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Bianca Gonzalez says that advertising industry will be affected by fate of ABS-CBN franchise

Carlo Hemedes, CEO and managing partner at Organic Intelligence Consulting, Inc., also said shutting down ABS-CBN is removing one major touchpoint of Filipino access.

Kapamilya host Bianca Gonzalez aired her disappointment in the government due to the shutdown of ABS-CBN which also affects the advertising industry.

In her Twitter post, Bianca said that aside from the ABS-CBN employees, the advertising industry will also be affected if the government won’t renew the franchise of ABS-CBN. She also said that musicians, freelance creatives, filmmakers, and production houses will also be affected.

“Hindi lang ABS-CBN employees at talents ang maaapektuhan kung hindi ma-renew ang franchise. Pati advertising industry apektado, brands at kumpanya na may ads, apektado; musicians, filmmakers, freelance creatives, prod houses, at madami pa; apektado din ang industries ninyo [sad emoji]” she wrote.

Advertising and marketing executives also said that ABS-CBN’s shut down had shaken up the $3-billion advertising industry in the Philippines.

“ABS-CBN, being the largest broadcast network, also has the greatest marketing reach in the country.  The king of TV—ABS CBN—goes to the grave with the most reach.  A key factor for a media buy to be most cost-effective now goes down to the grave with its departure. This means too that the selection of an array of proven efficacy and reach becomes too narrow and ineffective,” Dan Villa, chairman of advertising agency CreatiVilla and former chairman of the Advertising Board of the Philippines and the Association of Accredited Advertising Agencies-Philippines said.

Carlo Hemedes, CEO and managing partner at Organic Intelligence Consulting, Inc., also said shutting down ABS-CBN is removing one major touchpoint of Filipino access.

“How does it affect the industry? It takes away from them one of the major channels. In a mass-market like the Philippines, by removing ABS-CBN, you are removing one major touchpoint that Filipinos access every day, and that has a direct impact on people whether you work in the industry or you’re just a regular citizen.

“By taking away the leading network in the Philippines, you are essentially limiting people’s options,” he added.

The National Telecommunication Commission (NTC) issued another cease and desist order against ABS-CBN to stopped its TV and radio operation on Kapamilya TV Plus and Sky Cable on June 30.



 

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