TV5 counts on online-only shows to boost ad revenues

The digital unit of Manuel V. Pangilinan-led TV5 remains bullish on growth prospects as it held a media launch for a new batch of online-only shows in the hope of luring viewers and driving up advertising revenue.

Digital5, which was established early this year, said the three new shows, which mainly target a younger audience, would add to four shows already rolled out, according to the company’s digital marketing and strategic planning head, Jose Daniel Feliciano.

Unveiled last Thursday were comedy “Kwentong Barbero”, sitcom “Tanods” and an alternative news program, “Kontrabando”, whose anchors include Ramon Bautista and Lourd De Veyra.

Digital5 creates original content but in a shorter format than traditional TV shows. The business model calls for partnerships with advertisers to create shows “that will encourage strong engagement with the public” and developing brand equity in a way different from traditional 30-second ads.

“There is a lot of content coming out, so it makes it harder for advertisers to stand out,” Feliciano told reporters at the sidelines of the media launch event.

“A lot of the advertising game now is played on brand content. We want to work with brands to develop a story—people want stories,” he added.

So far, the company has worked on a show with advertiser Philippine Long Distance Telephone Co., whose beneficial trust fund also owns TV5. PLDT has been pushing for increased focus on the digital space.

Feliciano said there were ongoing discussions with several large advertisers across various industries.

The company is also banking on increasing Internet penetration in the Philippines, as well as the growing prevalence of smartphones and tablet computers led by the launch of more inexpensive models.

The Philippines recently emerged as the third-largest smartphone market in Southeast Asia last year.

“As media consumption habits shift to digital and mobile, TV5 is adjusting its approach to content creation and delivery to bring the right material and put it on the right platforms for the best viewing experience possible,” Digital5 said in a statement.

The company’s shows are available for free through Internet or data connected devices on the TV5 website.