IBC 13 gets 50% market share

by Jeremiah F. de Guzman June 14, 2010

TV5, the television station owned by MediaQuest Holdings Inc. of the PLDT group, has cornered 10 percent of the viewers' market in the first two years of its relaunching, a media research company said.

"Their current trend is very good. In terms of ratings, they are already in strong number three," Jay Bautista, executive director of Nielsen Media Philippines, told reporters.

He said reprogramming and focusing on the so-called "vulnerable" audience, especially the kids, allowed TV5 to capture over 10 percent of the country's TV viewers.

Bautista said TV5 still lagged behind ABS-CBN Broadcasting Corp., GMA Network Inc. and their units in terms of advertising revenues.

"They have not caught up yet since you need to first convince the advertisers that you have a solid audience, then the advertising confidence follows," he said.

He said ABS-CBN and GMA Network were getting almost 100 percent of the advertising revenues in the television industry and that other networks received a little portion of the total budget.

Bautista said TV5 could easily be at par with the country's top TV networks if its distribution improved and line of programming would rate.

"They have to go nationwide first before you get the ratings," he said.

"With the financial backing of its parent firm, I am sure they can get quality talents and can produce quality shows," Bautista said.

TV5 earlier said it would have a nationwide coverage in the middle of next year.