An integrated marketing communications campaign proposal for ang mahiwagang black box ABS-CBN TVplus

• Main Author: Austria, Matt Alistair Leano
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing > Philippines; Television > Receivers and reception; Digital television > Philippines; ABS-CBN TVplus; ABS-CBN Broadcasting Corporation (Philippines)
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5239
• Institution: De La Salle University

The Philippines has over 17M TV households. Over 80% are on free analog TV service. Pay digital cable TV service remains a luxury that is out of reach for the common Filipino. More than half of the households on analog have poor TV experience with grainy and blurry images. Also, analog can carry onl...