Gordon on 'Kilos Pronto' deal: Why advertise on show with low ratings?

MANILA, Philippines (Updated 3:22 p.m.) — Senate blue ribbon committee chair Richard Gordon on Tuesday questioned the decision of the state-run People’s Television Network and the Department of Tourism to place tourism advertisements on a show with low ratings.

During the hearing into the controversial P60 million-advertisement deal, Gordon pointed out that Bitag Media Unlimited Inc.’s show “Kilos Pronto” is not among the top-ranked shows of PTV-4. PTV-4 itself, Gordon said, has been suffering from low viewership for years.

"'Kilos Pronto' is Top 83. If you remove all those other shows, number 37 lang ang Kilos Pronto," Gordon said in Filipino, noting the PTV show with the highest rating is the one showing lotto results. 

The show is produced by the media firm of former Tourism Secretary Wanda Teo's brother Ben Tulfo. BMUI is also a block-timer.

“Why would you advertise, Wanda — Secretary Teo on a program that is not rating even within its own network?” Gordon asked.

Teo responded that it was PTV that suggested the program.

In a press conference in April, Teo claimed "Kilos Pronto" was suggested by PTV because of its high ratings.

"After the contract, they (PTV-4) told us (they will place ads on) 'Kilos Pronto' because of the high ratings, I was told. No conflict of interest because the contract was between PTV-4 and DOT," Teo said then.

Ben Tulfo, however, clarified that the low ratings that Gordon cited the hearing are no longer applicable since "Kilos Pronto" was canceled in April.

“That makes it seem that Kilos Pronto is ineffective despite the millions of views not only on TV, social media, Youtube, that we shared," Tulfo said.

“It will be at the bottom rank because the program no longer exists,” he said. He did not give details on the show's ratings before it was cancelled.

Gordon welcomed this clarification and apologized for the lapse in data.

“If there is a mistake, that is my fault,” Gordon said.

Teo: Andanar requested ads deal for PTV

Gordon, a former Tourism secretary, also slammed how the DOT under Teo’s watch did not have media buyer who would advise them of the rating of shows and the right programs for their market.

“Don’t you have an advertising agent? Media buyer? You should have a media buyer if you have P100 million,” the senator chided.

In the advertising industry, media buyers negotiate, purchase and monitor advertising space or airtime.

Teo reiterated that they only advertised with PTV upon the request of Presidential Communications Secretary Martin Andanar, citing President Rodrigo Duterte’s directive to help the government station.  

However, Gordon did not buy this statement saying “even if the president said so, you should still use your head to advertise in the right programs.”

Teo: PTV suggested 'Kilos Pronto'

Teo insisted that PTV suggested the Kilos Pronto show and that the advertising deal was not her proposal.

For its part, the PTV General Manager Dino Apolonio said “Kilos Pronto” was suggested because of the magazine format of the show.

Apolonio added that aside from the DOT ads on its shows, PTV is also producing a travel show for the Tourism department.

Katherine De Castro, DOT undersecretary for tourism advocacy and public affairs, said they also conducted a review of Kilos Pronto and compared it with shows of different television networks shown on the same time slot.

“We compared it to [the same] number of spots…and it shows that it would cost less,” De Castro said.

During the hearing, Gordon also asked why DOT advertised on PTV for a higher cost than top-rating television networks ABS-CBN, GMA, and CNN Philippines.

He said that DOT’s deal with the three networks costs only P20 to P23 million while PTV’s deal costs P60 million. This was confirmed by Teo.

Earlier, the Commission on Audit released a report that PTV issued P60.01 million worth of checks to BMUI for it to carry DOT ads.