The news is out—ABS-CBN’s Primetime Programs are coming to TV5. After weeks of speculations, following TV5 management’s surprising cancellation of its entire 8-10 pm line-up TV5, and ABS-CBN, both announced that the long-awaited Primetime Bida takeover of TV5’s Primetime Todo will take place this Monday, March 8, 2021.
Joining fellow Kapamilya programs, ASAP Natin ‘To and FPJ Da King, which both made TV5 debut last January, FPJ’s Ang Probinsyano, Ang Sa Iyo Ay Akin, Walang Hanggang Paalam, and PBB Connect, will be aired by the Kapatid Network starting Monday, March 8. The inevitability of this scenario has long been pictured out, but still shocked netizens, who are most excited with the news.
There is no denying that this move will have a relevant effect on both ABS-CBN programs, and TV5, ratings-wise, as proven by ASAP Natin ‘To and FPJ Da King’s improved ratings when both began airing on TV5. It remains to be seen, however, whether such boost will be also received by ABS-CBN Entertainment programs. It should be noted that even with A2Z Channel 11’s limited free tv coverage, some ABS-CBN shows, are already able to post impressive figures in the rating game. So, what would be an expanded partnership mean to TV5 and ABS-CBN? Should GMA Network need to start worrying now? We believe they should, and here is why:
TV5 Maintains Nationwide Presence
While not as extensive as GMA-7, TV5 operates a number of regional stations across the country, including areas considered to be Kapamilya strongholds. The Kapatid Network can be watched in crucial Kapamilya-rich areas, including Davao, Zamboanga, Cebu, Ilo-Ilo, and Baguio. This will mean ABS-CBN programs have now a better chance at getting higher ratings. Consequently, this will also very likely improve TV5 viewership, as Kapamilya viewers, who are previously deprived access to ABS-CBN shows, will most likely shift stations.
Improved Viewership of ABS-CBN programs
With A2Z and Kapamilya Channel, alone, many ABS-CBN-produced shows are already enjoying impressive ratings, with a number of Kapamilya shows able to enter the Top 20 top-rated programs. As ABS-CBN shows become more accessible to more Kapamilya viewers, GMA Network is also poised to lose some of its viewers, especially those who were forced to settle with GMA-7, after ABS-CBN’s shutdown. With FPJ’s Ang Probinsyano and other ABS-CBN shows now available to viewers in former Kapamilya bailiwicks, there comes a big possibility that most of them will shift to TV5.
Ad Spending on TV5 Will Increase
With high ratings, comes better ad placements. As TV5 is expected to benefit from the said partnership, in terms of ratings, advertisers are also seen to raise spending on Kapamilya programs on TV5. While A2Z, Kapamilya Channel, and TV5, may be airing the same program, that doesn’t necessarily mean each will receive the same ad load and will have the same pricing per ad spot. Now with higher ratings, Kapamilya programs on TV5 are also expected to receive higher ad load and may now opt to raise rates. This means that GMA Network may not be able to maximize its profit-making, as TV5 and Kapamilya shows will now be poised to get considerable traction of overall ad spending on television.
A Threat to GTV
While GMA Network’s other free-to-air channel, GTV, enjoys being the second most watched tv channel in the country, the possibility of TV5’s viewership improving can be seen as a threat. While A2Z Channel may have reached its peak viewership (due to limited coverage), TV5 still has rooms to expand, which is now more possible with the arrival of ABS-CBN Entertainment programs to its most important time blocks.
