With AI-generated media made easily accessible to the masses and pervading all platforms, it can be hard to distinguish fact from fake assumptions. And with important events happening all the time, it’s crucial to have a credible source of information. This is precisely what Francis Toral, Head of ABS-CBN Integrated News and Current Affairs, talked about during her presentation at the recent adobo SheCreative Network Conference, “The Future Is Creative: Designing Growth Through Creative Intelligence” held on March 24, 2026.
“The right information equips, empowers, and emboldens,” Francis said. Reflecting on the shutdown of the company in 2020 and the disruption from COVID, she emphasized the crucial three Rs that the news platform has tackled since then, and what they have done to achieve them: reach, revenue, and relevance.
With phones and smart devices taking over, Francis shared that for ABS-CBN to remain relevant, they had to make the “irreversible pivot to digital,” and more.
“We didn’t only pivot to digital. We changed our products. We changed our formats. And most importantly, we changed our mindset — all while still delivering excellent journalism,” she proudly said.
These changes included livestreaming the news on YouTube and making it available for playback for those who want to watch it whenever, wherever. They also introduced the 15-minute version of the news, called TV Patrol Express. And they also introduced TV Patrol Regional.
“News is very personal. You want to watch news that matters to you, and that’s what we did and are doing with TV Patrol,” Francis clarified.
Francis shared that in 2024, the ABS-CBN News team conducted house-to-house surveys to understand audience news preferences. They asked people what matters to them. And surprisingly enough, they found out that two things people look forward to most in the news are weather and crime reports.
“Weather is something we take for granted in the newsroom, except when there’s a storm, but it matters to them. Why? Because they’re motorcycle riders. They’re commuters. They want to know, ‘Will I bring an umbrella tomorrow? Will I make my child bring a jacket to school? Do I need a raincoat?’ It matters to them. And second, believe it or not, is still crime. Why? Because it’s about their safety. One household member told us, ‘Baka kilala ko yung suspect.’”
But the most surprising fact Francis shared was about the demographics of their audience and what they are watching. ABS-CBN’s Possessed: Real Stories from Filipino Exorcists on YouTube and S.O.C.O.: Scene of the Crime Operatives (SOCO) are popular among millennials and Gen Zs, with the two generations making up 70% of the viewers.
“[They are] the very audience we want to reach, the audience we want to grow with us,” Francis exclaimed. This fact opened doors to more documentaries that the majority of the audience would watch.
“We try to know and understand the audience on every platform, and in what way we can fulfill their needs,” she explained. “But in these times, who is this Filipino we’re serving? The digital world has fragmented all of us. It’s not a monolith anymore. It’s not a one-size-fits-all kind of audience. In fact, we can be all watching the same thing, but knowing different things.”
She then listed down the different kinds of audiences based on platforms, their behaviors, and how they consume content. But the common denominator among all of them is their need for the news.
“What do they need from [the] news? First, verification and trust. In an era of disinformation, we need credible sources. Second, clarification and context. They don’t want to know what happened only. They want to know why it happened, not just what happened. Third, we have community and voice. They want a platform to feel heard and connected to fellow citizens. And lastly, and we take this to heart, they need news for service and utility. Information that helps you navigate daily life: weather, traffic, oil prices, disasters, how to cope with daily life. So, what did we do? We pivoted to digital. We tried to understand the audience. And we remained true to our core, which is to be in the service of the Filipino.”
Francis also emphasized how the news is driven by “stories that give people a reason to continue wanting to live and have faith in their fellow men; stories that move people to act and do something.” She recalls the inspiring tales of success of Hidilyn Diaz, Carlos Yulo, Alex Eala, and recently, “Boy Buhat.”
Francis encapsulated her speech with a handy list that would serve as a reminder to everyone — not just those working in news or media, but all individuals alike — on how to make use of your platform responsibly and effectively: “[First], forced evolution is a powerful innovator. Second, know your audience on their terms. Meet them where they are in the format and platform they prefer. Third, trust is your most monetizable asset. In a world of noise, clarity and credibility are premium products. And lastly, your mission is your business model. It is, after all, a business, and our business is public service. So, future-proofing the news can only be possible if you present-proof it. And I say this with all honesty, with all humility, and with all bias: I cannot imagine a world without news.”
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The post adobo SheCreative Conference: Head of ABS-CBN Integrated News and Current Affairs Francis Toral opens up on why she can’t imagine a world without news appeared first on adobo Magazine Online.
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