A case analysis

of

ABS-CBN Corporation
Mother Ignacia Street,
Sgt. E.A. Esguerra Avenue
Presented by:
Corner, Quezon City 1100 Anne J. Latigay
Metro Manila
 Introduction:
ABS-CBN Corporation is the Philippines leading media and
entertainment organization. Primarily involved in television and radio,
the Company has since expanded and now owns the leading cinema
and music production/distribution outfits in the country and operates
the largest cable TV service provider as well.
ABS-CBN also has business interests in merchandising, licensing,
mobile and online multimedia services, publishing, video and
audio post production, overseas telecommunication services
money remittance, cargo forwarding, TV shopping services,
food and restaurant services, theme park development and
management, and property management. These investments are
all aimed at making positive changes in the media landscape and
strengthening the fiscal position valued by the stakeholders
.

Vision:
A nation where Filipinos can develop their full potential, care for and respect
for each other, and are stewards of their environment- In the Service of the
Filipino

Mission :
ABS seeks that person whose core mission in life is to be of
service to his countrymen. ABS seeks that person that does not need the
limelight but seeks only the reward of giving to his Filipino brethren and
can put what is good for the customer, what is good for the company,
ahead of himself. ABS seeks that person who will do what it takes to give
his fellow Filipino the wonderful world he needs and in so doing,
discovers his own wonderful world a world where he sees the greater
meaning in all the things he does.
Core Values:
Excellence:
Judgment and Drive for Results-
Risk-taking-
Innovation & Embracing Change-
Teamwork:
Company Interest and Transparency
Ownership
Confronting conflict
Teaching and Learning:
Honesty, Integrity & Respect:
Meritocracy:
Service Orientation:
Corporate Governance:
Sustainability & Corporate
Social Responsibility:
Corporate Social Responsibility:
Businesses:
ABS-CBN Channel 2
ABS-CBN News Channel
ABS-CBN Liscensing
ABS-CBN Foundation
ABS-CBN Interactive
ABS- CBN Global
ABS-CBN Sports
Manila Radio Division
Regional Network Group
Star Cinema
Star Records
Studio 23
Cable Channels
Print Media Group
Sky Cable
Foundations they sponsor:
ABS-CBN FOUNDATION
BANTAY BATA
BANTAY KALIKASAN
BAYAN NI JUAN
E-MEDIA
KAPIT BISIG PARA SA ILOG PASIG
SAGIP KAPAMILYA
DONATE ONLINE VIA USHARE
DONATE ONLINE VIA BDO
 Milestone:
From a TV transmission experiment between two mango trees, to becoming the
Philippines number one media network, ABS-CBN has come a long way. Take a
short trip down memory lane and discover the turning points that led us to
where we are today.

1953
After setting up a transmitter tower in San Juan and importing 300 TV sets,
Alto Broadcasting System (ABS) on October 23 airs a party that ABS co-owner
Tony Quirino hosts at his home in Sitio Alto.
Quirino in 1951 had bought into Bolinao Electronics, James Lindenbergs five-
year-old firm supplying radio equipment to Filipino broadcasters. Bolinao was
then renamed Alto, after Quirino and his wife Aleli.
1957:
Acquired by Eugenio H. Lopez Sr., owner of Chronicle Broadcasting Network, on February 24.

