ANC answers call of the times

It’s the call of the times. People not only want news all the time, they also want opinion to shape their thinking and let them decide.

And this time, free TV is not only the source of these needs. Cable TV, surprisingly, is.

Else, why is the ABS-CBN News Channel (ANC) topping the ratings? A recent AGB survey conducted in Mega Manila showed that ANC was steadily rising in ratings, that it’s one of the most regularly-viewed cable channels, catering to the upper and middle class.

Jing Magsaysay, ANC Managing Director, attributed the rise to the channel’s new program grid. In a recent programming change, ANC has added more newscasts in its primetime slots.

It now has 11 newscasts daily, Monday to Friday, not including its business programs and updates throughout the day. There are also live news reports during weekends.

The strategy behind this, Magsaysay says, is to give viewers a venue to get valuable information at any time convenient to them.

The channel’s capabilities to broadcast breaking news and extended live coverage have also been a factor in its prominence. ANC was the sole channel that covered the Oakwood takeover last July in its entirety, and the Jose Pidal controversy, from its expose to the Senate investigations.

For the May 2004 elections, ANC is pulling all the stops to give viewers a blow-by-blow account of the polls, in cooperation with ABS-CBN, which has alloted as much as P40-M for the coverage.

ANC will draw on the strength of 35,000 to 40,000 people all over the country for the coverage.

The various talk shows on ANC are also gaining popularity with the viewers who want to know the people behind the issues. This programming includes talk show personalities Ces Oreña Drilon, Boy Abunda, Cito Beltran, Gene Orejana, Tina Monzon-Palma and Pia Hontiveros discussing topics ranging from politics to entertainment.

ANC plans to produce more programs to broaden its service to viewers. The channel is forming a News Content Development Group that would study and create more "viewer beneficial" programs tackling topics such as personal health and consumer rights and benefits.