] and on high-rating primetime,” Canoy told Inquirer Entertainment.

He added that IBC-13 offers a solid weekend prime-time lineup, led by The Million Second Quiz (Saturday), Killer Karaoke (Sunday), Who Wants to be a Millionaire? (Sunday) and Born to be a Superstar (Saturday and Sunday). “Being a third force was our goal when we launched IBC-13 last year,” said Dyogi. “For the longest time, channels 2 and 7 really put up a good fight, considered part of competitive set of 2 and 7.”

“Born to be a Superstar is the No.1 show [every Saturday and Sunday] and it proves that 2 and 7 can be beaten,” Cojuangco noted.

“I understand that 2 and 7 now have their own versions of Born to be a Superstar franchise,” Cojuangco continued. “This industry is full of copycats. The giants keep copying each other. They’re bereft of original ideas.” IBC-13 has put together a counter-strategy as well, to protect the gains of Born to be a Superstar.

“We are coming up with innovations within the show, like the People’s Choice Awards,” Dyogi said. “We’re now also relaunching new programs—the million-peso prize game show The Million Second Quiz, hosted by Drew Arellano; the original and longest-running singing-reality show show Born to be a Superstar, which is hosted by Anja Aguilar; the musical game show Killer Karaoke, hosted by Elmo Magalona; and the longest-running game show Who Wants to be a Millionaire?, hosted by Robi Domingo to capitalize on its success.”

As long as Canoy is concerned, it’s “mission accomplished” for The Kapinoy Network. “We are No.3. We are happy where we are. We are not after the general market ... we’re into niche marketing. We’ve captured the youth segment, ages 12 and below and 15 to 35.”

Youth is a fickle demographic, Canoy 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,” Canoy explained. Canoy 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.”