Insider Spotlight
The MVP Group-backed broadcaster plans to increase its transmission sites from 37 to 55 while strengthening its digital advertising capabilities and programming partnerships ahead of 2027.
TV5 has emerged as the country's No. 2 major free-to-air television network following ABS-CBN's loss of its broadcast franchise in 2020, although it remains a distant challenger to industry leader GMA Network.
After years of investing in the network, Pangilinan is emphasizing a familiar but increasingly urgent challenge: turning TV5's wider reach and corporate backing into a business that can compete for advertising revenues.
"We must earn your business—not simply through the relationships we have built, but through the value we deliver," the MediaQuest Holdings chair told advertisers and industry partners during TV5's Thanksgiving celebration at Grand Hyatt Manila.
Even industry leaders are struggling
The push comes at a difficult time for Philippine television, where broadcasters are struggling with weak advertising revenues, changing viewing habits and growing competition from digital platforms.
GMA Network, the country's leading free-to-air broadcaster, swung to a P77.37-million loss in the third quarter from a P102-million profit a year earlier, as revenues fell 21 percent.
Its nine-month earnings plunged 98 percent to just P32.85 million, highlighting the financial pressure facing even the industry's dominant player.
ABS-CBN, meanwhile, reported a wider nine-month net loss of P2.95 billion, up 32 percent, as it continued rebuilding its media business six years after losing its broadcast franchise.
TV5 has also faced longstanding profitability challenges, although its latest financial performance was not disclosed. Its expansion comes as the MVP Group seeks to build a more competitive television business in an industry where scale and audience reach no longer guarantee strong earnings.
Expanding TV5's reach
TV5 has upgraded its Antipolo transmitter to 15 kilowatts from 6 kilowatts and plans to boost its Novaliches facility to 20 kilowatts as it expands nationwide coverage.
The network is also strengthening its digital advertising business through a partnership with Kayana, offering data-driven audience targeting and AI-powered campaign optimization.
Chaye Cabal-Revilla, a MediaQuest director and senior MPIC executive, reaffirmed the MVP Group's commitment to building a stronger TV5, citing its talent, programming and industry partnerships.
MediaQuest president and CEO Victorico P. Vargas said the group was working toward a more integrated media organization that could better serve audiences and create lasting value for advertisers.
—Edited by Miguel R. Camus
