PEP SPECIAL REPORT (Part 2): Advertisers pull out of Willing Willie but ratings weather the storm; MTRCB pursues probe

The uproar created by Willing Willie’s March 12 episode continues to escalate as the weeks go by. In the span of two weeks since the controversy erupted, TV5’s primetime variety-game show has lost some of its biggest sponsors like Mang Inasal, P&G, and Cebuana Lhuillier.


Sa kabila ng mga paliwanag at paumanhin na inihain ng kampo ni Willie sa publiko, hindi ito naging sapat para sa mga advertisers at sponsors na sumusuporta sa programa.

Mahalaga at malaki ang papel ng mga advertisers para tumakbo ang anumang programa sa telebisyon. Sila ang nagpapasok ng pera at pondo na siyang sasagot sa mga gastusin ng isang produksiyon.

Lalo na sa kaso ng Willing Willie na ang pangunahing panghatak ay ang pamimigay ng pera sa mga contestants at maging sa studio audience.


ADS PULL OUT. Isa sa mga inilatag na panawagan ng mga grupong bumabatikos sa Willing Willie ay ang pang-engayo sa mga advertisers nito na bawiin ang kanilang suporta bilang pakikiisa laban sa anila’y pang-aabuso sa isang menor de edad.

Nakinig naman ang popular restaurant-fast food chain na Mang Inasal na nasa ilalim ng grupo ng Jollibee Foods Corporation matapos na mag-desisyon ito na alisin ang ad placement sa programa. (CLICK HERE to read related article.)

Agad namang nagpasalamat ang former senior consultant ng National Museum na si John Silva—isa sa mga masugid na nananawagan ng boycott laban sa Willing Willie—sa pamunuan ng Jollibee Food Corp.

"I just read from Pauline Lao of your Corporate Communications Department that Jollibee Mang Inasal will be holding off placements from the Willing Willie program within the week.

"I want to thank you for the very quick decision and response that your company made. Other companies are still holding off until the result of an internal Channel 5 investigation. It says to me that on the strength of the video segment alone, your company has acknowledged its deleterious effects on both viewers, consumers, and your own corporate credo," saad ng liham ni Silva sa mismong company chairman na si Tony Tan Caktiong.

Sinundan naman ito ng kumpanyang Procter & Gamble na nagpahiwatig ng kanilang pagtigil muna ng kanilang ad placements sa controversial variety-game show habang dinidinig pa ang mainit na isyu. (CLICK HERE to read related article.)

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"Procter & Gamble strives to advertise on programs that align with our values as a company and our purpose to touch and improve lives. We routinely monitor the media in which our brands’ messages appear and make advertising decisions that meet our policies and achieve our goals. We are aware of the recent incident in the program of Willing Willie and we have suspended advertising on the show beginning April 7, 2011, while the incident is being reviewed and investigated by authorities," pahayag ng kumpanya sa pamamagitan ng isang statement na inihanda ng kanilang Brand Public Relations team.

Nagbigay naman ng pahayag noong April 8 ang pawnshop management na Cebuana Lhuillier sa pamamagitan ng kanilang Facebook Fan Page na pansamantala muna nilang kakanselahin ang kanilang ad placement sa programa. (CLICK HERE to read related article.)

"In regard to the issue of the alleged child abuse that happened in TV5’s Willing Willie show, the Cebuana Lhuillier Management has decided to temporarily suspend its segment sponsorship in the said show, effective April 11, 2011, while resolution on the matter is pending.

"While we support programs that give hope to Filipinos here and abroad, we expect our business partners to promote good values, protect children’s rights and exercise prudence in communicating to the general public.

"We have taken note of the TV5 Management’s official statement and the corrective measures they have taken. We trust that they will ensure that a similar incident will not happen again. We hope that the concerned authorities will resolve this matter soon," pahayag ng pamunuan ng Cebuana Lhuillier.

Sa kabila ng mga pangyayari ay hindi pa rin naman bumibitaw ang ilang sponsors ng Willing Willie.

Ayon sa statement ng food company na CDO sa kanilang website noong March 31, nakipagusap sila sa pamunuan ng TV5 at nagdesisyon na manatili sa Willing Willie.

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"Maintaining good faith in our word, we have decided to continue our sponsorship with TV5 until the end of our prior advertising commitment with them. Not withdrawing does not mean CDO will tolerate the show or its host to go against the values we stand for. We believe that issues can be addressed through dialogues with utmost objectivity and temperance. Let us sow love and not provoke anger in these controversies," pahayag ng CDO.

RATING GAUGE. Isang batayan na ginagamit ng mga istasyon para malaman ang pulso ng publiko pagdating sa kanilang mga programa ay ang ratings data na isinusumite ng AGB Nielsen Media Research at ng Kantar Media.

Kung titingan ang rating figures ng Willing Willie simula March 12 hanggang April 4, makikita na bagamat hindi consistent ang mga numero ng programa gabi-gabi ay hindi naman tuluyang sumadsad sa gitna ng kontrobersiyang kinasasangkutan.

Mahalagang tandaan na hindi agad nagkaroon ng ingay ang nangyari sa March 12 episode ng Willing Willie.

Uminit lamang ang isyu sa pagpasok ng last week of March, nang dumami ang nakakita ng video ni Jan-Jan sa YouTube at iba pang video-sharing websites sa Internet.

Sa datos galing sa AGB Nielsen ay makikitang pumalo sa 6% ang March 26 rating ng Willing Willie, samantalang nakalikom naman ito ng 10.9% sa Kantar survey.

