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Date Posted: 18:54:50 12/17/03 Wed
Author: evs
Subject: ABC-5: Philippine TV's 3rd force

Posted: 10:36 PM (Manila Time) | Nov. 18, 2003
Inquirer News Service

FOR many years now, Philippine television has been dominated by two major networks, ABS-CBN and GMA. Time was when ABS-CBN was way ahead, but in the past few years, GMA has been able to make some inroads into the Lopez network's comfortable lead.

In any case, it's pretty much always been ABS-CBN and GMA making much of the money, with everybody else setting for also-ran position.

Next year, however, viewers may be seeing a drastic reconfiguration of the situation. That's because Tonyboy Cojuangco's group has just bought ABC-5, and is expected to infuse a lot of money into the expansion of its operations and its programs' attractiveness to sponsors and televiewers. When that kind of money talks, everybody pays attention.

At this early stage, we don't know what the reinvigorated channel's competitive thrust will be. But it's fair to say that, once it starts the new phase in its operations, it should quickly become the third largest player on the TV scene.

However, it's also logical to believe that ABC won't be settling for third place for long. Serious money means serious intentions, so ABS-CBN and GMA now have to worry not just about beating each other in the ratings, but also about this new, rich and ambitious kid on the video block. More sleepless nights!

It's a given that the new guys at ABC are also hard at work, trying to figure out how they can make inroads into the two leading networks' popularity.

In the past, ABS-CBN used to be known for local shows, while GMA favored imports. Later, however, they competed head-to-head with mostly local productions. And, these days, their competition has become so intense that Channel 7 does pretty much what Channel 2 is doing, and vice-versa.

They must feel that this is the best way to interest the greatest number of viewers and thus to remain on top. Will the new ABC also opt to compete with the two market leaders this way, or will it take another, more unexpected and fresher tack?

If ABC does pretty much what ABS-CBN and GMA are doing now, it'll have to become competitive by getting the biggest stars, the best production values, and the widest technological audience reach.

But the two established networks have already signed up the major stars, so ABC may have to build up its own roster of popular players, but that would take time. The other two plus factors could be more easily achieved.

Still, they wouldn't decisively tip the balance in favor of the newly revitalized network. So, the key competition would be in the area of programming. Existing TV formats are popular with viewers, but they've been on the screen for a long time now, so the TV audience could be ready for something really new.

If ABC's think tank can figure out what that is, great. If not, local TV's new third force will have to work much harder to beat ABS-CBN and GMA at their own game.

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