Surviving Changes—ABS-CBN Re-Establishes Its Industry Position

ABS-CBN’s gumption through challenging times have been admirable. So how has it played to the changing landscape of the industry against its own evolution? Or has it affected change from its own rise from the ashes?

“We have focused our efforts on elevating our content creation—enhancing both quality and storytelling of our productions,” said Pia Laurel, Head of International Sales and Distribution at ABS-CBN Studios. “Our goal is to create content that resonates not only to Filipino viewers but also with viewers around the world. We aim to tell a story that has a broader, more universal appeal.”

Pia Laurel
Head of International Sales and Distribution
ABS-CBN Studios

ABS-CBN Studios has proclaimed its return as a leading force in Southeast Asia’s media landscape, citing major successes in digital content, streaming, and global reach, including chart-topping originals on Netflix Philippines, over 50 million YouTube subscribers, and strong co-production deals with platforms like Viu and Prime Video.

Clients have evolved and so must the content it produces. Pia agrees that content changes with the platform. “Storytelling approaches can differ—often becoming more fast paced, with episodes tending to be shorter and genres more experimental compared to traditional broadcast formats.”

The studio has also expanded its production facilities, supported rising talent like P-pop group BINI, and embraced strategic collaborations—even with former competitors—positioning itself as a key content supplier regionally and globally.

With regards to its copro partnerships with Viu and Prime, ABS-CBN will continue to develop content and stories that resonate with their broadcast audiences, while simultaneously elevating production quality and refining their storytelling to meet evolving viewer expectations, said Pia.

Doing its own evolution, the company has progressed from a traditional broadcaster into a digital-first content powerhouse. “For us, this means prioritising creation, distribution and optimisation of content for digital platforms before traditional media,” Pia explained.

And with its creations, Asia and Africa remain their biggest regions for syndication, mostly scripted series. “We are also starting to see growth in Latin America, Europe and the Middle East for finished drama and scripted adaptation opportunities,” concluded Pia.

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