Duavit said competitive pressures drove costs up:
“The spending was driven by the desire to win in the national ratings last year.”
GMA 7 cited a 3.1-point lead in household audience share over rival ABS-CBN and an 18.6-point lead over newcomer TV 5, according to media ratings firm Nielsen TV Audience Measurement.
Duavit rejected suggestions to emulate TV 5 by pirating big talent to attract more advertisers. “The norm was that the stars created the program and the network was measured in terms of who its stars were,” he said.
“We prefer to see it the other way around—that it’s the programs that make the stars and the network that creates the programs and the opportunities,” he said.
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