The document summarizes key demographic trends and media consumption patterns in the Philippines. It notes that the population is growing rapidly, particularly in urban areas like Metro Manila. Television, radio, print, and the internet are all widely consumed, though consumption patterns differ across age groups, locations, and socioeconomic classes. New media like digital platforms, social media, and mobile are on the rise and blurring boundaries between traditional media.

1. The Future of Philippine Media Presented by: Hermie R. De Leon To the Lyceum’s Media Career Forum August 14, 2007

2. Our Demographic Landscape

3. Population Trend Unit in millions Source: National Statistics Office 2.36% growth Represents 11% growth from last census – 1995 and 10x than that of the first census in 1903 Growth rate projected to drop to 1.0% from 2030 to 2040. by then, population will be at 142 million 1.95% growth

4. Household Population Source: National Statistics Office 2000 Housing & Population Census Declined from 5.02 in 1995

5. Population in Metro Manila The MM urban reading has been expanded to include nearby provinces (CaLaBaR = Cavite, Laguna, Batangas, Rizal). Now known as Mega Manila , it accounts for a total of 34% of the national population Source: National Statistics Office

6. Population Distribution by Island Clusters Source: National Statistics Office 2000 Housing & Population Census

7. Population Distribution in key Urban centers Source: National Statistics Office

8. Population by Gender Unit in ‘000 Base 76,946 78,578 80,234 81,914 83,618 85,346 87,099 88,875 90,676 92,500 94,350 Source: National Statistics Office

9. Population by Age Group the population is ageing Unit in ‘000 Base 76,946 85,261 94,013 102,965 111,785 120,224 128,110 135,301 141,670 Source: National Statistics Office

10. Filipinos by HH income higher concentration of rich in urban center MM Source: Nielsen Media Index 12 (Wave 2)

11. Filipinos by personal income lucrative opportunities for personal gains in MM Source: Nielsen Media Index 12 (Wave 2)

13. The Filipinos by Socio-Eco Class Source: Nielsen Media Index 12 (Wave 2)

14. Economic Classification of Homes Nielsen Media Research

15. Economic Classification of Homes AGB-NMR

16. The Philippine Media Scene

17. Media at a Glance 7 VHF / 8 UHF 643 commercial stations 245 AM / 398 FM 105 dailies - 15 Manila & national - 5 Chinese - 85 Provincial 104 titles & growing… Other Media : Cable TV Cinema Out of Home Internet Events Non-trad forms

18. Media Consumption Trend People 10+ Source: Nielsen Media Index

19. TV Ownership Source: AGB-NMR Establishment Survey 2005

20. Channel Performance- Mega Manila 1 st Half of 2006 & 2007 Day of the Week 1 st Half of 2006 1 st Half of 2007 ABS-CBN & GMA7 carried out a slightly enhanced daily performance for the 1 st half of 2007 when compared against their performance during the same period of the past year. However, both channels remained to acquire diminishing ratings during weekends, whereas other VHF channels increase their ratings during the said days. Source: AGBNMR Arianna Total Individuals

21. Channel Performance- NUTAM 1 st Half of 2007 Day of the Week 1 st Half of 2007 Source: AGBNMR Arianna Total Individuals It can be observed that total TV viewing increases during Fridays and Saturdays but slightly drops during Sundays. ABS-CBN and GMA7’s performance were quite stable except on weekends where their ratings tend to decline. On the other hand, cable channels and other VHF channels enjoy fairly higher ratings on those days.

24. Radio Listenership across SEC National Urban Source: Nielsen Media Index 2006

25. Radio Listenership by Age group National Urban Source: Nielsen Media Index 2006

26. FM Station Listenership past 7 days

27. Time spent on radio yesterday Source: Synovate Media Atlas Combined Wave 1-4

28. Radio Shape of the Day % Listerneship

29. Program Formats Preferred In % Source: Nielsen Media Index 13 Wave 1

31. Newspaper Options % Readership Rating

35. Internet Usage grew dramatically in the past few years In % Source: Nielsen Media Index + 308% + 227% + 32% + 38% Total Urban growth + 168%

36. Profiling the internet users

37. Place of Access Source: Nielsen Media Index In % The availability of various access points allow internet usage to cascade through the lower class market The availability of various access points allow internet usage to cascade through the lower class market

38. ISP used at home Source: Nielsen Media Index Dial-up / Narrowband - Prepaid - Postpaid Pay per Surf Broadband - DSL - Cable internet TOTAL URBAN METRO % %

39. The internet serves as a social outlet for most users Source: Nielsen Media Index FEATURES USED Use of www / internet Purchase Online News Employment Opportunities Travel/Weather Download Music/MP3 Sports Academic Research Personal Research Email Online Banking Chat Games Business Info Health Info Cinema listings/Events METRO

40. Radio Television Print OLD TECHNOLOGY

41. Age of Information Age of Empowerment

42. Email Blogs Podcasting MP3 Text Messaging Uploading Videos Downloading Videos U-tube Google Yahoo Messenger Multiply Instant research Shopping on line VIEW MOVIES VIRTUAL TOURS

44. CONVERGENCE

46. END