What is ABS-CBN’s secret formula behind its successful TV programs, which have logged record-high ratings through the years?
ABS-CBN president and CEO Charo Santos-Concio attributes it to the network’s content that affirms its viewers by paying tribute to Filipinos’ admirable qualities and values.
“It’s never about us anymore. It’s about the inspiring nature of the Filipino,” said Santos-Concio during her keynote speech at the “Fifty Shades of Marketing” conference held at Sofitel Plaza Manila.
Top-rating programs Be Careful With My Heart and Forevermore, she said, were loved by viewers because they highlighted Filipino values and mirrored the true stories of Filipinos.
Santos-Concio said that one of things Filipinos treasure the most is the integrity of the family, which inspires them to persevere through hard times and cope with adversities. This was, besides “kilig,” what made the now defunct morning show Be Careful With My Heart hugely successful.
“To the Filipino, family is everything. They have the strength to rise in the morning because there’s a family they have to work hard for. They can take all physical and emotional punishment because there’s a family to heal their wounds. All successes and failures are always appreciated in the context of family,” she elaborated.
Santos-Concio also said Forevermore, a primetime top-rating series, highlighted the value of community in the fictional La Presa. “Forevermore acknowledged the goodness of the Filipino as seen through ‘pakikipagkapwa-tao’ in a community,” she said.
Affirming the Filipino identity also makes ABS-CBN’s content “a source of inspiration and strength to recharge” one’s fighting spirit.
This is why Filipino viewers identify with the main characters in “Kapamilya” programs and Star Cinema films who endure painful experiences and fight back when they are mistreated, Santos-Concio said.
The Philippine Marketing Association organized the “Fifty Shades of Marketing,” headed by overall chairman, ABS-CBN chief digital officer Donald Lim.