GMA is going to great lengths in hopes of winning back its audience.
The past two weekends saw the network post a countdown timer for their soon-to-air series ‘Mulawin vs. Ravena’ and ‘My Love from the Star’ (see example from ‘Dear Uge’ below). This timer was flashed during most GMA programs (exceptions are variety shows, other blocktimed programs and select GMA News shows).
The reason is unclear, but it is presumed that GMA is using the timer to promote and add some hype to their upcoming series. To be honest, though, the utilization of a countdown timer for nothing but promotion of a program is very overrated.
For starters, GMA has long been an advocate of the countdown timer, having been used to advertise not only dramas but also variety shows and other network-produced programming. However, not even the addition of a timer is enough to jack up ratings of a particular show.
‘Encantadia’, for example, had a countdown timer in the days leading up to its premiere last year. Unfortunately, despite the good reviews and the positive reception from viewers, the fantaserye failed to keep up with the juggernaut that is ‘Ang Probinsyano’.
GMA also made a countdown timer for AlDub’s ‘Destined to Be Yours’. Even though it was hyped well, the series regularly fell short to ‘My Dear Heart’ mainly because Maine Mendoza’s acting is still raw by viewers’ standards.
Contrast that to ABS-CBN’s own approach to promote a teleserye. Rather than utilizing a countdown timer like GMA does, they take advantage of the hype through social media, on-demand streaming and a strong regional and global presence.
So where does GMA stand at this point? Considering that they still have a long way to go before closing in on ABS-CBN’s national (and global) superiority, they should focus more on strengthening their regional and international reach, a deficiency that they continue to endure for many years now.
The power of social media is also a necessity for GMA to aggressively promote their programs. However, they must engage more in order to make an impact.
There are plenty of options to promote a drama. But a countdown timer for GMA teleseryes and other programs? That is unnecessary and distracting.