Will IBC overtake ABS-CBN and GMA?

7 December 2011

IBC (logo)

Ever since I can remember, TV5 has never been Number 1 in the television industry. In the pre-martial law years, it was ABS-CBN. In 1972, President Marcos used his dictatorial powers to shut down "the Philippines' largest network." Roberto Benedicto's RPN-9 was on top in the early years but was overtaken by GMA-7, which was the leader when Edsa happened. After a shaky start, ABS-CBN retook the number one position when the Lopezes regained their broadcast properties in 1986 but GMA slowly eroded the Kapamilya network's premier position. Today both networks are waging a see-saw battle on who can claim to be numero uno.

Undisputed No. 3

There's no disagreement on who's in third place. TV5's chairman, Manny Pangilinan himself admitted at last month's advertising congress in Camarines Sur that "We are clearly the undisputed No. 3. However, just being stuck in third place has made me extremely paranoid. Television is dangerous to your health."

But not for long. Pangilinan is clearly aiming for the top spot when he said at the same occasion, "GMA and ABS-CBN should worry about us because we are the certified No. 3.

Pangilinan is backing up that statement with a multi-billion peso war chest that has been used to improve the network's technical facilities and entice performers from the competing networks to jump ship.

The first big catch was Willie Revillame, who was suspended by ABS-CBN from his noontime show "Wowowee." In the succeeding months, TV5 was able to attract major names like Dolphy, Aga Muhlach, Lorna Tolentino, Paolo Bediones, Nora Aunor and Sharon Cuneta. At the Christmas party for the press last Monday, TV5 Vice President and Head of Creative and Entertainment Perci Intalan promised that more big names are joining the Kapatid network in 2012.

Big budget

This attractive line-up has convinced advertisers that Pangilinan's network means business and has allocated a bigger portion of their budgets than before to the "new kid on the block." The head of a media buying company told me recently TV5 is now a very strong number 3. That's impressive since Pangilinan only took over in late 2009.

Pirating performers is not enough. The network must come up with programs that will lure viewers to switch to TV5.

At the Christmas party, Intalan unveiled some new shows premiering early next year. Several reality shows have been lined up. Heading the list is the local version of "Extreme Makeover: Home Edition" where needy families will see their old homes demolished and replaced with a brand new structure. So far, eight homes have already been erected. This will be hosted by Paolo Bediones.

Richard Gomez and Joey de Leon are anchoring "The Biggest Game Show" which will pit teams from the Philippines and several Asian countries in a series of competitive activities. A "Survivor" type production will see contestants marooned in "Temptation Island." A unique dance show called "Dancing Nation" which is produced in South America will involve entire communities in the Philippines.

Counter-programming

Thus, while drama shows such as the new one featuring Nora Aunor will still be around, the network is embarking on counter-programming. While ABS-CBN and GMA are concentrating on teleseryes, TV5 is offering viewers alternative formats. The principle here is that eventually the audience will get tired of watching the same kind of shows. The Kapatid network is hoping its new shows will be an attractive alternative.

I'm pretty sure ABS-CBN and GMA will not take this sitting down.

Although the Kapamilya network, in particular, has lost many talents to TV5, it's not showing any sign of panic since stars like Dolphy, Lorna and Sharon were not really top raters. I anticipate that the two leading networks will match TV5's offers, if ever, to really big stars like Sarah Geronimo, Richard Gutierrez, Marian Rivera, and KC Concepcion. Sarah has already indicated that she's not moving. She just renewed her contract with ABS-CBN.

2012 should be an interesting year. Viewers will now have more shows to choose from with the aggressive stance taken by TV5. Will TV 5 overtake ABS-CBN and GMA? I can't hazard a guess right now but for sure, the Kapatid network will be happy if it clinches the number 2 position to start with.