PHILIPPINES – Smart Communications launched its biggest text promotion, Tutok Sabay Txt (TST), on August 1, a step seen to drive viewership to TV5, particularly during primetime.
Smart subscribers can text answers to trivia questions on Paparazzi, Face to Face, Talentadong Pinoy, P.O.5 and other primetime TV5 shows to win load and cash prizes daily. The weekly winner wins P100,000, which can be raised to P5 million through a jackpot round on the Sunday noontime show P.O.5. To text answers, prepaid subscribers use TST points earned through reloading; postpaid subscribers are charged for TST transactions.
An on-air information campaign enlists TV5 talents including Ryan Agoncillo, Ruffa Gutierrez and Joey de Leon, while print ads and commercials carry Smart Buddy and Talk ‘N Text branding. The promo runs until October.
Using the mobile network’s dominance to support TV5’s push to increase viewership is the logical next step in PLDT Chairman Manny Pangilinan’s vision of convergence. The country’s number three broadcasting network is owned by MediaQuest Holdings Inc., a wholly-owned PLDT subsidiary like Smart. Since its revamp early this year, TV5 has positioned itself as a serious contender in broadcasting GMA and ABS-CBN.
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