ABS-CBN is pioneering a new initiative to deliver innovative content to the fast-growing online audiences with the launch of its multi-channel network “Chicken Pork Adobo” on video-sharing site YouTube.
“Chicken Pork Adobo,” the first multi-channel network in the country managed by a TV network, currently has 90 creators whose channels on YouTube tackle a variety of topics: toys, fashion, comedy, music, lifestyle, vlogs, entertainment, arts and crafts, food, parenting, and inspirational.
“Our audiences are on multiple platforms already–TV, radio, print, digital. On TV, you only have so much time. On YouTube, anyone has their own share of time. Content is where we are good at. We can train our creators to market themselves. ‘Chicken Pork Adobo’ democratizes it for everyone by harnessing their potential and gathering all of them, and for them to leverage on each others’ strengths,” said Donald Lim, head of ABS-CBN Digital Media Division.
“This is exploratory work as we move to the digital world. This is in preparation for us to be present in the online and digital world. The consumption of content is moving to digital so we want to be present in every platform,” Aldrin Cerrado, chief finance officer of ABS-CBN Corp. told reporters on the sidelines of network launch.
He added, “Obviously this is a startup business for us, it is something that we are expecting a lot from, but right now I cannot give you a lot of projections yet in terms of how much revenue it would contribute to ABS-CBN because the biggest adverting revenue will come from TV. If it shifts to digital, then you will feel it.”
“It’s too early to tell how much will be the revenue but it has big potential. Younger audiences now are consuming more content not on TV anymore; it’s on tablets and there’s phones,” Cerrado added.
Describing the project, Cerrado said: “We feel that it gives a new avenue for all our stars and upcoming stars who may not have an opportunity to go on TV to really become the best that they can be.”
Based on mid-year 2014 data from the Internet and Mobile Marketing Association of the Philippines (IMMAP), more and more Filipinos are consuming content online. According to IMMAP, 38 million Filipinos are Internet users, two-thirds of whom are under 30 years old.
“Chicken Pork Adobo” will provide assistance to creators by handling their partnership with YouTube, providing sound strategies in building their audience and communicating with fans.
|It will also offer guidelines to maximize its creators’ use of the YouTube platform and optimize their content, and connecting them with brands to help them monetize their content. Creators are also encouraged to collaborate with other co-creators to reach new audiences.
Creators under “Chicken Pork Adobo” are also entitled to use content from ABS-CBN’s movies and programs, as well as studio facilities to help them streamline production.
“Chicken Pork Adobo” is just one of the global trends pioneered by ABS-CBN to deliver content to Filipino audiences.
In 2013, it launched ABS-CBNmobile, which allows its subscribers to watch ABS-CBN
shows on their mobile devices whenever and wherever they are and has been offering original program, specials, and live events.
ABS-CBN has also revolutionized the viewing habits of Filipinos through video-on-demand and livestreaming sites TFC.tv and iWantv!
According to the company, by population, the country only has a 22 percent Internet penetration, with Internet penetration from the home remaining small at just 35 percent for Metro Manila households.