Study structure and methodology
This report has been entitled “Philippines TV market, 2012-2020”. The following eco-system players in Philippines markets have been included in the study: FTA, DTH, and cable operators.
The report is made up of five chapters: Philippines market summary, Terrestrial Broadcasters, Satellite TV, Cable TV and IPTV.
The “Philippines market summary” chapter captures historical TV household development figures and forecasts for Philippines market. The chapter also includes information about advertising expenses on TV. The chapter captures regulatory factors influencing the market and also highlights key regulations in the market.
Accordingly, the chapter entitled “Terrestrial TV” forecasts the terrestrial digitization in the country. Analysis on number of analog and digital terrestrial subscribers, this chapter also captures profiles of public and commercial terrestrial broadcasters. The third chapter, Satellite TV, summarizes the update on satellite pay-TV operations and their profiles in Philippines. This chapter also forecasts satellite TV households, satellite pay-TV subscribers and revenue to operators from satellite operations.
The fourth chapter on cable TV captures market for cable TV. This chapter has forecasts for cable subscribers and market size of cable TV in Philippines. Key profiles of operators and their future plans are encapsulated in this chapter. The last chapter captures the broadband scenario of the market, IPTV subscriber forecasts and key profiles of operators.
Executive Summary
As on 2012, Philippines had 96 million population and 17 million TV households. The low income level of the people has favored affordable TV services. The market is culturally dominated by Christian community. The prominent languages captivating the market are Filipino and English.
Philippines market showcases complex regulatory frame work and licensing regime for the broadcasting industry governed by various regulatory bodies. In the absence of clear licensing regime and regulations; the broadcasting industry is controlled by a few Filipino families -who have the capital and have several cross holdings in various segments of the industry.
There are two major broadcasting networks in the country namely: ABS-CBN and GMA Network. These are the biggest networks in terms of facilities, income and ratings. These networks produce and own several pay-TV channels as well.
Currently, there are 3 public and 89 commercial FTA broadcasters. With terrestrial digitization efforts undertaken by the government, this segment will show promising growth with leading broadcasters launching new genres of channels to subscribers. The advertising revenue will fund such transition of channels.
The pay TV market consists of the satellite and cable TV services. Both these services have suffered considerably in the past few years due to signal theft and illegal interception of signals. Satellite TV services are provided by 3 players- Cignal TV, GSAT and Dream TV. Satellite operators have leased out new transponder capacity to capture the growing market.
Cable operators are ramping up their services with digitization efforts being headed by the PCTA (Philippines cable TV association); besides Skycable and a few relatively significant players, the majority of the operators are small and face difficulties to move to digital. The other big driver for cable TV revenues will be from broadband and creative packaging of value added services with cable TV service. Till date, only Skycable has converted 95% of households to digital. Other prominent players are Cablelink and Parasat HD. Small cable operators are likely to form consortiums to embrace digitization.
Consolidations among existing companies across various industries seem to be the trend nowadays in an effort to look for fresh revenues. New competition will hit the pay TV business in Philippines, telecom giant like PLDT with its aggressive campaigns
like "Hindigital" and "Clearer than Cable", has posed a direct threat to cable. PLDT is expanding FTTH deployments both in Manila and in key regional cities, ostensibly for broadband, but ultimately IPTV deployments as well. PLDT has started to offer consumer a bundle of pay TV and wired/wireless data services. PLDT is also eyeing to offer digital mobile broadcast TV as well, which is a combination of TV and mobile phone service.
There is also a need to reconsider the laws and regulations and give the regulatory body more effective powers for enforcing and implementing competition policy and law in the broadcasting sector. The citizenship limitation in the operation of a media company in the Philippines has hindered the growth of broadcasting industry to its full potential.
In summary, this report captures the market potential for terrestrial, satellite and cable operator service revenues. The report projects that Satellite, cable operator’s and IPTV service revenue annually would approach USD 288 million, USD 311 million and USD 35 million respectively by 2020, with total pay-TV HHs in excess of 6.3 million by that year.
This report was developed in the period June/ July 2013. This report is targeted at giving the reader an overview of the Philippines market to be sufficiently informed. The currency conversion rate used through the report is historic PHP to USD rates as applicable and 1USD=42.23 PHP is used for year 2012, projected years.
Table of Contents
1. Philippines market summary
1.1. Overview of the country
Exhibit 1. Philippines geography map.
Table 1. Philippines demographic and economy snapshot.2012
1.2. Television penetration
Graph 1. Households and TV households. In Million. Philippines. 2012-20.
1.3.
Advertising Spending
Graph 2. TV advertising expenses comparison with other medium of
advertising. Philippines. In USD Million. Philippines. 2008-2012
1.4. Market structure
1.5. Television Regulation
1.5.1. Regulations in Broadcasting industry
1.5.1.1. Terrestrial Digitization RegulationExhibit 2. Digital terrestrial transition timeline. Philippines
1.5.1.2. The Anti-Cable Television and Cable Internet Tapping Act of 2013 or the Cable Theft Bill
2. Terrestrial TV
2.1. Background
Exhibit 3. FTA Broadcasters in Philippines. June 2012
Graph 3. Analog and Digital Terrestrial households. In Million.
Philippines. 2012-20.
2.2. Public Terrestrial TV Broadcasters
2.2.1
People’s Television Network Inc (PTNI)
2.2.2
Intercontinental Broadcasting Corporation (IBC)
2.2.3
Radio Philippines Network (RPN)
2.3. Commercial Terrestrial TV Broadcasters
2.3.1
ABN-CBN Broadcasting Corporation
2.3.2
GMA Network Inc
2.3.3
TV5
2.3.4
Other commercial FTA broadcasters
2.3.4.1 Eagle Broadcasting Corporation (EBC)
2.3.4.2 First United Broadcasting Corporation (FUBC)
