drama, entertainment, Philippines, television

ABS-CBN’s Ika-6 na Utos Problem

It seems like ABS-CBN is having a problem with ‘Ika-6 na Utos’.

Since late March, the GMA Afternoon Prime drama has earned an average rating of 17% per episode (via Kantar Media), a far cry from the unimpressive 11% average it enjoyed in its first month. Saturday episodes of ‘Ika-6 na Utos’ (introduced April 1) were just as strong, scoring around 15%.

Much of the spike in popularity has something to do with a combination of factors, such as:

  1. Memorable scenes and interactions between the characters Georgia (Ryza Cenon), Emma (Sunshine Dizon) and Rome (Gabby Concepcion)
  2. Lack of interest in ‘It’s Showtime”s Tawag ng Tanghalan Kids
  3. ‘Eat Bulaga”s continued decline post-Kalyeserye

The stunning success of ‘Ika-6 na Utos’ left ABS-CBN dumbfounded and perplexed as to what happened. While they still rule most timeslots every day, it is against ‘Ika-6 na Utos’ that they are noticeably struggling at this point.

So why is ‘Ika-6 na Utos’ giving ABS-CBN fits? Here are the three possible factors to look at.

It’s Showtime”s Long Running Time

‘It’s Showtime’, unlike ‘Eat Bulaga’, runs for over three hours six times a week (in contrast to ‘Eat Bulaga’ running 2 1/2 hours from Monday to Friday and three hours on Saturday). That said, a total of 18 hours per week can be totally draining for both the hosts and the audience.

Coupled with a recent streak of uninspiring pre-Tawag ng Tanghalan segments, and ‘It’s Showtime’ is left to lick their wounds amid the surge of ‘Ika-6 na Utos’. Cutting it to 2 1/2 hours from Monday to Friday may be the best way to remain efficient while maintaining its top-notch ratings.

Resistance to Change

In the past, ABS-CBN aired three teleseryes in the afternoon to counter GMA’s own set of three. Since reducing the amount to only two, the tables seem to have turned in the Kapamilya network’s favor, that is until ‘Ika-6 na Utos’ came along.

Sticking to what seems best might not be a good idea for ABS-CBN at this point. With a surplus of upcoming teleseryes in the pipeline, it is best for them to counter ‘Ika-6 na Utos’ with another teleserye (probably not a ‘kabitserye’) in hopes of reversing its momentum.

A New Trend: Saturday Teleseryes

Before ‘Ika-6 na Utos’, a typical Filipino teleserye only airs from Monday to Friday. That has changed since April 1, when GMA extended ‘Ika-6 na Utos’ to Saturday afternoons, in a move reminiscent of Latin American telenovelas.

The sudden move caught ABS-CBN off-guard, as ‘Ipaglaban Mo’ began to struggle against the surging ‘Ika-6 na Utos’. Still, the extension is only four weeks old so anything can happen in the long run.

With ‘Ika-6 na Utos’ now a major dilemma for ABS-CBN, drastic changes should be in the offing. But unless they figure out a way to overcome this popular Kapuso drama, their overall dominance will become nothing more than a punchline.

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15 thoughts on “ABS-CBN’s Ika-6 na Utos Problem

  1. Vince says:

    Wala yata silang pamalit if ever i-cut nila ang Showtime. Yung ILAI sana kaso naging pre-Showtime. Ang alam ko marami silang nakabaul na mga Koreanovela pero usually flop siya sa KGold.

    • That’s the problem. They were really caught off-guard, and now they’re paying the consequences. Kapamilya Gold may be winning overall, but until they find a way to answer Ika-6 na Utos, hindi talaga magiging completely dominant ang ABS sa hapon.

  2. B says:

    Omg kahit sa Sabado natatalo rin ng IANU ang Showtime. I thought that it would be a wrong move for IANU to extend to Saturdays cos it’s time consuming for its viewers and could lead to decline on its quality.

      • KHIT says:

        First Attempt:
        3pm- Pusong Ligaw
        3:55pm-The Better Half
        4:50pm-The Legend Of The Blue Sea
        Later:
        2:30pm-Pusong Ligaw
        3:20pm-The Better Half
        4:10pm- Ikaw Lang Ang IIbigin
        5pm-LOTBS
        I think that works :/

      • From the looks of it, Ika-6 na Utos is losing some momentum that they had last month. Even their Saturday episodes are not winning of late. That said, ABS’ patience seems to pay off, and as expected, they didn’t push the panic button when they lose. Ika nga, if it ain’t broke, don’t fix it.

    • Both attempts don’t work. It will always affect RNGs’ respective TV Patrol at 5:00 p.m.

      It would’ve been better if they adjust their local news at 6 p.m. to accommodate your proposals

      • Exactly. Regional TV Patrol will always get in the way, making it a difficult viewing experience for provincial viewers. They might as well switch to iWant TV or TVPlus to get the same programming as Metro Manila.

  3. Pingback: Struggling Kapamilya Gold Needs a Boost | From the Tube

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