The ABS-CBN synergy story

When Star Cinema’s Anak, which starred Vilma Santos and Claudine Barretto, hit local theaters in 2001, it broke box-office records making it one of the highest grossing Filipino films of all time.

But more than hitting it big at the tills, Anak also served as a landmark in Philippine entertainment industry as it is the first fully-synergized project from ABS-CBN’s pioneering Synergy group. Then, the newest division of the kapamilya network, Synergy utilizes various forms of media for the introduction and promotion of programs, goods and services, a template which has now become standard form which other companies are trying to imitate.

"The idea of integrating ‘synergy’ to the network’s culture came from a book by Michael Eisner," says ABS-CBN Executive Vice President Charo Santos-Concio, who is one of the proponents of Synergy along with Chairman and President Gabby Lopez and VP for Creative Entertainment Enrico Santos. "After reading the book, we realized a certain TV program becomes bigger when it is synergized, maximizing the many platforms ABS-CBN already owns. There is, undeniably, wisdom in synergizing."

Anak boasted of introducing many firsts to the entertainment industry- including an international premiere with Claudine and Vilma, a public service website, and an orchestrated events campaign.

The movie also had a soundtrack, merchandise items, VCD/ DVD and pocketbooks, all extensions rarely heard of in those single "media" days.

Six years after Anak, ABS-CBN Synergy has become a part of the kapamilya culture. Now, according to Enrico, no show stands alone.

He adds that the secret behind the network’s synergizing strategy lies in the effective orchestration of the various platforms to yield the network’s goals – to make the public undergo the unique kapamilya experience.

"Over the years, our public expects that they’ll be surrounded by the kapamilya feel," Enrico declares. "Once a teleserye is launched, the fans of the show will ask for its soundtrack, merchandise items, magazine features, mall shows and concerts, mobile games, interactive components, websites, among others."

He adds that ABS-CBN is the first network to develop this kind of relationship with its public.

Proof of how big, reliable this bond between the network and the viewers is Pinoy Big Brother Synergy project. Almost all platforms – website, merchandise items, magazines, 24/7 on-line channel, video collection, soundtracks – were utilized by ABS-CBN’s biggest reality show with its own companion program on Studio 23, ABS-CBN’s sister station.

The show also paved the way for discovery of new stars, anthems, bands. Even the PBB house has become a favorite "tourist" attraction.

Meanwhile, Super Inggo, ABS-CBN’s hit superserye, is fast becoming one of the network’s most successful Synergy projects after only a month after its launch. Super Inggo merchandise items are consistent bestsellers in shops. The theme of the series, Superhero by Rocksteddy, is now a hit song. Its website’s and blog’s hits are astounding. The stars of the show are now some of the most-sought after young endorsers in town like Makisig Morales, Sam Concepcion, Jairus Aquino, among other kid discoveries.

However, even before 2001, the kapamilya network has infused non-traditional means of promoting their shows like in the mini-series Sa Sandaling Kailangan Mo Ako, which had its own phone cards. The Starstudio TV show generated Starstudio magazine, which outlived the original show.

Now, it is not unusual to see Kampanerang Kuba dolls, Little Big Star toy microphones and musical instruments, Pangako Sa ’yo Kenyan Edition, Educational TV (Sineskwela, Hirayamanawari, Bayani) videos, Nginiiig Horror Rides, Marina stickers, Bituing Walang Ningning Grand Finale Concert, Pedro Penduko coloring books, all emanating from a TV idea.

The support that ABS-CBN Synergy is receiving externally and internally, according to Enrico, continues to inspire the division to think of more ways to be of service to its kapamilyas and clients.

Recently, ABS-CBN has been very active in co-producing shows with multi-national companies and in coming up with shows with breakthrough formats. Proofs of these are the two successful seasons of the reality-model search Close Up To Fame and the cooking show, Makuha Ka sa Tikim, both partnerships between the network and Unilever Philippines.

The apparent success of the said tie-ups has been given a new twist with the releases of the Star Cinema and Close-up movie Close To You and First Day High, which is a project of ABS-CBN’s film arm with Rexona.

"The network is confident to present all these platforms to the clients, because these subsidiaries are already established," says Enrico. "More than the shows, ABS-CBN stars also have a bigger chance to succeed because they are launched using a multi-platform scheme."

True enough, ABS-CBN also has under its wings the highly-regarded and pioneering network-based talent management, Star Magic (formerly Talent Center), now on its 13th year under the tutelage of Johnny Manahan.

Star Magic ensures its stable of artists is prepared to meet the demands of showbiz by providing them training, through Workshops@ABS-CBN, the first network-based performing school.

All in all, ABS-CBN Synergy group enjoys having the chance to play in a vast playground, where creative promotions and imaging strategies can be used with help from its subsidiaries — Star Cinema, Studio 23, Star Records, ABS-CBN Global, Regional Network Group, Interactive, Creative Programs Inc. (which looks after cable channels MYX, Hero, Lifestyle and Cinema One), Licensing, Merchandising, Star Magic, Workshops@ABS-CBN, Foundation, Publishing, Radio, Sports, Studio Tours, Studio shop, ABS-CBNNow, among other platforms.