1961:
On June 14, Eugenio Geny Lopez Jr. (ELJ) realizes his dream of bridges
on the air with the initial telecast of DYCB-TV Channel 3 Cebu.
.
1966:
ELJ forges an agreement between Radio Corporation of America
and ABS- CBN/Bolinao for the establishment of the first color TV
broadcast in the Philippines.
1967:
Broadcasts Philippine TVs first marathon election coverage
on November 14. Halalan 67 airs poll results and
updates for 36 hours straight.
1968:
Begins to use live satellite transmissions from abroad,
with events like the funeral of Robert Kennedy in June and
the US presidential elections.
Inaugurates its new Broadcast Center on Bohol Avenue on
December 18.
1969:
Delivers its Man on the Moon coverage, the countrys first
telecast of an event via satellite; the network airs live
satellite feeds and news updates.
1970:
Increases its color programming to eight hours a week. Until mid-
1970, it is the only TV network broadcasting in color.
1972:
ABS-CBN and its affiliate stations are seized and its owners
forcibly ejected after the country is placed under martial law.
1986:
On September 16, ABSCBN resumes broadcasting.
1987:
Relaunched as The Star Network, the network leaps from
cellar dweller to No. 1 in less than six months.
1988:
ABS-CBN starts to broadcast via domestic satellite system.
1991:
The Talent Center is established to develop a stable of new
stars for the network.
1992:
Regional stations begin producing programs for the local
audience.
1993:
Star Cinema debuts with Adan Ronquillo.
1994:
EL3 is named ABS-CBN president, while ELJ becomes chairman.
The Filipino Channel (TFC) is launched in April.
1996:
In May, ABS-CBN creates the Sarimanok News Network, later
renamed ABS-CBN News Channel (ANC).
1997:
EL3 takes the reins to become ABS-CBN chairman and CEO.
ABS-CBN Foundation Inc. puts up Bantay Bata 163, which makes
a significant contribution in the efforts to stop child abuse.
1998:
Reaches 97% of the countrys TV households and 88% of the
land area.
1999:
Reaches 93% of TV households via a network of 35 TV
stations and 2,000 affiliates.Embarks on digitalization.
2002:
In June, the ABS-CBN International division spins off
into a wholly owned subsidiary as ABS-CBN Global
Limited.
2006:
Ends the year with a 42.7% audience share nationwide, making it the
countrys No. 1 network.
2007:
DZMM Radyo Patrol 630 launches the DZMM TeleRadyo cable TV
channel, merging the radio and television media.
2008:
Channel head Charo Santos-Concio becomes the companys fifth
president.
Goes tapeless in its TV production in and out of the studios,
adopts BayaniJuan as corporate social responsibility project
and wins 130 awards from various award-giving bodies.
2009:
Through Boto Mo, I-Patrol Mo, the world learns about the
Maguindanao/ Ampatuan massacre. It was a Boto Patroller
who first sent a picture from the crime scene to ABS-CBN.
ANC is the first to break the news.

The Bro, Ikaw ang Star ng Pasko Christmas

station ID becomes a household sensation.
2010:
Generates unprecedented profits of P3.2 billion, almost double the
net income recorded in 2009.

Changes its corporate name to ABS-CBN Corporation, dropping

Broadcasting in response to the changes in the media landscape.

Pioneers the use of the broadcast technology augmented reality,

which combines computer-generated imagery with live video in
real time, in its Halalan 2010 coverage.

The 10.10.10. Run for the Pasig River breaks the world record
for the most participants in a footrace with 116,086 runners.

2011:
Launches the Choose Philippines travel website through
the resources of the ABS-CBN Regional Network Group.

Announces that it is set to build state-of-the-art

soundstages and backlots that will enable the Kapamilya
network to meet its expansion plans and its growing
needs to serve the viewing public.

DZMM marks its 25th anniversary with the yearlong

SilveRadyo campaign.
2012
Launches the Jeepney TV archive channel on SkyCable, and the
iWantv service and TFC.tv.

SkyCable acquires Destiny Cable, strengthening its hold as the

number one cable TV service provider in the Philippines.

"TV Patrol celebrates its 25th anniversary.

