A Case Study on ABS-CBN Global Limited and ABS-CBN International Distribution: Marketing Strategies, Promotion, and Content Distribution

Sicat, A.C.B. (2018). A case study on ABS-CBN Global Limited and ABS-CBN International Distribution: marketing strategies, promotion, and content distribution in the global market, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.

This research aims to study the economic factors that affect the decision making of ABS-CBN Global Limited and ABS-CBN International Distribution, in making their marketing strategies and promotions in different countries across the globe. Using media economics and spatialization as its framework, the study aims to answer the question: What factors affect the decision-making processes of ABS-CBN in the global promotion and distribution of its products and services? In order to provide an answer to the question, the researcher aims to 1) know the current products and services of ABS-CBN for its global market; 2) have an extensive research on who/what defines the ABS-CBN global market; 3) identify the processes of ABS-CBN’s global content marketing and distribution; 4) find out the experiences of ABS-CBN in selling to the global market. The researcher, using document analysis and key informant interviews, found out that the factors affecting the decision-making processes of ABS-CBN, are: 1) suitability of the content they sell to the culture and traditions of countries the materials are sold to; and 2) exploration of online media towards the digitization of the company. The researcher suggests future research directions about online content distribution.

KEYWORDS: political economy, ABS-CBN, media economics, global market, content marketing, document analysis, online content distribution