Digital Media Thesis

[Judith Anne Moreno]

Hi, Ms. Toral! These are the information we got from the two networks and our research. We would like to know how these digital platforms are really helping them. Thank you very much! :)

ABS-CBN
In an In depth interview with Mr. Domi Leo Espejo, ABS CBN Interactive head, he enumerated and discussed the digital media currently used by ABS CBN.

Mobile
Mobile business started out with the game show, Game KNB? where TV audiences can join through their mobile phones. From there, the company began offering other forms of mobile value-added services with content sourced from ABS-CBN.

Text Promo
Text promo is a strategy utilized by ABS CBN in order to generate money for the network. Viewers of the show could join, register, download and answer text promos through their mobile phones before the cut-off period. Depending on the type of VAS, download prices of each may vary. Each download is equivalent to one raffle entry and winners will be drawn through electronic raffle. Winner can win cellphone load, cash prizes or network merchandise. They will be informed through on-air announcements and will be also notified through registered mails.

Kapamilya Blockbuster
Kapamilya Blockbuster airs local and international movies every Monday to Sunday. During the course of the Kapamilya Blockbusters Text Promo, episode questions will be aired and texters will have to download trivia then send in an answer within the given cut-off period. All entries are valid and will earn them one entry for the raffle draw. Winners who will give the exact, complete and correctly spelled answer will receive cellphone load and/or ABS-CBN merchandise. Winners will be notified and announced in Kapamilya Blockuster.
Showtime
ABS-CBN’s noontime show partners with ABS-I in launching Showtime Text Promo. For P15.00 per download of ringtones, picture messages and wallpapers, a lucky texter can have a chance win cellphone load and cash prizes every day. Through electronic raffle, winners will be called on air and has to answer a question for an additional cash price.
Sabel
Viewers will have to download the trivia of the day before joining the Sabel Text Promo. Episode question of the day will be aired during the show and the texters shall send in the letter of the correct answer within the given cut-off period. All entries are valid and will earn them one entry for the raffle draw. Winner who will give the correct answer will receive cellphone load and will be notified through registered mail.
MMK
For 18 successful years, Maalaala Mo Kaya presents stories that touch the lives of everyone and mirrors life stories of different people from all corners of the world. MMK and ABS-CBN I launched the MMK Text Mo Title Mo promo wherein P10,000 cash will be given to the texter who could guess the episode title. Texters will have send in their answer within the given cut-off period. Winner will be aired on the following episode and will also be notified through registered mail.
Mara Clara
Mara Clara Text Promo gives out cash prizes and cellphone load daily. To join, texters will have to download featured mobile products at P15.00. Viewers will have to watch Mara Clara and wait for the question of the day. Texters will have to choose between the characters of Mara or Clara and send their answer to 2366. Winners will be aired on the following day and will also be informed through mail.
Wansapanatym
Every Saturday, Wansapanatym classics will give its audience a chance to win cash prizes and cellphone load every week. Answer the question of the week and download featured mobile products for P15.00 each download. Send letter of the answer by texting WANSA (letter of answer) to 2366. Winners will be raffled, and will be displayed the following week.

Downloads
With vast collections of ringtones, monotones, logos, picture messages, colored wallpapers, video streaming, text arts, mobile games and ringback tones, ABS-CBN Interactive offers download services to its audiences. Prices of each may vary depending on the type of download. By texting and registering to these TV shows, mobile users can personalize their cellphones and get updates with their mobile phones. Some of the current TV shows open to download services are Banana Split, Precious Heart Romances, Noah, Mara Clara, Imortal Showbiz News Ngayon and ASAP XV. ABS-CBN news has a consolidated account in giving news headlines through mobile phone.
KText
Kapamilya text, more commonly known as KText, is a major celebrity services focusing on journals of the celebrities and quotes. It is a venue for fans to be closer to their idols. Though this, celebrities can share to their fans their regular activities. In order to get a list of celebrity Ktext they can follow, subscribes will have to text KTEXT to 2366.
There are two ways for the fans to get their celebrities journals, SMS and MMS. SMS provide stories of celebrities white MMS may include picture from the celebrities.
Also, subscribers may react and ask through KText and get answers from celebrities themselves. Almost all Star Magic artists and some non-Star Magic artists have KText. Topping the list are Kim Chiu and Kris Aquino. Roughly, an estimate of 90 SMS, and 30 MMS KText artists are available.
User Generated Content
User Generated Content is the type of interface wherein the audiences are the ones who give something to the network without anything in exchange. The show renders services for the audience to engage and participate by giving out their reactions, ideas and votes. Most programs under the news and current affairs make use of this type of mobile service. Some shows which uses UGC to get reactions and feedbacks include Umagang Kay Ganda, TV Patrol World, Showbiz News Ngayon, Bandila and XXX. Showtime, Star Circle Kiddie Quest, Laugh Out Loud, ASAP XV, The Buzz and Star Power use this as a form of their voting system to hear the voice of the audience.

