This is the lecture I presented at the 2014 Broadcast Asia in Singapore.

1. 1. Leveraging online content aggregation and curation to gain and retain
100 million eyeballs.
The secrets of curation, aggregation and community building- How did News5 gain
100 million online video eyeballs in less than a year?
How do you maintain over 30 million unique video hits a month?
Online video and audio social distribution: How to use social network platforms to
increase video traffic?
Martin Andanar, Head of News5 Everywhere and Developer, Tv5 Philippines
Email: mandanar_1@hotmail.com & mmandanar@news5.com.ph

2. Context
1.In 2009, then ABC5 was bought by PLDT, the largest
telecommunications company in the Philippines.
2.Under PLDT, from a far # Three Tv Network by
Audience Share, Tv5 grew from 3 % to 18 % in less than 2
years.
3.By 2012, Local News Competitors were surprisingly
still not present in the VOD/AOD and FREE Social
TV Everywhere Landscape.

3. Challenges:
1. Increase and Win
eyeballs online.
2. Implement telco and broadcast
Convergence in the News Department.
3. Make News Vod/Aod and “Online News
Binging” work.
Hence....

4. What is News5 Everywhere?
News5 Everywhere is the first FREE
News Audio & Video On Demand and LTE
Streamcasting platform in the Philippines.

5. Timeline & Milestones
May 2013-Launched
May 3, 2014- Unique Views 102 Million, 211 Million Page
Views
82,000 % Growth-May 2013 to May 2014

6. News5 Everywhere in one year
(May 2013 to May 2014)
(May’13-Feb’14).

7. Timeline & Milestones
28 million unique video hits- May 1 to May 31, 2014
HALF BILLION unique video hits for May 2014-15!
40 million unique video hits- June 1 to June 30, 2014

8. How did we increase our unique eyeballs to 102 million or
82,000 % in one year?
1. Knowing our
Agora
Filipino Users of
Facebook=
38Million
Twitter=
16Million
Since we’re News,
Virtually Every
Filipino on FB,
Twitter etc

9. 2. Identified the
STRENGTH of our
content and
Determined what to
push online:
Personality
Category/Genre
Program
Keys:
How did we increase our unique eyeballs to 102 million or
82,000 % in one year?

10. 3. Youtube
Mindset: You don’t
have to be
branded, famous or
popular in order to
trend.
How did we increase our unique eyeballs to 102 million or
82,000 % in one year?

11. 4. Longtail Mindset:
Stop the illusion
that all our content
are first round draft
picks and
bestsellers!
So, VOD/AOD all of
it!
How did we increase our unique eyeballs to 102 million or
82,000 % in one year?

12. How long is your TAIL?

13. 5. Curation for
News Binging
Keys:
2.Concise Content
3.Quality Curation-
Curate like a
Museum Curator!
1. Newsroom
“Culture” of
Urgency & Speed
How did we increase our unique eyeballs to 102 million or
82,000 % in one year?

14. 6. Aggregation for News Binging
Keys:
Robust Platform
Adaptive Streaming
Mobile/Multiscreen
Category/Genre
How did we increase our unique eyeballs to 102 million or
82,000 % in one year?
Distribution is Queen

15. 7. Create and Build a
Community
Keys: Engaging, Active, Specialize, Relevant
How did we increase our unique eyeballs to 102 million or
82,000 % in one year?

16. 8. Online Social Distribution 24/7
Keys: Scheduling, Infographics, Captioning, Photo Memes, Photos and
the old film content formula
How did we increase our unique eyeballs to 102 million or
82,000 % in one year?

17. How to leverage Tilapia to
increase online eyeballs?

18. Action/Crime
Drama/Love
Suspense/Horror
Comedy
“What sells? News is News. There are a lot of sources. To attract more viewers or
hits,you have to deliberately look at it from the perspective of the old film content
formula.”
Sex
Looking through the magnifying glass
of a film producer!
How did we increase our unique eyeballs to 102 million or
82,000 % in one year?

19. Affective Disposition Theory by Zillmman and Cantor, 1972 States that media users
make moral judgements about characters in a narrative which in turn affects their
enjoyment of a narrative.
Who’s the GOOD guy? Who’s the BAD guy?.
How did we increase our unique eyeballs to 102 million or
82,000 % in one year?

20. 9. Local TV and Radio News in the
Philippines is always
How did we increase our unique eyeballs to 102 million or
82,000 % in one year?

21. “Break the News Online Binging
Habit down to Science and
Repeat online viewing success
again and again.”

22. “Content that does not rate on
TV may trend ONLINE.”

23. “102 Million Unique Views or
82,000 % Growth in one year...
HALF Billion next year”-
News5Everywhere

24. Monetization?
How much should we conservatively make in an ideal set-up?
Example: Leader board Impressions (Nov ’13 to April ’14)
I.8 billion Impressions= USD$555K
Example: Preroll Video Ads for 100 million views
100 million views= USD$?
HALF BILLION views= USD$?
Monetization?

25. Monetization?
USD$583,000

26. Monetization?

27. “NOT BAD AT ALL FOR A CURATOR.
If it were just a MUSEUM!”

28. Recap
1. Know your Agora
2. Identify Content Strength &
Determine what to Push
3. Youtube Mindset
4. Long-tail Mindset
5. Curation
6. Aggregation
7. Community Building
8. Social Distribution
9. FREE

29. “As Content Aggregators, we
don’t have the luxury to produce
content specifically for the
platform we serve. However, as
Content Curators we can choose
existing TV and Radio Content,
edit for our platform, aggregate
and make it viral.”
ThankYou!