Creates the ABS-CBN Philharmonic Orchestra, with First

Philippine Holdings Corporation.
2013:
ABS-CBN President Charo Santos-Concio becomes CEO, while
Eugenio Lopez III remains chairman of the board.
ABS-CBN Convergence enters into a network sharing agreement with
Globe Telecom to deliver mobile service.
ABS-CBN announces its new venture-- Kidzania theme park.
ABS-CBN mounts the first ever Grand Kapamilya Weekend-- a
historical two-day event majorly held at the QC Circle and in
Marikina Sports Center and Smart Araneta Coliseum.
ABS-CBN unites approximately 90,000 participants in the five-city
advocacy run One Run, One Philippines: Isang Bayan Para sa
Kalikasan.
ABS-CBN partners with one of the largest home shopping
companies in the world--the Korean-based CJ O Shopping
Corporation.O Shopping began broadcasting Oct 16.
ABS-CBN Corp.'s new telecommunications unit, ABS-
CBNmobile, gives away 100,000 SIM cards to survivors of
super typhoon "Yolanda" which is announced during the
Tulong Na, Tabang Na, Tayo Na" benefit concert on Nov
It was commercially launched on Dec 16. Meanwhile, the
first ABS-CBNmobile store opened on Dec 5.
2014:
ABS-CBN Corp. receives the highest credit rating from Philippine Rating
Services Corp. (PhilRatings) for its proposed P10 billion bond issuance.
ABS-CBN Sports+Action Channel 23 is launched. The newest free-to-air
television channel will feature action-packed local and international
sporting events. ABS-CBN Sports+Action began broadcasting Jan 18.
ABS-CBN Corp. launches its new corporate logo. It adopted the Gotham
font as its new corporate typeface. The theme used for the launching of the
new logo was called Masayang Muli Ang Kwento Natin.
ABS-CBN lists its P6 billion worth of retail bonds on the Philippine Dealing
and Exchange Corp.
ABS-CBN Lingkod Kapamilya's Tulong Center is inaugurated.
ABS-CBN is awarded as the "Service Company of the Year" in the Asia
Pacific Stevie Award. ABS-CBN president and CEO Charo Santos-Concio is
also recognized as the Woman of The Year under the same award-giving
body.

Kapisanan ng mga Brodkaster ng Pilipinas gives ABS-CBN

chairman Eugenio Lopez III the Lifetime Achievement Award
at the 22nd Golden Dove Awards.

ABS-CBN launches "ABS-CBN University"-- a corporate

university that provides practical business
knowledge, managerial competencies, and task-
oriented education to Kapamilya employees.

2015:
Antonio "March" S. Ventosa was appointed as Chief Operating Officer
of SkyCable Corporation.
ABS-CBN Corporation launched ABS-CBN HD, becoming the first
free-to-air TV channel to broadcast in High Definition.
ABS-CBN Corporation launched its Multi-Channel Network called
Chicken Pork Adobo.
Carlo L. Katigbak was appointed Chief Operating Officer of ABS-
CBN Corporation.
ABS-CBN ushers in the digital television age in the Philippines
with the launch of ABS-CBN TVplus, popularly known as "The
Mahiwagang Black Box." Pioneering the biggest innovation in
Philippine television ABS-CBN marks another milestone in
Philippine TV history. ABS-CBN TVplus transforms viewers'
experience by providing digitally clear images and crisp sound
and new exclusive channels and content for every member of
the family.

2016:
ANC, the ABS-CBN News Channel, celebrated the 50th year of "The World Tonight" and launched
the ANC Leadership Awards
ABS-CBN announces it has surpassed its year-end target of selling 2 million ABS-CBN TVplus
boxes as of November 2016.
ABS-CBN Publishing partners with MyPhone to pre-install the "NoInk" app in 2 million MyPhone
devices.
ABS-CBN announces it has sold 1.5 million ABS-CBN TVplus boxes since launching the product
in February 2015
SKY Cable Corporation integrates its cable TV, internet, and video-on-demand services in its new
subscription plans.
ABS-CBN Corporation partners with PLDT, Inc. to open iWant TV to PLDT and Smart
subscribers.
ABS-CBN Publishing partners with MyPhone to pre-install "NoInk" app in 2 million MyPhone
devices.
ABS-CBN announces it has sold 1.5 million ABS-CBN TVplus boxes since launching the
product in February 2015.
ABS-CBN held its first Digital Trade Event where it launched an innovative digital
marketing tool for advertisers.
ANC, the ABS-CBN News Channel brought global business icon Richard Branson to
Manila for its inaugural ANC Leadership Series forum.
ABS-CBN rolled out Sky Direct, a direct broadcast satellite television service under
Sky Cable.
The late Eugenio "Geny" Lopez was recognized with a posthumous award by the
Philippine Cable Television Association during its annual convention.
The ABS-CBN Brand Story, which tells the full story of the biggest
multimedia conglomerate in the country, was launched.
Malou Santos was appointed as Chief Operating Officer for Star Creatives, a
business unit of ABS-CBN.
Ma. Soccoro "Cory" Vidanes was named Chief Operating Officer of Broadcast.
"Beauty and the Bestie," one of Star Cinema's entries to the 2015 Metro
Manila Film Festival, became the Philippines' highest-grossing film of all
time after earning P481 million.
Carlo L. Katigbak was named President and CEO of ABS-CBN Corporation.
 ABS-CBN LOGO
1946-1953 (Original Version) 1956-1967 (Computer Version)

