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Filipino Americans are the Second Highest Household Income Demographic Group in the USA, with an Average Income of $75,000.
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FIL-AMs are American English Speaking.
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Over Half Have a BACHELOR’S DEGREE or More. 90% Are High School Graduates.
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Business Development Opportunity for “O&O” And Major Groups.
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There are 1,416,000 Filipino American Potential News Viewers in New York, LA, Chicago and San Francisco.
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1.3 Million FIL-AMs Legally Live In Four Major California Markets and 4 Million in the USA.
© Millennium Media Entertainment, Inc. MME Television Services Asia
There are Four Million Filipino Americans living in the US, according to the US State Department’s 2011 Estimates. Their demographic profile indicates that many are professionals, with characteristics associated with regular news viewing.
Stations and Groups could recruit this demographically upscale viewer group, without too much effort. Think this over:
1. NBC Universal Stations could pick up 160,000 NEW viewers across their California Markets by attracting 10% this overlooked, educated, high income group, to their Local News. That’s as good or better (25-54) than MSNBC does daily and at a fraction of the cost.
2. There are more Filipino Americans in ten combined US Markets than the total populations of Milwaukee, New Orleans or Salt Lake. (MSA)
3. The San Francisco Bay Area has more Filipino Americans than the total (MSA) populations of either Reno or Corpus Christi.
4. It was recently announced that Filipino Americans are the largest Asian group in the Los Angeles DMA.
5. Imagine you are an O&O or Major Group that could exclusively target over 1.7 Million people, with an average household income of $75,000. More on how to do this later.
6. Filipino Americans are upscales, with discretionary incomes, affording to send home over $9 Billion, in Remittances last year. They have spending power.
English is one of the two official languages in the Philippines, all higher education is taught in it, plus legal and government documents are done in English.
Where do almost half of the 4 Million Filipino Americans live?
Filipino American Major Markets
| Markets | Filipino-Americans |
| Los Angeles | 606,657 |
| San Francisco Bay Area | 463,500 |
| New York | 217,349 |
| San Diego | 182,000 |
| Chicago | 130,781 |
| Seattle | 40,000 |
| Sacramento | 41,000 |
| Washington, DC | 40,000 |
| Philadelphia | 18,000 |
| Dallas | 13,000 |
| Total Ten Markets | 1,712,287 |
Remember when Stations and Networks failed at winning Hispanic viewers? The problem was that no one considered the cornucopia of Hispanic sub cultures, a language barrier, plus Univision, Telemundo and an array of Spanish language channels.
That is not the same. First of all, FIL-AMs get America, speak English and have much higher average incomes. (Second in America) Plus, they are educated.
Top Ten FIL-AM Markets by Major Groups
| Major Groups | Potential Viewers |
| NBC | Over 1.6 Million |
| ABC | Over 1.4 Million |
| CBS | Almost 1.4 Million |
| TRIBUNE | Over 1.2 Million |
| FOX | Over 1 Million |
California FIL-AM Opportunity by Major Group
| Major Groups | Potential Viewers |
| NBC | Over 1.2.5 Million |
| CBS | Over 1.1 Million |
| ABC | Over 1 Million |
| TRIBUNE | Over 800,000 |
| FOX | Over 600,000 |
*Important: Research indicates that Filipino product decisions are most influenced by word of mouth. Put something in your News and they will let others know, mostly by texting.
More texts are annually sent in The Philippines than in the US or China. And, they brought this communication behavior with them to the US.
If they know you are doing something about the Philippines, they will watch. Plus, they will text all their friends and family, who will do the same with their contacts. This is a free promo and you could become their favorite station, if you do some news about The Philippines.
No way that any Station has tapped into their unique brand loyalty behavior. Keep this thought, as you read on.
Not much news about The Philippines (Or South East Asia) is reported in the US. Most of what is reported is by the print media, which most FIL-AM’s find lopsided, inaccurate, offensive, embarrassing and unfair. Therein is the opportunity for Local Stations.
*Years ago KNBC-TV decided to run anything interesting, no matter where the story originated from and went to #1. They still did the top stories, but they added all kinds of interesting discretionary content to their shows.
