ATENEO de Manila University students provided corporate strategy recommendations to Intercontinental Broadcasting Corporation as part of the latter’s franchise renewal process.

Management engineering seniors Riza Quevada, Bianca Angeles, Tiffany Chua, Janna Medrero, Lois Miranda, Joyce Ong, and Regina Yu conducted a strategic audit of IBC as part of their class requirement.

The students’ main recommendation was for the broadcaster to pursue an intensive strategy of growing its digital presence through social media, content-interest alignment, and curated content.

They advised the state broadcaster to restructure its existing departments and create a development plan to properly implement a digital-oriented strategy.

According to the learners, digital presence offers significant opportunities to IBC through greater brand awareness and lower costs.

“Working with IBC is very rewarding as it served as an avenue for us to go beyond the theoretical application of our lessons and previous learnings,” Angeles said.

“We found it also value-adding and meaningful how we were able to somehow be of aid to an organization that is very significant to the Philippines’ history and is gearing to serve our country and its citizens more in the future,” she added.

Meanwhile, Quevada said that the engagement with the IBC “served as a fruitful experience to our Strategic Management class due to the challenge it gave us.”

Last November 2022, the House Committee on Legislative Franchises approved House Bill 649 to allow IBC to continue its commercial radio and television broadcasting operations.

Albay 2nd District Rep. Joey Salceda, the principal sponsor of the bill, expressed gratitude to the Ateneo students, saying the strategy they presented will be critical in adding value to the broadcasting agency.