It’s final. The ABC-5 network will not bid to renew its coveror’s PBA contract, which expires in July, leaving only ABS-CBN and Solar Sports in the race for the TV rights.
ABC-5 managing director Bobby Barreiro confirmed the decision in a letter dated last April 8 to PBA chairman Tony Chua. The letter was submitted the other day.
“While we are confident that we can contribute more to the PBA’s success, ABC-5, our mother network, has opted to take a different route to serve its publics,” wrote Barreiro.
“Soon, it will announce the launching of a combination of programs that is meant to delight the viewers. Given the current schedule of the PBA games, ABC-5 will no longer be able to telecast all the games live which is a condition in the current contract. Thus, we have decided not to submit a bid for the television rights of the PBA’s next seasons.”
Barreiro, however, assured Chua the network will continue to provide “the best possible coverage and telecast of the PBA games until the end of our contract.”
After ABS-CBN and Solar Sports turned in their bids, the PBA invited ABC-5 to take its turn.
“We have been a loyal ally and partner of the PBA for over three years now,” said Barreiro. “Together, we have worked very hard to achieve gains for the league and we are pleased to note that our collective efforts have borne fruit. The PBA is now much stronger than it was three years ago – the fans are back, the ratings are higher, the public image is better, the players are more popular and the advertisers are more willing to invest in the league.”
Barreiro cited several highlights of ABC-5’s relationship which began in February 2004.
“ABC-5 has helped the PBA not just in television production and programming but also in other aspects such as marketing and sales,” continued Barreiro. “It is also worthy to note that in close to a decade, ABC-5 is the PBA’s first partner to be able to fulfill all its financial obligations to the league. While the past two coverors defaulted in payments to the PBA, ABC-5 is set to satisfy all the financial requirements in its contract when it concludes in July 2008.”
In particular, Barreiro zeroed in on the PBA’s improved TV ratings. He said based on a minute-by-minute analysis, the PBA has even beaten the programs of GMA and ABS-CBN on a few occasions, including Game 7 of the 2007-08 Philippine Cup finals where the audience share was 20.9 percent and which was the No. 2 program behind GMA “at some point,” the 2007 game between Ginebra and Purefoods which rated No. 1 for eight minutes and No. 2 for 20 minutes and a 2007 game between Ginebra and San Miguel which was No. 1 for four minutes.
Barreiro said in marketing, ABC-5 initiated high-impact programs like the “Gameboys” massive billboard campaign for the new generation of PBA superstars, the recording of Louie Ocampo’s composition “Game Ko, PBA,” the Astig campaign and the Astig Dolls.
“Through ABC-5’s efforts, the word ‘astig’ has become synonymous with the PBA,” said Barreiro.
You sensed a note of sadness in Barreiro’s letter a copy of which we received last Wednesday. ABC-5 bid for the PBA rights four years ago when the league experienced major difficulties stemming from the non-payment of dues by past TV franchisees. It came into the picture with eyes wide open and ready to go the extra mile in reviving public interest in Asia’s first play-for-pay league.
There were good and bad times during ABC-5’s watch but overall, the PBA really couldn’t complain. ABC-5 did what it could to fulfill its part of the bargain and that was more than enough to give the PBA a new beginning and a strong upside.
ABC-5 is moving on and so is the PBA. The challenge is for the new coveror to continue the march forward because the future couldn’t be brighter for the league.