![Regine Velasquez - "Asia's Songbird"](../../images/header.gif) |
![](../../_themes/profile/aprorule.gif)
GMA-7 sets
sights on international market
Zinnia B. Dela Peņa
posted:04.29.03
In the race for broadcast supremacy, GMA Network Inc., the country's
second largest TV network, is setting its sights on the
international market this year to build a growing presence in Asia
and across the globe.
Felipe Yalong, senior vice-president for the corporate services
group of GMA-7, said the broadcast firm is confident it has the
capacity to go international after establishing a strong foothold in
the Philippine market. "We are now discussing the costs and the
timing. It won't be as big as we planned. It really depends on the
opportunity that becomes available. Hopefully, we'll have something
by the end of the year," Yalong said.
Yalong said the company is targeting to penetrate the United States
market, initially and thereafter, in other parts of the world where
there are large concentration of Filipinos.
The network is exploring ventures such as selling local programs
abroad or co-producing with foreign television players to establish
GMA 7's presence in the global arena.
An analyst from a local brokerage firm said partnerships and
co-productions would be cheaper since these will not require
substantial investments.
GMA-7 is also looking into marketing its soap operas in other
countries, with the programs dubbed in the country's local language.
Yalong said the broadcast firm has earmarked P20 million for
investments this year. This is apart from the P204-million capital
budget programmed this year for maintenance requirements.
Aiming to unseat its chief rival from the top spot, ABS-CBN
Broadcasting Corp., GMA would continue focusing on its programs and
strengthening its provincial coverage and its international
distribution signal to provide a clearer reception. Over the last
two years, GMA has always been one step ahead of its competition.
At the end of 2002, GMA has narrowed the gap with its biggest rival
in overall ratings to one percentage point as most of its programs
have either closed in, tied, or taken the lead in their respective
time slots.
GMA had also taken a bite off its competitor's share of the
advertising pie as advertisers shifted their preference to the more
cost-efficient GMA programs. It noted that there has been tremendous
growth in advertising sales for news and public affairs programs.
The network also expanded its production capability and produced
soap operas that also pushed up its ratings.
Believing that the strength of GMA has always been in its news and
public affairs programming, the network is determined to improve its
infrastructure in key areas outside Metro Manila.
If the market shows signs of recovery, GMA would pursue an initial
public offering to raise capital for its expansion plans, which
would include creating more studios, modernizing equipment, and
penetrating the international market.
Gaining the momentum in the network competition, GMA-7 reported a
big turnaround in its financial performance during the first quarter
this year. From a net loss of P600,000 last year, the company
registered a net income of P164 million. Gross airtime revenues, on
the other hand, grew by 65 percent from P722 million in the first
three months of 2002 to P1.2 billion this year.
At the end of last year, GMA-7's net income amounted to P406
million, 34 percent higher than the 2001 figure while gross airtime
revenues reached P4.2 billion, 21 percent better than the previous
level.
GMA-7 expects to sustain its remarkable performance as it continues
to introduce more innovative programs, upgrade its facilities and
expand into the international market.
|
|