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iWant out to disrupt TV, lure younger audiences

Published on Sunday, 17 March 2019 00:16 | Hits: 12435
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iWant out to disrupt TV, lure younger audiences iWant out to disrupt TV, lure younger audiences It was a glorious reintroduction.

When it was launched on November 17, 2018, ABSCBN’s streaming service iWant swiftly racked up 2 million mobile app downloads on the back of the teaser of its first release, “Glorious.”

The trailer of the Angel Aquino-Tony Labrusca starrer reportedly picked up 1 million views in three hours, boding well for the fortunes of the retooled service.

Formerly known as iWantv, the new iteration has been beefed up with more than 95 thousand hours of movies, TV shows, music, and sports and other live events for livestreaming by users in the Philippines.

The iWant catalogue has been expanded with a section devoted solely to originals—a treasure trove of visual treats that ABS-CBN plans to infuse with at least 30 new titles every year from Star Cinema, ABSCBN TV Production and the iWant team.

iWant also has the most extensive collection of Filipino movie titles—1,500 as of last count—in addition to material amassed over 65 years of ABSCBN’s existence.

Disrupt television

According to iWant head Elaine Uy-Casipit, the overarching challenge for the team, as laid down by ABS-CBN president Carlo L. Katigbak, was to “disrupt television” by drawing TV viewers to iWant.

iWant is bent on courting and being relevant to a younger audience, specifically the 18- to 26-year-old demographic, in addition to its core, older market.

“We’re happy to see the analytics that we’re reaching them—but we also have viewers as old as 65—because of the variety of content, with a conscious effort to shift to edgier storytelling,” Casipit says, adding that the key is to “innovate our content and the experience where we deliver the content.”

Notes Ginny Monteaguado-Ocampo, iWant content management head: “It’s a major culture change, but you get to see the values of the team. The TV Production people, the business unit heads, Tita Cory (Vidanes, COO-Broadcast) are all working together to help build iWant.”

That iWant is also working with external content creators and producers, filmmakers and writers is a plus as it means fresh perspectives for the team.

“We get to be exposed to new types of storytelling, different ways of producing content, different ways of doing things, even writing, producing and programming,” enthuses Ocampo.

Ocampo’s GMO Entertainment Unit, whose recent credits include “The Greatest Love” and “Playhouse, is perhaps best known for the groundbreaking teleserye “Be Careful with My Heart.”

Nowadays, some content is even released on iWant ahead of TV, a practice that was never done before, adds Casipit.

“Because of the culture change, everybody from the different lines of business is thinking how they can contribute more to iWant,” shares Richard Reynante, OTT Programming and Content Development head. “Our programming now is very, very robust compared to how it was before.”

Reynante, among other things, is currently working on gathering the works of the country’s leading actors on iWant.

“We’re also targeting those with fanbases. For example, we put all of the Kathniel movies and series on iWant. If you’re a Kathniel fan, you have a destination. We’re doing that across all of the other celebrities.”

Entertainment cravings

So how does one get one’s hands on the vast iWant library that promises to “satisfy your entertainment cravings whenever, wherever”? Users simply need to download iWant or log on to the website (iwant.ph) and register before selecting their preferred plan.

Andrew Favis, head of Product Innovations-One OTT, says iWant currently offers three tiers: free, whose content may be accessed immediately upon signup; premium, which is available for one-day, seven-day or 30-day subscriptions; and pay-per-view.

“Subscribers can pay through credit card or their Globe or Smart number for their subscription,” Favis notes.

iWant also looks to grow PPV by releasing movies that have a shorter window from theaters and more originals on the service, citing the example of “Glorious” and its 8.3 million views in over 24 hours since the video was first published.

“There’s a big demand in terms of original content,” Favis asserts.

Boost from ‘Be Careful’

iWant was initially called iWantv, a catch-up service available exclusively to SKYcable subscribers when it was introduced in 2010.

“If you’re a SKY subscriber, you go to iWantv and just catch up if you missed the content,” says Casipit.

In 2012, the service got a boost from an unexpected source.

“Be Careful with My Heart” starring Jodi Sta. Maria and Richard Yap clicked due to the pair’s chemistry. Soon enough, ABSCBN had a new hit on its hands. The frenzy was such that viewers, many of whom would be at work when the series aired during the late-morning time slot, scoured the net to look for recaps or highlights of the day’s episode.

