By Joey Natividad, Special Correspondent BicolToday.com
PILI, CAMARINES SUR – Three (3) top TV giants are exploring deeper in cyberspace to meet emerging new markets in marketing communications and advertisements amid shrinking TV audience and traditional market targets.
Manuel V. Pangilinan, Chairman of ABC-TV5, spoke of a grim scenario that radio broadcasts might be phased out within the foreseeable future amid consumer and audience preference of getting wired in most of his waking hours.
“The guy who is always hooked up with the digital gadget is our market””, said Pangilinan, in his talk before 3,000 delegates attending the Philippine Advertising Congress 22 in Capitol Complex, Pili, Camarines Sur.
Now on its third day, the AdCongress 22 hopes to change the games in the advertisement corporate world after feeling the economic crunch being felt by the corporate communities worldwide. The AdCongress hopes to address shrinking advertising markets amid changing customer preference and expanding technologies. Already addressed earlier is the social media which could be a power in the ad industry.
Earlier, on the second day of the AdCongress, Charlene Li, the guru of social media and co-author of Groundswell, spoke of harnessing the power of social media as tool in corporate management.
Depicting a grim scenario of end of the world in traditional advertisement and the mass media, Pangilinan however, took an optimistic stand of “”doing fine”” for ABC TV5. He claimed of his TV network as staying solid ground as being “”number 3″”.
Eugenio Lopez, Chairman and CEO of ABS-CBN, also admitted that its network is exploring all avenues in the digital world, and penetrating deeper into international audiences where Filipinos are.
This flexibility to scout for new markets in digital cyberspace is also shared by Felipe Gozon, Chair and Chief Executive of GMA 7 Networks, who also gave talk before the delegates. BicolToday.com
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