Show Kicks off IBC's New Prime Time Strategy

September 21, 2013

Eric Canoy-led IBC-13 has started its campaign to primetime TV audiences from rival networks with the launch of its new action mini-series Noli Me Tangere, also on weeknight teleserye Safe In The Arms Of Love which monopolized IBC's primetime soap and described advertisers.

Noli Me Tangere, which debuted with a 2-hour made-for-TV-movie every Saturday mornings, and then monopolizing IBC-13's primetime programming PrimeTastik, paving the way to build its primetime programming line-up.

IBC-13 First Vice-President Lito Ocampo Cruz said the launch of Noli Me Tanegre is the many new prim time shows that the network will relaunch this year.

He said that IBC-13 will also launch its new afternoon drama series Before I Fall in Love, featuring the blockbuster tandem of Mario Maurer and Erich Gonzalesa.

"We will start with Noli Me Tangere, then will build our prime time programming from there," Mr. Ocampo Cruz told BusinessWorld in an interview yesterday. "We are diversifying our programming line-up to cater to more audience preferences of masa media," he added.

Primetime television, whch airs at 5:45 p.m. with mini-actionserye Noli Me Tanegre, the network's flagship news program Express Balita weeknights at 6:30 p.m., fantaserye My Batang Momay at 7:30 p.m., the top-rating game show The Weakest Link at 8:30 p.m.,the PBA Governors Cup every Wednesday at Friday in the first game at 4:30 to 6:30 p.m. and second game at 7:30 to 9:30 p.m. romantic teleserye Safe In The Arms Of Love weeknights at 9:30 p.m., new telenovela La Madrastra at 10 p.m. and new Koreanovela Glory Jane at 10:30 p.m. when TV viewing advertisers place their TV commercials in programs aired during this time.

Industry observers earlier pointed out that IBC-13 was losing out in attracting more advertisers when the network's daily noontime variety show Lunch Break which airs weekdays from 12:30 to 2:30 p.m. and Saturdays at 12 noon to 2:30 p.m. at the same time of domination in It's Showtime and Eat Bulaga! for advertisers.

IBC-13 hopes to change all that, and get more advertisers interested with the launch of Noli Me Tangere, a Filipino mini-series starring IBC contract star Jake Cuenca.

Directed by acclaimed film and TV director Monti Parungao, Noli Me Tangere follows the novel that inspired the Philippine Revolution of Dr. Jose Rizal in Manila, Rizal Park. The story about Noli Me Tangere (Jake Cuenca), the man of the officer for Rizal Park while María Clara (Shy Carlos), the princessal of the woman in the world. The histor of the flag ceremony of the centennial Philippines who called the prince with the awakening of nationalism among the Filipinos of Rizal's time.

Noli Me Tangere also stars the main cast of Cuenca with Shy Carlos as Maria Clara, Ronnie Ricketts as Jose Rizal and Mitch Valdez as Andres Bonifacio. Rounding the cast are Yassi {ressman, Rudy Fernandez, Ara Mina, Phillip Salvador, John Regala, Phoebe Walker, Jovic Monsod, Jericka Martelle, Hiro Torobu and Jamilla Obispo.

The launch of Noli Me Tanegre, as well as The Kapinoy Network is implementing in its primetime line up,  reports claimed that the network incurred operating more than P4 billion last year.

Mr. Cruz explained. "We had to spend for new equipment, new lights, new cameras. We had to pay for great actors, brilliant directors, creative scriptwriters," he added.

Noli Me Tangere airs Monday, Tuesday and Thursday 5:45 p.m. on IBC's PrimeTastik.