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| TV5 Network Inc. continues to bring much joy to Filipino households amidst the evolving landscape of modern living in the country with its own line of homegrown entertainment programs such as Barangay Singko Panalo, Eat Bulaga and Güd Morning Kapatid among others which now becomes the Kapatid network's definitive format for happiness. (Image Source: adobo Magazine/TV5 Network Inc.) |
At a time when countless movie and TV titles are on offer via streaming and video-on-demand platforms, when anything anyone wants to watch is at their fingertips, format programs — such as variety, reality, and talk shows — remain highly popular. And while Filipinos enjoy tear-jerking drama, heart-pumping action, and gut-busting sitcoms, they also get their kicks from singing, dancing, contests, and games. Some of the most enduring local programs are format shows like Eat Bulaga which celebrated its 45th anniversary last July. Its veteran hosts Tito Sotto, Vic Sotto and Joey De Leon, collectively known as TVJ, remain among the most famous and well-loved “artistas” in the country even in today's generation. It’s no wonder that when TV5 acquired the top-rating and longest running noontime show last year, loyal TVJ fans followed it to the Kapatid channel.
Although Eat Bulaga is quite new to TV5, the station is not at all new to the genre. Unlike other major broadcast networks in the Philippines where narrative series dominate, TV5 has long been producing iconic format shows such as Wow Mali, Tropang Trumpo and Talentadong Pinoy which brought much joy to Filipino homes through the years. More recently, TV5 successfully launched other innovative programs such as the now-concluded SpinGo and Barangay Singko Panalo. For both economic reasons and sheer entertainment value, Filipinos are magnetically drawn to gamified television with prizes and these two weekday game shows were made that much more compelling by their breakthrough, never-been-done-before concepts. The truly pioneering SpinGo was the first game show to inextricably merge TV viewing with in-app play while the highly relatable Barangay Singko Panalo glorified the core unit of the Pinoy community, the barangay, by setting the games in ultra-familiar environs, populated with “common tao” characters. For viewers who prefer a magazine talk show format, Güd Morning Kapatid has segments covering an array of topics and hosts who represent a range of ages and interests; thereby appealing to a broad audience and lending itself well to various branded features. Currently, TV5’s strongest proposition is Wil to Win, which has a slew of brandable executions for on-air and on-ground, through which brands can reach Willie’s legion of avid fans. Like with SpinGo, technology enhances the reach and viewing experience of Wil to Win, thanks to the online livestream on Facebook and YouTube.
By using original homegrown concepts versus foreign franchises, format shows satisfy Pinoys’ taste for comedy and game shows while offering advertisers a way to strengthen their relationship with their target market. The spontaneous, unscripted, often interactive nature of these programs means that they resonate more strongly with audiences and invite active engagement with them. TV5 Network Inc. Vice President of Sales for Entertainment & News Sheila Aligora-Balcueva explains, “Format shows will always have its space in the landscape, providing a unique flavor and energy to the TV viewing experience. Though they are equally engaging and compelling, I’d say narratives are a more passive & lean-back kind of content, whereas variety and game shows are lean-forward, asking you on different occasions to vote, think, participate, and play to win.” In addition, programming that is locally conceived and tailored to the culture, language, and preferences of the viewers not only ensures authenticity, but also lends relevance to the brands that are part of them. And since these shows allow for a lot of flexibility — from product intrusion, to segment sponsorship, to innovative and immersive branded experiences — they provide a multitude of opportunities for brands to increase their affinity to consumers. Balcueva adds, “Format shows easily render themselves to content integration, whether via customization of existing portions or the creation of totally bespoke executions. We can be more direct with branded executions here and need not tiptoe around the suspended reality of narratives." And she promises that there will be much more to expect from TV5 including additional formats that would tap the pulse of pop culture and entertainment, whether they are innovations or reboots of classic TV5 offerings.
With the ever-widening variety of programs available today, it makes sense to cater to different tastes beyond the usual narrative series. Because format shows delight and excite Pinoys while at the same time providing a wealth of possibilities for brands to make an impact on their target market, TV5 will continue to offer them — for both viewers’ and advertisers’ happiness. As TV5 Network Inc. President and CEO Guido Zaballero says, “The free-to-air business is not exclusive to one player. We are all finding solutions that address the diverse needs of our clients. TV5’s strategy is to create format titles for our audiences to love and embrace as part of their lives.” Learn more about TV5’s shows and latest news on tv5.com.ph and visit and follow its official social media accounts for updates and exclusive content on the Kapatid network's programming which steadily become its definitive format for happiness in the ever-changing and ever-evolving Philippine television landscape.