MME Television Services Asia Concept
- I am not trying to turn any Station into the Filipino American News Channel. Far from it. I am saying that Groups could increase news shares by airing some Philippines human interest stories, as they occur.
- The markets being discussed herein are coincidently where the highest numbers of Philippines and Asia visitors live, in America.
- It is a simple concept to do. Simply pay attention to human interest news from the Philippines. This is not that hard.
- Or hire us to do this for you and serve as your Content Consultant. There is quite a bit going on here and in the Region, which affects all Americans.
- I live and work from The Philippines. I know this country and the South East Asia region. I speak or understand some of the languages and know how Filipinos think. I also know the South Pacific and speak two of their languages fluently, if anyone is interested in Polynesian Americans.
- I also have over 30 years as an US Television News, Marketing, Programming Consultant and Researcher. I can tie all this together so it works for Groups.
- If you have FIL-AM Talent, consider them fronting or producing the pieces.
- The beauty of this concept is that it’s economical. The same content can be run/shared across a Group. Only your company would be exclusively recruiting FIL-AMs.
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The Associated Press is good news source for Philippines and South East Asia News. A very good source is Bloomberg, who has bureaus throughout the region.
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You could hire MME Asia to spot/background stories for you, making this work and remain cost efficient. No reason to put a unit together over this.
Executing this concept will flatter your market’s Filipino American viewers, demonstrating respect for them (Per their culture). They are quietly, very nationalist.
This strategy, combined with their brand loyal behavior, is a win-win for your Station or Group.
MME Television Services Asia will provide Clients with:
- Story ideas and follow up with background information and Content Consultation over the phone or via email.
- MME Asia will also Consult Clients about Local FIL-AM News in their markets. What matters and what doesn’t.
- Client Stations will get daily and weekly News Updates, including Consultation about Stories that will interest/recruit FIL-AM Viewers, plus interest the General News Audience.
Some of the following stories may not seem appropriate for Local News, unless you consider that most of markets profiled above have sizeable Chinese, Japanese, Vietnamese and Filipino populations. They definitely care about these stories and so does many in the General Audience. Why does this have to be an Network News function?
Networks don’t cover much Asia news, except about China, Japan and North Korea. This is as much about News budgets as it is about them not being familiar with Asia. They have been very quiet about Japan quietly strengthening it military due to aggressive Chine behavior.
So, there is a pretty big news hole when it comes to coverage about Asia, The Philippines and South East Asia, where the US is tying much of its economic future. South East Asia is the US’s fourth largest trading partner and where America enjoyed a $8 Billion trade surplus in 2011.
Story Ideas
What follows is a potpourri of stories, which would attract Filipino Americans, other Asian groups and the General Audience. Some of these stories are ongoing:
An historic Peace Deal has been reached by Philippines Government with Rebel Filipino Muslims. (Moros) The Moro People are Muslims and make up five percent of the total Filipino population of nearly 100 Million.
A Filipino Dog is an international hero after losing her upper snout, after saving two young girls. She was transported across the Pacific to The University of California, Davis for reconstructive surgery. This is a very unusual and compelling story.
The biggest living crocodile, according to Guinness Book of World Records, is a one ton, 21 foot long monster recently caught alive in the Philippines, after eating two water buffalos (Carabao) and probably one fisherman.
China is claiming just about all of the South China Sea and everything in it. This is a big story to anyone. Why? It could lead to an economic or even a military war.
Some islands claimed by China are considered territory by Japan, while others are claimed by several South East Asian Countries, including The Philippines.
This about money. The disputed islands are believe to possess vast natural resources. They are also rich fishing grounds.
Japan has vowed to protect The Philippines, which is a military game changer in Asia.
Japan and China have had several years of very serious economic, political and territorial disputes. Japan is strengthening its military over China’s aggressive policies and behavior.
I live on Palawan, on the western edge of The Philippines, where there has been naval stand offs between the Philippines and China.
America is doing more than it admits for the former US Territory. There are monthly sightings of US attack subs replenishing in Subic Bay and Cebu.
Over 81 US Warships have visited the Philippines so far this year.
