00000ctm a22000003a 4500 UP-99796217613424643 Buklod 20200706181450.0 t gr 000 0 ta 200706s2000 xx d r |||| u| (iLib)UPD-00516573227 DMC rda eng fil Gatbonton, John Kernan Reyes 1980- author. An Investigative report on the role of advertising in the replacement of World Tonight by Pulso Aksyon Balita by John Kernan Reyes Gatbonton. Quezon City College of Mass Communication, University of the Philippines Diliman 2000. 64 leaves color illustrations 28 cm text rdacontent unmediated rdamedia volume rdacarrier Vita. Thesis (A.B. Journalism)--University of the Philippines Diliman June 2000. Available to the general public. Why was a top-rated news program like The World Tonight replaced by another program with an experimental format? How did advertising affect the presentation of news and the strategic programming of the country's largest television station? These are some of the questions the researcher tried to answer in this study. Advertising is considered the life support of a television program. The researcher tried to show how advertisers directly influence the presentation of news and strategic decisions made by the television station ABS-CBN. He also probed the role of advertising in the replacement of TWT by Pulso Aksyon Balita. The researcher interviewed the production managers of ABS-CBN directly involved with the operation of the two programs. The researcher purposively selected the executive producers of the programs, the news director and account manager of the station. News programs need advertisers to finance their operation. Advertisers need the programs to promote their products and obtain exposure. Advertisers would prefer programs that have the most number of audiences. Programs must now constantly develop its format to suit the preference of its viewers. At the same time news programs cannot just report news items as it is, it has to consider first if it will not affect the interests of its financiers. This study revealed that the primary concern of ABS-CBN, an institution for providing information, was not the dissemination of factual news items, but the interest of its stockholders and advertisers. Broadcast journalism Philippines Advertising. University of the Philippines Diliman College of Mass Communication. FI UP UPD DMC Thesis