The saying “there are no permanent friends and there are no permanent enemies, only permanent interests” rang true when the country’s major TV networks, once rivals, recently signed coproduction
Although ABS-CBN was, in a limited way, able to continue to operate despite the nonrenewal of its franchise, the reduced reach of its facilities had an adverse effect on its revenues.
With the internet, social media and other streaming services eating into the market or audience that the TV networks once had a lock on and, in the process, attracted a fair amount of advertisements, it was essential that they set aside their rivalry and work together to keep their internet-based competitors at bay and remain in the black.
If the viewership or ratings of their sponsored programs are low or leave much to be desired, advertisers do not hesitate to withdraw their promotional materials and put them in other portals that can draw bigger audiences.When advertisements do not meet their intended objectives, long-standing client-advertiser relationship hardly makes a difference in deciding whether or not to take them out.
There is also no assurance that the millions of pesos that may be spent to produce those programs would draw the level of viewership or patronage that advertisers consider worthy.
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