ABS-CBN Telenovela Craze Hits Africa

ABS-CBN's drama
series like The
Promise (Pangako Sa
Yo), Timeless (Sana'y
Wala Nang Wakas) and
The Long Wait (Kay
Tagal Kang Hinintay)
are all blockbuster
hits in Africa.
"African TV stations
broadcast at least
one ABS-CBN Philippine
telenovela a day while
the other TV stations
air two to three times
a week," says Reena de

Guzman-Garingan,
International Sales
and Distribution
Director at ABS-CBN
Broadcasting
Corporation. "There
are channels that
have been
broadcasting two
Philippine telenovelas
from Monday to Friday
and another one on
Saturdays and
Sundays. In countries
like Kenya, Cameroon
and Tanzania at least
two networks are
currently airing ABS-
CBN Philippine
telenovelas, which
always consist in 45-
to-50-minute
episodes," explains
the executive.
Kristine Hermosa is
now a superstar in
Africa as the
continent was hit by
Philippine telenovela
craze, spawning
websites and fan
clubs.
"Our telenovelas are
the hot items in
foreign newspapers;
there's the case of a
TV station in Africa
that delayed its
launch hoping to have
the Philippine
telenovela stars

to grace their
celebration. The
Philippine telenovela
business in Africa is a
phenomenon and has
captured advertising
revenues never
achieved before by
the networks," states
de Guzman-Garingan.
So why does Africa
embrace Philippine
stories? The
executive said it's
because of the
mixture of distinct
facial features on the
screen, ranging from
Asian to Spanish, and
also explains that due
to the infusion of
multicultural context,
they have captured
both female and male
audiences. During the
World Cup month, the
time slots of The
Promise, Timeless,
The Long Wait and
other ABS-CBN's
telenovelas airing on
various networks
across Africa were
pre-empted. As a
result, the male
audience was warned
by their wives of
having no meals on
their tables for not
having their favorite
Philippine telenovela
on air.

Courtesy of ABS-CBN Global

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