Designed to re-introduce the channel to a larger demographic range than its current target of ABC-Youth 16 to 34, Studio 23’s relaunch officially declares the station’s intent to court a wider market starting with ABCD-Youth 16 to 34 market, while pushing the boundaries towards more varied audiences. These audiences have steadily migrated to Studio 23 over the past few months through the course of several key program changes in the network, including the addition of Filipino-langauge programs like Wazzup Wazzup, the PBL games, the cult TV series Strangebrew and F, as well as the switch to a Taglish format for Studio 23 stalwarts Breakfast and Digital Tour.
The relaunch – which will also include a new Station ID (SID), new tagline and station icon, the launch of a new, interactive Studio 23 web site and several invitational marketing events – provides Studio 23 the opportunity to tie up all these changes into one comprehensive package, designed to welcome new viewers while recognizing the role of long-time Studio 23 viewers in the station’s unprecedented success.
"Studio 23 is a young station, both in age and in viewership, but the fact that we target the youth doesn’t preclude the fact that we have viewers from a wide range of ages and demographics," explains Studio 23 Vice President and concurrent Managing Director Leo Katigbak. "In this relaunch, we’re acknowledging that fact, and that things have changed in the television landscape. Ten or 15 years ago, it would have been unthinkable to have English-language shows dubbed in Tagalog, or to have lifestyle shows in Filipino. But over the years, the lines have been blurred – you have AB audiences following teleseryes, and the Tagalized Alias earning 20-plus average ratings for ABS-CBN. As such, the increased Filipino flavor of our shows is following that trend, and making it our own."
Indeed, the new Studio 23 image courts the innovators and trendsetters of the Filipino audience by giving them first look at the hottest new shows in the US, as well as the newest seasons of their favorite shows. After the sensational finale of Survivor; All Stars, which was aired live via satellite, Studio 23 carries new episodes of such favorites as Smallville, Alias, Charmel, CSI, Angel, and Buffy the Vampire Slayer. On the way are new shows Tru Calling, starring Buffy the Vampire Slayer’s Eliza Dushku, Jake 2.0 with Popular’s Christopher Gorham and Miss Match, starring Alicia Silverstone. On the reality side, hit franchise The Amazing Race is scheduled for another fast-paced season, while hot reality titles Playing It Sraight, the Monica Lewinsky-hosted Mr. Personality, High School Reunion II, The Next Joe Millionaire, and America’s Next Top Model, produced and hosted by supermodel Tyra Banks, are also on tap for broadcast.