100 DAYS TO HEAVEN KEEPS ABS-CBN INVESTORS GRIPPED!

THIS piece is not about the ratings war between Channel 2 of ABS-CBN Holdings Corp. and Channel 7 of GMA Network Inc. Rather, this is about one soap opera, which happens to be aired over Channel 2. To the station’s loyal viewers, 100 Days to Heaven, is of course, fiction. How on earth could a soul be given a chance by God to go back to earth and be a child again to seek out the people whom she had offended while she was still alive? Only the writer of that drama could do a fiction of an incredible journey of a soul from earth to heaven and back. Yet, although this piece won’t be a review of 100 Days to Heaven, it may be worth mentioning the names of the artists who act their respective characters very effectively that they are able to hold their own against such heavies as Joel Torre, Connie Reyes and, in the  finale episodes, Ronaldo Valdez. They are Jodi Sta. Maria and child star Xyriel Manabat as well as Louise Abuel, Neil Coleta, Smokey Manaloto, Dominic Ochoa, Rafael Rosell and Valerie Concepcion.

In citing this particular TV soap opera, one may jump into conclusion that By the Rule is simply promoting 100 Days to Heaven. Not exactly but it may be a conclusion that one may assume although this piece, again, is not about how popular 100 Days to Heaven has been but rather how it, and Channel 2 would treat and develop soap operas as a revenue earner—and in the process, a net income booster. Sadly, Channel 2 has not made a public accounting of the money earned by 100 Days to Heaven given that it has been airing since May this year. This made protagonist Ana Manalastas an overstaying soul. Perhaps, Channel 2 intended this to be able to show off its stable of talents via cameo roles and take of the drama’s popularity by thinking in peso terms. Advertisements keep coming, and, who knows how many more would be inserted in each break in every one of the remaining episodes. As a matter of fact, ad placements have been displacing the time allotted to the interesting twist of 100 Days to Heaven. Probably not one among the viewers has been counting the minutes that easily pass by because he or she has been too glued or preoccupied with watching every scene of the daily fare shown from Monday to Friday. One wonders too how Ana would meet her second death.

Perhaps to ease the agony of waiting for the conclusion of 100 Days to Heaven, ABS-CBN may want to disclose how this particular TV drama has been doing in advertising income. Disclosing the numbers may not be obligatory as far as the market’s rules of transparency are concerned. But it could do the filing at its own volition if only to assure the public investors that their shares of stock in ABS-CBN have found a new booster in soap operas particularly if these would be as good a fiction as 100 Days to Heaven. By the Rule is paying tribute to the writers, who have made a good script out of an impossible story but worth-watching soap opera which, in turn, may have contributed to the profitability of ABS-CBN no matter how small the amount would be. The investors have yet to see the numbers which should be contained in the yet-to-be-released third quarter report.

As in the past, ABS-CBN has been posting financial reports, which mention only in passing soap operas among its projects. Here was what it said in its first six months filing: “For the period January to June 2011, eighteen of the company’s primetime shows were in the Top 20 with fifteen occupying the Top 13 slots: Emil Cruz Jr.’s Mara Clara, 100 Days To Heaven, Pablo S. Gomez’s Mutya, Minsan Lang Kita Iibigin, Guns And Roses, Pilipinas Got Talent (Saturday and Sunday), Noah, Maalaala Mo Kaya..., TV Patrol, Imortal, Rated K Handa Na Ba Kayo?, Wansapanataym, Gandang Gabi Vice and Goin’ Bulilit.” Just like that? Why couldn’t ABS-CBN people be more detailed in their quarterly filing by citing the numbers concerning all these programs? For a good start, they should rate financial performance of 100 Days to Heaven.

Now as for the ratings war, who case as long as both ABS-CBN and GMA Network take good care of its investors. Declaring dividends may not be enough for maintain investor confidence in a stock. More importantly, it is the company managements’ ability to think of programs that would click with the viewers and, in the process, bring in the revenues.

By the way, what does ABS-CBN have in store for the actors and actresses of 100 Days to Heaven? Bonuses for acting well done? esdperez@yahoo.com

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