Appealing to the General Mass

Appealing to the general mass

The programming system in the Philippines has been continually adapting a certain format for their programming system, be it in the morning, the afternoon or the primetime. Changes may have occurred over the years, but technically, it is still the same structure that the networks adhere to.

Is it because of lack of creativity? Laziness? Or is it the audience?

Well, the last one has some bearing on it.

GMA Network 7’s primetime programming is no exception to this undying television phenomenon. Somehow, one can decode why programs are placed or positioned over a certain timeslot. The selective exposure, and the uses and gratification theories can be used to explain such matters.

The selective exposure theory, as explained by psychologists, explains that people choose what they want based on the consistency with their beliefs. On the other hand, the uses and gratifications theory merits the idea that people choose the program content that gratifies their needs.

In GMA’s primetime programming (5 pm-10 pm), one can notice that the programs are placed in a timeslot that caters to a specific target audience: Daldalita, with housewives and kids who just got home for school; 24 Oras, for the parents and students; Amaya and Munting Heredera, for the family who bonds over television at night; Survivor Philippines and Inside Protégé, for the teens to adults.

Using the selective exposure, and the uses and gratifications theories, one can somehow demystify the rationale behind the programming system. Daldalita is placed at 5 p.m. because it’s target are the housewives and the children who just go home from school. The theme of te show revolves around a child which is very relatable to both the kids and the mothers. Being consistent with the theories mentioned, the show offers emotions that