1946-1953 (Computer Version) 1961-1963

1953-1967 (Original Version)

1963-1967

1953-1967 (Computer Version)

1967-1972

(1956-1967 (Original Version)

ABS-CBN LOGO

1986-1996

1996-2000

2000-2014

2014- Present
ABS- CBN LEADERSHIP:
ABS-CBN always has been and always will be in the service of the Filipino. These words by the late Eugenio
Kapitan Lopez Jr., Chairman Emeritus of the Company, serve as the guiding principle for the leadership of
the organization.And with their unwavering commitment to serve the people, and relentless pursuit for
excellence, our leaders are poised to bring ABS-CBN to greater heights.
 ABS-CBN EXECUTIVE COMMITTEE
CARLO L. KATIGBAK
PRESIDENT AND CHIEF EXECUTIVE OFFICER
MA.ROSARIO SANTOS-CONCIO
CHIEF CONTENT OFFICER;PRESIDENT,ABSCBN UNIVERSITY
ABIGAIL AQUINO
HEAD, REGIONAL
MA. ROSARIO BARTOLOME
MAYOR, KIDZANIA
DINO LAURENA
HEAD, INTEGRATED SPORTS
GABRIEL ORENDAIN
HEAD, ABS-CBN UNIVERSITY
CAESAR POBLADOR
HEAD, LEGAL SERVICES
MARIO BAUTISTA
GENERAL COUNSEL
AUGUST BENITEZ
HEAD, INTEGRATED SALES
PHILIP LAMBERTO BERBA
HEAD, HUMAN RESOURCES AND ORGANIZATIONAL DEVELOPMENT
ALDRIN CERRADO
CHIEF FINANCIAL OFFICER
KANE ERROL CHOA
HEAD, INTEGRATED CORPORATE COMMUNICATIONS
CARMELA DEL MUNDO
OIC, INTERNAL AUDIT
HIGINO DUNGO JR.
 HEAD, INTEGRATED PUBLIC SERVICE
ROBERT LABAYEN
HEAD, INTEGRATED CREATIVE COMMUNICATIONS MANAGEMENT
DONALD LIM
CHIEF DIGITAL OFFICER
MARK LOPEZ
CHIEF INFORMATION OFFICER
RAFAEL LOPEZ
HEAD, GLOBAL
RAYMUND MARTIN MIRANDA
CHIEF STRATEGY OFFICER & CHIEF RISK MANAGEMENT OFFICER
MARIO CARLO NEPOMUCENO
HEAD, CORPORATE SERVICES GROUP 1
MARICEL PANGILINAN-ARENAS
PRESIDENT AND CHIEF EXECUTIVE OFFICER, PLAY INNOVATIONS, INC.
PAOLO PINEDA
HEAD, BUSINESS DEVELOPMENT
EVELYN RAYMUNDO
HEAD, INTEGRATED ACQUISITION AND INTERNATIONAL
SALES DISTRIBUTION
MA. REGINA REYES
HEAD, INTEGRATED NEWS AND CURRENT AFFAIRS
MA. LOURDES SANTOS
CHIEF OPERATING OFFICER, STAR CREATIVES
VIVIAN TIN
HEAD, INTEGRATED CUSTOMER BUSINESS DEVELOPMENT
ROLANDO VALDUEZA
HEAD, CORPORATE SERVICES GROUP 2 & GROUP CHIEF FINANCIAL OFFICER
ANTONIO VENTOSA
CHIEF OPERATING OFFICER, SKYCABLE CORPORATION & HEAD, INTEGRATED SPORTS AND ABS-CBN PUBLISHING
MA. SOCORRO VIDANES
CHIEF OPERATING OFFICER, BROADCAST
FERNANDO VILLAR
HEAD, INTEGRATED MARKETING
 SWOT MATRIX
STRENGTHS Weaknesses
More Preferred by Filipino(s1) Government decisions or public
Promoting Family Oriented perception that can impact
values (s2) business
High Profitability and Revenue New competitors entering the
(s3) market
Global and Local Market (s4)
Innovation (s5)

