MANILA, PHILIPPINES — 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. 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 just celebrated its 45th anniversary. Its veteran hosts, Tito, Vic, and Joey, are still some of the most famous and well-loved “artistas” in the country. It’s no wonder, then, that when TV5 acquired the top-rating noontime show, loyal TVJ fans followed it to the Kapatid channel.
A track record of breakthrough, brandable entertainment
Although Eat Bulaga is quite new to TV5, the station is not at all new to the genre. Unlike other networks, where narrative series dominate, TV5 has long been producing iconic format shows, such as Wow Mali and Tropang Trumpo, which brought much joy to Filipino homes decades ago.
More recently, TV5 successfully launched other innovative programs, like 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 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. And 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.
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.
Engaging and flexible content
The spontaneous, unscripted, often interactive nature of these programs means that they resonate more strongly with audiences and invite active engagement with them. TV5 Vice President of Sales for Entertainment & News, Sheila Aligora-Balcueva, avers, “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. “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,” Balcueva explains. And she promises that there will be much more to expect from TV5: “More formats tapping the pulse of pop culture and entertainment, whether innovations or reboots of classic TV5 offerings.”
Solutions for diverse tastes and needs
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 Guido Zaballero, President and CEO of TV5 Network Inc., 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