The US Navy is using P-3 Orion's and drones to monitor Chinese military ships, in the Philippines claimed territory.
Some estimate there are five American subs in and around Philippines waters.
Over 2,000 US Expeditionary Marines and the Naval Amphibious Assault Vessel, USS Bonhomme Richard, recently visited T
They were conducting scheduled joint exercises, called Balikatan locally, with the Philippines Marines.
There are discussions now between the US and Philippines about rotating many more US Marines, Naval ships and equipment to the Philippines, more frequently.
There have been US Marines in the troubled Muslim area for years, as advisors. There are currently over 600 US Military members serving as advisors in this Southern Philippines region.
The US and the former American Territory have a mutual defense agreement dating back to the early 50’s.
The Philippines has filed a case with the UN against China’s intrusions into what they believe is Philippines sovereign territory. Smart money says the US is the Philippines insurance, should Chinese go too far.
Tourism is a growing, vibrant industry in the Philippines. Filipino Americans are extremely proud of the extreme natural beauty of The Philippines.
The Philippines is comprised of 7,100 islands. It’s a safe and affordable.
The Philippines and all of South East Asia are enjoying a growing, booming Tourism Industry. This Country and Region are cheap, fun and interesting destinations.
The markets being discussed herein are coincidently where the highest numbers of Far East Asia visitors live, as I said earlier.
I have been involved with these countries possibly buying advertising schedules on US Stations.
The Philippines set the precedent in 2012, when they spent $1.5 Million, with CNN.
The Philippines has something for everyone, from Five Star Resorts to cozy, affordable, cozy family owned hotels.
There are no large drug cartels or huge prostitution rings in the Philippines. I live in Puerto Princesa, Palawan, (Population 250,000) which has a 0.08% crime rate.
The Philippines has World Class Health Care. Medical Tourism is a Multi Million Dollar industry, due to the high quality of cheaper and more affordable Health Care.
It is also an Eco-Tourism destination with a wide variety of beautiful, natural locales. Visitors can go sightseeing, snorkeling, Island Hopping, diving, fishing, hiking, surfing or just sit on an uncrowded, pristine beach.
Palawan is home to the Underground River. Experts believe that the UNESCO Heritage Site is the longest subterranean river in the world. The Underground River was recently named one of the Seven Natural Wonders of the World, drawing nearly 1,000 visitors per day.
There is plenty to do for nature enthusiasts. Visitors are able go on escorted nature day trips, butterfly and bird watching, in addition to wildlife and marine life tours.
I have worked as a News and Marketing Consultant in every DMA in the above market list. I have a good idea of what works and what doesn’t in these markets.
Many things that recruited viewers in the past have disappeared from local news and so has viewership. Maybe it’s time to start adding interesting discretionary content back into Morning and Afternoon Shows.
Please don’t hesitate to contact me about any questions that might have. This Blog also has content about Asia and the Philippines. You will also find some Postings for Talent.
There is also a description about Millennium Media Entertainment and MME Television Services below.
Thank you for reading this.
John Sheehan
President
Millennium Media Entertainment
214-628-6236 (Also Routed to The Philippines)
johntsheehanmme@gmail.com
Blog: http://johnsheehan17.blogspot.com/
Facebook: https://www.facebook.com/pages/Millennium-Media-Entertainment/74464753836
Millennium Media Entertainment is a Television News, Marketing and Programming Development and Consulting Firm, continuing to do business in the United States. MME Television Services Asia is a company division focused on Asia and doing Business In America.
President and Chief Executive Officer John Sheehan has over 30 years of Senior Television Management Experience, Consulting Television Station Group Heads, Network Executives, Syndication Presidents, Chief Financial Officers, General Managers, Sales Managers, News Directors and Creative Services Managers about almost every aspect of the Television Business.
Sheehan was Chief News Consultant for Group W Television, later The CBS Owned and Operated Stations in 12 Major US Markets, from 1991 to 1999, responsible for News Content Development, Station Branding and Talent Development.
Besides News, Sheehan consulted several Nationally Syndicated TV Shows including: Win, Lose or Draw, with Burt Reynolds, A Current Affair, The Gail King Show, and Evening Magazine.
