TV5 bet­ters bot­tom­line, re­brands to 5 Plus

Manila Bulletin - - Business News - By EMMIE V. ABADILLA

TV5 Net­work, Inc. has im­proved its bot­tom­line by 30 per­cent in 2018 – a “great performance given the dif­fi­culty of other net­works,” and ex­pects to break even in time for its 2019 tar­get, Pres­i­dent and CEO Vin­cent P. Reyes yesterday told re­porters dur­ing the re-launch of TV 5’s sis­ter chan­nel, Aksyon TV, as “5 Plus”.

Be­ing a gen­eral entertainment net­work that it was be­fore en­tailed a lot of ex­penses," he noted. “We shifted to sports and re­duced our ex­penses a lot.”

How­ever, the trade-off for mov­ing away from their gen­eral entertainment category is rev­enue con­trac­tion, he ac­knowl­edged. “The ad­ver­tis­ing spend in sport is not as big as in entertainment but the cost is not as great ei­ther.”

De­spite the 2018 rev­enue de­cline, the com­pany ex­pects to ben­e­fit from the 2019 do­mes­tic elec­tion spend­ing, although this will not big as a national elec­tion spend­ing.

Part­ner­ships, such as those with Face­Book, ESPN, Net­flix and oth­ers also gave the net­work “a lot of con­tent with not so pro­hib­i­tive costs.”

“We want to cater to un­der­served mar­kets. We’re not fo­cused on rat­ings any­more but on build­ing our au­di­ences. We also fo­cus on con­tent and sus­tain­abil­ity. And we are faith­ful to the iden­tity of our net­work.”

This year, the net­work ex­pects a 15 to 20 per­cent growth, Reyes pre­dicted.

They have started 2019 with yesterday’s launch of 5 Plus, which will act as a se­condary chan­nel to TV5, serv­ing atyp­i­cal sports and sport­sre­lated con­tent, show­cas­ing ac­tion geared for a younger, more ad­ven­tur­ous au­di­ence.

“The in­tent is to cre­ate a home for atyp­i­cal sports – ti­tles with a highly en­gaged au­di­ence base who don’t typ­i­cally re­ceive vis­i­bil­ity of this scale,” he ex­plained.

“Ex­pand­ing our sports cov­er­age also en­ables us to at­tract a new au­di­ence – the younger sports fan. 5 Plus’ con­tent will res­onate with the pace of their ac­tive life­style and their var­ied in­ter­ests.”

“The com­bi­na­tion of TV5 and 5 Plus al­lows us to ce­ment and ex­pand our foothold in sports,” the Pres­i­dent un­der­scored.

For ex­treme sports en­thu­si­asts, 5 Plus will cover the X Games, fea­tur­ing freestyle BMX and skate­board­ing.

For Es­ports buffs, 5 Plus will air some of the big­gest in­ter­na­tional es­ports tour­na­ments – the Na­tion­als, with games such as Dota 2, mo­bile Leg­ends and Tekken.

For col­lege sports fans, 5 Plus will broad­cast the National Bas­ket­ball Train­ing Cen­ter League, the National Cheer­lead­ing Cham­pi­onship.

The re­brand also in­volves a com­plete over­haul of the chan­nel’s look to visu­ally com­mu­ni­cate a new iden­tity. Mu­sic iden­tity and sonic brand­ing will also com­ple­ment the visual changes of the chan­nel.

With its ex­panded reper­toire, 5 Plus will com­ple­ment TV5’s main chan­nel as the lat­ter con­tin­ues to pro­mote more es­tab­lished sports, like base­ball, vol­ley­ball and box­ing.

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