TV5 No Longer Wants To Be Called ‘Kapatid’First there was ‘Kapuso.’ Then came ‘Kapamilya’ as a response. After about a decade, the term ‘Kapatid’ was coined. Now, it would only be back to two: Kapuso and Kapamilya. TV5 is finally dropping the term ‘Kapatid’ as its identifier. But it is definitely not bowing out of the game.
This was according insiders at the struggling but still wealthy TV network. According to inside reports, the new TV5 management is discouraging its employees, staff, stars, and shows to use the term to refer to the network. This is somehow logical because the term has not been effective after all.
It was TV5 CEO Manny V. Pangilinan who announced that the network would be known as ‘Kapatid’ network when it was re-launched in 2010. That announcement failed to make an impact. After three years, the network war has still been about two stations: Kapuso and Kapamilya.
A few months ago, significant and major changes were done inside TV5. It started when former TV5 president Ray Espinosa was replaced by new TV5 president Noel Lorenzana. It was a surprising management revamp. Espinosa was assigned to another ‘MVP business,’ while Lorenzana was pulled out from PLDT to head the struggling network.
Immediately after that change, former TV5 entertainment head Perci Intalan got the boot. He would be assigned to another MVP business as well. Former GMA-7 entertainment head Wilma Galvante was recruited to replace him. This was not a surprise move because Intalan was a major disappointment as he failed to turn ratings around in TV5 despite the huge costs the network has been incurring from poaching big and has-been stars from other network.
Amid all the changes, TV5 has hired an advertising agency to formulate messages that would cap the revamps in the network. The agency is tasked to create a new logo and station jingle for TV5. There is no definite timetable for any output although this is expected to be done soon.
Not a re-launch
TV5 CEO Pangilinan does not want to call the major changes as a re-launch. He just wants it to be described as a change in management. Many observers think that Pangilina does not want to admit the failure of the network. So far, TV5 is the weakest business in MVP’s portfolio as it has not generated any profit at all since his takeover of the company.
These major changes are perceived to be TV5’s last chance for a turnaround. According to some sources, if this strategy still does not work, it would be the end of the network. Since last year, there have been speculations that Pangilinan is already running out of patience because the network incurs high costs despite its losses.
If TV5 was once thought to be an oasis for media practitioners, now it has literally turned to be a snakepit. Salaries and benefits reportedly are not as attractive as those were in 2010. In fact, many employees were already laid off last year and some stars’ expensive contracts were not renewed. Non-performing shows are also taking the axe.