Pangilinan pours more cash into TV5 operator


Philippine Long Distance Telephone Co. (PLDT) is set to pour more cash into affiliate Associated Broadcasting Corp. (ABC), operator of the money-losing TV5 network, as it hopes to grab a larger share of the broadcast advertising pie.

PLDT chairman Manuel V. Pangilinan this week said TV5 would spend over P6 billion in 2013 to improve its program lineup and expand nationwide coverage.

PLDT’s decision to set aside P6 billion for the TV network came about after ABC lost P2.8 billion in the first half of last year. The broadcast station was also expected to remain in the red in the second semester of 2012.

“We probably had to put in more [resources into ABC],” Pangilinan recently told reporters.

Pangilinan was unfazed by TV5’s failure to post a profit five years after the PLDT group took control of the broadcast firm.

The bulk of the P6 billion to be invested by the PLDT group will go to TV5’s new corporate headquarters and news studio in Mandaluyong City. Over P1 billion will also be spent to expand the coverage of affiliate pay TV firm Cignal TV.

“You don’t let go of a child after just five years,” Pangilinan said when asked if he was disappointed with the firm’s performance.

He said TV5’s ratings have improved significantly under the control of PLDT, but this has yet to translate into ad revenues high enough to cover expenses.

“Competition is tough. ABS-CBN and GMA are both competent media companies,” Pangilinan said.

Data from AGB Nielsen for January to December 2012 showed that TV5 accounted for an average total day nationwide audience share of 15.1 percent, trailing behind GMA Network’s 34.4 percent and ABS-CBN’s 31.5 percent.

Pangilinan said TV5’s ratings started to improve following the launch of new shows at the primetime slot, where ad minutes are most profitable.

TV5 recently moved the game show Wowowillie, hosted by the controversial Willie Revillame, to the noontime slot, going up against GMA Network’s “Eat Bulaga” and ABS-CBN’s “Showtime.”

The Pangilinan group’s interests in the media sector are under MediaQuest Holdings, a wholly owned subsidiary of PLDT’s Beneficial Trust Fund.

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  • chikko

    I think there are only two real TV shows in the Philippines that paying public are watching,  i.e., 24 Oras and TV Patrol. the rest are nothing but repetitive, recycled garbage. Having say that, Does TV5 have the same show that could match with both newscast? if not, that may explain the reason why they are losing in millions.  If they are bank rolling on Willie Revillame to match with ABS or GMA, that may a  wrong business decision as Willie is not for real TV, he is on for garbage show. and, talking about garbage, who would want to watch a TV host , who are known for mocking poor people in public for his personal gain? …that maybe the secondd reason why people are not watching  tv5.

  • troyg318

    it takes more than a good programming to spike up the ratings and attract advertisers MVP should invest more infrastructure to improve TV5 reach, otherwise he will continue to bleed and will not recoup his investment for a long time.

  • rickysgreyes

    MVP why don’t you hire Rory Quintos to do a teleserye for you?

  • ofwme2807

    This MVP thinks he’s really a genius that everything he wants he gets and everything he touches turns into gold…Remember his venture into Fort Bonifacio Global City, he was unlucky there and lost money and was forced to sell the venture to Ayala and partner…This TV channel 5 will never turn into profit maybe until another 2 -3 years loss more due to the deep and long entrenched rivals ABS CBN and now leader GMA 7…His only business model is if you cant beat the competition just buy them…Mr. MVP kailan kb aalis at mgresign as dummy ng mg Salim of Indonesia…go build your own all Filipino world class company and stop making the Salims richer and make his companies monopolize Philippines…Good luck hopefully this year your losses in TV5 will be lower than last year’s and stop the bleeding maybe by 2016…

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