TV5- A New Brand of Filipino TV: A Case Study on Marketing Communication Strategies for Network Survival and Competitive Advantage
Title: TV5-A New Brand of Filipino TV: A Case Study on Marketing Communication Strategies for Network Survival and Competitive Advantage
Abstract: Bustamante, A. B. (2012). [TV5: A New Brand of Filipino TV] A Case Study on Marketing Communication Strategies for Network Survival and Competitive Advantage. Undergraduate Thesis. College of Mass Communication. University of the Philippines.
The Philippine TV landscape had been characterized by a strong rivalry between two giant networks, ABS-CBN2 and GMA7. This changed, however, with the entry of a third player, TV5. The former ABC5, being the new and alternative choice, disrupted the duopoly and enjoyed increasing audience shares. With the entry of TV5, the researcher looked into marketing communication strategies that the network can employ in order to improve network survival and competitive advantage. To explore this specific inquiry, this thesis reviewed documents pertaining to TV5 and interviewed TV5 employees and some experts. By using the product life cycle framework, this thesis identified several communication concerns for market development and network growth. In addition, this thesis discussed how important TV brand management was for network survival and competitive advantage, especially in the case of TV5. For TV5, building a stronger presence both in the rural and urban areas and creating stronger relationships among the viewers were essential to the identified communication concerns.
Keywords: TV5, marketing communication strategies for TV, TV branding, product life cycle, network survival, competitive advantage