ABS-CBN executives revealed why ABS-CBN shows click during the 5th “Pinoy Media Congress” at the Polytechnic University of the Philippines.

Speaking in front of over 1,200 students and teachers of mass communication nationwide, ABS-CBN Head for Research and Business Analysis Vivian Tin said this is because the Kapamilya network values what the Filipino viewers think and feel. “We don’t need to look at what competition is doing. What we do is look at our audience and understand what they need,” she told the delegates.

Based on their studies, Filipinos turn to television programs to escape, even for a while, from the hardships of their everyday lives. They also watch shows which offer them the right values to live by amid crises and poverty.

Tin said through knowing what the viewers are watching and the reasons behind their preferences, ABS-CBN has been able to put up programs that capture the taste of the viewers.

ABS-CBN president Charo Santos-Concio added that ABS-CBN programs mirror the lives of Filipinos – their hardships and triumphs – which makes it easier for viewers to relate to them.

Indeed, viewers got to see the struggles and the bravery of soldiers in “Tayong Dalawa,” the conflict of the Church and state, and the power of faith in “May Bukas Pa,” and the trials faced by a single mom and the joy of love in “Only You.” These programs were about real people and real situations, and they were all well-received by the viewers.

Meanwhile, delegates also got a treat when “Showtime” hosts Vhong Navarro, Kim Atienza, and Jugs Jugueta brought two monthly champions from their hit program to PUP.

The crowd went wild as they saw ordinary Filipinos take the stage, have fun and have their moment to shine. But beyond the fun of the act, the delegates of “Pinoy Media Congress” understood it was watching a success story unfold before their eyes that made them applaud and smile.

“Our programs give hope and inspiration because they highlight the strengths of Filipinos. We believe in the Filipino,” Concio said.

The annual “Pinoy Media Congress” is co-organized by ABS-CBN and the Philippine Association of Communication Educators. It has been awarded by prestigious groups such as the International Association of Business Communicators and the Public Relations Society of the Philippines since its inception in 2005.