LOCAL Filipino channels have begun utilizing the digital platforms as a way to bring more programs to the millennial market, with GMA and ABS-CBN launching lifestyle programs on their respective digital properties early in the year. Now, CNN Philippines is also taking the same route with the launch of its Digi-Pinoy series which starts airing at the end of March.
“It’s going to be our first digital series — the first of a number of digital series that we will be launching this quarter,” Armie Jarin-Bennett, CNN Philippines president, told BusinessWorld during the launch on Feb. 6 at the Mind Museum in Bonifacio Global City, Taguig.
Ms. Jarin-Bennett explained that since millennials are constantly on their devices, it makes sense that the network bring its programs to where they are.
“I will never be able to convince a millennial to watch TV because they are constantly on their phones, on their laptops and other gadgets. And because the are a very important part of the society, I need to be able to reach them, touch them, understand them, bring the content to them,” she explained.
Digi-Pinoy will be a short series — running for three minutes or so per episode — about “how information technology has changed the Filipino way of life,” said a company press release. It will be hosted by CNN Philippines anchor and correspondent, Mitzi Borromeo.
Among the topics to be discussed in the series are how Filipinos fall in love using mobile apps, how OFW (overseas Filipino workers) communicate with their families using technology, and how Filipinos shop and travel with technology.
Ms. Jarin-Bennett described the show as a cross between Ms. Borromeo’s show Profiles, where she talks to “inspiring people, institutions or places,” and a mini-documentary series.
Profiles won a KBP Golden Dove Award for Best TV Magazine Program in 2017.
Though a formal airing date is yet to be announced, she said that they plan on putting out an episode once every two weeks and that Digi-Pinoy is just one of several digital programs CNN Philippines plans to launch this quarter, which includes a lifestyle series, though she declined to say more about it. — ZBC