Internet
Social Networking Sites
Twitter
The official ABS-CBN twitter account (@ABSCBN) has 20,680 followers (as of January 28, 2011) It provides updates about their shows and retweets posts from celebrities. It also follows the Twitter accounts of different shows and other media companies like Showtime, SNN, PEP, Chalk Magazine, etc.
Aside from their official twitter account, ABS-CBN has also other twitter accounts such as @ABSCBNchannel2 that has 114,115 followers to date. Among its followers are TV personalities from their home network.
Some of the Official Twitter Accounts of ABS-CBN shows are: ASAP (@ASAPOFFICIAL) with 94, 798 followers, The Buzz (@THEBUZZOFFICIAL) with 37, 192 followers, Showbiz News Ngayon (@SNNOFFICIAL) with 76, 569 followers, Entertainment Live (@eliveofficial) with 31, 368 followers and ABS-CBN News (@ABSCBNNews) with 123,356 followers. These accounts deliver updates about their corresponding shows or breaking news and used as a form of communication with viewers.

They use their twitter accounts for announcements, teasers, picture sharing and to communicate to the fans and viewers. Most of the tweets from these twitter accounts are retweeted by celebrities which helps faster and wider dissemination of “tweets”.
Facebook Fan Pages
The official Facebook Page of ABS-CBN has 1,058,671 likes and 43 listed favorite pages which include ShoutOut, the latest teen show of ABS-CBN, which has 17, 989 likes.

Online Streaming Sites
Online streaming is a way to watch or to listen to media files over the internet. Often referred to as internet streaming, these audio or video files are no longer needed to be downloaded. It allows the user to play live feeds or prerecorded media files over the Internet. Most commonly streamed files include tv shows, movies and music.
TFC NOW
ABS-CBN audience from around the world is just a click away from ABS-CBN shows. Subscription through online video streaming through TFC Now was made possible in partnership with ABS-CBN Global Ltd. In the website http://tfcnow.abs-cbn.com/, people can access episodes they want to watch. TFC Now is the online streaming subscription service both video and audio of ABS-CBN. Users may choose from a range of subscription packages such as Premium Edition which includes 100 shows available on demand, programs from three channels (TFC, Studio 23 and ANC) and live streams from some radio stations, the Teleserye On Demand which delivers top-rated teleseryes and drama shows like Maalaala Mo Kaya, the News On Demand which provides unlimited supply of up to date information such as breaking news, news programs and special national and international events and more.
To subscribe for the service one must be registered first at the website (tfcnow.abs-cbn.com). Upon registering, the user can view some free videos from the website. For a non paying client, only limited number of videos is shown. There is subscription that will be available for a registered user. One may click on it and the subscription procedure will be shown. They may choose which package to avail and service will automatically be enabled once the purchase is rendered.

IWANT TV
There is also the IwantTV (iwanttv.com.ph) that hosts all of ABS-CBN shows and initially, shows of 4 cable channels. All episodes of current programs are stored in this website. You can watch these shows anytime but is only exclusive to SKYBROADBAND and BayanDSL residential subscribers in Metro Manila.

GMA
In an interview with DingDong Caharian, he enumerated the key digital media platforms GMA is currently using.
Mobile
GMA New Media uses nontraditional approach to reach out to its audience. Because of the mobile lifestyle people now have, GMA New Media offered the big TV screen fitting the palm of their audience’s hands – the mobile. GMA claimed that they were the first one who started using mobile service and incorporate it in the show. It was first launched in Rosanna Roces’ birthday celebration in Startalk wherein audience can greet Roces through SMS and the birthday greetings will be read live by her.

Text Promos
GMA Network utilizes the text promo as a strategy to generate money and promote the shows of the network. With this, the viewers can play and join the text promos by registering and downloading through their mobile phones. Texters will receive confirmation message and will be charged depending on the type of download and text promo they joined. Text entries will be drawn via electronic raffle and winners can win cellphone load, cash prizes or merchandise.
Eatbulaga
For more than 30 years of bringing entertainment to the homes of the Filipino, Eat Bulaga brings their show even closer to the hearts of their audience through text promos. From Monday to Friday, viewers of Eat Bulaga can join exciting mobile promos and win load, cash and other special prizes. For P2.50, texters shall register with their name and address to qualify for the draw.

Value Added Services
Downloads
The technology of SMS (short message service) and MMS (multimedia message service) let TV viewers personalize their mobile phones with their favorite shows. GMA New Media provides the audience with TV-related contents such as images, music, logos and ringtones to download. Some of GMA shows like Grazilda, Ilumina, Bantatay and Party Pilipinas offer download services for their viewers. Also, GMA has a consolidated news account for the people to access up-to-minute news information through mobile phone.
Fanatxt
Fanatxt is the “artista” mobile subscription of GMA where artists share their daily journal and updates to their fans. Fanatxt brings the fans closer to their idols with just a text away. Fanatxt enables fans to receive SMS which provides plain text messages of artists’ journals or MMS include pictures of their favorite artists’ activities. GMA talents, including Marian Rivera, Dingdong Dantes, Richard Gutierrez and Dennis Trillo some of the mostly followed Fanatxt accounts. Mobile users can LIST to 4627 in order to get a list of celebrity Fanatxt accounts they can subscribe to.