“It was actually ‘Be Careful’ that introduced iWantv to the market,” says Casipit.

Recalls Reynante: “Prior to that, our idea of video on demand was limited to YouTube. When ‘Be Careful’ became a hit, people would look for it because we did not upload full episodes on YouTube. So, everybody went to iWantv.”

Today’s “Be Careful with My Heart” might well be “Halik.” The “small” soap attracted a lot of social media buzz several months into its run and drove viewers to iWant in an echo of the “Be Careful with My Heart” experience.

“Before, our fear was that if a show became popular on iWantv—back when it was still known as iWantv—no one was going to watch it on TV,” Reynante reveals. “The producers also thought no one was going to watch shows on TV if iWantv clicked.”

“Halik” proved otherwise by becoming a hit both on TV and on iWant—the social media conversations pushed people who did not catch the TV airing to look for the episode on iWant, while others enjoyed it enough to go for a repeat viewing.

Favis observes on the changes and adjustments made by iWant and ABS-CBN through the years: “A big chunk of the population are millennials who don’t view TV anymore. We transitioned our platforms to meet the needs of the consumers and perform our mission to be in the service of the Filipino. We adjust to whatever our customers need.”

iWant has the largest library of Filipino content on any streaming service in the country. It offers current and old ABS-CBN shows, documentaries and specialsiWant has the largest library of Filipino content on any streaming service in the country. It offers current and old ABS-CBN shows, documentaries and specials

 iWant Harapan 2019iWant Harapan 2019

It offers current and old ABS-CBN shows, documentaries and specials; 1,500 films and restored classics; fast-cut versions of currently airing Kapamilya teleseryes; Asianovelas; thousands of songs; One Music’s live digital concerts; and the livestreaming of “Camp Star Hunt,” “iWant ASAP,” DZMM TeleRadyo, ABSCBN Channel 2 and ABS-CBN S+A. The extensive library of regularly updated content also includes iWant’s original titles that exclusively stream on the platform.iWant has the largest library of Filipino content on any streaming service in the country.

More Filipinos receive Kapamilya love from ‘Pantawid ng Pag-ibig’

Published on Thursday, 20 August 2020 | Hits:386

More Filipinos receive Kapamilya love from ‘Pantawid ng Pag-ibig’

Kapamilya love reached more Filipinos as ABS-CBN Foundation Inc.’s (AFI) “Pantawid ng Pag-ibig: Isang Daan, Isang Pamilya” campaign distributed food packs and ligtas bags outside Metro Manila for those greatly

Mayors express gratitude wellness. to ABS-CBN, AFI

Published on Thursday, 18 June 2020 | Hits:398

Local government units (LGUs) found it challenging to quickly provide relief to families affected by the quarantine. That is why several mayors in Metro Manila and nearby provinces have expressed

‘Pantawid ng Pag-ibig’ gears up for 2nd phase

Published on Thursday, 18 June 2020 | Hits:358

‘Pantawid ng Pag-ibig’ gears up for 2nd phase

As Filipino families continue to struggle with the loss of jobs, ABS-CBN Foundation Inc. (AFI) moves to the second phase of the “Pantawid ng Pagibig” campaign with the aim of

Over 600,000 families to benefit as ‘Pantawid ng Pag-ibig’ raises P350M

Published on Tuesday, 19 May 2020 | Hits:429

Over 600,000 families to benefit as ‘Pantawid ng Pag-ibig’ raises P350M

The “Pantawid ng Pag-ibig” campaign of ABS-CBN and ABS-CBN Foundation Inc. (AFI) has raised P350 million in cash donations and pledges for the benefit of over 600,000 families in Metro

ABS-CBN reaches out to evacuees via ‘Tulong-Tulong sa Taal’

Published on Thursday, 06 February 2020 | Hits:377

ABS-CBN reaches out to evacuees via ‘Tulong-Tulong sa Taal’

NO evacuee will be left behind. This is the promise of ABSCBN as it launches the “Tulong-Tulong sa Taal” campaign, which aims to unite the nation in helping Filipinos affected

