COMPARATIVE ANALYSIS

Q2 2014

 BRAND OVERVIEW
 PROGRAMMING
 CHANNEL PREFERENCE
 SWOT ANALYSIS
 SUMMARY & RECOMMENDATION
 BRAND
OVERVIEW
 CHANNEL
CHANNEL DESCRIPTION & POSITIONING SLOGAN
ASSIGNMENT
My Movie Channel is a 24/7 movie channel showcasing all the great stories on
 SkyCable film.
CH. 25
My Movie Channel offers a diverse selection of movies from all-time favorites to
 DestinyCable world cinema. We are not just about blockbuster hits or award-winners. We “Stories I Love”
CH. 25 believe that every great story begins with the strength of its story, and we
celebrate the stories worth telling and re-telling. These are the stories that create
• Cablelink lasting personal connections and new perspectives in life, stories that tickle the
CH. 45 brain and warm the heart.
Home of the biggest and latest Hollywood blockbusters and award-winning
 SkyCable HBO Originals. HBO is a television broadcaster that programs and packages
CH.54 five 24-hour commercial-free premium programming subscription service for
movie lovers.
• Cignal SD |
HD HBO | HBO2 | HBO Latino | HBO Zone | HBO Comedy | HBO Signature | HBO
CH.71 | 102 Hits | HBO Family | Cinemax | Screen Red.

• DestinyCable HBO's programming consists primarily of theatrically released motion pictures

CH.39 and original television series, along with made-for-cable movies and “It’s Not TV,
documentaries, boxing matches and occasional stand-up comedy and It’s HBO”
• Dream concert specials.
CH. 19
HBO is seen in 22 territories throughout Asia. In selected territories, HBO is
• Cablelink subtitled in local languages and available in HD. Programs are also broadcast
CH. 39 in dual language options in selected territories where available.

 SkyCable
CH.55
 Cignal
“Come
CH. 73 Star Movies brings to Asia the biggest blockbusters from Hollywood-- Home To
 CableLink powered by its exclusive deals with Hollywood studios. The Stars”
CH.40
 GSAT
CH. 11
 Dream
CH. 18
PROGRAMMING

GRID | PROGRAM SEGMENT | GENRE

GRID
 PROGRAM BLOCKS 2014

• Primetime 6PM-12MN • See It First Sundays: The • Sweet Flicks: • Stay at Home • Monday Drama at 9PM
(All Genres) latest and biggest Fridays at 9PM Sundays (Sundays at
Hollywood blockbusters 8PM) • Tuesday Comedy at 9PM
• World Cinema Sunday premiere for the first • Happy Hour: • Different Themes
at 6PM-12MN time on Asian TV every Monday at 9PM, every month: • Wednesday Winners at
Sunday at 10PM. • January- 9PM
Tuesday at 9PM
• The Dark Room: Edgier Canine
• Entertainment News:
blockbuster with serious Movies • Thursday Horror at 9PM
Insider Edition & plotlines premiere on • Action Hall Of
Entertainment Tonight Fame: Saturday (Mondays at
the last Saturday at
at 5AM-6AM, 5PM-6PM 11PM of every month. at 9PM 8pm) • Star Power Friday at
• HBO Original series: • February- 9:30PM
• The Tonight Show new episodes of award • Monster Movie Stay at Home
Starring Jimmy Fallon – winning and ground Weekends • Romance Central on
1PM Via Satellite & breaking series air • Animation (Saturday- Sunday at 6PM
Encore at 12MN every Monday nights at Sunday at
Blowout
10pm. 8PM) • Blockbuster Sunday at
• HBO Central – HBO’s • March 8PM
• Special Marathons or hosted magazine • Sunday Mega
Encores: Saturday / Movie Happily Ever
program is a monthly
Sunday / Monday guide to the hottest After • Sine Astig at 10PM
morning. attractions and an • Movie Of The (Saturdays at
exciting look at what’s Month 8PM) • Must See Movies
new on HBO each • Special Monday-Friday at 5PM
month. Block:
• The Lunch Time Movie: Beethoven • Pop Theater
a different movie airs Weekend
every day 1pm. (March 1& 2 • Take One
• Weekend Family
at 8PM)
Programs: wholesome
family series and • Cinema News
movies air on Sat and Friday at 9PM
Sun morning at 9am.
• Inside the Cinema
with Boy Abunda

