1

Chapter 1 INTRODUCTION

Television counter-programming is the custom method of a broadcasting network by showing a different program format against its competitors within the same time slot. In this particular method, since it cannot go head to head with its rival networks, it aims to counter the norm by bringing in creativity and innovation through a particular program. The broadcast network intends to gather audiences from its rival networks to switch and rather patronize the new program being aired.

Wil Time Bigtimes Television Counter-programming Practice TV 5, although barely new in the broadcasting industry is already part of TVs Big 3: the broadcasting industrys biggest networks, along with GMA and ABS-CBN. (Morente, 2011) Wil Time Bigtime is a charity variety game show aired by TV 5 at 6:30 pm 9pm daily except Sundays. The variety show is aired daily at night when its rivals have a different program format such as news broadcast to drama series. Wil Time Bigtime has been countering the norm, being the only variety show televised daily at night, when GMAs Eat Bulaga and ABS-CBNs Showtime are televised at noontime. This television counter-programming technique has seemingly been effective for the show since the ratings have been consistently high. On October 15, 2011, the show has achieved its highest rating at 10.2% AMR, an equivalent of 40% audience share. (Martinez-Belen, 2011) Since then, the shows ratings have been stable and even tops weekend primetime according to AGB Nielsen Mega Manila People & Household Ratings. (Santiago, 2011)

FAR EASTERN UNIVERSITY Department of Communication SY 2012 2013 Television Counter-Programming Method of Wil Time Bigtime

2 Another approach of the television counter-programming of Wil Time Bigtime is their promotion of sponsors. While other broadcast networks gain profit through advertisers by paying the network directly by being broadcasted during a specific show, Wil Time Bigtime does more than the usual. Apart from the profit TV5 is gaining from advertisers, some sponsor advertisers directly pay Wil Time Bigtime instead, for the main show host Willie Revillame to advertise the products. This implies that a sizeable part of viewers prefer charity variety game shows to be watched at night since its features of entertainment, music, sketch comedy with games are more reliable and pleasurable versus watching the news and drama series. The researchers believe that news and drama series are equally significant and enticing but variety shows are rather interesting when it comes to its techniques and elements. Corporate trust is a very significant element for a broadcast industry to maintain a show. The researchers believe that if television counter-programming format would be brainstormed and executed perfectly, it will have a lasting effect on both the network and show in strong connection with its current and even prospective viewers.

Statement of the Problem This research sought answers to the following problem: How does Television Counter-Programming format of Wil Time Bigtime help in maintaining the programs ratings and corporate trust of sponsors?

Objectives

To define Television Counter-Programming format in the broadcast industry To determine the advantages and disadvantages of Television CounterProgramming method in Wil Time Bigtime
FAR EASTERN UNIVERSITY Department of Communication SY 2012 2013 Television Counter-Programming Method of Wil Time Bigtime

3 To familiarize with the programs structure effectiveness as a variety show To identify the target audience and observed audience viewership of the show To analyze how Television Counter-Programming method works effectively on its network and audience To identify the structure, key elements and techniques of a variety show

Significance of the Study Audience viewership. The research would benefit the television audience as its explanations and conclusions of the study would accentuate on which kinds of program are truly beneficial to them. Media students and future researchers. The research would further explain a method used in the media that most media students and prospective media enthusiasts are not aware of. This research would enhance their knowledge and understanding as its content evidently came from a show that has effectively used the element and more importantly, is still ongoing thus illuminates the efficiency of the method. It would also be advantageous to future researchers with intentions to further study the Television CounterProgramming method or even other broadcast practices. Media practitioners. The research would be valuable and constructive to media practitioners who would like to boost their knowledge and career. Key structures, elements and techniques are discussed in the study would be beneficial to them when they choose apply it in their field of work.

Scope and Limitations The concept of Television Counter-Programming format is limited to its definition and citation of techniques, advantages and disadvantages of the format will only be limited to the perspective of Wil Time Bigtime and its network TV5.

FAR EASTERN UNIVERSITY Department of Communication SY 2012 2013 Television Counter-Programming Method of Wil Time Bigtime

4 The researchers aim to identify Wil Time Bigtimes target audience, structure, elements, techniques and sponsors but information will only be derived directly from the shows producers in order to clearly execute only one perspective and for the study to be consistent. The researchers would briefly discuss the past allegations against the show but would remain clear on the focal point of the study that despite all negativities, the show has remained constant in ratings and advertisers support. Textual analysis is the main presentation to depict the clarity of the study and evidences came from producers and staff of the show itself through interviews and concrete data. Survey method was not relevant to this study since producers and staffs have already indicated the observed audience viewership and target audience because this information have been long ago determined in pursuit of good formulation and continuation of the show. Concrete explanation of researchers analysis built on the data gathered and focus interview are the bases of the studys impregnable conclusion.

FAR EASTERN UNIVERSITY Department of Communication SY 2012 2013 Television Counter-Programming Method of Wil Time Bigtime