Alvin and the Chinoys : How ONE word led CHInoy TV’s groundbreaking success

“Few things can help an individual more than to place responsibility on him, and to let him know that you trust him.”

Booker T. Washington

 

I could still remember hearing tales and reading books about how to do business in China. They would emphasize the importance of building a very strong relationship or 关系. I recall stories of business deals getting done after a foreign executive proves himself worthy by getting himself drunk after an all-night drinking session with his local counterparts.

This is also what led to Chinoy TV’s success. No not the drinking part but with relationships. It is currently enjoying strong links with its TV network, advertisers and the Chinese community thanks to years of proving themselves and building their good name.

Despite the variation in approach though, one key ingredient is innate when building a relationship and that is… TRUST.

Let’s get to know more on how Chinoy TV is making waves in Philippine TV with Alvin Kingson Tan, President of Fil-Chi Media Productions Inc.

 

What is Chinoy TV?

 

Chinoy TV is the premier lifestyle show targeted for the Filipino-Chinese (otherwise known as Chinoy) community. It currently airs over Net 25 on Sundays 10:30-11:30am.

It currently has 8 segments：

- Chinoy Profile

Features successful Chinoys’ inspirational story

- Chinoy Chow

Showcases various sumptuous Chinese delicacies

- Chinoy Access

Spotlights important Chinoy events

- Chinoy Travel

Explores various exciting travel spots

- Chinoy Active

Promotes a healthy active lifestyle

- Chinoy Speak  

Teaches Mandarin Chinese in a fun and engaging way

- Chinoy Chart 

Lists the best of anything as voted by online by the Chinoy TV viewers

PLUS!

- Chinoy Gives

Focuses on giving back wonderful blessings to viewers who are in need

 

Why do we need a show for Chinoys?

 

Alvin fondly remembers the days when the Chinese children show, Pin-Pin was still on air. The young Chinese youth of today, who are heavily influenced by media (tv, radio, internet etc), does not have an avenue on television to learn and appreciate their Chinese heritage.

Chinoy TV is slowly changing that. It is NOT the typical show that bombards you with old traditional Chinese content spoken in a language you can’t understand. Instead it mirrors the current lifestyle of the Chinoys delivered in an easily digestible mix of English, Chinese (Mandarin and Hokkien) and Filipino.

Thus, creating an engaging show that propagates the appreciation of learning of one’s Chinese ancestry while at the same time still embracing his Filipino nationality.

 

AM @ IBC / Chi  vs. Chinoy TV

 

Alvin recalls the time when people would give him puzzled expressions about the existence of a Chinese television show despite producing “AM @ IBC” and “Chi” for 7 years.

So what’s new other than the name?

* Reformatting – Move from traditional content to a more youthful and vibrant lifestyle show. Traditional content reduced to around 10% of show.

* New network partner – Net 25 - The network’s technical expertise and high-definition equipments provided an improved overall viewing pleasure. In addition, it freed them up to focus on producing high quality content.

* Higher visibility - Replays alongside media partnerships and events increased the awareness and recall of the show.

 

 

Traditionally low-key Chinoys and television

 

Filipino-Chinese are tradionally very low-key and don’t really like media attention. So how does Chinoy TV address this? Well… Alvin some very interesting insights.

 

1. ”Safe haven” for Chinoys – This observation is indeed true. Having said that though, they have received quite a number of requests from different public Filipino-Chinese personalities to be featured on Chinoy TV. What’s interesting though is the fact that these personalities normally shy away from mainstream media. Since the people behind Fil-Chi Media Production are Chinoys themselves, these personalities seem to have a certain sense of comfort and confidence with them. It is but human nature that we seek the company of people of the same background and the same beliefs hence Chinoy TV seemed to have created a safe haven for Filipino-Chinese in Philippine TV.

 

2. Giving back vs. Personal promotion – Contrary to the common idea of a tv appearance, which is to get publicity, Alvin believes that these personalities wants to share their successes and stories for the younger generation to learn from. And their appearance on their show is one of the best platforms to share their message. In other words, appearing on tv is mainly their way to give back rather than get publicity for themselves or their businesses.

 

3. Validation of their “Chineseness” – A lot of the Chinoys nowadays don’t really practice Chinese traditions anymore. Be that as it may, they are still proud to be of Chinese descent and and appearance on  Chinoy TV seems to act as a “badge of honor“. A way of showing your pride of being a Chinoy and at the same time validating their “Chineseness”.

 

This is indeed a very unique situation Chinoy TV is in. You don’t become the preferred option of successful Chinoys, a medium of charity and become a badge of honor without… TRUST.

 

 

Trust is what they use to break barriers and build bridges for the Chinoys in Philippine television.

 

Mandarin Chinese and Media

 

On a personal note, Alvin believes that traditional Chinese schools must learn to adapt to their teaching system to the current generations’ needs. The teaching methodologies of our parents time may have been effective then but things change and the schools must adjust with it.

 

Media, be it traditional or social, has a strong platform to invigorate interest in learning the Chinese language  among the youth by presenting it in a fun and non-intimidating way which gives them a chance to develop a natural interest in the language instead of having it forced to them.

 

At Chinoy TV, they have started a segment called Chinoy Speak. The segment (re)introduces practical Mandarin Chinese words based on a specific weekly theme or situation.

Watch this example on Chinese terms on everyone’s favorite topic: TRAVEL!

 

They also hold a weekly contest (“Mandarin Word for the Day”) together with the Confucius Institute of Ateneo to allow the audience to have an active learning experience.

There are plenty of exciting projects in the pipeline including  a chance to visit ones roots in China. All in an effort to appreciate not only the Chinese language but the history behind it. Something you should definitely look out for!

 

Speaking of things to look out for…

 

 Celebrate the Chinese New Year with Chinoy 360!

&

Have fun and get a chance to fly to the U.S. for two  

 

Chinoy 360 is the newest events management company specializing in the connecting the Chinoy and mainstream market. It will be holding a grand Chinese New Year celebration entitled:

Chinoy 好棒！(Amazing Chinoy!) at SM By the Bay, SM Mall of Asia on January 22, 2012. Activities start as early as 7am.

 

Experience Chinatown in MOA by having your Chinatown passport in all the CHinoy Strip booths. Visitors will present completed passport and they will be getting a CHINOY kit and will have a chance to join the raffle draw on that night! Grand Prize is a trip to US for 2!

CHinoy Strip booths:

CHINOY Chow

Showcases select delicious Chinese dishes that have been everybody’s favorite!

CHINOY Style

Distinctive Chinese costumes and attire!

CHINOY Profile

Get to know our well-loved Filipino-Chinese personalities in the Chinoy Hall of Fame!

CHINOY Basics

Know and speak the basic words…in Mandarin!

Calligraphy

Learn and appreciate the abstract art of Chinese Calligraphy!

Go to CHINOY 好棒！ SM By the Bay on  Jan. 22nd, 2012!