PLDT unit acquires 360media for mobile TV service

Mediaquest, a wholly-owned subsidiary of the PLDT Beneficial Trust Fund, has acquired for an undisclosed amount 360media Corp. (formerly GV Broadcasting System Inc.), paving the way for the entry of the Philippine Long Distance Telephone Co. (PLDT) group into direct broadcast services.

Following last Friday’s acquisition, PLDT wireless subsidiary Smart Communications and 360media launched yesterday the country’s first commercial mobile television service, branded as myTV.

360media has a Congressional franchise that allows it to provide broadcast services and a direct-to-user license that permits it to broadcast via satellite and terrestrial wireless transmission mobile TV and direct-to-home (DTH) satellite TV services.

Mediaquest, on the other hand, has interests in various media-related ventures, including a controlling interest in Nation Broadcasting Corp. which operates a network of radio stations, a minority interest in Central CATV which owns SkyCable and Home Cable, and a 30 percent interest in a newspaper company.

Company officials said since two private companies were involved in the acquisition, there was no need for a public disclosure as to the terms of the transaction.

“But it was an all-cash deal,” said ePLDT president Ray Espinosa.

The acquisition of 360media is also the initial step for the much-delayed plan by the PLDT group to go into the DTH satellite TV business.

myTV enables mobile phone users to watch their favorite television programs anytime, anywhere for just P488 a month. This mobile TV package will be in addition to the regular postpaid airtime plans. Prepaid subscribers, on the other hand, need only to maintain P1 airtime load on top of the P488 monthly myTV package to avail of the service.

Smart subscribers with mobile TV-capable handsets can now enjoy an initial 10 channels, including 24-hour news channel CNN, music channel MTV Philippines, kid channel Cartoon Network, documentary channel National Geographic, local movie channel Pinoy Box Office, The History Channel, Solar Sports, Basketball TV, ETC and Jack TV. It will carry the PBA games live on its service beginning with its upcoming season.

Company officials said they are currently in negotiations with top broadcast firms GMA Network and ABS-CBN Broadcasting Corp. as well as other content providers. It is highly possible that Mediaquest, directly or through a subsidiary, will go into co-producing content or producing the content itself and creating its own channels, they added.

The service is being broadcast using the mobile TV platform called digital video broadcasting-handheld or DVB-H.

“Mobile TV is the latest life-changing innovation offered by Smart in partnership with Mediaquest. Through this service, we are enabling our subscribers to be informed and entertained through TV while on the go,” Smart president and chief executive officer Napoleon Nazareno said.

For his part, MediaQuest and 360media president and CEO Orlando Vea noted that mobile TV is a natural for a market like the Philippines. “Studies show we average nearly four hours a day watching television. myTV will allow us even more viewing time and will forever change primetime TV as we know it.”

Initially, myTV can be viewed in Mega Manila (extending to North and South Luzon Expressway), Cebu, Davao, Tagaytay, Batangas, and Baguio City. Boracay and Cagayan de Oro will soon be covered. To give subscribers an opportunity to try out the service, it will be free until Aug. 31.

myTV can be accessed using DVBH-capable handsets such as the N92 and the upcoming N77. More DVBH handset models will be available later this year while Smart is offering attractive postpaid mobile TV handset packages to support the launch of the new service.