ABS-CBN Lifestyle Ecosystem head Paolo Pineda1. Why create a Super Brand?
We wanted to offer the best curated lifestyle experience across different platforms—on air, on ground, in print and on digital—24/7.
2. What’s the benefit to the market?
So that the affluent female market can get the lifestyle content they want and need anywhere, any time.
3. Why Metro?
Metro, the flagship title of ABS-CBN Publishing, has 29 years of experience as the authority in lifestyle. Through the years, it transformed to serve the needs of the market, from its origin of current events magazine, to lifestyle magazine, to a femalecentric magazine in the 1990s, before fully pivoting to a fashion magazine in 2011. It is the only local title with brand extensions across different platforms with Metro print titles (Metro, Metro Society, Metro Home & Entertaining, Metro Weddings, Metro Him, Metro Active, and Metro Working Mom), on ground (annual Metrowear fashion show, the Metro Society Ball, At the Table, Summer Soul and the International Shoot), as well as on air (Metro TV specials as aired on Lifestyle Network).
4. What is the Super Brand now?
We are the first and only local lifestyle Super Brand across all platforms. A pioneering first in the media scene, we have combined print, digital, on ground and on air platforms to offer the best curated lifestyle content from expert and credible sources.
5. What can we expect from the Metro Super Brand?
It will make the industry and market excited about lifestyle again, especially during this time when many brands are vying for the audience’s attention. Though there are many options, there were no assurances on the quality of the content, the credibility of the source and the fit or relevance to the market. Metro stands out with its expert curation and the presence of lifestyle icons and influencers.
6. How is the Metro Channel different?
It gives a more curated and heightened lifestyle experience, elevating everything, from the channel packaging to production values and the quality of content. This mirrors the Metro brand essence, which has always been about promoting the wellstyled life. The channel caters to older female consumers while retaining its food, travel, home and style content categories. No other lifestyle channel on cable can match the number of experts and influencers that are part of the Metro channel shows—from lifestyle icons such as Pia Wurtzbach, Marc Nelson, Maggie Wilson-Consunji, Joey Mead King, Tim Yap, Raul Manzano, Anton Barretto, Stephanie Kienle-Gonzalez, JP Anglo, Joel Binamira, Claude Tayag and Sandy Daza.
7. How does Metro.Style fit in the equation?
It is the umbrella website of all the Metro brands across all platforms which offers the best lifestyle content to inform, inspire and transform the lives of the audience.
8. Would there be synergy between brands?
Definitely, as all the Metro branded platforms synergize to maximize their resources and ensure that they serve the needs of the target market.
9. Who is behind the Metro Group and the Lifestyle Ecosystem?
Metro has a combination of people who have extensive experience in media but are also purveyors of the well-styled life. These experts shape the content of the different platforms.
10. What’s next for the Super Brand?
Expect new local shows showcasing more exciting personalities for the Metro Channel, as well as big and exclusive campaigns in Metro Magazine and Metro.Style.
‘Driven’ host Tricia Centenera, Metro Channel head Lala Lazaro, Pineda and ‘Women of Style’ host Joey Mead King
The team enjoys the ‘Summer Soul’ sunset cruise