Dominating Daytime TV
ABS-CBN’s hit afternoon drama Doble Kara continued to dominate Philippine’s daytime until its final episode which scored a national TV rating of 22.2, or eight points higher than its rival programmes 14.2%, according to data from Kantar Media.
The final episode blew up online and hit the social media trends in the country with its official final hashtag #DKPagtataposNaPalaban, which became the top trending topics on Twitter.
Doble Kara had been a consistent top rater across urban and rural homes in the Philippines since its’ first premiere in August 2015. It is known to be one of the most successful and longest-running dramas aired on Philippine afternoon TV and even landed the lead star Julia the title as “Daytime Drama Queen.”
Doble Kara surrounds around Sarah and Kara, twin sisters who grew up in a happy family despite an impoverished life. However, when Kara was diagnosed of leukemia, the twins’ mother had to separate the two and gave Kara to her real father because of their inability to pay for her medical treatment. The two crossed paths later on and causing conflicts between the two as Sarah start envying her seemingly perfect sister.
Key Developments
PCCW Media’s OTT video service, Viu, has received four million unique users within its’ first year of its’ launch. Known as a game-changing video platform for Asian premium content, Viu has been launched in the Philippines as part of its regional expansion, providing viewers access to content on the web and on mobile while on-the-go.
Regional success with increasing growth and bold presence in Asia, Viu is now established in Hong Kong, Singapore, Malaysia, India, Indonesia and the Philippines. Viu recorded over 218 million video views in the third quarter of 2016, which doubles the preceding of three months. Viu’s users display high engagement with their consumption which is on average 1.2 hours per day. 12 videos are viewed by each user every week on average.
Viu is known for their immediately delivery of local subtitling, especially for its’ Korean content. The subtitles are available as quick as four hours after its’ telecast in Korea. Viu also provides many user-friendly features making Viu the leading Asian premium content platform popular with online users in Asia.
Along with its’ premium drama and entertainment shows, Viu takes the extra mile to satisfy fans through K1 Headlines which offers fans exciting Korean lifestyle entertainment and celebrity bitesized news which is exclusively provided by Dispatch, a top entertainment site in Korea. Viu decided to launch in the Philippines due to the massive receptiveness to OTT video consumption shown by local online viewers.
The Nielsen Global Video-On-Demand Survey proves to show 45% of online consumers in the Philippines watch VOD at least once a day. 82% of online consumers agreed that they like to catch up on multiple episodes at one time so Viu’s download feature will satisfy this need.
As a freemium video service, Viu is an effective channel for advertisers trying to reach out to consumers in the Philippines as they are known to be the most receptive to online advertisements in Southeast Asia. A recent research also revealed that 51% of respondents who watched VOD agreed that advertisements in VOD content provides good ideas for new products to try and 66% said they did not mind getting advertisements if they can watch free content. Video advertising revenue in the Philippines is expected to grow at a CAGR of 32% from 2016 to 2021.
Viu provides viewers in the Philippines free, immediate and convenient access to the latest authorised Korean dramas and variety shows provided by the top four Korean broadcasters, SBS, KBS, MBC and CJ E&M, along with popular Japanese content.
Viu is available in Hong Kong, Singapore, Malaysia, India, Indonesia, Philippines, Vietnam, and Thailand. It is scheduled to launch in Mongolia this year. Viu is accessible through their website and the VIU app, which can be downloaded for free at Apple Store and Google Play.
