The emphasis is on women

A TV network that bypasses its viewers is like a writer who doesn’t think of his reader. Just as dangerous is a network that gets lost in a sea of trends, not knowing what it is and what it’s not.

That’s why GMA 7’s Marketing & Productions, Inc. president and COO Manuel Quiogue decided to move. No, not that GMA and sister network QTV 11 are moving like ships without a rudder. The broadcast expert just decided it’s high time QTV presents a more defined face (read: unique) for the audience to see.

"C’mon," he told colleagues. "If QTV is offering the same shows GMA and ABS do, why will an advertiser buy into QTV? Advertisers want a different audience."

But first, some spadework. Quiogue wanted the facts straight. He went to research and asked: What does the audience want? What’s the emerging consumer trend? Who decides what program to watch? How do today’s decision makers determine how they will spend their money?

The results are telling. Figures say it loud and clear: A generous 65 percent of TV commercials cater to women’s products: Shampoo, soap, clothes, etc. Sorry guys. But men make up only a small percent of the advertising pie.

And these women are mothers and career girls who want to improve their lives and those of their respective families’. That’s how he came up with a new thrust for QTV.

From now on, he pronounced, let’s skew our programs towards women: Upwardly mobile, forward-looking. These women refuse to get stuck in the here and now. They want progress, they want growth.

"Let’s help them get these! How? Let’s be their friend, someone they can turn to when they want to improve their home, get updated on showbiz events and medical breakthroughs, start a business, deal with their husband and children, etc.," says Quiogue.

That’s why Lani Mercado, Manilyn Reynes and Sherilyn Reyes discuss about motherhood on Moms (5:30 p.m., Mondays to Fridays). That’s why hosts Lucy Torres and Wilma Doesnt ask guests about home decorating, fashion, hobbies, leisure and travel on The Sweet Life (7:30 p.m., Mondays to Fridays).

" Christine Jacob is happily married. She has gone through the ABCs of preparing for a wedding. So we tapped her for Here Comes the Bride (which addresses a bride’s needs, Thursdays at 8:30 p.m.)," says Quiogue.

Hunger for showbiz news is not the sole domain of the CD class. It’s grist for party gossip, the lubricant that fuels girl talk, even in the poshest subdivision in town.

"Thus, QTV got Philippine Star Entertainment Editor Ricky Lo to host The Ricky Lo Exclusives (Wednesdays at 8:30 p.m.). His credibility as a journalist is something else," Quiogue explains.

Ladies who want to start a business, maintain it or just manage their hard-earned money can watch Arnel Ignacio’s Masigasig (Saturdays, 6:30 to 7 p.m.). Those who want to seek redress for a wrong done them or just want to ask questions on women’s issues may catch a tip or two from Women’s Desk (Thursdays, 10 p.m. ) hosted by Rhea Santos.

The list is long, the intentions, well-meaning. The road may be less traveled. But it’s a road worth taking just as well.

And it shows. Result: Quiogue reports that, one-and-a-half years after it was launched, QTV now ranks third in the ratings game.

"If your intentions are noble and you’re contributing something good, the results will show," observes Quiogue.

Still, the road is still long and the adventure has just begun. Quiogue says QTV is launching more new shows — one of them a canned foreign program — in the next few months. There are more concepts to explore; more shows in TV festivals waiting to be tapped.

And all because the modern Pinay grows with the changing times. With that growth comes a challenge QTV ll can’t resist.