IMPORTANCE OF TV RATING(s) GMA7 vs. ABS CBN

Two leading television network in the Philippines, ABS CBN (kapamilya channel) and GMA-7 (kapuso channel), are now in feud with each other. The feud started from the former’s allegation claiming that the latter intervened and hired mercenaries to manipulate and influenced the viewers in Bacolod , to get the highest TV ratings. The latter denied the former’s allegation, saying that, during the time which AGB Nielsen is conducting the surveys in Bacolod, the activities and promotions made by GMA talents during that time are purely legal, as a valid promotional activities to attract viewers. From the survey conducted by AGB Nielsen Media Research, it showed that GMA got the highest TV rating in the Bacolod. There are 532 homes interviewed, on which from the allegation of ABS CBN, 79 out of the 532 homes interviewed in the 6 cities had been influenced by GMA-7. ABS CBN doubted the survey conducted by AGB Nielsen as it was tainted with manipulations to their prejudice and named GMA-7 was the one responsible for the manipulation. ABS CBN made several reports from their different programs as well as in their radio station, DZMM, repeatedly reiterates that GMA-7 was the one behind the manipulation based from their informants. The repeated reports made by ABS CBN prompted GMA-7 to file a libel suit against the former seeking P15 million damages. GMA-7 said that “the systematic and repetitious airing of substantially the same malicious statement by ABS CBN in different programs, by different anchors and talents, and on different dates shows that the acts were orchestrated, scripted, and intentionally perpetrated to defame, impeach, and besmirch the reputation of GMA-7. The case filed GMA-7 against ABS CBN was in the court. So let us leave it to the court to find the whole truth about the TV rating manipulation and so with the libel case filed by the former.




Let us now go to the main topic, corporate rating. What is basically the importance of rating. I know you have already the idea of what is rating all about. Rating, as in school is gauging or measuring the students performance in school. Students are rated as showed in their report card or transcript of records. Now, in business world, rating, although with the same purpose as in school, as to show the performance of the companies or business entities, it plays an important role for the companies subsistence and credit. So what is basically the importance of doing a corporate rating? It is simply to attract investors. As in the case of ABS CBN and GMA-7, TV ratings or corporate ratings, are very important considering the nature of their business. As you know, they were the country’s two giant television company. When a firm or a program gets the highest TV rating against the other station or program/s, it shows who as to them is being watched by the whole country or even the whole world or that the program is appealing to the viewers. It is of course the station or the program who got the highest rating. Now, having obtained the highest TV rating, it also shows that the company or station is in good position to attract advertisers for the reason that they have the most number of viewers, because viewers are potential consumers or markets. As you know, television companies blood, in order to survive, are advertisers. Without advertisers, they have no funds to support their operations.




In an advertisers point of view, they would advertise their products or services to the station who gained the highest TV rating, or to a particular time slot wherein television program/s gets the highest rating compared to other programs, also because having obtained highest TV rating/s or response from the viewers, indicates good target market or consumers. That is basically the importance of TV rating or corporate rating as in the case of television companies.




What are other types of or acts of rating companies?

In this case, this were accountants or business analyst comes in. The other types are basically seen in the company’s financial statements.

1. The company’s assets and or acquired properties.


2. As you know the return on investment or (ROI), it tells you the return of your investment in particular length of time or period. The higher the ROI is the higher the return, or that your invested capital could be recovered just in a short period of time.


3. The companies liquidity, it tells you the companies positions in terms of their liabilities. Being liquid simply means that the companies have enough resources to pay or cover up their obligations.


4. Declared Dividends. Cash, property, or stocks. The more it declared dividends for a shorter period, it is good to invest.


5. Stocks indexes or prices. This shows the company’s position in the market. The higher the stock acquisition is, means that importance of the company in a particular industry.


In an investors point of view. If you are the investor, since you also want security to your capital or investments, you gauge the company’s stability or profits or returns to your investment, whether to invest or not, in the long run or in the short run.


For decision making, for the purpose of investing, corporate rating/s, plays an important role, which takes in forms as illustrated above.


Tax on Microfinance?....

Corporate Branding for product market....