ABS-CBN NOT NEW TO MEDIUM MIGRATION

By Philip M. Lustre Jr.

THE ongoing migration of ABS-CBN programs to the digital platform is not a new phenomenon for the broadcast network. Way back in the mid-1960s, ABS-CBN transferred a number of its highly rated radio-based programs to television, which was then a rising medium in the country.

At that time, few households had TV sets. The transfer of those popular programs triggered brisk sales of TV sets in major cities to enable household members to watch TV programs and get free entertainment.

Among the popular radio-based programs that migrated to TV were "Tawag ng Tanghalan," the much acclaimed weekly nationwide amateur singing contest, "Buhay Artista," the sitcom program that featured the pair of notable comedians - Dolphy and Panchito, and Tang-Tarang-Tang, the sitcom that highlighted equally comedians Pugo and Bentot.

Despite the migration of these popular, highly rated programs to TV, radio has remained until now a popular medium. TV and radio have learned to co-exist as major components of the broadcast media. Print media and broadcast media constitute the traditional media.

Can ABS-CBN replicate what it did in the 1960s?

There are several factors to consider. The use of digital platform for commercial purposes is relatively new in the Philippines. Online media is largely confined to the so-called millennials (15-40 age bracket). The older population have remained stuck in the traditional media.

The national household 2019 survey of the Department of Information and Communications Technology (DICT) says 82 percent of all households nationwide have TV sets and 18 percent have Internet access. But 48 percent of the population have electronic gadgets – cell phones, tablets, desktop PCs, and the like.

But the current situation, where the pandemic is demanding less physical contact, could be a factor for a sudden rise in Internet connections for most households. Distance learning, where students would have to stay at home while receiving instructions from their teachers based elsewhere, could lead to increased purchases of electronic gadgets.

Moreover, the adoption of "work at home" for many workers could mean more Internet connections and electronic gadgets for use, making digital technology accessible to ordinary workers.

This is the challenge for the ABS-CBN. Its top honchos have rightly seen the rise of digital platform as the appropriate competitor of traditional media. The digital platform has come of age in the country. The challenge is to tap its commercial side.

Incidentally, the use of digital technology is not subject to any franchise, unlike broadcast media, which uses air waves, an integral part of the national patrimony.

Hence, the non-renewal of its franchise could be the proverbial blessing in disguise that could bring greater success for ABS-CBN.

The lawmakers in Congress did not see the current technological advances. They were too consumed by a combination of greed, hatred, ignorance and subservience to the mad man from the South.