Media Outlook 2016: Redefining Television

Mr. Gab Buluran of Kantar Media Philippines presented the Media Outlook for 2016 with regards to TV, Radio and Print.

Gab Buluran disclosed that traditional media is challenged by the trends toward On-Demand and the switch from Primetime to My-Time. This was the result of the  evolution of media and technology wherein one is no longer time-bound by the schedules released and provided by traditional media. This will also lead to the changing of the structure of media costs.

With statistics that show that there is indeed a generational difference with regards to the need for traditional TV. These are the following:

Ages 65 and up miss TV while those that belong to the 16 – 34 would rather forego of their TV than their mobile smart phones and gadgets. In a marketing point of view, the 16 – 34 year old segment is the demographic sweet spot since it is composed of the largest segment of the market.

Another disruptive event in traditional media is the  AlDub phenomena that occurred in the 2nd half of 2015. It has crossed media platforms from TV to print and even social media. These are supported by the incredible numbers it generated in Facebook and Twitter. The AlDub was also a showcase in realtime communications and feedback and showed the Twitter and TV correlation that was the product of AlDub.    

This is the outlook for 2016:

Advertising expenditures will continue to rise since TV has found it has competition in digital media but both are also complementary with each other. AlDub showed that content and adaptability as a key was attained by TV and this is the next step for media in 2016.

One factor to watch out for in 2016 is that it is an election year and that all forms of media will be harnessed in this political exercise.