Viewpoints: Acquisition strategies
Macie Ferreros Imperial
Head, Program Acquisition, Cable Channels
ABS-CBN Broadcasting Corp./ Creative Programs Inc.
Philippines
What are your acquisition strategies?
We have come to rely very heavily on the results of research studies. As a result, our acquisition is very genre-based. Programs that target a very specific audience. We try to avoid clutter programming that does not address the needs of the audience. Entertainment programs, no matter how strong, will have to be analyzed a step further and determined whether it addresses the demographic we are aiming for.
What products are you looking for?
Different programs for different genres and different channels. Lifestyle with emphasis on Travel, Health and well-being shows, Fashion, General Entertainment Programming for the female audience aged 17 to 35. Reality shows. Edgy Programs for male audiences (17 to 35).
Can you name the most successful titles that you acquired this year?
"90210", "Celebrity Apprentice", "Kardashians", "The Doctors", "The Academy Awards".
What products will be in demand during MIPCOM 2009?
Hollywood updates, Reality programming, Fun and Light entertainment. Anything that will distract the audience from the harsh realities of the current economic crisis. |