• FPJ: Ang Hari Ng

Pinoy Cinema

• Laughternoon Out Loud

• Numer Uno
CHANNEL PREFER ENCE

BASED ON PREFERRED CHANNEL OF 50 STUDENTS

Date Period:
May 2019
 Preferred Channel of Students Based on

 Age
 Gender

(Provide the result and interpretation of your survey

on this part)
 KEY OBSERVATIONS
Q2:
• Ratings for Metro Manila declined compared to last quarter ( 42% Cable 2+, 36.84% Cable ABC & 40% Target Market).
• Weekends (57 % based on weekends vs. weekdays ratings) on Saturdays from 6am-7am (29% on ratings for the morning block) is the strongest
day part of the channel. While for the whole week, Saturdays from 8pm-9pm (17% on ratings for the whole day) got the highest rating.
• For weekdays, though Monday got the highest rating (25% from weekday ratings), Wednesdays from 6-7am is the strongest day part for
weekdays. For primetime weekdays, Mondays (28% from weekday primetime) at 8-9pm has the highest ratings (29% from Monday primetime
block).
• Although viewers spent more time watching the channel during weekends (for Cable 2+, Cable ABC and Target Market) this quarter, the decline of
ATS for weekdays pulled down the total time spent for the whole week (-23% for Cable 2+, -20% for Cable ABC and -22% for Target Market).
• MMC viewers are mainly female, 60+ years of age, housewife belonging to class AB. Secondary viewers were 40-49 years of age.
• Viewers who switched from competing channels to MMC increased in the 2nd quarter for Cable 2+ viewers (19%) but for its target market, 57% of
viewers switched to competing channels.
• The 1pm schedule for The Tonight Show starring Jimmy Fallon dropped its ratings as compared to the 1st quarter (67% decline). For its encore,
weekday schedule at 5am (11% decline) and 12mn (72% decline) both dropped in ratings. While on weekends both encore schedule got higher
ratings compared from the 1st quarter (5am -80%, 12mn-56%).
JUNE:
• Ratings for My Movie Channel and its competitors dropped as compared with the previous month except for Cable ABC target where MMC gained
ratings.
• MMC viewers are mainly ABC1 housewives ages 60 years and above. Weekends (56 % based on weekends vs. weekdays ratings) at 6am-7am
(17% on ratings the whole day) is the strongest day part of the channel. For primetime during weekdays, 10pm-11pm has the highest rating (36%)
while it’s from 9pm-10pm (30%) for weekends.
• The ATS for MMC’s target audience doubled compared last month (from 6.6 mins to 14.8 mins. – 124% increase). Same as with Cable ABC
audience which spent more time watching the channel this month (11.8 mins. to 15.7mins – 33 % increase).
• There is also an increase number of audience who switched to MMC from our competitors, from 54 to 166 audience gain –207 % increase (May vs.
June Migration).
• MMC viewers watched mostly romantic films this month as based on the daily ratings (33% from total ratings).
S.W.O.T

Source: Kantar Media Philippines

 SWOT ANALYSIS
Established brands that currently holds top-of-mind status

New Blockbuster movies and updated lineups of competition

Diverse selection of movies focusing on “Great Stories” Competitors’ visibility & aggressiveness in terms of subscription and collaterals.

