Present during the trade launch of TV5 were (from left) Bobby Barreiro, managing director of Associated Broadcast Company; Dominique Cojuangco and her mother Gretchen Barretto; Antonio Cojuangco, President and CEO, Associated Broadcast Company; and Christopher Sy, CEO, MPB Primedia (TV5). Photo: Courtesy of TV5


Last March, ABC-5 informed PEP (Philippine Entertainment Portal) that the company had entered into a "major blocktime agreement" with MPB Primedia, Inc., a Philippine corporation backed by Media Prima Berhad of Malaysia.

This agreement has resulted in a new look and a new target market for the broadcasting company owned by Antonio "Tonyboy" Cojuangco. Starting August 9, ABC-5 will be known as TV5, a channel that promises to target "under-served demographic of 30 and below including those who are young at heart—generally the progressive Pinoys who are open to change and are willing to try new things and experiences."

According to Christopher Sy, TV5 Chief Executive Officer, "We realize that our target market is an active segment that may not have the time to try to follow something on a daily basis. As such, our schedule is based more on "appointment" television with provisions for catch-up TV, allowing people the flexibility to watch our programs when it's convenient for them."

TV5 will offer various show genres such as reality, drama, variety, teens & toons, and movies.

"We think we can attract a sizeable audience by providing a fresh alternative to the country's two major networks which seem to mirror each other's programming. We hope to provide shows that are different and more relevant to a youthful Filipino audience," said Sy.

The newly repositioned TV station will broadcast using a 120kW transmitter. It was recently launched to the trade industry through an event attended by more than 1,000 movers and shakers from the advertising business as well as the stars from the channel's upcoming programs. The big trade launch showcased TV5's new programming lineup, which was well received by the audience.

TV5 is a television channel brand of MPB Primedia, Inc., a Philippine domestic corporation, which entered into a long-term block air time agreement with Associated Broadcast Company, which is headed by Mr. Cojuangco.