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1. Comm215 Digital Media AcrossAsia AboutthePhilippines

2. Demographics

3. Geography Area Total Area: 300,000 sq km Land: 298,270 Water: 1830 sq km Climate Tropical Marine Northeastmonsoon (November - April) Southwestmonsoon (May – October)

4. Population Total: 9,983 million

5. Age

6. Language Filipino English Local Dialects Cebuano Ilocano Hiligaynon Waray Papamgo Pangasinense

7. Economy GDP: $320.6 billion GDP per capita: $3,400 GDP growth: 4,5% (est. 2008) GDP by sector: Services: 54.3% Industry: 31.9% Agriculture: 13.8%

8. Culture

9. Family Filipinos valuetheirrelatives more thananything Filipinos workingoverseas use Social Media to stayintouchwiththeirrelatives: Facebook Friendster Blogs

10. Religion 3rd largestCatholicnation The catholic church has run petitions against inappropriate behavior because of offensive posts in some blogs

11. Mobile Landscape

12. The Texting Capital of the World One of the highest SMS traffic in Asia Average of 1 billion SMS sent daily Mobiles have well overwhelmed fixed-lines Mobile penetration rate 75% Growth has also been coming from outside the main city of Manila, with the big operators, Globe and Smart, vigorously competing for lower income segments of the population by offering a range of cheap prepaid products

13. Internet Landscape

14. Internet Penetration- 21.5% Source: universalmccann.bitecp.com/wave4/Wave4.pdf

15. Digital Divide in the Philippines Phone (both fixed and cellular) and personal computer ownership is concentrated in Metro Manila and the nearby regions Personal computer ownership is non-existent for the poorest half of all households in the country

16. Top Websites Facebook Yahoo! Google Philippines Youtube Friendster Google Blogger Wikipedia Multiply Zynga Top Social Network! Top Search Engine! Top Blogging Platform! Top Online Gaming!

17. 98.1% watching video clips online, up from a mere 39.9% in 2006.

18. 64.9% started their own blog as of up from 14.1% in 2006

19. Technology Implications

20. NGO efforts HotCity Wireless Promotes the use of low-cost wireless technology as a tool for the economic, social, and educational advancement of underprivileged citizens in the Philippines Establish a low-cost wireless infrastructure to be utilized for global collaborative learning, knowledge sharing, and community participation

21. Online Advertising in the Philippines Lion's share of the online advertising will continue to go into display advertising, a trend echoed by the other ASEAN countries Source: Yahoo!-Nielsen “Online Industry Review”

22. Media Landscape

23. Traditional Media

24. Traditional Media Figures for advertising spending in the Philippines: 98% on traditional media such as print, broadcast and outdoor advertising, 2% online media. Print Media 56% of the Philippines population still preferred to look through ads in print media such as newspapers and magazines. Print media ranked third next to television and radio as the choice for advertisers Television Television advertisements remained high up in the consumer consciousness index. Terrestrial, or non-cable television usage, appears to be nearing saturation levels with 98% of respondents saying that they liked to watch free TV channels. Television accounted for the lion’s share of ads at 73% in 2008

25. Friendster Capital of Asia Friendster’s biggest stronghold is the Philippines, with more than 12 million active users per month 90% of Friendster traffic comes from the Philippines, Malaysia, Indonesia and Singapore.

26. 5th most Facebook users in Asia

27. Facebook overtakes Friendster in 09 Friendster traffic in Southeast Asia dropped from 32.6 million unique monthly visitors in August 2008 to 13.7 million in August 2009 Facebook traffic rose from 24.8 million to 71.1 million Coincides with Facebook’s rollout of several language-specific sites, including the Philippines and Malaysia in October 2009

28. Government Issues Case of Noynoy Aquino 2007 pitch to bloggers Letter appealing to bloggers for help 2010 Philippine presidential elections Noynoy set up channels on social media platforms, Facebook, Twitter, Friendster, Multiply, and Youtube Other presidential candidates with Facebook accounts include Senator Manny Villar,, Senator Francis “Chiz” Escudero, and Defense Secretary Gilberto Teodoro

29. Case Study Typhoon Ondoy Twitter Facebook Youtube and Flickr