ABS-CBN’s story inspires Columbia Business School MBA students
For MBA students at Columbia Business School who visited ABS-CBN, the company’s transformation story is more than just an informative case study, it is also an inspiring story of resilience, reinvention and strategic transformation.
As part of their “Global Immersion: Philippines – Asia’s Rising Tiger” course, a group of MBA students visited the ABS-CBN headquarters in Quezon City to listen firsthand from company executives how the company has pivoted from a national broadcasting network to a global storytelling company.
“The visit was very informative. We learned so much. It is so inspiring. This trip showed the potential that the Philippines can have in terms of global media influence, making movies and music, so it’s incredible,” said Carlos Alejandrino, one of the students who was part of the delegation.
Led by Professor Medini Singh, the visit offered students invaluable insights into how businesses navigate disruption and adapt to shifting market landscapes.
It was the professor’s second time bringing his students from New York since the company pivoted following the denial of its broadcast franchise in 2020.
Watching a short video on the company’s rich and colorful history of the media company for the second time still moved him emotionally.
As to why he chose ABS-CBN to be part of the companies they visit in Manila, Singh shared, “It is really very instructive each time we come, how fast the organization moves and the bravery of its people.”
He added, “We wanted to understand firsthand how the media business is changing and how this legendary organization like ABS-CBN has adapted to the changing times.”
Given the students’ positive experience of this year’s trip, it likely won’t be the last. The delegation engaged in discussions with ABS-CBN transformation and innovation head Mark Nepomuceno and news head Francis Toral.
The conversation revolved around resilience, business reinvention and staying true to one’s mission and corporate values — qualities that have defined ABS-CBN’s journey through the best and the worst times of its history.
MBA student Seth Zucker called the visit the “highlight of the trip.” He was particularly struck by ABS-CBN’s commitment to integrity.
“It is standing behind your values and making sure that what you’re passionate about, you believe in, and you bring it forward,” he said.
The group didn’t just sit through the sessions, but they experienced the fun and entertainment in ABS-CBN’s noontime variety show, “It’s Showtime.”
Students felt the high energy during the opening of “It’s Showtime.” They blended with the studio audience, sang and danced to the lively opening, with one even performing — a moment that Zucker described as “terrifying but very much enjoyable.”
It also included a studio tour, a behind-the-scenes look at “TV Patrol” and a photo-op at the iconic tower.
Beyond the bright lights and cameras, the students took home key business lessons from ABS-CBN’s transformation.
“It’s about maintaining integrity within your organization and, when it’s challenged, how to handle finances and pivot when the ways you’ve been doing business need to change to the way the world is evolving,” Carlos reflected.
The Columbia Business School delegation left ABS-CBN not just with insights on business innovation, but also with an appreciation for the resilience, passion, and storytelling power of the Filipino media industry.
Their visit to ABS-CBN, much like the company’s journey, was nothing short of inspiring.
“It was both informative and emotional for me. I keep telling them how changes are part of life and the fact that we have to be ready.”
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