[Requested by MJH]
WHEN PEOPLE are asked about public relations (PR), they usually have mixed feelings about them in question — whether their products or services in a firm were favorable or not — as an adage goes: “Good or bad publicity is still publicity.”
This holds in our national television industry.
Before the Internet, the reactions to the shows and networks that had just aired were published in print (in the entertainment section in the newspapers and specialty magazines) on the next issues. Then, there was the online world; for those who remember the early days of it, PinoyExchange comes to mind, and then, Friendster.
Social media platforms such as Facebook, Twitter, and Instagram grew in popularity and diversity during the previous decade (the 2010s). As a result, entertainment department executives from various TV networks and program producers were urged to include their Facebook pages and other social media handles on their title cards, fearing that they would be out of touch.
In some cases, they put the official hashtags (HTs) for each episode on the title card before the commercial break or on the left side of their screens (as the right is reserved for the station logo and the MTRCB rating).
As a result, some users can respond by tweeting with the corresponding HT. In the perspective of a social media marketer (whether working for a program or a TV network), they purposefully select praise tweets either from a specific network’s brigade or a die-hard fan and dismiss negative criticisms, even constructive ones, regardless of validity and substance. Others, on the other hand, use the same official HTs to gain clout.
Nevertheless, it’s the dynamic marketing mix for the 21st-century viewer.
We are now in the 2020s; a fifth of the current century has been passed and this decade is still relatively new. We’ve seen how last year’s twin events — a major player’s fall and a global pandemic — caused significant setbacks and pains in the industry, although social media survives and becomes a tool for protest and reform.
How did the surviving Two Major players respond? Can they be influenced in the new course of television history for the better or the worse?(more…)