BravoFilipino.com | Positive Outlook among Filipino video industry’s top leaders at AVIA’s Philippines In View | More than 700 industry delegates attended the Asia Video Industry Association’s (AVIA) Philippines In View seminar on May 18th to address the state of the TV and video industry in the archipelago nation of over 7000 islands. Manuel V Pangilinan, Chairman, President, and CEO of PLDT, Ernest Cu, President & CEO of Globe, and Dennis Anthony Uy, Founder & CEO of Converge ICT Solutions are among the industry leaders in attendance.
With Arnold “ALI” I. Atienza, Undersecretary, Department of Information and Communications Technology (DICT) for Government Digital Broadcast Television and the Digitalization of the Entertainment Industry Sector, Emerging Technologies, Senior Citizens, Persons with Disabilities and Special Needs, the seminar began with a discussion on Policy and Regulations for the Twenty-First Century in the Philippines. The effect of television, according to Undersecretary Atienza, cannot be overstated, as it is a source of business, shopping, spiritual fulfillment, medical and legal knowledge, among other things, for the average Filipino. Although it must be controlled without compromising freedom of speech and expression, controlling it through various platforms remains a challenge. As a result, the DICT encouraged industry and the private sector to collaborate closely with it in order to provide assistance and support.
In a world where the media sector has undergone significant changes in the last year, television has remained resilient. According to Leo Jaymar G. Uy, Head of Research at BusinessWorld, despite a small 4 percent drop in overall television ad spend year over year, digital video ad spend increased by 4.8 percent. Even though viewership has not yet recovered to pre-pandemic levels, there are signs of improvement. Subscriptions to pay television have also risen, and the rollout of digital terrestrial television (DTT) continues. Online would undoubtedly benefit from the expansion, with OTT usage predicted to rise long after the pandemic’s effects have faded. Due to limitations in internet speed and infrastructure, there is still space for growth in this market, and due to the country’s low internet penetration rate, Pay TV and OTT will coexist.
Cignal TV and TV5 President and CEO Robert P. Galang echoed these sentiments. In the next five years, Galang expects growth in both free and pay television, as well as DTT. Even though DTH subscriptions will continue to be TV5’s bread and butter, the company is seeing growth in OTT and ad sales. Although continued consolidation will have an effect on Pay TV, Galang believes it is still a compelling proposition, and that the transition to digital will expand the demand for Pay TV even further.
According to a recent study by The TradeDesk and Kantar, the Philippines has been the most attractive market for OTT advertisers in Southeast Asia, with the highest advertising attractiveness index. Marilyn See, GMA New Media’s SVP and Head of Digital Publishing and Digital Advertising, also said that YouTube ad spend is shifting to OTT inventory, and that it’s only a matter of time before OTT revenues outpace TV ad spend.
Globe’s transition over the decades has included a significant shift to digital. In his keynote address, Ernest Cu, President and CEO of Globe, said that it was part of Globe’s mission to improve people’s lives and solve daily problems through technology. “It’s been a long journey for us, and it’s just part of what we do now, as part of our DNA at Globe,” Cu said. Though streaming has taken over the entertainment landscape, the pandemic has also resulted in drastic shifts in consumer preferences and a need for new lines of services, ranging from remote health services to online grocery shopping, paving the way for a massive leap in ecommerce and making GCash the Philippines’ largest e-wallet service. “We live by the adage that if we don’t disturb ourselves, someone else will… the other choice is to disappear and become redundant,” Cu concluded.
Globe is a Gold Sponsor, and Silver Sponsors Brightcove, TV5MONDE, Cignal, PLDT, and Smart are Silver Sponsors.