GMA Network, Inc. recently partnered with social networking microblogging platform, Twitter, for the latter’s expanded video content initiative in Asia Pacific, along with more than 50 other leading content providers in the region.
GMA, through the Twitter Amplify Publisher Program, provides a new way to make its content more visible and engaging. Twitter users across the region can already view GMA’s news and entertainment videos on-demand. With this, Twitter and publishers respond to the demands of today’s digital landscape, one that has given consumers more control over how they access and use content across multiple screens and platforms. Capturing audience attention especially for the millennial segment is more challenging than ever for content providers worldwide as the media environment has become highly fragmented and more competitive.
As GMA Network’s technology arm and future-proofing agent, GMA New Media Inc. (NMI) spearheads the initiative. GMA’s (@GMANetwork) partnership with Twitter will include content from GMA News and GMA’s top-rated TV programming such as drama action-fantasy series, Victor Magtanggol, among others.
“Twitter has always been a valuable instrument in the distribution of GMANetwork.com’s content. The platform has since helped us give Serbisyong Totoo (“genuine service”) to our Kapuso readers and viewers around the world, as we have always been the first to break Philippine news to our global audience. We keep finding ways to better reach and engage with the fan base of our entertainment programs, and provide public service to Filipinos worldwide. We look forward to strengthen our partnership with Twitter to broaden our audience reach and provide Serbisyong Totoo while driving success to our business goals,” said Dennis Caharian, SVP and General Manager of GMA NMI.
Of the partnership, Rafael San Agustin Jr., Head of Digital Media for GMA, said, “Twitter has been instrumental in creating excitement for the Entertainment programs of GMA Network through the conversations of our loyal viewers and fans. Twitter doesn’t only help drive interest; it also provides valuable customer insights. We look forward to future success as we release more video content on the platform.”
"Content is happening now at Twitter, and we have proven through the efficacy of the partnerships we have crafted, that content programming and distribution on Twitter is an essential part of any media company's audience engagement and content monetization strategies," said Kay Madati, Global VP of Content Partnerships, Twitter.
The Amplify Publisher Program makes it easy for publishers to monetize video on Twitter. It is also a turn-key solution for advertisers to align with brand-safe content. Marilyn See, GMA NMI’s Vice President for Digital Advertising, sees so much potential in the venture in terms of creating incremental revenues and achieving campaign objectives.
“With Twitter Amplify, advertisers can sponsor GMA’s special video content on Twitter through pre-roll ads and hashtag campaigns which can be shown to their target audiences. Adding Twitter in a brand’s campaign mix allows them to not only reach their target audience on TV or when browsing the GMA websites, but also engage them when they are on their mobile phones during their commute especially in this day and age when mobile phones have become the preferred screen for the cord cutters or the millennials. We will offer this to clients in Q4,” See added.
At the 2018 All That Matters #TwitterFronts in Singapore, Twitter unveiled its collaboration with prominent content providers, giving audiences hundreds of hours of premium live and in-stream video programming, events, across sports, entertainment and news, to the platform. TwitterFronts gives APAC publishers and advertisers more opportunities to reach a highly receptive audience.