Entry of new channels into the market

Only channel showcasing Award-winning World Cinema
Attributes of the channel

S
INTERNAL
that features World Cinema Movies

W
movies and mainstream movies.
Acquisitions: Number of movie titles
Nostalgic & Iconic movies Original and renowned mini series and other titles

The Tonight Show Starring Jimmy Fallon *Via Satellite Live Movie Awards shows: Oscars and Golden Globes, SAG

Local show like HBO Central

Strong visual and emotional impact to subscribers
Commercial-free movies
Limited Commercial Breaks Movie Channel in High Definition

Aggressive on-air cross plugging

and 360° *Marketing Campaign

Increase Affiliate subscriptions

Affiliations
Strengthen the World Cinema Block
Acquisitions: Lack of titles especially World Cinema
Produce a local show for movie listings,
Attributes of the environment

in-depth reviews, sneak peeks, behind-the-scenes, commentaries updates and Lack of EPKs and other promos
EXTERNAL

celebrity profile.

Develop more unique programming blocks Genre Variation: lack of action, family, animated, musical

O T
Showcase unique titles like movies made for TV, movie-related entertainment Poor video quality (dated and not re-mastered titles)
shows like Matlin on movies, Access
Hollywood etc.,
Duplicated and delayed Entertainment shows
Acquire Live Award Shows
like Golden Globes, SAG, Oscars Duplicate movies across competing movie channels and of some titles on
SEC sister channels
Show homegrown films

Feature Regional Films (Asian) No prestigious Movie Award Shows

Aggressive cross plugging across SEC sister channels No Local show – A la HBO Central
*Marketing – create more buzz about our
nostalgic movies (360°) *Marketing Support
 RECOMMENDATIONS

RECOMMENDATIONS
• SHORT TERM:

• AFFILIATIONS:
• To expand more territorial reach by increasing affiliate subscriptions and viewership to get better ratings and establish
presence in the landscape of Philippine TV.

• BRAND:
• Heighten brand equity by highlighting channel’s USP: wide range of movie genres that include world cinema focusing
on “Great Stories”.

• ACQUISITION:
• Capitalize on acquiring MORE World Cinema titles to maintain our edge over the competition.
• Obtain award-winning mainstream and selected homegrown movies.
• Explore other content distributors vs the exclusive and first run and sub-run deals with major studios of other channels.
• Acquire more action movies and regional films (Asian | Martial Arts Films).

• QUALITY PROGRAMMING:
• Create more unique blocks and fresh creative themes to capture more viewers throughout the day.
• To have lesser replays to retain viewers and attain new ones.
• Produce a local show for the venue of movie listings, in-depth reviews, sneak peeks, behind the scenes, commentaries,
updates and celebrity profiles.
• Showcase unique titles like movies made for TV, Director’s cut and other movie-related entertainment shows like Matlin
On Movies, Access Hollywood, Inside Actor’s Studio, etc.,
• Acquire prestigious awards shows like Golden Globes, Academy Awards and SAG and air them LIVE.
• Aggressive cross plugging across SEC sister channels.
 RECOMMENDATIONS

RECOMMENDATIONS

• RATINGS:
• Enhance the weekday primetime ratings (Tuesday-Friday) by doing the proposed quality programming such as creating strips,
marathons and develop more fresh and creative themes.
• Strengthen weekend primetime ratings by featuring more World Cinema titles.
• Boost overall ratings by showcasing unique titles like TV Movies and series.
• Improve Jimmy Fallon ratings by looking at better timeslot.
• Increase the ATS and continue strenghten the number of audience who switched to MMC from competitors
by continue showcasing competitive lineups with lesser breaks.

• AFFINITY:
• To expand viewer demographics from mostly Female to both Male & Female audiences by capitalizing on competitive movie
lineups, especially action movies.
• Reach new potential targets such as young viewers (like students) and C2 demographics.

• MARKETING (suggestions!  )
• Focus on brand promotions through a comprehensive integrated marketing communications campaign. (360 °- print, online, on-
ground, OOH)
• Capitalize more on social media to consistently generate buzz on the channel and its activities.
• Protect our brand image and maintain its approachable, sentimental, engaging and modern personality.