TV5 has been making attempts at creating a formidable noontime show since 2013.
Since its acquisition by the Mediaquest group and rebrand as the ‘Kapatid’ network in 2010, TV5 had been trying to cement itself as one of the big league networks in Philippine television. Initially, the station focused on the primetime slot, before slowly expanding into the other dayparts. In 2013, the network finally gave in and faced head-on stalwarts ABS-CBN and GMA in the noontime game.
Since then, the network had been struggling to find its footing in a crowded space. But with what has happened today, is this finally the chance for TV5 to catch-up, or even overtake other networks during the lunchtime hours?
Let’s have a throwback first to the network’s attempts at making or airing noontime variety shows through the years.
Wowowillie (2013)
First, the network tried ‘Wowowillie’ in 2013, which was hosted by Willie Revillame. The program was a serious gamble for TV5, which until that point, hadn’t tried producing a six-days-a-week noontime program. Furthermore, Willie had also been a key part of its primetime schedule for more than two years, hence they also lost an anchor show during the said block.
‘Wowowillie’ did not run for long, and ended its run on October 12, 2013. While it was short-lived, it continues to live in infamy due to the controversial on-air tirade of Revillame versus Ethel Booba and Ate Gay in one of its episodes. Also, it was the first SPG-rated noontime variety show in Philippine TV history, after the MTRCB raised concerns over the costumes worn by the dancers in the program.
After ‘Wowowillie,’ TV5 did not put a noontime variety show on the network for seven years, with the station electing to air movies, newscasts, public service, drama, and even teleshopping during that span.
Lunch Out Loud (2020-2022)
In 2020, during the height of the COVID-19 pandemic, TV5 entered into a major blocktime agreement with Brightlight Productions. Under the said deal, Brightlight will occupy 18 hours of TV5’s total airtime each week. Among the shows to be produced as part of the deal was ‘Lunch Out Loud,’ which feature former Kapamilya talents Billy Crawford, Alex Gonzaga, Bayani Agbayani, Wacky Kiray, K Brosas, among many others.
‘LOL’ became TV5’s re-entry into the noontime variety game and it was considered a successful endeavor, esepcially that it began airing during the time when TV5 was reestablishing itself as an entertainment network — after previously shifting to a sports and news network. It averaged 1 to 2% during its first few months.
Almost two years into its life, in July 2022, TV5 announced that the network, Brightlight Productions, and ABS-CBN had entered into a partnership. This saw ‘Lunch Out Loud’ reformatted into a late-morning show and retitled to ‘Tropang LOL.’ It was also simulcast on A2Z and Kapamilya Channel.
Tropang LOL x It’s Showtime (2022-2023)
Due to the said partnership, TV5 was able to open its doors to another major Kapamilya show, ‘It’s Showtime,’ which aired back-to-back with ‘Tropang LOL’ to form a four-hour-long lunchtime block. At that point in time, the partnership ABS-CBN and TV5 was already 18 months old, and the inclusion of ‘Showtime’ solidified both the relationship of both companies and the ratings of the program and network.
The major adjustment during this time happened when ‘Showtime’ was reduced to run for only 2 hours and 15 minutes. The shortened runtime affected the program, when its major segment ‘Tawag ng Tanghalan’ had to be extremely rushed or deferred to the next episode.
But last April, ‘LOL’ ended its run after two-and-a-half years on the air. The change was caused by TV5’s decision to place the revival of ‘Face To Face’ on the 11:00 am time slot. As a result, ‘It’s Showtime’ was able to regain its lost time and aired for three hours again, starting from 12 noon to 3 pm, beginning last May 1.
Eat Bulaga(?) [+ It’s Showtime?] (2023)
But today, TV5 opens another chapter by signing Tito, Vic, and Joey for a noontime show, which is highly likely to be titled ‘Eat Bulaga,’ pending the Intellectual Property Office’s decision on the matter. The said program is expected to begin airing on the Kapatid network starting July. Its studio is already being built at the TV5 Media Center in Mandaluyong.
The fate of ‘It’s Showtime’ on TV5 remains unknown at the moment, but rumors suggest that the show might move to pre-primetime slot and will only air on the station on a delayed basis, while keeping its 12 noon start time on A2Z and Kapamilya Channel. ABS-CBN and TV5 have yet to issue a formal statement on the matter.
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