Time Warner Cable is diversifying its multicultural programming by launching the ABC-CBN International Lifestyle Network in Los Angeles and San Diego, which caters to Filipino American viewers.
California is home to 1.5 million Filipinos, which means that there is sizeable demand for Filipino oriented entertainment. ABS-CBN is one of the major broadcast networks in the Philippines, producing popular soap operas and minting the country’s newest TV stars. Filipino Americans who yearn for the entertainment of their homeland often turn to ABS-CBN for the latest news and programming.
The cable MSO offers the Filipino Pass Plus package, which includes The Filipino Channel, Tagalog, PInoy TV, Filipino On Demand, GMA Life TV, DWLS Radio, DZBB Radio, and the recently launched Lifestyle Network.
According to ABS-CBN, the new channel is “dedicated to informing, enriching, empowering and inspiring Filipino Americans in English while providing audiences a wellspring of smart, practical, innovative guidance on living well.
The state of California is considered a “minority majority” state, which means no ethnic or racial group holds a majority. This demographic reality means that multicultural marketing is more important than ever, especially when it comes to attracting customers of all ethnic and cultural backgrounds.
This latest announcement is in line with Time Warner Cable’s plans to enhance the value of its TV packages, so it can reduce customer churn and attract new TV subscribers.