Does ABC 5, now re-branded as TV5, still stand a chance? Frankly, I don't like the new name.
***
Last March, ABC-5 informed PEP (Philippine Entertainment Portal) that the company had entered into a “major blocktime agreement” with MPB Primedia, Inc., a Philippine corporation backed by Media Prima Berhad of Malaysia.
This agreement has resulted in a new look and a new target market for the broadcasting company owned by Antonio “Tonyboy” Cojuangco. Starting August 9, ABC-5 will be known as TV5, a channel that promises to target “underserved demographic of 30 and below including those who are young at heart—generally the progressive Pinoys who are open to change and are willing to try new things and experiences.”
According to Christopher Sy, TV5 Chief Executive Officer, “We realize that our target market is an active segment that may not have the time to try to follow something on a daily basis. As such, our schedule is based more on “appointment” television with provisions for catch-up TV, allowing people the flexibility to watch our programs when it’s convenient for them.”
TV5 will offer various show genres such as reality, drama, variety, teens & toons, and movies.
“We think we can attract a sizeable audience by providing a fresh alternative to the country’s two major networks which seem to mirror each other’s programming. We hope to provide shows that are different and more relevant to a youthful Filipino audience,” said Sy.
The newly repositioned TV station will be broadcasting using a 120kW transmitter. It was recently launched to the trade industry through an event attended by more than 1,000 movers and shakers from the advertising business as well as the stars from the channel’s upcoming programs. The big trade launch showcased TV5’s new programming lineup, which was well received by the audience.
TV5 is a television channel brand of MPB Primedia, Inc., a Philippine domestic corporation, which entered into a long-term block airtime agreement with Associated Broadcast Company, which is headed by Mr. Cojuangco.
JOCELYN DIMACULANGAN
Philippine Entertainment Portal
Tonyboy still CEO of TV5
MANILA, Philippines—Starting August 9, the network known since 1992 as Associated Broadcasting Company (ABC) 5, will be called TV5.
MPB Primedia Inc., local subsidiary of the Malaysian conglomerate Media Prima Berhad, entered into “a long-term block airtime agreement” with ABC 5 head Antonio “Tonyboy” Cojuangco.
A source explained: “TV5 is the brand, but the corporate name is still ABC 5, and Tonyboy is still its CEO.”
A musical extravaganza airing on Aug. 9 at 7 p.m. will inaugurate the newly dolled up network.
In a statement, Christopher Sy, MPB Primedia CEO, said TV5 will air “innovative, relevant and spirited” programs. “We [hope to be] a fresh alternative to the country’s two major networks which seem to mirror each other’s programming,” said Sy.
According to a network insider, a show called “Chicklit,” (short for chick literature) to be produced by Unitel Pictures, is included in the lineup of new shows. “Talentadong Pinoy,” a reality show, is another. “Hush Hush,” to be hosted by actress-director Laurice Guillen, “Pinoy’s Scariest Challenge” and “Batang X,” are also on the list.
“There will be only 30 minutes of newscast every day,” the source added. “The rest is entertainment.”
TV5 was introduced to the industry through an event held July 25 at the SMX of the Mall of Asia in Pasay City.
The source added that “major block airtime deal” meant MPB Primedia Inc. “bought practically all available airtime” from ABC 5.
Suppliers
ABC 5 will produce shows for MPB Primedia as part of their production service agreement. “But there will be other project suppliers, like Tony Gloria’s Unitel,” said the source.
Thirdly, under a management consultancy agreement, MPB Primedia will manage the sale of ABC 5 airtime.
Sy, a Filipino national, was formerly managing director of EMI Music Philippines. He also served as chair of the Philippine Association of the Recording Industry.
(inquirer.net)