Umakyat naman sa 8.2% ang rating ng programa noong March 28, ayon sa AGB Nielsen. Tumaas din ang numero sa panig ng Kantar at umabot ito ng 11.4%.

Isa sa maaaring dahilan kung bakit tumaas ang ratings ng programa ni Willie sa petsang nabanggit ay dahil dito na nagsimulang pumutok ang isyu dulot na rin ng mga balita at artikulo na naglabasan kaugnay sa naglabasang video sa Internet.

Bagamat bahagyang bumaba sa 7.3% (AGB Nielsen) at 10.8% (Kantar) ang mga numero nang sumunod na araw, March 29, ay malaki pa rin ito kung tutuusin.

Mula March 30 naman hanggang 31 ay nakalikom ang Willing Willie ng mga numerong 7.2% at 7.6% (AGB Nielsen); at 10.4% at 10.9% (Kantar).

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Kapansin-pansin naman na tumamlay ang ratings ng programa sa pagpasok ng Abril matapos itong makakuha ng 7% at 6.9% lamang, ayon sa AGB.

Mataas pa rin naman ang ratings na nakuha nito sa Kantar para sa April 1 and 2. Nakakuha ang Willing Willie ng 10.1% at 9.7% sa dalawang nabanggit na petsa.

Noong April 4 naman ay humakot ito ng rating figures na 6.8% (AGB Nielsen) at 10.2% (Kantar), impressive pa rin sa kabila ng kaliwa’t kanang pagbatikos sa programa.

LATEST DEVELOPMENTS. Sa kasalukuyan ay patuloy pa rin ang imbestigasyon ng MTRCB para mapagpasiyahan ang anumang aksyon hinggil sa Willing Willie at sa host nito.

Noong April 7 ay muling nanindigan ang TV5 na walang pang-aabuso sa karapatan ni Jan-Jan ang naganap, at hinamon rin nito ang ahensiya na isama sa ginagawang pagdinig ang ibang istasyon at maging ang Kapisanan ng mga Brodkaster ng Pilipinas (KBP). (CLICK HERE to read related article.)

Ayon sa mga abogado ng TV5: "In the context of the full performance of Jan Jan on Willing Willie, it is exceedingly clear that he was not coerced in any way; that his performance was not lewd or obscene.

"The Complaint speaks of gyrating movements which, however, are not obscene per se nor suggestive of a sexual or immoral act. Indeed such movements are part of a dance form called ’body wave.’ The ’body wave’ is no different from the familiar dance moves we have been accustomed to today, such as the ’lambada,’ ’belly dancing’ and the ’spaghetti’ dance.

"As far as the minor is concerned, he is exhibiting a dance movement. In fact, body wave dancing has become part and parcel of Philippine pop culture. In many town fiestas and private gatherings, adults allow their children to dance in this manner.

"Finally, if indeed the MTRCB sees it fit to impose further regulations on performances and appearance of minors in television programs, then its inquiry and/or investigation should involve all networks, the KBP, and the MTRCB. Thereafter, new rules, standards or guidelines to govern or even prohibit minors from performing or appearing in television programs may be formulated."

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Sinagot naman ni MTRCB Chairperson Mary Grace Poe Llamanzares ang paratang ng abogado ni Willy na si Atty. Leonardo de Vera na may kaugnayan sa kalabang istasyon ang ilang bumubuo ng ahensiya kaya imposibleng makakuha ng patas na trato si Willie. (CLICK HERE to related article.)

"The three members of your committee are all, are all, without any exceptions... Leah [Navarro], honestly, is a person known to me. But they are identified with another TV [and] radio network, which is adversely seeking for the destruction of Willie Revillame," hinaing ni Atty. de Vera.

Sagot naman ni Chairperson Poe Llamanzares: "As you know, the composition of the MTRCB, it’s really based on those who are part of the industry. And it will be difficult to find anybody who has no other affiliation in any other network."

Pero sa huli ay minabuti pa rin ng ilang panel members ang mag-inhibit sa pagdinig para hindi na mabahiran ng pagdududa ang ginagawa nilang imbestigasyon.

"Even as I affirm the integrity of the Members of the Hearing and Adjudication Committee, I regretfully accept their voluntary inhibition in order to dispel any doubt as to their impartiality. Effective immediately, a new Hearing and Adjudication Committee is hereby constituted to determine the guilt or innocence of the respondents in this Willing Willie case.

"The change in the composition of the Committee is to assure the public that the Board will only be guided by established facts and the law in the disposition of this case. This is also to avoid any attempt to further delay the expeditious resolution of the case," pahayag ni Chairperson Poe Llamanzares.

Hindi na bago para kay Willie Revillame ang mga kontrobersiya. Sa katunayan, may nakasampa pang demanda laban sa kanya ang dating home network na ABS-CBN kaugnay sa usapin ng dating kontrata bago nangyari ang Jan-Jan incident.

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May mga naniniwala na muling malalampasan ni Willie ang bagong pagsubok na ito. Sa kabilang banda ay meron namang nag-iisip na maaaring nauubos na ang suwerte ng controversial game show host at sa pagkakataong ito ay masyadong malaki ang isyu para kayanin niya at ng kanyang programa.

Umaasa ang marami na sa huli ay magiging maayos ang kalalabasan ng imbestigasyon o pagdinig na isinasagawa.

At kung kailangan nga ng kaukulang reporma at gabay na susundan ng mga programa para mapangalagaan ang kapakanan ng mga menor de edad, sana’y maayos itong maisagawa sa lalong madaling panahon.


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