Giant TV group ABS-CBN's shutdown spells losses for Philippine billion-peso ad industry

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MANILA, May 8 (Inquirer Business/ANN) -- The day ABS-CBN Corp. was forced by the government to stop airing, advertising executives watched in horror as half their market vanished when millions of television screens across the country went dark.

The ad industry’s growth was fuelled as much by consumerism and its own creativity as the distribution outlets inside people’s homes—the TV set— that were enabled by broadcast giants ABS-CBN and GMA Network Inc.

“The Philippines is still very much a TV country, ” Gladys Basinillo, a media advertising veteran with over 25 years of expertise, said in an interview with the Inquirer. “It’s like they removed 50 percent of the advertisers’ reach. This is a big impact for us.”“Some of the viewers switched channels, but the majority simply turned off their TV sets after 8:00 pm, ” Basinillo said, citing data from third-party research firm Kantar Media.

“The move was so sudden and everybody, more so, the large stakeholder entities, thinkers and planners were caught flatfooted, ” Dan Villa, chair of advertising agency CreatiVilla, said in a statement.

 

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