MANILA, Philippines?Starting August 9, the network known since 1992 as Associated Broadcasting Company (ABC) 5, will be called TV5.
MPB Primedia Inc., local subsidiary of the Malaysian conglomerate Media Prima Berhad, entered into ?a long-term block airtime agreement? with ABC 5 head Antonio ?Tonyboy? Cojuangco.
A source explained: ?TV5 is the brand, but the corporate name is still ABC 5, and Tonyboy is still its CEO.?
A musical extravaganza airing on Aug. 9 at 7 p.m. will inaugurate the newly dolled up network.
In a statement, Christopher Sy, MPB Primedia CEO, said TV5 will air ?innovative, relevant and spirited? programs. ?We [hope to be] a fresh alternative to the country?s two major networks which seem to mirror each other?s programming,? said Sy.
According to a network insider, a show called ?Chicklit,? (short for chick literature) to be produced by Unitel Pictures, is included in the lineup of new shows. ?Talentadong Pinoy,? a reality show, is another. ?Hush Hush,? to be hosted by actress-director Laurice Guillen, ?Pinoy?s Scariest Challenge? and ?Batang X,? are also on the list.
?There will be only 30 minutes of newscast every day,? the source added. ?The rest is entertainment.?
TV5 was introduced to the industry through an event held July 25 at the SMX of the Mall of Asia in Pasay City.
The source added that ?major block airtime deal? meant MPB Primedia Inc. ?bought practically all available airtime? from ABC 5.
ABC 5 will produce shows for MPB Primedia as part of their production service agreement. ?But there will be other project suppliers, like Tony Gloria?s Unitel,? said the source.
Thirdly, under a management consultancy agreement, MPB Primedia will manage the sale of ABC 5 airtime.
Sy, a Filipino national, was formerly managing director of EMI Music Philippines. He also served as chair of the Philippine Association of the Recording Industry.