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By Margie Quimpo-Espino / Inquirer News Service
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Date Posted: 15:00:18 05/03/05 Tue
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Coke, Jollibee, Greenwich pull out of 2 talk shows
April 30, 2005
By Margie Quimpo-Espino / Inquirer News Service
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Editor's Note: Published on page A2-2 of the May 1, 2005 issue of the Philippine Daily Inquirer.
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COKE, Jollibee and Greenwich have pulled out ads from top TV showbiz talk shows "The Buzz" and "S-Files."
The move was in response to a call of the country's leading advertising agency for wholesome and responsible media content.
McCann Erickson Phils. Inc. early this week asked its clients to cancel placements in the two Sunday shows, which have aired sex videos purportedly made by popular movie or television stars.
The three advertisers were the first to heed the call. Thus McCann Erickson sent a strong message to the shows' network producers, ABS-CBN Channel 2 ("The Buzz") and GMA Channel 7 ("S Files"): Shape up or prepare to get hit where it hurts most-advertising revenues.
McCann counts in its roster some of the country's biggest advertisers-Globe Telecom, Coke, Jollibee, Greenwich, Johnson & Johnson and Nestle.
Very concerned
"We have ordered the temporary cancellation of our ads until they stop showing those videos. We are very, concerned," said Inez Reyes, Jollibee Foods Corp.'s head of marketing. "It's our responsibility to the country."
Coke ordered McCann to "take out these programs from our TV plan."
Said Jose Baylon, public affairs and communications director of The Coca-Cola Export Corporation: "The Coca-Cola Company always adheres to good morals in the conduct of its business. As in similar situations in the past, we have always been guided by the importance of protecting the image of our brands by not being associated with TV programs that are offensive to human dignity."
"We endorsed to our clients the temporary cancellation of support for these talk shows," Patricia Arches, president of McCann Erickson, told the Inquirer. "We felt it was our responsibility as an advertising agency to advise our clients that their brands should not be associated with programs that are offensive and not respectful of people's
sensitivities."
GMA 7 president Felipe Gozon admitted there was "one-minute worth of ads" that pulled out during the "S-Files" April 23 episode.
McCann concedes that their clients' ad spots will not make a dent in the advertising load of the shows but points out that the pullout of three big firms spelled a moral victory.
"Yes it's a numbers' game but there are more important issues here. We have to stop showing those kinds of material," said Reyes of Jollibee, who pointed out that the shows are shown on prime time and are watched by kids.
Gray area
The bulk of the talk shows' advertisers will continue with their ad placements.
Unilever Phils., a major advertiser in both talk shows, and who is among the top 10 ad spenders in the country, said it would continue to place ads in talk shows as "it is not our job" to watch their content.
Ed Sunico, Unilever's country communications manager, told the Inquirer that the company's primary concern was ratings.
"Our decision to place ads on a program will depend on viewership," Sunico said. By nature, talk shows are controversial, which is what the viewers are after."
He added: "Having a say in program content is a gray area although we influence it in a way with ad support. Content is the [responsibility] of the MTRCB."
J & J Phils. President Grace Castano issued this statement to the Inquirer: "We have not pulled out any placement ads from the shows mentioned. However we are supporting McCann's drive to improve program content as a responsible corporate citizen. In fairness to the producers we wish to allow them the opportunity to review the content of their shows."
Nestle Philippines Inc.'s director for communications Pedro Dy-Liacco said they have not pulled out ads, either, but have made clear their concern about content quality, via their advertising agency, Optimedia.
Temporary
McCann's call for a temporary pull-out of ads from "The Buzz" and "S-Files" was prompted by a position paper prepared by director Jose Javier Reyes, and signed by 136 media personalities against the "offensive" talk shows.
"We wanted to support the position of the artists, many of whom are our talents" Arches said.
Starcom, another leading advertising agency, said it has succeeded in "influencing" the television programmers to "tone down" their content. Managing director Lizelle Maralag said her company fully supports the call for responsible programming, but that they prefer to take the dialog route.
"I've been in constant discussion with Channels 2 and 7. I've seen changes happening, It's [an approach that] has worked for us," she said. Only if more sober means have been exhausted would her firm consider "other options," Maralag added.
Starcom's big clients include P & G, the Gokongwei companies, Monde Nissin, SMC.
Ongoing war
There has been an ongoing network war between Channel 2 and 7 over the past few months. One network shows or insinuates a sex video allegedly featuring a talent of the other network, and the other network retaliates in kind.
McCann, considered in the industry as a "guardian of responsible programming," has been calling on industry to work together to improve the standards and quality of local shows. This started two years ago when they did an analysis of noontime shows, and cited unsavory language and sexual overtones in the content. Producers had to initiate changes after McCann's big advertisers asked for it.
While the ad exec admitted that some agencies have a hard time justifying to their clients big ad placements in good shows that do not have the ratings, she said there has to be a conscious effort by the industry to help uplift media content.
(Officers of the Philippine Association of National Advertisers, the Association of Accredited Advertising Agencies of the Philippines, and the AdBoard met with leaders of the Professional Artists Management Inc. on Thursday evening to discuss the sex video issue.)
GMA-7 is a parent company of INQ7.net.
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