Monday, January 21, 2013
New Studios, Local Shows And New Transmitters To Boost TV5’s Reign In The Provinces
MANILA, Philippines - TV5 or the Kapatid Network has boldly reported that they have overtaken GMA-7, in the last quarter of 2012, in six major media markets – Bacolod, Cagayan de Oro, Cebu, Davao, General Santos City and Iloilo. This feat makes them the new No. 2 channel of choice from the report of Nielsen TV Audience Measurement or TAM all-week overnight data.
Their work though is far from over in the rating’s game according to Raul dela Cruz, TV5 Head of Provincial Operations. Their goal this 2013 is to strengthen their reign and even flip over the provincial viewers’ habit to TV5.
“I can’t relax on what we have right now. For me it’s more challenging because we’re seeing good returns and improvements. The improvements are something positive for the network dahil matindi ang challenge dito pagdating sa Visayas and Mindanao and na-improve namin. We wanted to make sure na mas malayo na ang lamang namin sa GMA-7 at dikit kami sa ABS-CBN,” expressed Raul.
He pointed out that one of the reasons for the successes of TV5 in the provinces mentioned above are the new transmitters the company purchased and installed in the regions. He recalled that when he joined the company three years ago, the regional stations were just operating on low power which meant their coverage was also sub-par to their competing networks, ABS-CBN and GMA-7.
“When we bought the new transmitters we increased the power and lumaki ang coverage namin. So signal was very important to us.The new shows, admittedly, kung gaano katindi ang labanan sa Manila and Luzon, ang Viz-Min namin mas madali naming nakuha ang habit nila na manuod ng shows namin. So I guess signal was one of the main reasons we improved and I think the Viz-Min area viewership are more flexible, mas open to try new shows,” he explained further.
He also admitted that shows from Manila have also helped with their cause of pushing TV5 in the regions. He mentioned that celebrities like Sharon Cuneta, Willie Revillame and Nora Aunor and their shows, respectively, are very popular in the provinces. Shows like “Face to Face,” “Talentadong Pinoy,” their morning shows and their local news programs have all contributed in making TV5 a popular channel to watch in the provinces. He is also happy to report that TV5 talents like Eula Caballero, Arci Munoz and the winners of their star search “Artista Academy” are making names in the regions as well.
“We are also investing heavily on Sophie Albert and Vin Abrenica who are gaining popularity in the regions. Willie is still very strong in the regional, so transferring his show on the noontime block will strengthen more the Viz-Min area,” he shared.
So what’s working for the whole provincial region for TV5?
“I think it’s much more on now we’re also investing on local presence. Dati kasi noong nag-umpisa kami relay station lang siya. So ngayon meron na kaming local shows, meron na kaming local newscast and now we are ready to produce local teleseryes which will be aired in Cebu and Davao,” he replied.
With regards to local presence, Raul shared that TV5 has various Customer Social Responsibilty (CSR) activities in various regions that go down to the barangay levels of these key provinces.
“Usually meron mga barangay activities ang ibang mga networks, pero ang sa amin kasi hindi ito yung mga barangay activities na pupunta ka sa mga barangay tapos mag-show ka. Ang balak namin mga Barangay activities na makakatulong,” described Raul.
Examples of these CSR activities are “Mitambag Attorney” in Cebu wherein they go to different barangays and help people out with their legal problems. “Mitambag Attorney” in English translates to “attorney’s advice.” The other barangay activity they’re advocating is “Project Lifeboat” in Davao. So we are launching for example in Cebu ‘Mitambag Attorney’ which in English means “attorney’s advice.” The other activity is called “Project Lifeboat” in Davao.
“Dati, and Davao hindi naman kami tinatamaan ng typhoon but in Visayas and Mindanao now, madalas na kaming tinatamaan ng typhoon and mga calamities. Ang gagawin namin mga activities na magiging ready ang mga barangays kapag may mga ganitong calamities. We are giving the barangays the tools para ready sila pag ganitong may mga calamities,” he explained.
If management would approve of their budgets, Raul hopes to build local stations and produce local shows, too.
“I think that’s the only way for us to be competitive. We need to have local presence. We cannot just have stations na relay stations lang na tumatanggap lang ng signals from Manila so kailangang mag-produce talaga kami,” he stressed.
Tale of the tape, why TV5 reported they’re No.2 in six media markets
From the news release of TV5, they attributed to the Nielsen TAM total individuals overnight data covering from weeks 1-50 of 2012, to the strength they gained in the final stretch of 2012 in Total Nationwide Urban (NUTAM) viewership. The growth, they said was the result of the Network’s surge in Total Visayas in Q4 and the high levels it achieved in Q3 and Q4 in Mindanao, whilst maintaining its robust performance in Luzon.
While in the Luzon region, TV5 posted an audience share of 21% in metro Dagupan – four points higher than its 17% in Q2 2012. GMA, on the other hand, suffered a six percent decline in the same period (from 33% in Q2 to 27% in Q4).
They also said that TV5 made significant headway in the Visayas region. The Network’s audience share in Metro Iloilo rapidly grew and peaked at 17% in the last quarter of 2012, posting a nine-point increase from its third quarter performance. Meanwhile, GMA’s share slipped from 22% to 16% in the area within the same period. In the queen City of the South, the Kapatid Network enjoyed a six-point lead in Q4 2012 with 24% audience share over GMA’s 18%. In Metro Bacolod, it maintained its seven-point-lead in Q3 to Q4 2012 with 24-25% audience shares as against GMA’s 17-18%.
Mindanao-based viewers have also started embracing TV5’s programs, as the Network’s audience share spiked to 19% in the fourth quarter of 2012 from its 15% during the first quarter. GMA’s share in the region slipped six percentage points (from 26% in Q1 2012 to 20% in Q4).
In Metro-Davao, TV5 took the lead from GMA with its Q4 audience share of 20%. In Metro Cagayan de Oro, the Kapatid Network achieved an 11-point lead over GMA in Q3 and sustained it until end of the year. In the same period, TV5’s audience share reached 26 while GMA posted 16%. Finally, in Metro General Santos, TV5 maintained a substantial lead over GMA since the start of 2012, which reached 28% and 32% during the second and third quarters respectively. In Q4, the Kapatid Network managed to climb further to share top spot with ABS-CBN with 34% audience share each, while GMA maintains 22%.
As of press time, there are no comments yet from GMA-7 on the above report of TV5.
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