Row Breaks Out Over Philippines TV Ratings

By Sotto, Jack

MANILA GMA Network, the second-largest TV station in the Philippines, has made public its discontent with ratings for its programmes that air on cable channels owned by archrival ABS-CBN, the country’s biggest broadcaster.

GMA has also accused ABS-CBN of having an inside source at the ratings measurement firm. According to figures from AGB Nielsen, GMA Network programmes attract fewer viewers in the Manila area than ABS- CBN shows – but only for shows aired on cable platforms owned by ABS- CBN. The same readings show GMA’s programmes ahead of ABS-CBN in non- cable homes.

“I find it telling that ABS-CBN programmes on Sky Cable and Home Cable (both ABS-CBN-owned channels) households enjoyed a significant advantage in ratings over other cable companies,” said Manuel Quiogue, GMA’s president of marketing.

His suspicions were fuelled by reports that an ABS-CBN sales executive sent an SMS message to peers about his network’s ratings lead before the research was released.

AGB Nielsen GM Maya Reforma responded with a letter sent to senior industry figures, standing by the integrity of the data and denying collusion with ABS-CBN.

Reforma noted that AGB set up a new audience measurement panel for the Manila area in consultation with GMA last year. In her letter, obtained by Media, she wrote: “Even after all cable panels were replaced, the data differences for cable viewing remained approximately the same.”

An ABS-CBN spokesman said that its lead in Manila cable homes could be explained by clearer reception.

GMA…collusion claims

Copyright Haymarket Business Publications Ltd. Dec 15, 2006

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