TV5 is ready for the competition

Last month, ABC 5 underwent a major overhaul and was relaunched as TV5, following the much-heralded blocktime partnership with MPB Primedia, a Philippine corporation backed by investors from the Media Prima Berhad of Malaysia.

The broadcasting company owned by Antonio “Tonyboy” Cojuangco, was not sold to its Malaysian partners, contrary to what others believed following the much ballyhooed relaunch. Nor does the network has new owners. The foreign partners do not have equity in the station.

“Mr. Cojuangco entered into a long-term content partnership with Primedia,” explains lawyer Dan de Padua, deputy managing director of Associated Broadcasting Company (ABC). “ABC 5 is the broadcaster, while TV5 is a television channel brand of Primedia and is the product of the agreement.”

Tonyboy Cojuangco is the president and CEO of ABC 5, with Bobby Barreiro and Reggie Galura as managing directors. Christopher Sy is the CEO of TV5. The partnership produced a new look for the channel, brand new shows and a 24-hour programming geared for the young crowd.

Tonyboy even invested millions of dollars for a new transmitter that is expected to strengthen and beef up the signal of the channel. Now, TV 5 can reach far-flung provinces and is at par with the signal of broadcasting giants GMA 7 and ABS-CBN. Offering varied entertainment fare for today’s more discriminating viewers, TV5 reinvents itself with anything that’s hip, fresh and exciting. In the programming lineup are reality, drama, variety, news, toons, movies and showbiz-oriented shows that target a younger demographic of 30 years old and below.

The new shows, according to Dan, were aired following rigorous research and focus group discussions (FGDs).

TV5 produces the content for the channel, except for news and religious programs. “News is independent,” Dan points out. “That is to eliminate any hint of foreign involvement in the news programs.”

TV5’s The Evening News at 10:30 p.m., veers away from the traditional format of airing breaking news stories in the headlines. Instead, the 30-minute newscast, anchored by Martin Andanar and Cheri Mercado, delivers Top 10 stories of the day, with the main story at the end.

To some, especially the journalists, the format of The Evening News is rather radical, while to others, it is a welcome change. “The format is young and fresh,” Dan proudly beams.

Dan credits the brains and dynamic team behind The Evening News — led by Patrick Paez, head of news production and Ed Lingao, head of news operations responsible for substance and content of the news program. Ed has his own segment, Frontlines, which serves as a sidebar to the main news story.

“We deliver something more analytical,” Dan allows. “The Top 10 stories include news magazine features, not just headlines or breaking stories. We can feature cars, new technology and gadgets. Among our contributors are (veteran journalist) Conrado de Quiros and (writer-band leader) Lourd de Veyra.

The news program even uses Astro Cigarette, the fusion music of the jazz-rock group Radioactive Sago Project. “The music is young and it suits the newscast,” Dan maintains.

The channel now airs a 24-hour programming that mirrors the newly-repositioned network’s image. Lucy Torres-Gomez’s Shall We Dance was the only program retained from the old lineup, but was also reformatted to suit the active target market of the channel.

The other new programs that Dan oversees include Martin Andanar’s Pulis, Pulis, which features stories in the police beat, as well as Toogs, a children’s show on weekends hosted by BJ “Tolits” Forbes, with the Surf Twins — Charlotte and Charisse Hermoso. Shock Attack, meanwhile, hosted by Teddy Corpuz, band leader of Rocksteddy, features an array of video clips “from the amusing to the funny to the weird and dangerous.”

Dan believes TV5 is still on a honeymoon stage with its viewers. “We are still on the getting-to-know-you process with them. We still need a little fine-tuning, but we are pleased that in less than a month, even veteran and well-respected broadcasters and media bigwigs appreciate and like what we do. The concepts and fresh ideas of the shows also excite many of our viewers.”

With GMA 7 and ABS-CBN dominating the television industry landscape, TV5 is undaunted with the competition that looms. Like its new slogan, Shake Mo, TV Mo, the channel is ready to shake up the TV network wars, the viewing habits and even the perception of the audience.