After pivoting back to entertainment, TV5 set for ‘more exciting’ 2022

MANILA, Philippines — TV5 is set to beef up its programming by rolling out more original content this 2022.

“We expect more original content on TV5. The entertainment content is provided by Cignal, then the sports and news are provided by TV5,” Robert Galang, CEO and president of both Cignal TV and TV5, said in a recent media interview.

This year, there will be more news and public affairs programs and “a number of them will be election-related,” he added, in time for the May 2022 national elections.

Galang expressed confidence that 2022 would be more exciting following the free-to-air Kapatid channel’s pivot to entertainment content. It was in 2018 when the network changed its game plan and shifted its focus on sports.

“Mas exciting in 2022 kasi yung pivot back to entertainment ng TV5 started last year (2020) around July, August,” said Galang, noting that if TV5 churned out more shows in 2021 than the previous year, an even higher number should be expected this 2022.

At the height of the pandemic, he recalled, TV5 was able to air more programs through its new and strengthened collaborations with different content providers and producers.

Citing its “very productive partnership” with Viva as an example, Galang said the entertainment company has produced since 2020 for TV5 such shows as Masked Singer Pilipinas, The Wall, Born To Be A Star, Rolling In It, 1000 Heartbeats, among others.

“So nung pandemic, yun din yung nakita namin pagbangon ng TV5, as we pivoted back to entertainment. Gumanda ang ratings, tumataas ang ratings, as well as the revenue, so we’re very thankful. We’re very blessed; we continue to be very blessed. As you can see, amid the pandemic, tuloy-tuloy pa rin ang paggawa ng programa ng TV5.”

The partnerships proved to be a game-changer. “By working with different partners like Viva, APT, The IdeaFirst, Cornerstone, we’re able to access the best creative minds,” he said, adding that this was a lot better than forming your own team and “then sila lang lahat ang mag-iisip or sila lang lahat creative.”

Apart from creative talent, this strategy also allowed them to work with a variety of stars and artists.

TV5 will continue and reinforce these collaborations and partnerships, including with former rival network ABS-CBN. Starting early last year, ABS-CBN primetime shows like FPJ’s Ang Probinsyano have been simultaneously airing on the Kapatid network.

“When we declared that our strategy would be to work with different partners, with the best in the industry, yung mga line production companies and different talents, I think that really paid off well. In the (2021) Asian Academy Creative Awards, we won quite a number of awards,” Galang said.

TV5’s recognitions at what has been touted as the Asian Emmys were Best Drama Series for Niña Niño, Best Actress in a Leading Role (Maja Salvador for Niña Niño), Best Non-Scripted Entertainment (Sing Galing), Best Adaptation of an Existing Format (The Wall Philippines) and Best Promo/Trailer (Iba sa 5).

When asked if TV5 would soon produce its own entertainment shows, Galang said they were sticking to the setup of sister company Cignal providing content for the network. Cignal TV, as a DTH satellite provider, “offers broadcast TV content, transmit channels, planning, online streaming and other services.”

“Initially, we were just acquiring content to be broadcasted on our PayTV platforms, but Cignal decided we have to go beyond the distribution of content. We have to also go into content creation, andun yung mga business of the future. Ang distribution kasi very limited yung potential at some point. Before we even reach market saturation, we also have to diversify, so yun ang Cignal,” Galang said.

“At the same time, TV5 needed content, so we made a decision that it will just be Cignal to provide entertainment content,” he further said.

“It was just the perfect partnership, wherein we can leverage on the relationship of Cignal with different content providers and producers, while TV5 can focus on transmission, broadcast, sports plus news. Ang news naman, we decided it has to remain with TV5.”

While this was the best set-up, Galang noted they were open to TV5 making its own original entertainment content in the future. “‘Pag gumawa rin naman ng original content ang Cignal, it also works with TV5 in using the studios, equipment and manpower. There’s still collaboration.”

Adding confidence to the partnerships and production of more shows is the expansion of their DTT network.

“We are more confident in bringing out more shows because our coverage now is a lot wider and we can reach more people. Naumpisahan namin yung DTT network rollout ng TV5 (in late 2020), but we already completed our primary network. So, ano na tayo, Luzon, Visayas, Mindanao. Ngayon, ‘pag gumawa tayo ng mga bagong shows, alam natin na mas marami na ang makakapanood,” Galang said.

The TV5 and Cignal boss hoped that this year, TV5 would be viewed as a major entertainment source.

Galang said, “My wish really is yung mas makilala talaga ang TV5 as yung transition na from a sports channel to an entertainment channel.”

He added, “And that people develop the habit of watching TV5 because we are very proud of the shows we are carrying.”