“For the second year in a row, GMA Network, Inc. has been chosen as one of the most trusted brands in Asia in a consumer survey conducted by Reader’s Digest Asia. GMA is very proud to be recognized by Reader’s Digest Asia and its readers for the second time around. This citation inspires us even more to continue providing balanced programming–top quality entertainment shows and credible news and information programs. More importantly, we will keep on implementing CSR programs that contribute to making the lives of each and every Filipino better, Pacis said.”
What is the difference between the two awards given by Reader’s Digest magazine as one of the nation’s Trusted TV network and Trusted Brand awards? ABS-CBN won the former while GMA 7 earned the latter.
Is it confusing for a layman that GMA 7 as a TV network did not win the Trusted TV Network but won the Trusted Brand Award?
Firstly, let us know what is branding, according to Iacobucci (2010, p. 64) a brand, is a name contrary to what some marketers say that a brand is a symbol. It first has to be a name; otherwise, how would you dot.com it or register it in the web servers or yellow pages?
Secondly why is branding important that companies covet the most trusted brand award? Brands are intended to convey information to customer. A company with a good and reliable brand will probably be among the best, “that time and again the product will perform to quality standards” (Iacobucci, 2010. pp. 66-67).
Quality standards for TV networks are credible news reportage and quality television programming. To deserve the most trusted brand in Asia award, GMA 7 should contest the recent survey conducted in the National Capital Region from April 25 to April 29 this year by StratPolls Inc. Based on the survey, TV Patrol news team was picked by 45.6 percent of the respondents as the most credible news team while GMA-7’s “24 oras” lags behind with 4.4 percent disparity.
The consistency of ABS-CBN as a credible news source in a TV network was since 2010 based from Pulse Asia survey. It scored 63 percent while GMA-7 only scored 55 percent.
Quality programming encompasses the credit worthiness of the TV network. Where credibility is in question the brand is in jeopardy. To win the award as the most trusted brand in Asia deserves a second look. Who is the award giving body? Can we file a complaint against it? What is the credit worthiness of it?
Reader’s Digest Magazine or (RDM) was the award giving body, it sells publications and products in 78 countries. Consumers are unfortunate to know that it is not accredited by Better Business Bureau or BBB. RDM did not seek BBB accreditation therefore; complaints regarding the credibility of its awards and other related businesses cannot be filed. In fact correspondence forwarded to RDM by BBB (due to another complaint) in June 10, 2004 has been returned by the Postal Service marked “Return To Sender – Attempted Not Known”. BBB however, has no facilities for tracing companies.
In terms of its credit worthiness RDM filed for prearranged Chapter 11 bankruptcy during the last quarter of 2009 the prearranged bankruptcy is to seek negotiations in terms of debt. The filing however, does not cover its businesses outside the United States.
Having said that, is the “Most Trusted Brand in Asia” award carries weight at all if not genuine to ask the least to this TV station?
The credibility of its award giving body is in question likewise the jeopardy of its brand is in turmoil, so how can it attract more viewers and advertisers? The answer is in its recent ad campaign or infomercial.
“Eight out of ten sexiest women in the Philippines” according to them are “kapuso”, this “sexiest women” campaign is again argumentative. Who & what are the powers behind the vote? Are there metrics to know technically the women who fall under the “sexy” standard? What is the scope of the voting population? Is it national (LVM) or just local (where GMA7 rates the most)? Or are the voters just FHM readers? And finally, how credible is the claim?
GMA 7’s dire credibility is present as well from the justification of its double-digit income drop (refer to: Business World Online). The fact of the matter is; lost of advertisers’ confidence due to its depleting number of viewers and rating are the chief reasons for the income drop as opposed to GMA Network President and Chief Operating Officer Gilberto R. Duavit, Jr. have said in the broadcaster’s press briefing.
The broadcaster’s ad campaign no matter how incredible the claim, is its unique style of attracting more viewers, similar to the Iglesia Ni Manalo’s (INM) strategy on enticing more male members by displaying young and beautiful women in front of its church guests. While GMA 7’s ad campaign is ingenuous, INM’s manner is on the other hand subtle.
GMA7 & INM have the same feathers for both flock together in harmony and synchronicity in its approach of respectively adding more viewers and members in an appalling fashion and pathetic wits.