JGSOM students advise state broadcaster, aid in franchise renewal

Students from the Ateneo de Manila University successfully provided corporate strategy recommendations to Intercontinental Broadcasting Corporation (IBC-13) as part of the broadcaster’s franchise renewal process.
 
IBC-13 is a Philippine state broadcaster owned by the Government Communications Group under the Presidential Communications Office. 

Management engineering seniors Riza Quevada (Team Leader), Bianca Angeles, Tiffany Chua, Janna Medrero, Lois Miranda, Joyce Ong, and Regina Yu conducted a strategic audit of IBC-13 as part of their requirements for their Strategic Management Class (LAS 120). 

Management engineering seniors with company representatives from IBC-13 at their headquarters in Diliman, Quezon City.

The students’ main recommendation was for the broadcaster to pursue an intensive strategy of growing its digital presence through social media, content-interest alignment, and curated content. According to the students, “digital presence offers significant opportunities to IBC-13 through greater brand awareness and lower costs.”

The students likewise advised IBC-13 to restructure its existing departments and create a development plan to properly implement a digital-oriented strategy. 

Angeles shares that she “found working with IBC very rewarding as it served as an avenue for us to go beyond the theoretical application of our lessons and previous learnings.” She adds that she “[found it also value-adding and meaningful how we were able to somehow be of aid to an organization that is very significant to the Philippines’ history and is gearing to serve our country and its citizens more in the future.” For Quevada, “the engagement with IBC served as a fruitful experience to our Strategic Management class due to the challenge it gave us.”

Last November 21, House Bill 649 (“An Act Renewing for Another Twenty-Five (25) years the Franchise Granted to Intercontinental Broadcasting Corporation Under Republic Act No. 8954) was approved by the House Committee on Legislative Franchises. 

Albay 2nd District Rep. Joey Salceda (BS ME ’82), the principal sponsor of House Bill 649, expressed gratitude to the JGSOM students. According to Rep. Salceda, “without the comprehensive strategy to convince Congress that value can be created out of renewing the IBC franchise, its assets could be sold merely to pay off its liabilities. This representation estimates that a franchise gives it a valuation of premium of at least Php5 billion.”

The corporate strategy prepared by the JGSOM students will be critical in realizing this value. We look forward to more partnerships with the JGSOM,” Rep. Salceda continued.