Miss U 2021 streams for first time
FOR quite some time now, the annual Miss Universe pageant would air on TV via ABS-CBN. Now without a free TV franchise, however, the network nonetheless assured Filipino pageant fans in early April they will air the muchawaited event albeit as a block timer on channel A2Z.
Shortly after, the Miss Universe Organization (MUO) also announced that besides the TV airing, Philippine audiences can also watch the pageant’s 69th edition live, via on-demand streaming service iQiyi come May 16 (May 17 in Manila).
An international entertainment platform, iQiyi is a fairly new player in streaming, which nonetheless boasts of over 200,000 daily active users, with subscribers way past the million mark.
Generally focused on pan-Asian entertainment for its international viewers, iQiyi — which, interestingly, has just signed a multi-year partnership to stream GMA Network programs (see sidebar) — told The Manila Times Entertainment through Philippine Country Manager Sherwin de la Cruz that it decided to carry Miss Universe since it is “in a league of its own” in this market.
“Although Miss U is an Americanowned, it’s very much loved and followed by Filipinos, and I guess over the past five years, if not the past decade, it’s become bigger than ever,” said the executive, citing the nation’s triumph and elation when Pia Wurtzbach and Catriona Gray won the crown in 2015 and 2018, respectively.
“Ang lakas ng momentum, even with Venus Raj and Shamcey Supsup,” added de la Cruz.
This in mind, iQiyi was determined to secure a license from the MUO to livestream competition, learning only after the deal went through that it is a first for the pageant for it has always worked with big TV stations in its history.
“At this time specifically, since walang franchise ang ABS-CBN, it made so much sense for us to reach out and do this, kasi yes, they have rights to air Miss U but only [via block time] on another channel, which might not have the same impact as before,” de la Cruz further explained his company’s move.
He was, however, quick to point out that rather iQiyi has no intentions of competing with ABS-CBN’s block time airing on A2Z, but, like MUO, is only out to give audiences another option to enjoy the pageant.
As such, besides the livestream, iQiyi has been given behind-the-scenes (BTS) access to Miss U this year, which will not be part of any network broadcast in any country on May 16. Again, the move is another first for the MUO for any partnership.
“I see the livestream and TV airing as complimentary to because there may be audiences eager to see more of the pageant and will watch the program proper via TV broadcast, while — after downloading our app — use iQiyi as a second screen to for the BTS. Parang one-two punch di’ba?”
And for the crowning glory of iQiyi’s partnership with MUO, its Miss Universe live-streaming, just like ABS-CBN’s airing, is free of charge on the platform.
“It’s all about providing options in entertainment, and wherever you choose to watch, we’ll all be cheering for the same candidate to win,” de la Cruz ended.