Sheehan started Millennium Media Entertainment as a News Program Syndication and Consulting Company in 1999, after being President of the Clemensen Sheehan Rovitto & Company since 1991.
While with CSR, Sheehan worked closely with the CEOs and managements of Allbritton Communications, Anchor Media, CBS Owned and Operated Television Stations, Group W Television (Westinghouse), New World, 20th TELEVISION, Group W Productions, Granite Broadcasting, and CBS’s EYEMARK ENTERTAINMENT.
Sheehan was President and General Manager of Audience Research & Development, from 1988 to 1991. As president, he directed a staff of nearly 60 highly skilled television professionals, providing broadcast research and consulting services to over 120 stations, broadcast and cable networks and syndication clients.
Prior to that, he managed AR&D’s sales efforts from 1985 to 1988, as Vice President of Client Development. During his time with AR&D, Sheehan increased revenues by over 100%, quadrupling the company’s client base.
Before joining AR&D in 1985, Sheehan was Executive Vice President of SRI Research Center, now The Gallup Organization. He started as Production Manager for SRI in late 1977 and within two years was named Executive Vice President, overseeing all market research and financial operations with a staff of more than 80 people.
Sheehan served in the Peace Corps from 1974 to 1977 in the South Pacific. He spent his first year in the region as Director of the Solomon Islands’ Information and Broadcasting Department overseeing a weekly newspaper and the national radio station. He was responsible for each medium’s content, staff development and sales.
In 1974 he was assigned to Kingdom of Tonga as general manager of Tonga Feeds the country’s only source of livestock feed. Sheehan managed all aspects of the company including accounting, inventory, pricing, importing/exporting products, new product development, a farm, government relations, staff development and negotiating foreign aid packages.
When Sheehan left Tonga Feeds, nearly bankrupt when he arrived, the company was earning a 30% profit and influenced 25% of the Kingdom’s economy. Sheehan was offered senior management positions by both the New Zealand and Kingdom of Tonga Governments. He returned to the US in 1977.
Sheehan earned a BA in Journalism from Creighton University. He fluently speaks Tongan and Melanesian Pidgin. He has a working knowledge of Cebuano.
Sheehan also served in The United States Marine Corps.
Below is a partial list of the stations and companies that Sheehan has had working relationships with, during his 30 plus year career:
Station Groups, Production,
and
Programming Syndication Companies
Allbritton Communications
Anchor Media
ABC News
Belo
Buena Vista Television
CBS News
CBS Television Stations
Cox Communications
EYEMARK Entertainment
Gannett Television
GroupW Productions
Group W Television
Granite Broadcasting
Guy Gannet Broadcasting
Hearst Argyle Television
NBC Universal
New World Television
Storer Television
20th TELEVISION (FOX)
United/Cris-Craft Television
Television Stations
Waga Atlanta
Wjz Baltimore
Wbz Boston
Wsbk Boston
Wbbm Chicago
Wjw Cleveland
Koaa Colorado Springs
Wdtn Dayton
Whio Dayton
Kdfw Dallas
Kcnc Denver
Kcci Des Moines
Wdiv Detroit
Wjbk Detroit
Wtvx Ft. Pierce
Wlbt Jackson
Kctv Kansas City
Wdaf Kansas City
Kcbs Los Angeles
Kcop Los Angeles
Wfor Miami
Wtvj Miami
Witi Milwaukee
Wcco Minneapolis
Wsmv Nashville
Wcbs New York
Wesh Orlando
Week Peoria
Kyw Philadelphia
Kpho Phoenix
Ksaz Phoenix
Kdka Pittsburgh
WTAE Pittsburgh
Katu Portland, OR
Wgme Portland, MA
Wtvr Richmond
Wset Roanoke
Wrex Rockford
Kovr Sacramento
Kutv Salt Lake Cit
Ksbw Salinas
King Seattle
Kmol San Antonio
(Woai)
Knsd San Diego
Kpix San Francisco
Wggb Springfield
Wtvt Tampa
Wtsp St. Petersburg
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