Fifty Third year high for IBC

February 11, 2013

A grand celebration awaits as TV5, the countrys third ranking and most competitive commercial television station to emerge since RPN-9 and QTV-11, celebrates its first anniversary on Aug. 9. Its roster of alternative TV programs enjoying some of the highest recorded primetime TV ratings is led by Talentadong Pinoy, the stations number one in-house-produced talent show hosted by Ryan Agoncillo. This weekend show reportedly beat ABS-CBNs Komiks and GMA-7s Pinoy Records, in ratings, a triumph for TV5, which took over ABC-5 and started broadcasting in August 2008. The network slowly changed the landscape of primetime by offering intelligent, entertaining and modern broadcasting concepts.

While TV5 still largely banks on some of its borrowed network talents, the network maintains that it is not inducing competition, but merely helping the industry grow while helping artists make a name for themselves.

This concept is already a welcome one for fans who want to see their favorite showbiz personalities paired with other talents, in alternative shows, or doing roles outside of their usual. Juicy, TV5s funky celebrity pre-noontime show, is a prime example. Despite the shows young theme, Juicy is able to showcase a wide range of showbiz news and celebrities, something normally avoided by network protocols that annoyingly exclude stars represented by any competitor channel.

TV5 is doing otherwise, perhaps at least until it can build up its own network stars. Honing talents takes time and money, a business reality TV5 is not yet in a position to fast-track at this early stage. In any case, the station has already achieved so much in its first year of digital broadcasting.

"The positive feedbacks, all resulting from that of TV5s consistent ratings that remarkably hit as high as 18 percent in the first quarter of 2009, and the strongly increasing patronage from viewers, advertisers and celebrities are encouraging indicators that TV5 has effectively appealed to the Pinoys discerning taste. It is breaking from the formulaic and identical (mainstream) TV program concept," said Jasper Evangelista, SVP and head of TV5s Brand Management.

This is also why the Novaliches-based station, despite the ratings factor gained by its star-studded weekend studio programs that includes Shall We Dance, which recently featured Aling Dionisia, Manny Pacquiaos ballroom loving mother; Wow Mali and Lipgloss, is taking time to develop new prospects they feel will best suit the taste of its audiences.

"Were setting new milestones each week, as evidenced by the strong uptrend in all our day parts. AGB-NMRs overnight individual audience share reports showed Talentadong Pinoy posing an unprecedented 44.6 percent audience response, which amounts to about three million viewers tuning in weekly, while Who Wants To Be A Millionaire? posted a 29 percent high in audience share, followed by the thriller Midnight DJ. All these Saturday programs show an upwards trend in the ratings, beating other shows within its timeslot and inching its way toward number one," revealed Evangelista.

Television viewing, at least in TV5s case, is certainly getting exciting on the local front as the station emerges as a major player that has broken the old network duopoly.

"TV5 brings into the national TV program the best in light entertainment. We are in the process of developing a new name that best defines TV5s shaping personality," Evangelista said.

Details of TV5s new name will be revealed during the stations month-long anniversary celebration kicking off on Aug. 9, Sunday. Watch out for that!