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the
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Why did ABS-CBN introduce a channel for
a European audience?
The number of
Filipinos abroad
is an estimated
seven million –
they all have the basic need to stay
connected to back home. By launching our
direct-to-home satellite service, ABS-CBN
The Filipino Channel Direct!, we are
addressing that need. This is in line with
ABS-CBN’s mission to be of service to
Filipinos wherever they may be. ABS-CBN
Europe Limited spearheads the expansion
of the direct-to-home subscriber base among
Euro-Pinoys by offering all-Filipino, quality
programming. ABS-CBN Global Limited
started its international operations in North
America over 10 years ago, subsequently
expanded to cover the Middle East, Asia,
and Australia – and just last year, Europe.
We felt it was high time that Filipinos in
Europe benefit from the same service. Now,
after four months of operations, ABS-CBN
in Europe already has a network of 25
dealers covering 18 countries, and a growing
number of subscribers. Our European
headquarters are located in London with
branch operations in Milan, Italy.
What is unique about ABS-CBN Europe’s
programming?
ABS-CBN The Filipino Channel Direct! is a
bundle of 4 TV channels and 2 radio
channels. It features up-to-date news and
entertainment programmes watched in the
Philippines and can now also be enjoyed
by Filipinos in Europe via satellite, 24 hours
a day, 7 days a week. Awareness of the
same news and enjoyment of the same
entertainment programmes provide the
connection to back home.
How do you market the channel?
ABS-CBN Europe markets its service
through its offices in London and Milan,
through its dealer network, its
subscribers and through Filipino civic,
religious and social organisations across
the European countries.
What do subscribers need to receive your
programmes?
The programmes are encrypted in Manila,
uplinked to LMI satellite and downlinked
to Rome, transmitted through fibre to
British Telecom for uplink to Atlantic Bird
3 and for eventual distribution to
European households. If you live in the
UK and continental Europe and want to
watch our channel, you should subscribe
to ABS-CBN The Filipino Channel Direct!,
purchase a paired Integrated Receiver-
Decoder and Smart Card, and install the
appropriate satellite dish. The subscriber
can start enjoying the 4 TV channels and
2 radio channels once the decoder and
smart card are activated.
What about programme sourcing and
production?
ABS-CBN Broadcasting Network or its
subsidiary, ABS-CBN Global Limited,
provide all the programmes, either as
producer or as licensee.
Do you have to tailor programme content
specifically for a European audience?
Content and programme schedule are
based on research results and findings
At the beginning of 2004, Philippine broadcasting giant ABS-CBN
joined the group of broadcasters targetting audiences in Europe.
The Channel
spoke to
Noemi Arguillo
, Director, Sales & Marketing,
Europe Operations, to get a more detailed picture.
from other territories (North America and
the Middle East), i.e. viewing habits,
preferences, etc., while some new
programmes are added to introduce
different formats and concepts. The
European audience, and Filipinos abroad
in general, expect to be updated on
developments back in the Philippines and
to enjoy the various entertainment
programmes. This will establish the
‘connection’ or the feeling that you are
not that far from home.
How important is the European market
for you?
Entry to the European Filipino market
completes the significant access to
Filipinos worldwide, given ABS-CBN’s
current presence in North America, the
Middle East and the Asia-Pacific region.
Filipinos in Europe account for about 10
percent of total Filipinos abroad, as
Europe remains one of the most popular
destinations for Filipino migrants. For
these millions of Filipinos abroad, we aim
to continue to be the best and most
efficient provider of local news and
entertainment.
Noemi Arguillo, thank you.
Staying connected
to home
Seven million Filipinos live abroad,
ten percent of them in Europe
From Hong Kong (above) to Milan -
seven million Filipinos live outside the Philippines
