GMA, Twitter team up for video content

GMA Network Inc. is teaming up with Twitter for the social networking platform’s expanded video content initiative in Asia Pacific.

Through the Twitter Amplify Publisher Program, GMA will be able to provide a new way to make its content more visible and engaging as Twitter users across the region can view GMA’s news and entertainment videos on-demand.

The network’s partnership with Twitter will include content from GMA News and its top-rated TV programs.

“Twitter has always been a valuable instrument in the distribution of GMANetwork.com’s content. 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,” GMA New Media Inc. (NMI) senior vice president and general manager Dennis Caharian said.

“Twitter has been instrumental in creating excitement for the entertainment programs of GMA Network through the conversations of our loyal view- ers 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,” said Rafael San Agustin Jr., head of Digital Media for GMA.

The Amplify Publisher Program makes it easy for publishers to monetize video on Twitter and is also a turn-key solution for advertisers to align with brand-safe content.

Marilyn See, GMA NMI’s vice president for digital advertising, said the network is bullish on the potential of 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,” she said.

See said Twitter Amplify would be offered to its clients starting in the fourth quarter.

In the first half, GMA saw its net income fall by a fifth to P1.23 billion due to lower airtime revenues brought about by an industry-wide reduction in advertising placements.

Consolidated revenues amounted to P7.25 billion.