A well-deserved stature on Cable TV

Several days ago, an article appeared in a business daily about network biggie ABS-CBN possibly shutting the door on Solar TV on its Sky Cable Network. This shocked not only the television circle but the Tieng family as well.

I talked with the Solar family, and most of them did not even hear of the news. The thing is, talks are ongoing, and in fact just started, between ABS-CBN and Solar Entertainment, so how can such news be “leaked” prematurely, not when they have just started to discuss the situation and possible scenarios available to both camps.

Solar is in fact one of the earliest content providers to ink an agreement with ABS-CBN who owns the cable franchise. For those not in the know, a cable owner has almost unlimited space and airtime availability. Imagine 24 hours on several channels with nothing to show for it. So, early on, in the nascent days of Philippine Cable TV, they had to help market the very idea of subscribing monthly to cable TV. They recruited content providers and some of these are the now very popular HBO, Cinemax, Discovery, National Geographic and yes, the Cheng family’s Solar Sports and the then Solar Sports Plus, which has become the home of our leading boxing and billiard events. It has placed the little known provinces in the Philippine boxing map and has unwittingly helped promote a sport where the Filipino is King in the boxing arena .Even the poorer barrios have cable facilities now, and it’s not because of E-Entertainment.

Because of excellent programming and merchandising, billiard was finally elevated to a popular sport, right up there with basketball and boxing. Billiard made heroes of  real people like Efren “Bata” Reyes, an unlikely sports hero in looks and demeanor but whose prowess on the billiard table made us all proud to be Pinoys as he brought down to their knees the other countries’ heroes, and as he brought home the grand prize trophy, and of course the exciting cash prizes. The erstwhile lowly sport has just been elevated to a spectator sport, thanks to Solar. Now, the faces of Bata Reyes, Djanggo Bustamante and the new kid on the block Ronnie Elcano has become as recognizable as FPJ. And true to form, there is a billiard hall in almost every block, now that billiard is back in form as a national past time.

Of course, there’s the greatest Filipino boxer right in our midst, Manny Pacquiao, who seems to be the no. 1 choice as endorser due to his iconic appeal. He is the only Filipino endorser of Nike, and now counts the movies as one of his many sources of income.

Where am I going with all these?

Solar has become synonymous with Philippine sports, and they did not achieve this overnight. They had to build a network of young professionals not only to handle glitz-free TV production; they also had to be masters at merchandising in order to tease the viewers. And they have married these two very important components beautifully. Watch the “bumpers” as we call them in the industry — they can give these big networks a run for their money.

May I add to that the fact that block timers who purchase on a 30-minute or one-hour air time for independently produced shows (like Motoring Today and Auto Focus on Solar Sports where the Solar management has deemed to put them, to add to their line-up prestigious sports shows; and Business & Leisure which did not fit into a sports channel but which fit beautifully in the Home TV Shopping Network) have all wonderful praises for the Solar family because of their fair handling of clients. It doesn’t always have to be reduced to pesos and centavos - other factors are considered too like, would these new shows be a prestigious addition to their current roster which they worked so hard to create?

I understand the big bosses as ABS-CBN are mulling a new track in their cable business. They aim to be the new King and lord it over Philippine sports on television. Of course, they have all the resources and an extensive manpower to do the job, but it’s a Herculean job that will take time and lots of goodwill to develop.

This giant of a network is known to spring surprises. And I know this first hand having had the good fortune of having had the chance to work, gain experience and learn from them-the masters and guru of broadcast. A couple of years ago they retired several long time employees most of whom I heard were still very productive and have shown loyalty to the studio. It was one of several extreme options they resorted to. I have no doubt that these employees were handsomely paid, but some of those retired were old friends of mine who had no wish to stay home and watch the sunrise and sunset everyday for the rest of their life. They can still feel the creative juices flowing, and it was a little painful for them to be yanked out just then. But then again, you’re just another clay soldier in an army of thousands, and you didn’t have a voice.

I hope somebody can write a happy ending to this brewing saga which, though it may not involve us business-wise but which will definitely have an impact on the sports-loving Filipinos.

Besides, the synergy between Sky Cable and Solar Entertainment had been proven formidable. So why fix it if it ain’t broke?

Mabuhay!!!  Be proud to be a Filipino.

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