GMA Network widens reach in Visayas, Mindanao

Broadcast giant GMA Network Inc. is expanding its reach in the Visayas and Mindanao as the company looks to solidify its nationwide ratings lead by breaking the dominance of rival network ABS-CBN Corp. in the South.

This follows the recent opening of GMA’s new originating stations in Ilocos and Bicol, which the company said were key markets.

“We decided to start our expansion in Luzon first. Luzon comprises 77 percent of the total TV households in the Philippines. If we stay strong in Luzon, our position as number one will be stable as we strengthen our ratings position in Visayas and Mindanao,” GMA chairman Felipe L. Gozon said on Wednesday.

In a briefing, Gozon said narrowing the ratings margin between ABS-CBN and GMA7 was vital to the company’s growth as it seeks to corner a larger portion of advertisers’ budgets.

GMA president and chief operating officer Gilberto Duavit said two signal transmitters were recently commissioned in Negros and northern Mindanao. The facilities would improve the company’s signal reach in the area.

In the future, the company will establish more originating stations outside Luzon. These facilities, which include studios and transmission equipment, will allow GMA 7 to produce more local programs to cater to smaller markets.

This will enable the company to sell advertisements for specific provinces or areas throughout the country, thereby increasing the number of minutes the company can sell and the amount of revenue it can earn.

GMA Network posted a net income of P1.014 billion in the first half of the year, down four percent from the same period in 2011.