ABS-CBN to market soap operas in other countries

In line with efforts to further improve revenues, ABS-CBN Broadcasting Corp. is eyeing the export of its television drama series (telenovelas) to new markets in Asia, Europe, Africa and Latin America.

ABS-CBN International Sales and Distribution director Reena Garingan said the move follows the successful launch of the company’s two programs – "Pangako Sa ’Yo" and "Mula Sa Puso" – in Malaysia, Indonesia and Brunei in 2002.

Garingan said that with the good pickup of the local series among Asian countries, ABS-CBN is now exploring India, China and other Mandarin-speaking countries, as well as Eastern Europe and Latin America for its next targeted sites.

She said the network is looking forward to a tie-up with the biggest production house in India for the airing of a drama anthology. "It’s a strategic decision as this is the first time they are considering a non-American and Mexican company to partner with. That for me is very promising,"Garingan said.

Positioned as foreign programs catering to non-Filipino audience, ABS-CBN exports its locally produced soap operas through licensing among program buyers and free and pay-TV networks.

Garingan said the network is slowly being recognized as a program supplier of Philippine series in Asia. "Pangako Sa ‘Yo" is already running in two Malaysian television stations and will also be seen in Kenya in March.

The company is also set to air another top-rating program "Kay Tagal Kang Hinintay"in another Malaysian TV station.

Garingan said ABS-CBN is currently negotiating to dub one of its series in French for the French-speaking Africans.

She said the entry of Mexican telenovelas and Chinese series in local television has opened the door for the network to export its homegrown series in the global market.

"The success of the initial run of our local series in these countries and the ongoing airing of these programs are indications that the world market is receiving Filipino programs well," Garingan said.

"Filipino local series have comparable production values and content as those of foreign telenovelas. The fact that our programs are enjoying the patronage of international audience means the quality of our series is very good in terms of picture quality as well as its story line," she added.

ABS-CBN earlier said it expects at least $1 million in revenue from every telenovela it will sell to the overseas markets.

The company is also selling licenses for Star Cinema-produced films as well as other movies.

European countries that get ABS-CBN’s films include the Netherlands, Germany, Austria and Sweden.

ABS-CBN expects profits for this year to be in line with its revenue growth, with international operations and advertising revenues driving the growth. International operations currently account for 15 percent of the company’s total revenues.