Abstract:
"Wow Mali!" is the first Philippine practical jokes show, conceptualized in
1995. Patterned after America's Candid Camera, it made a big name after its
first season in 1996. At the height of its popularity, other television stations came
up with several comedy shows with the same format. This challenged and
threatened the Associated Broadcasting Company.
There are so many factors that affect the techniques and styles used in
order to gain an audience share, enough to keep the show on air. Because of
the tough media competition, the "popularity contest" in promoting television
shows is inevitable. Given this, it is significant to study the effectiveness of public
relations strategies employed in merchandising a local television comedy show.
The general objective of this study was to know how Wow Mali! is
merchandised through public relations strategies, and how effective these
strategies are. The data were gathered by facilitating a focus group discussion
with the team working on the show's public relations activities, and an interview
schedule with "Wow Mali!'s" copywriter. To measure the effectiveness of the
show's PR strategies, a survey was conducted among 160 students, 10% of the
total student population of the Claro M. Recto High School in Legarda,
Sampaloc, Manila.
The study revealed that every segment of "Wow Mali!'' is considered as a
public relations strategy in merchandising the show. In coming up with these
segments, the "Wow Mali!" team acknowledges the importance of internal and
external sides of PR. Internally, segments are conceptualized, communicated,
and deliberated upon, to make sure that everything will work out. Externally, by
executing the different segments to the public, the team makes sure that every
victim is informed about his or her being "na-Wow Mali!" to avoid negative
responses from the general viewers. Aside from this, the show has set up an
open communication line with its public so that any feedback, comments or
suggestions can be entertained. By doing this, the show is able to strengthen its
relationship with its publics. Also, segments that require audience participation
are employed to reach out to the show's publics.
With regard to the effectiveness of the PR strategies employed in
merchandising Wow Mali!, the study revealed that students are compelled to
watch the show because of the different segments being presented.
This study came up with a conclusion that the show "Wow Mali!'' employs
different segments that serve as public relations strategies in merchandising the
show. The effectiveness of these segments is supported by the respondents'
responses, which say that, indeed, the show is well promoted.
