P2M promo blitz is Kapuso blowout in Davao City festBy Marinel R. Cruz
Philippine Daily Inquirer
DAVAO CITY—Senator Ramon “Bong” Revilla Jr., who is GMA 7’s “face in regional promotions,” led Kapuso’s three-day promo blitz during the celebration of the city’s 76th Foundation Day, more popularly known as “Araw ng Dabaw.”
The mounting of the promo tour here cost the network “more or less P2 million,” according to Oliver Amoroso, AVP for regional TV. “It wasn’t easy. This was a consolidated effort that required long-term planning.”
The launch on March 15 of GMA 7’s newest afternoon prime offering, “Ang Kakambal ni Eliana,” jumpstarted the network’s three-day promo tour here.
“No longer are new shows launched only in Manila,” Amoroso said. “The network decided to launch ‘Eliana’ here.”
Lead stars Kim Rodriguez, Enzo Pineda, Kristoffer Martin and Chynna Ortaleza attended the back-to-back “Kapuso Barangayan” at Brgy. 76-A SIR Phase 1 covered court at 9 a.m. and then at Brgy. San Antonio Agdao covered court at 2 p.m.
The “Eliana” cast then proceeded to the NCCC Mall of Davao for a meet-and-greet with fans. They were joined by “Party Pilipinas” mainstays Jay-R, Kris Lawrence and Rochelle Pangilinan.
“Our aim is to change the viewing habits of people in the regions,” explained Revilla, lead star of GMA 7’s fantasy-drama series “Indio.”
He has gone to three major cities—Iloilo, Baguio and Cebu—to promote the network and his TV show. He will visit two more provinces to complete his regional rounds.
“I understand the channel’s need to promote in the provinces that’s why I agreed to go ‘regional hopping,’” Revilla told the Inquirer during a media gathering on March 16. “I recently pointed out the importance of upgrading equipment and repairing transmission problems. I’m pleased that the network bosses listen to my suggestions.”
In 2012, GMA 7 put up “super-stations” in the Ilocos and Bicol regions. A new one was mounted only in January in Cagayan de Oro to service 1.4 million TV households in northern Mindanao.
On March 16, at 7 a.m., Revilla was joined by “Indio” cast members Jennylyn Mercado, Rhian Ramos, Sam Pinto and Ehra Madrigal at a colorful float parade, which cruised along the major streets of Davao—starting from the Marco Polo-Roxas Avenue to San Pedro Street.
The “Indio” cast was also featured at the Kapuso Mall Show held at 5 p.m. at the Gaisano Mall. The female celebrities each performed a special song number that delighted their Davaoeño supporters.
On March 17, heartthrobs Dennis Trillo and Rafael Rosell, lead stars of the local adaptation of the Korean hit “Temptation of Wife,” was joined by actress Maxene Magalona, also of “Indio,” at a show at the SM City Davao Parking Lot C at 6 p.m.
“We are pleased with the interest of local governments in our participation,” Amoroso said. “This wasn’t the case two or three years ago when we always had to take the initiative. Now, they even change their parade schedules just to accommodate Kapuso stars. In return, we work hard to make sure we are able to grant them their requests.”
GMA 7 has come up with the weekly infotainment program “Let’s Fiesta” that features highlights of festivals, like the recently concluded Kaamulan Ethnic Festival in Malaybalay City, Bukidnon. “For the first time, this festival was viewed in northern and southern Mindanao. It was also seen abroad via live streaming. The local government of Malaybalay was very pleased,” Amoroso said.
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