Ched Rick Gatchalian

Media practitioners discussed how TV industry can thrive amid modernization at CreaCon 2024 on Thursday, November 21, at University of Santo Tomas. Ched Rick Gatchalian, ABS-CBN News

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CreaCon 2024 tackles how TV industry thrives amid modernization

ABS-CBN News

<div><span class="fr-img-caption fr-fic fr-dib" style="width:958px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1732261753550Screenshot 2024-11-21 171447.png" style="width:960px" class="fr-fic fr-dib"/><span class="fr-inner" style="text-align:left">Media practitioners discussed how TV industry can thrive amid modernization at CreaCon 2024 on Thursday, November 21, at University of Santo Tomas. <em>Ched Rick Gatchalian, ABS-CBN News</em> </span></span></span></div><p>MANILA — Coinciding with the World Television Day celebration, several media practitioners on Thursday discussed the state and future of TV industry on CreaCon 2024 at the University of Santo Tomas (UST).</p><p>Among the event speakers were Robert Labayen, Head of ABS-CBN Creative Communication Management, and Jolly Estaris, Head of ABS-CBN Integrated Digital Sales and Strategic Sales Planning.</p><p>Labayen recognized the changing landscape in the broadcast industry. He then delved deep into how it can thrive through creativity and connection with the audience.</p><div><a href="https://www.abs-cbn.com/business/2024/8/26/social-media-influencers-shape-purchasing-decisions-of-filipino-millennials-gen-z-study-2157">Social media influencers shape purchasing decisions of Filipino millennials, Gen Z: study</a></div><p>&quot;Hindi na uso &#x27;yung api. Noong araw, ang haba ng [pangalan] ng mga api. Ngayon ayaw n&#x27;yo na no&#x27;n. Gusto n&#x27;yo &#x27;yung inaapi tapos lalaban din,&quot; he said, noting how Generation Z resonates with strong characters.</p><p>(Having suffering characters is no longer the trend. Before, there was a long list of names playing suffering characters. Now you no longer want that. You want characters that may be weak at first but will eventually fight back)</p><div><br/></div><div><span class="fr-img-caption fr-fic fr-dib" style="width:958px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1732261839013Screenshot 2024-11-21 171421.png" style="width:960px" class="fr-fic fr-dib"/><span class="fr-inner" style="text-align:left">ABS-CBN&#x27;s Robert Labayen with UST Marketing faculty.</span></span></span></div><p>Labayen also gave some pointers on how the broadcast industry can be sustainable —  having quality content, using the same formula on shows with some tweaks, catering to the interests of the general public, showing ads, and focusing on action-packed plotlines.</p><p>He mentioned how this era can be an exciting time to produce content.</p><p>&quot;Marami kayong paglalabasan ng content, maraming platforms e. Everyone ngayon can be creative. The next 2 years there will be even more demand to be creative,&quot; he said.</p><p>Estaris meanwhile discussed the transition of ABS-CBN from traditional television production to digital storyteller after losing its franchise. He noted that creative expansion efforts can help television to continuously survive.</p><p>&quot;If people like a content they will find ways to watch it,&quot; he said, underscoring how ABS-CBN&#x27;s online content stays in demand.</p><div><br/></div><div><span class="fr-video fr-deletable fr-fvc fr-dvb fr-draggable" contenteditable="false" draggable="true"><iframe width="640" height="360" src="https://www.youtube.com/embed/4Cbbgp5U7BI?&amp;wmode=opaque&amp;rel=0" frameBorder="0" allowfullscreen="" class="fr-draggable"></iframe></span><br/></div><p>He also narrated how ABS-CBN uses modern approaches like integration of online shopping into its content, launching website subscriptions, continuing audience research, and partnering with other TV channels which he deemed &quot;the end of network wars.&quot;</p><p>Estaris highlighted that the fastest-growing demand is in Smart TVs.</p><p>Just this July,<a href="https://corporate.abs-cbn.com/amp/newsroom/news-releases/2024/7/23/more-filipinos-are-watching-abs-cbns-youtube-live?lang=en"> reports said the watch time hours on the YouTube livestream of ABS-CBN have increased by an average of 85 percent yearly since 2020</a>. He said most of the people who are glued on the station&#x27;s YouTube channel are majority of 18-34 year olds.</p><p>Somewhat similar to Labayen&#x27;s analysis of Gen Z&#x27;s favorite type of characters, Estaris said the new generation of audience prefers &quot;flawed&quot; characters who navigate their difficulties in life.</p><p>More industry practitioners from other networks joined the conversation on the latter part of the day tackling social media, artificial intelligence (AI), and other crucial concerns in the industry.</p><p>The CreaCon is part of UST Marketing Week entitled Marketing ADventures. Booths and activities are open for students in the campus.</p><div><span class="fr-video fr-deletable fr-fvc fr-dvb fr-draggable" contenteditable="false" draggable="true"><iframe width="640" height="360" src="https://www.youtube.com/embed/Y47VfzGL9VU?&amp;wmode=opaque&amp;rel=0" frameBorder="0" allowfullscreen="" class="fr-draggable"></iframe></span><br/></div>

<p>Coinciding with the World Television Day celebration, several media practitioners on Thursday discussed the state and future of TV industry on CreaCon 2024 at the University of Santo Tomas (UST).</p>

Coinciding with the World Television Day celebration, several media practitioners on Thursday discussed the state and future of TV industry on CreaCon 2024 at the University of Santo Tomas (UST).

CreaCon 2024 tackles how TV industry thrives amid digital age

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CreaCon 2024 tackles how TV industry thrives amid digital age

Ched Rick Gatchalian,

ABS-CBN News

Published Nov 22, 2024 05:14 PM PHT

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Updated Nov 26, 2024 07:32 PM PHT

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