User Generated Content
GMA New Media also uses User Generated Content to engage with GMA viewers. With this, audiences can share their insights, reaction and even their own footages to the programs. Viewers give something to the network as content of the show and allow interactive relationship between the network and its audience.
Youscoop
24 Oras allows their audience to be a part of the news team by sending their videos to YouScoop. Through this, the viewer’s give their own footage and statements regarding their scoop. Videos are filtered and aired in the news show as content of the YouScoop segment.
INTERNET
Website
GMANews.tv
GMANews.tv is the official website for the news and public affairs of GMA. The site provides the latest local and foreign news and updates. It doesn’t only deliver straight news but it also has information on sports, showbiz, lifestyle and many more. It is a venue where one can check out everything that is going on as the site’s tag-line says, “the go-to site for Filipinos everywhere.” It also has links to the network’s public affairs show like the Reporter’s Notebook and Kapuso Mo, Jessica Soho. It also gathers UGC through the link YouScoop where one person can submit news that happened in their area; they can send pictures or videos with the information that they gathered. It is then verified and some very relevant articles are relayed during the news programs.
Igma.tv
The GMA Website (igma.tv) is a site which allows its viewers to be up to date in the happenings of their favorite shows. It has features where one can get to know the Kapuso artists through profiles. There is an option to register and watch trailers and snippets of selected TV shows. It provides links to other GMA related sites like GMA News (gmanews.tv), Pep.ph, GMA Pinoy Tv (gmapinoytv.com) and WMN.ph.
Pep.ph
Pep.ph or Philippine Entertainment Portal is a website which delivers the latest showbiz news, updates and controversies in the Philippines. GMA Network is a 50% owner of this website. However, Pep.ph is the one which manages the content of their site that is why all the other stations can be in their website. The people behind it are the ones who write for the Yes! Magazine. The site also provides a portal to the lives of the artists and celebrities through articles about their lifestyle, events they attend to, the latest trends and random facts about them. The site is a community where fans all over the world can come together and get information about their favorite artists and celebrities.
SOCIAL MEDIA SITES
GMA also has fan pages on Facebook and twitter accounts however, there are too many accounts claiming that they are the official so the network has yet to talk to the administrators of the different accounts to consolidate them and allow GMA NMI to be the sole administrators of these accounts and finally have one official Facebook fan page and twitter.

ONLINE STREAMING SITE
GMA tried having an online streaming site but after 6 months they had to stop the operations of this site because according to Caharian, this is not yet the right time for the network to host such. They still need to study measures how they can address piracy and acquire the technology needed for an online streaming site.



How are these digital platforms helping the network?
Mobile: The text promos and Value Added Services help the network not only in terms of revenue but it also gives their audience something to be excited about. It also helps them in captivating the attention of the audience because one needs to be stay tuned to the show for them to be able to answer the questions in the promos.
Websites and Social Media Site:
The network uses websites and social media sites to update people on what they have probably missed on television. This is another platform to them to promote upcoming shows, show teasers of different programs.
It is also a way for them to generate feedbacks and comment and to interact with their viewers.
Online Streaming Sites
This is a platform addressed people who wants to watch television shows but had no time for it. This is a way for consumers to catch up on the episodes they miss

Other than that, these digital media platforms also help the two networks in knowing the profile of their viewers. They can get basic information such as name, age and address by using these platforms. And they can use whatever information they could get in understanding better their audience and enhance the content of their shows based on the audience profile they have gathered.

[Janette Toral]

Hi Judith. In order for this research to be complete, you need the following:

 

1. For mobile / text promos, they usually help in terms of revenue and audience engagement.

For every promo done through text, play with some numbers and put them in a spreadsheet.

For example: Game KNB, # of text messages per day, amount paid by those joining through their mobile, estimated daily volume.

 

So if GKNB has 100k joins the promo at P2.5, then their daily sales volume through mobile is P250,000. Winner supposedly gets x amount, telco partner gets 50% of P2.5, then you can already have an idea, how much TV program earns. Expand this further on a per month basis.

 

2. For the online sites, it helps them also through revenue and engagement

You can check out their ad rates and make your own computation based on the number of ads present on their site.

 

For engagement, you can check out various traffic measurement sites to see the audience volume they have and make assessment from there.

 

For further reference, I suggest you also watch:

http://digitalfilipinocom.ning.com/video/mobile-marketing-opportuni...

http://digitalfilipinocom.ning.com/video/opportunities-in-mobile

http://digitalfilipinocom.ning.com/video/personal-branding-and (TV5 was discussed at the latter part)

http://digitalfilipinocom.ning.com/video/internet-advertising-growt...

http://digitalfilipinocom.ning.com/video/build-an-online-presence-with

http://digitalfilipinocom.ning.com/video/television-category-winner

http://digitalfilipinocom.ning.com/video/newspaper-category-winner

http://digitalfilipinocom.ning.com/video/sports-category-winner

http://digitalfilipinocom.ning.com/video/inquirer-news-category