RCTV shifts to 'info-tainment' programming

From simply providing Metro Cebu cable television audiences with a TV-billboard advertising format, Real Cebu Television (RCTV) is moving to become a real Cebuano community channel that will provide localized information, lifestyle, and entertainment programs.

"We are positioning as a community channel. Billboard advertising in television is already a thing in the past, we'd like to innovate and capture the effective way for advertising now, which is to hit two birds at a time, providing sensible informative and entertaining programs showcasing advertisers' products and services," said RCTV president and chief executive officer (CEO) Michael J. Solon.

In this new concept of developing "Info-tainment" programs Solon said advertisers will be promoted in different shows, in different program format, avoiding the traditional and hard-sell advertising materials.

The Pages-owned RCTV is leasing the channel 36 via Sky Cable Television. It has been providing billboard advertising, and non-interactive programs to the growing 70,000 cable subscriber audiences in Metro Cebu for three years now.

This time, the company is taking a bold move to become a full-blown community channel that will give sensible "info-tainment" programs to Cebuanos in various sectors of interests.

In the US, there's a gadget that will automatically cut-off the airing of allocated advertising slots that is attachable to any television. Solon said this signals that the traditional way of advertising is becoming a less effective tool.

"As we fortify RCTV with new ideas and concepts, we are deliberately opening doors for even more innovative advertising alternatives. This will provide a new outlet for conventional as well as not-so-conventional products and services for advertising," Solon added.

The new format allows a 30 to 45-seconder merchandising plug to be inserted within the show over and above the usual "into-extro" exposure.

"The new format can even extend to feature a product or service within an episode for maximum advertising exposure," he said.

According to Solon, the merged information and entertainment advertising format is expected to further entice and excite the viewers.

Focusing mainly on commerce and trade across various industries such as real estate, automotive, fashion, entertainment, hotels, bars and restaurants, health and wellness spa and fitness, among others, RCTV is offering a fresh alternative on quality advertising that gives local businesses the most mileage.

Entering into this kind of advertising concept is also part of RCTV's commitment to support local industries in Cebu, providing smaller businesses a cost effective promotional medium to broaden their market and ultimately increase awareness of their products and services in the metropolis.