ABS-CBN Foundation Europe to hold telethon for London Grenfell Tower fire victims

Published on Friday, 23 June 2017 | Hits:3978

ABS-CBN Foundation Europe to hold telethon for London Grenfell Tower fire victims

ABS-CBN Foundation Europe CIO joins public and private support for the victims of the massive fire that hit the 24-storey residential London Grenfell Tower in West London on June 14

Donate to Operation Sagip Surigao to help earthquake victims

Published on Friday, 17 February 2017 | Hits:4298

Donate to Operation Sagip Surigao to help earthquake victims

A state of calamity has been declared by the Mayor of Surigao City. Relief and rescue operations are underway for the barangays that have been affected.

Bulusan workers turn to backyard farming for steady food supply

Published on Tuesday, 19 May 2020 | Hits:1024

Bulusan workers turn to backyard farming for steady food supply

The Rural Workers Association of San Rafael (RWASR) based in Bulusan, Sorsogon, which runs Nasipit Eco-Agri Farm, has a simple message for their fellow Filipinos: “There is no problem we

‘Ligtas Pilipinas’ helps educate Filipinos on COVID-19

Published on Thursday, 16 April 2020 | Hits:951

‘Ligtas Pilipinas’ helps educate Filipinos on COVID-19

ABS-CBN helps arm Filipinos with relevant information to stop the spread of disease through its “Ligtas Pilipinas sa COVID-19” campaign on radio, TV and online.

ABS-CBN delivers protective gear, food to health workers

Published on Thursday, 16 April 2020 | Hits:1114

ABS-CBN delivers protective gear, food to health workers

HELP came through for health workers in East Avenue Medical Center after ABS-CBN delivered masks and other protective gear and snacks to show support and Kapamilya love to those leading

‘G Diaries’ bags academic excellence awards

Published on Monday, 09 March 2020 | Hits:795

‘G Diaries’ bags academic excellence awards

“Maraming, maraming salamat po sa award na ipinagkaloob ninyo sa amin. Alay namin ito sa kapatid kong si Gina Lopez,” said “G Diaries” host and Bantay Bata 163 executive director

Finally home

Published on Monday, 09 March 2020 | Hits:823

Finally home

She could hardly contain her joy and excitement when she saw her son walking towards her. She welcomed him with tight hugs and happy tears as a loving mother would

ALKFI renames building in honor of Gina Lopez

Published on Monday, 09 March 2020 | Hits:616

ALKFI renames building in honor of Gina Lopez

ABS-CBN Lingkod Kapamilya Foundation Inc. (ALKFI) renamed its building Gina Lopez Building in honor of its late chairperson and founder of ALKFI programs Bantay Bata 163 and Bantay Kalikasan.

Fighting child malnutrition with Alaska Milk

Published on Thursday, 06 February 2020 | Hits:800

Fighting child malnutrition with Alaska Milk

ACCORDING to UNICEF, 95 children in the Philippines die every day because of malnutrition. This is one of the reasons Alaska Milk Corporation supports the advocacy of ABS-CBN Lingkod Kapamilya

Bantay Bata, Globe activate #163 helpline for free

Published on Monday, 16 December 2019 | Hits:1287

Bantay Bata, Globe activate #163 helpline for free

IN 2015, Unicef and the Council for the Welfare of Children conducted the National Baseline Study on Violence Against Children in the Philippines, which indicated that eight out of 10

For the Love of Children

Published on Friday, 05 January 2018 | Hits:1300

For the Love of Children

  For the Love of Children For the Love of Children   These children live everyday making ends meet without losing hope that a better future awaits them. Together, let’s keep their hopes alive

New World Hotels & Resorts Hold Run & Raise 2018

Published on Wednesday, 20 December 2017 | Hits:1613

New World Hotels & Resorts Hold Run & Raise 2018

New World Hotels and Resorts gears up for another exciting edition of Run & Raise in 2018. Now on its fourth year, Run & Raise 4 will be held at

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Bayan Academy Calendar

BAYAN Academy offers the following certificate training courses this month:

June 18-19: Market Research

June 25-26: Human Resource Management For rates, call Carol Arcaya at 426-3140. Bayan Academy reserves the right to change course dates.

 

June 18-19:

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