Shortly after its launch, the GMA Network’s sister free-TV channel has quickly established as among the country’s most-watched TV channels.
GTV—formerly GMA News TV didn’t have to exert much effort to establish its presence on free television when it officially debuted in February.
With a boost from its parent channel, GMA-7, it reigned in local television–GTV had all the eyes fixed on its launch. Taking off amid the tight competition was no sweat.
In May, the month ABS-CBN bade free TV adieu, GTV was already running to become the second most-watched TV channel in the country. Of course, the launch of Zoe TV’s A2Z Channel 11 and TV5’s expansion created challenging hurdles, but it did triumph anyway, in forging its path to domination.
The rebranded TV channel promises one thing: to keep it good.
It has the younger demographic as its main target, setting its sight upon the Gen Zs and other younger members of the viewing spectrum. It’s most likely an attempt to reclaim the viewing public, who have now shifted to streaming as their primary mode of entertainment content consumption.
The rebranding then became an [obvious] effort to catch up with the ever-changing trend in TV viewing and the new dynamics of modern Filipino viewing.
With GTV, GMA Network can spearhead a set of innovative changes, not just within the Kapuso realm, but in the local television landscape, itself. GTV houses programs produced by the network’s News and Public Affairs division, which makes it a bastion for both information and entertainment. As the channel continues to evolve, it also becomes apparent its earnest intent to thrive in serving its audiences with variety of genres and formats. GTV becomes a convenient space for GMA Network to accommodate demands for sports and lifestyle contents, hence the introduction of new sports and lifestyle programs to its line-ups. Of course, that became more possible with ABS-CBN dissolving its Sports division, which previously housed some of the country’s biggest sports leagues and events.
GTV can pull away in the ratings game, barely a year since its free TV debut. From May to December, 2021, viewership has grown from 7.4% to 11.3%, in Total Philippines, pushing major competitors, TV5 and A2Z, down to 3rd and 4th spots, respectively. This is according to AGB Nationwide Urban Television Audience Measurement (NUTAM) data.
GTV’s improving viewership can be attributed to its increasingly diversifying programming. While it can’t be denied the rebranded channel still needed entertainment programs like TV series and movie blocks to establish hold on viewers and create a solid following, it ultimately had to enlist the help of innovative TV shows, including informative public affair programs produced by GMA News and Public Affairs divisions. Carrying on the legacy of its predecessor, GMA News TV, the new GTV kept some of the key news and public affairs shows that made the defunct channel a leading news channel.
State of the Nation, which was formerly hosted by GMA Network’s top journalist, Jessica Soho, celebrated a milestone year in 2021. In its 10th year, the program has now multi-awarded news personalities, Maki Pulido and Atom Araullo. Another pioneer program, Balitanghali, can survive the channel’s rebranding. Presented by seasoned journalists, Connie Sison and Raffy Tima, the flagship newscast has sustained two rebrandings. The noontime newscast debuted on the now-defunct, QTV-11 (now A2Z), before transferring to GMA News TV, and carrying on with GTV.
2021 also marked GMA Network’s flagship AM station, DZBB’s TV broadcast, 10th year on-air. Documentary and magazine shows, Brigada and Biyahe Ni Drew, also carried on, in their 10th and 8th year, on-air. Similarly, Good News Kasama si Vicky Morales and iJuander, also celebrated their 10th anniversaries on GTV. The channel also kept rebroadcasts of GMA Network’s flagship documentary shows, Reporter’s Notebook and Tunay Na Buhay.
This year, GTV introduced an array of new informative shows. Dapat Alam Mo, a magazine program, sees the debut of former TV Patrol weatherman, Kim Atienza, on GTV. Farm To Table, a unique cooking show that focuses on local culinary flavors, also premiered this year, with former MasterChef Philippines winner, JR Royol, as its presenter. Taste Buddies, hosted by Isabelle Daza since 2012, introduced changes this year, and is now co-presented by Kapuso hunk, Gil Cuerva. Other than these shows, GTV continues to air movie blocks and various syndicated programs to complete its flexible line-up.
As traditional television continues to decline in viewership, in the wake of rising streaming services consumption, it’s a wonder what GTV accomplished in barely a year since its launch.
The ever-changing landscape of Philippine television is expected to bring more challenges in the future, but perhaps, diversified and adaptive programming is the key, atleast for GTV, to stay on top of the game.That’s a challenge, GMA Network, must successfully hurdle as it enters 2022.
