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TV5, Smart mulls mobile ad platform

Media company TV5 has finally taken the mobile leap of faith along with rivals ABS-CBN and GMA.

TV5 president Emmanuel Lorenzana (pictured) has announced during the Mobile Festival 2013 about ongoing work with Smart Communication on creating a mobile ad platform.

“We want to enhance the whole viewing experience. Basically we’re using mobile capability to actually make people enjoy the ads because it’s a holistic experience,” Lorenzana said as quoted by the network’s online news portal Interaksyon.com.

The name of the venture or how it exactly works has yet to be revealed, but Lorenzana did mention that the service could be offered as a bundle which gives advertisers more bang for every ad buck they invest in the fairly young medium.

“It’s a bucket. You have to remember [that] we have the most touch points. It’s up to us to actually converge that. It will benefit everybody— Smart, TV5, and subscribers,” he adds.

The country’s top three media companies are now racing towards expanding their business to be more relevant in a mobile world, especially in the Philippines where smartphone ownership and data consumption have been booming.

ABS-CBN has been especially ambitious by investing P3 billion for a network sharing agreement with Globe Telecom. The deal led to the creation of the network’s own mobile brand called ABS-CBNmobile, which SIM cards unofficially launched last week.

GMA took a more direct approach by focusing on content distribution, which one of the biggest strengths of mobile. Company executives announced last August that they are currently in talks with both Smart and Globe to forge a content distribution platform where they can stream their programing and ads.

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