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TV5 lures advertisers with P1 million treat

By Luigene Yanoria

TV5 top honcho Manuel V. Pangilinan said his TV network investment remains a third placer. This he disclosed at the recent Ad Summit, a gathering of 2,500 guests from advertising agencies and trade partners held in Subic.

The PLDT Group chairman, however, made the sad truth lighter by quipping, "In 2011, I said then that while ABS and GMA were arguing over who’s #1, TV5 was clearly the undisputed #3. Today, I can confirm that we are still #3."

MVP was referring to the prior Ad Congress held in Camarines Sur a little over two years ago. There he spoke like a rockstar of capitalism alongside ABS-CBN and GMA bosses, Gabby Lopez and Felipe Gozon.

The formidable trio, at the time, shared their game-changing practices to the advertising industry. Both industries maintain a healthy relationship as advertisers use TV to communicate to their target market. The more ads shown, the higher profits TV networks get.

At the TV5-sponsored dinner, the network raffled off P1 million cash to a lucky guest, among other prizes. But of course, MVP came prepared and brought with him what he described as "the right people" to "wrestle" with him amid industry evolution: his set of TV executives and some network talents.

The network remains a work-in-progress and tries to trim down losses almost four years since the PLDT Group acquired TV5 for P5 billion.

Also read: TV5 employees get P3,000 wage hike