TV5 should be given credit for their latest move. For the longest time the 6:30PM slot has been held by news programs. This is the time slot occupied by ABS-CBN’s TV Patrol and GMA 7′s 24 Oras. When Manny Pangilinan and the PLDT group acquired TV5 I thought they would go head on and pit their news program, Akyson, against the said shows. However instead of doing that TV5 is going to try to change the viewing habits of the Filipino people. Willing Willie will start airing late this October and it will be shown 6:30PM – 8:30PM. Willie Revillame will be having a showdown with Mike Enriquez and Ted Failon!
Blue Ocean Strategy?
This move reminds me a lot of the Blue Ocean strategy (BOS) which first came out in the book with the same title written by W. Chan Kim and Renee Mauborgne. BOS is basically creating a new market space (or blue ocean) through differentiation so that you don’t need to out-perform the competition in the industry. In fact your aim is to just make them irrelevant. That’s what’s happening in this situation. Instead of Akyson facing off with other news programs, TV5 is going to put a totally different creature in the same time slot!
If you think about it the 6:30-8:30PM slot is usually the time where the Filipino family gathers at home to eat dinner or to just relax. The news alienates the kids from the parents since they’re probably not interested in listening to that kind of programming. Willing Willie, on the other hand, is something that appeals to the entire family.
No one can really say if this will work but one thing is for sure — a lot of executives in the broadcasting industry will eagerly wait for the ratings results of Willing Willie in the next few weeks! If ever Willing Willie trumps TV Patrol and 24 Oras then we might just see more noontime show type programming during early evenings.