GMA eyes female demographic via new QTV channel

Manuel Quiogue, president and chief operating officer of GMA Marketing & Productions, said: "We saw an opening in the market. The biggest demographic group of viewers -- the broad middle class of women -- and advertising products are not being specifically catered to." Among the top advertisers are shampoo, laundry soap and body soap brands. According to Quiogue, QTV programmes are designed to counter both GMA and ABS CBN, which GMA dislodged from the top spot last year. He described the shows, mainly produced locally, as "wholesome and very fresh". Among them are Moms, a talk show on motherhood; Candies, a lifestyle guide for young girls; and Ginang Fashionista (Mrs Fashionista), which tackles beauty and fashion. JJ Calero, chairman of ZenithOptimedia, welcomed the entry of QTV. "If the channel is able to capture the interest of women, this may become a very interesting and important medium, especially for mass consumer goods," he said. QTV is currently available in three key cities, Manila, Cebu and Davao, with plans to extend coverage in the future. Quiogue said that GMA's immediate goal was to make QTV the number three station after GMA and ABS CBN, an aim which should not prove difficult to achieve, given that the other stations secure one per cent or less in ratings.