Threats
Opportunities Unexpected problems
Growing Economy Growing competition and lower
Income level us at constant profitability
increase Transfer of talented individuals
Growing demand Economic conditions
New Markets Political policies
New products and services
 More Preferred by Filipino Strengths (S1)
TV ratings showing ABS-CBN as the network of choice by more
Filipino households in with an average national audience share
of 47% vs GMAs 32%, according to data from Kantar Media.
Kantar Medias data represents 100% of total Philippine TV
viewing population as it uses a nationwide panel of 2,610 urban
and rural homes. While reports claim that AGB Nielsen has a
bigger sample size, the panel and data cited in media reports is
limited to a specific geographic area and covers urban homes
only.
Half of the total Philippine households tuned in to ABS-CBNs
primetime block, hitting a whopping national audience share of
50%, a solid 20-point lead over GMAs 30%. The primetime
block is the most important part of the day when most
Filipinos watch TV and advertisers put a larger chunk of their
investment in to reach more consumers effectively.
ABS-CBN HONORED FOR PROMOTING FAMILY- ORIENTED
VALUES AT THE 12TH USTV AWARDS ( S2)

When it comes to producing TV shows that promote family

values, ABS-CBN does it best.

ABS-CBN, the countrys leading media and entertainment

company, bagged the Student Leaders Choice of TV Network
for Promoting Family-Oriented Values at the 12th USTv
Awards, held last week inside the University of Santo Tomas
campus.

This award was one of three Choice TV Network awards

received by ABS-CBN this year from USTv, which aims to
recognize programs and personalities in media that promote
Thomasian values and the teachings of the Catholic Church.

Famous for its top-rating shows that feature positive Filipino

values, the Kapamilya Network won 25 out of 34 major
awards
(S3)
(S3)
(S3)
GLOBAL AND LOCAL MARKET (s4)
ABS-CBN GOES DIGITAL, BEATS
COMPETITORS TO DEADLINE (s5)
 IFE MATRIX
Key Internal Factors Weight Rating Score

Strengths

More Preferred By Filipino 0.18 3.0 0.6

Promoting Family Oriented Values

0.20 3.8 0.84

High Profitability and Revenues 0.13 2.5 0.375

Global and Local Market 0.76

0.1 4.0

Innovation

Weaknesses

Government Decisions or public perception 0.09 1.9 0.19

New Competitors 0.09 2.7 0.27

Total 1 3.615
 EFE MATRIX
Key Internal Factors Weight Rating Score

Opportunities

Growing Economy 0.18 3.0 0.6

Income level at constant increase

0.20 3.8 0.84

Growing Demand 0.13 2.5 0.375

New Markets

New products and Services 0.15 4.0 0.76

Threats

Unexpected Problems 0.16 2.9 0.58

Growing competition and lower profitabiltiy 0.09 1.9 0.19

Transfer of talented individuals

Economic Conditions 0.09 2.7 0.27
Political Policies

Total 1 3.615
RECOMMENDATIONS
 References
http://corporate.abs-cbn.com/about-
us/milestoneshttps://en.wikipedia.org/wiki/ABS-CBN
http://edge.pse.com.ph/companyPage/stockData.do?cmpy_id=114&securi
ty_id=123
http://www.pds.com.ph/wp-content/uploads/2016/03/Disclosure-No.-
493-2016-Press-Release-ABS-CBN-net-in
come-jumps-25Percent-to-P2.545-billion-in-2015.pdf
http://abscbnpr.com/abs-cbn-programs-more-preferred-by-filipinos-
claims-nationwide-leadership-once-more/
https://www.linkedin.com/company/abs-cbn