Cignal Play, the multimedia platform of Cignal TV Inc., a subsidiary of Mediaquest Holdings, aims to double its user registrations within the next 12 months following the launch of its new content offering, Cignal Play Microdrama.
Mediaquest president and chief executive Jane Basas said during the launch that the company seeks to attract more users through short-form, mobile-first content and affordable access options.
“We have around 1.4 million across all our platforms. We hope to double our registrations over the next 12 months,” Basas said.
Cignal Play Microdrama features vertical episodes under five minutes, with the first five episodes of each title available for free. Viewers can unlock full access for P20 per day, P50 for three days or P80 for seven days.
“You don’t need the standard Cignal Play subscription to watch the microdrama. You can just go in, watch the free episodes, and if you want to access all the rest, you just pay,” Basas said.
The pricing model is designed to appeal to price-sensitive users and follows a “tingi” or sachet approach common in telecom services.
Cignal Play also plans to expand its content library with more microdramas currently in production. Titles are shot within three to six days and can range from 45 to 80 episodes each.
Cignal TV first vice president and chief revenue officer Gerard Milan said the new format and pricing strategy are designed to scale the platform’s reach and content offerings.
“We want to drive to market. Scaling is the most important at this point — more shows, more registrations, more people,” Milan said.
