The company said the unit is part of its push to build a wider entertainment business that spans digital content, media, and live events.
Building a creator pipeline
“PT IDOLS is not simply a talent initiative, rather a deliberate step in strengthening entertainment as a core pillar of PlayTime Entertainment,” said Krizia Cortez, PlayTime Entertainment director of public relations.
PlayTime said PT IDOLS will operate as an integrated platform, which combines talent development, branding, content production, and commercial partnerships, rather than function as a traditional talent agency or multi-channel network.
TikTok-led rollout
The unit has launched several dance-based creator groups in the Philippines and has onboarded 25 active creators to date.
PlayTime said it plans to expand the roster to 60 creators in the near term, with recruitment handled through its TikTok channel PlayTime IDOL (Hiring).
Its main platform will run on TikTok under PlayTime ICONS (@ptimeicons), which the company said has gained early traction locally and in the United States.
—Edited by Miguel R. Camus
