CHAPTER 1 INTRODUCTION THE PROBLEM AND ITS SCOPE This study is about the impact of a phenomenal entertainment love team called AlDub on Philippine television. Nowadays, television is the greatest draw on people’s time because it is the typical obsession they do after work, school, and even after doing household chores (Gray, 2008). Many researchers have written about the effect of television shows and films. Most people have not visited many of the places, so one of their main sources of knowledge and entertainment is what they see in films and television (Avraham and Ketter, 2008). The primary goal of marketing is to reach a defined audience to affect its behavior by informing, persuading, and reminding (Hill, 2012). The blending of media channels has created new opportunities for marketers to reach and engage with their target audiences, specifically television (Proulx and Shepatin, 2012). Thus, many businesses find a well-crafted television marketing to give them an effective way to appeal to their target market (http://smallbusiness.chron.com). Also, Businessmen invest immense amount of surplus to catch patrons and be able to reach marginal costs and even beyond the borderline (Cateora and Graham, 2012). This study focuses mainly on the entertainment factor in media marketing. All sorts of consumption activities containing significant elements of amusement and diversion are now considered to be entertainment. One of the challenges that marketers have to face is to promote entertainment experiences to audiences whose options and