will opt to buy more air time so that their products are advertised, in return an increase in the network
revenue. This is why program ratings are a grave issue to these networks, that they even commission
companies to present their market share.
Recently, a report came out that the two biggest players in the television broadcasting industry
claim that they are the ratings leader. GMA’s basis was on the findings of Nielsen TV Audience
Measurement and ABS-CBN based their claim on Kantar Media’s data, both networks commissioning the
survey. Kantar is said to be the leading and most capable of accurately providing for the results; on the
other hand, both GMA and TV5 subscribes to Nielsen for these data. It showed that GMA was leading in
terms of news and current affairs, and ABS wooed the audience during the noontime and primetime.
There was an apparent disparity in the categories that both surveys presented.
Statistics is a science relative to what data is taken and utilized, thus having different measures
and tests, depending on what is applicable to the information at hand as well as the desired perceived
outcome. It is not necessarily an accurate science despite its empirical setting, because of how the
analysis differs according to its perspective. These surveys and statistics are utilized by businesses to
present that they are more capable than their competitor. Businesses, whichever industry it operates in,
are always profit-driven. In the pursuit of gaining revenue, these networks try to prove their competence
as to attract more viewers and advertisers, sometimes to an unethical extent.
In 2007, there was an issue accusing GMA in bribing Nielsen to produce ratings that favour them,
which was even a legal issue. It was one of the greatest ratings fiascos of the local television broadcasting
industry because of how one station babbled mindlessly and offensively towards the other, to the point
that restraining orders had to be filed so as to put a halt to the issue. Both networks had to spend money
for legal assistance and viewers having to watch unending insults and arguments; in the end, no one won,
except for another outsider party. The ratings companies are the ones who profited most in this issue,
whether or not they accept the bribes is another topic altogether. However, in the case of financial
remunerations, it has become an easy task for them to just find a way to manipulate the data and put the
one who commissioned them on top. So why then, will we enter the more complicated three-dimensional
business processes of television broadcasting, if we can put up a more profitable ratings company?
Theoretically, an ‘unbiased’ evaluating firm would be most profitable because of how their results will
never be questioned, for they will never be commissioned and would just accept the highest bribe bidder
in the industry.
Corporate social responsibility and unadulterated business practices can only go so much,
especially when there is already an existing culture of bribery in the country. Televiewers do not really
demand for too much, just pure Pinoy entertainment, and current affairs that will both expose the truth
and give hope for the future. As to who can truly give this, let’s just hope that hypocrisy is out of the
Delos Santos, Reynaldo
Mertalla, Nathalie Joy
Zornosa, Maria Nauriz Rizel