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Philippines. (Market Profiles).(Industry Overview)
Asia Image, December, 2001
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Broadcast
Philippine media giant ABS CBN Broadcasting Corp, considered the country's biggest broadcasting firm, continues to dominate the local industry as the Lopez-controlled company has managed to post advertising revenues of Peso 2 billion (about US$40 million) for the past two years despite the regional slump and the downturn in the domestic economy.
Despite raising its advertising fees by 15 per cent in 2000, ABS CBN has retained the loyalty of its client base. But its strong support from advertisers is justified by the credible audience figures it delivers.
In ...
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