The late 80s – early 90s was a different time. There was no distinction between “social” media and “mainstream” media – there was just media. And probably the first thing that comes into mind when you say Philippine Media is of course the broadcasting giant ABS-CBN.

Coming from their post-martial law revival, ABS-CBN needed to establish their footing again. Maybe not a lot of people know – I was fortunate enough to have been part of it.

I was recruited by Mr. Freddie Garcia, or FMG as he is better known in the industry, in 1990 to join ABS-CBN. I was the head of research and business analysis, and was a strong believer that data is the key to success for any organization. 

I saw how my research was used to make network decisions. We always believed that research should be actionable. You have to “sell” the recommendation to management to be able to implement it, and you monitor and report the results – I was part of the process from start to finish, and the experiences I had back then has helped shaped me to what I am right now.

My group helped steer the decisions of ABS-CBN’s management team. One of the major recommendations I am proud of are the changes to TV Patrol’s format – these changes essentially played a huge part in the resurgence of ABS-CBN as the broadcast leader of the country at that time. 

I wrote about TV Patrol’s early years and its success factors – and I would say it’s worth the read as it summarizes the success factors of the shift in strategy for TV Patrol. Take a look, especially if you want to know about the history of one of the longest running news programs in the Philippines. 

It wasn’t always smooth sailing though. It’s funny, that the greatest threat to TV Patrol in the mid-90s was a happy-go-lucky latina and a talking dog.

Believe it or not, the first serious challenge to TV Patrol’s supremacy is the rise of the telenovela – particularly Marimar. Its novelty (at that time) highlighted the shortcomings of TV Patrol, and I knew that things had to change. Take a look at my detailed account of our counter-programming – needless to say, it worked, and TV Patrol and ABS-CBN not only survived, but thrived.

It was a different time indeed, and looking back, it makes me nostalgic for this era of broadcasting in the Philippines. The lessons I’ve learned from this time are invaluable, and I will forever cherish my time with ABS-CBN.