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Digital Campaign pays off for TV5’s Pinoy Explorer

MANILA. PHILIPPINES, September 21, 2011: A successful digital campaign propelled TV5’s new edutainment program to one of the highest premieres the network has ever seen.  Pinoy Explorer, billed as the biggest program of its kind to ever air on Philippine TV, keyed-in impressive numbers with an impressive 8.3-percent AMR, or a total of 1,975,813 absolute viewers. The program also beat out closest rival – ABS-CBN’s TV Patrol Weekend – by around  84,295.

Hosted by popular actor Aga Muhlach, the show presents a new take on documentaries geared for both children and adults alike. Unlike many other local shows though, TV 5 propelled the pre-launch campaign by utilizing new media. Promotions launched in August focused primarily on Twitter hashtagging, together with a Twitter mosaic challenge that was met with online raves. An SMS promo was also launched to evoke the travel aspect of the show, which explores cultures and traditions in every nook and cranny of the earth.

While successful in its initial run, the show’s fate is yet to prove its longevity. But overall TV5 seems to be on the right track, with its Sunday lineup – Pinoy Explorer included – registering viewership ratings that positioned the station in a prime position.  Will TV 5 explore new digital means to sustain the momentum? Stay tuned to find out.

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