The Philippine television landscape is dynamic, constantly evolving as networks vie for the attention of millions of viewers. In 2025, two major players, TV5 and GMA Network, are making significant moves that are capturing the attention of audiences and industry observers alike. TV5 continues its upward trajectory in viewership, while GMA Network is set to roll out a comprehensive programming overhaul.
Let's dive into what these developments mean for the future of free-to-air television in the Philippines.
TV5: The Kapatid Network's Steady Climb in Viewership
Over the past few years, TV5 has been strategically building its content portfolio, attracting a growing segment of the Filipino audience. Known as the "Kapatid" network, TV5 has successfully carved out a niche with a mix of sports coverage, news and current affairs, and entertainment programs.
A significant driver of TV5's increased daytime viewership has been the transfer of the iconic noontime
show, "Eat Bulaga!" to their network.
Factors Contributing to TV5's Viewership Growth:
- Strong Sports Programming: TV5's Free-to-Air sister stations RPTV, One Sports, as well as Pay TV counterparts One Sports Plus, PBA Rush, Varsity Channel and NBA TV Philippines has become the go-to channel for major sports leagues and events, drawing in a large and dedicated fanbase. Their coverage of basketball, volleyball, and other popular sports has been a significant driver of viewership. For example, their broadcast of the PBA (Philippine Basketball Association) games consistently garners high ratings.
- Compelling News and Current Affairs: Programs like "Una sa Lahat" (Mon-Fri, 5:30 PM) and "Frontline Pilipinas" (Mon-Fri, 6:00 PM) have provided viewers with credible and timely news, establishing TV5 as a reliable source of information during crucial primetime slots.
- Engaging Entertainment Programs: TV5's primetime lineup also features a diverse range of entertainment, including series like "Ang Munting Section E" (Mon-Fri, 6:45 PM), "FPJ's Batang Quiapo" (Mon-Fri, 8:00 PM), "Incognito" (Mon-Fri, 8:45 PM), "Saving Grace" (Mon-Fri, 9:30 PM), and "Happiness" (Mon-Fri, 10:15 PM). This variety, alongside their sports and news offerings, contributes to their growing appeal. Collaborations with production houses have also brought fresh and innovative content to the screen.
- Impact of "Eat Bulaga!": A significant driver of TV5's increased daytime viewership has been the transfer of the iconic noontime show, "Eat Bulaga!" to their network. The loyal following of the program and its hosts has brought a substantial audience to TV5's midday block, significantly boosting its daytime ratings and overall channel stickiness.
The network's consistent efforts to improve its content and reach more viewers across different genres are clearly paying off, as evidenced by the steady increase in its viewership numbers throughout 2025.
GMA Network's 2025 Programming Overhaul: Addressing Declining TV Ratings
As highlighted in recent reports, GMA Network is indeed undertaking a significant programming overhaul in 2025. This move comes as the network aims to counter declining TV ratings that have reportedly impacted advertising revenues and profitability.
Many eyes are on their upcoming shows, with "Encantadia Chronicles: Sang'gre" being viewed by some as potentially GMA's last hope to reclaim lost ground in the competitive primetime landscape.
According to GMA Network President and CEO Gilberto Duavit Jr., during the company's 2025 annual stockholders' meeting, efforts are underway to refresh their programming to align with the changing preferences of their viewers.
Duavit stated, "In as far as the TV aspect or the core programs are concerned, efforts are underway to effect a meaningful change or cycle in program replacement," adding that the goal is to make the programs more "responsive."
The network experienced a dip in its flagship television ratings, dropping by 5 percent from 45.2 percent in 2023 to 42.8 percent in 2024. A similar decline was noted in its Mega Manila stronghold. This shift in viewership is partly attributed by Duavit to the "significant shift of viewership from TV to the digital platforms."
GMA's Last Hope?
In response to this, GMA Network is not only revamping its TV programming, with hopeful titles like "Encantadia Chronicles: Sang'gre" potentially leading the charge, but also focusing on boosting its online reach and accelerating monetization of its digital platforms, where it already has a significant presence with billions of views across Facebook, YouTube, and TikTok.
While the full scope of the new programs remains to be seen, this proactive approach by GMA Network, pinning hopes on anticipated shows, underscores the evolving dynamics of media consumption in the Philippines and the importance of adapting to audience preferences across all platforms.
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