ABS‑CBN is set to expand its free‑to‑air reach with a new licensing deal with ALLTV, bringing its Kapamilya Channel lineup to the network starting January 2, 2026. This means major shows like FPJ’s Batang Quiapo, ROJA, What Lies Beneath, It’s Showtime, ASAP, and TV Patrol will now air on ALLTV, marking a major shift in the Philippine TV landscape.
This move comes as ABS‑CBN’s content supply deal with TV5—which began in 2023—is ending amid reported financial disputes, prompting questions about the future strategies of other networks.
Impact on TV5
TV5 could feel the biggest immediate effect. The network has depended on ABS‑CBN’s high-rating programs for viewership and advertising revenue. With ABS‑CBN shifting key shows to ALLTV, TV5 faces a potential programming gap that could reduce audience share and advertiser interest during prime time.
To stay competitive, TV5 may need to:
Accelerate development of original programs
Seek new content partnerships
Redefine its brand beyond being just a carrier of ABS‑CBN shows
Failing to do so risks losing viewers to ALLTV and other channels airing Kapamilya content.
Impact on GMA
For GMA Network, the impact is more nuanced. GMA currently airs select ABS‑CBN programs like It’s Showtime and Pinoy Big Brother Celebrity Collab 2.0, which are expected to continue.
Rather than a direct threat, ABS‑CBN’s move could strengthen GMA’s position, offering viewers a mix of retained Kapamilya favorites alongside GMA originals. Still, GMA will need to navigate competition in ratings and ad revenue against a more content-rich free-to-air market that now includes ALLTV.
ABS‑CBN’s Strategy
The ALLTV deal reflects ABS‑CBN’s post-franchise strategy:
Expanding free-to-air distribution
Diversifying platforms (ALLTV, A2Z, GMA)
Sustaining audience reach despite financial and industry challenges
TV5: Most at risk, needing to fill gaps and recalibrate content strategy
GMA: Potentially benefits by retaining popular shows and appealing to mixed-viewer preferences
ABS‑CBN: Shows resilience and adaptability, leveraging broader distribution while reshaping its role in free TV
The coming months will test the programming strategies and agility of all three networks as they compete for viewers and advertising revenue.
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