In recent years, ABS-CBN has stayed away from airing re-runs of teleseryes and dubbing foreign films in the Filipino language. But when they aired ‘Transporter 3’ in Filipino last week, it appears as if ABS-CBN has joined the bandwagon that was started by their rivals TV5 and GMA.
Soon after, ABS-CBN followed the lead of its arch-rival thanks to this announcement.
ABS-CBN decided to air a ‘Royal Rewind’ of ‘The Heirs’, the hit Koreanovela starring Lee Min Ho, beginning this Sunday. This was in response to GMA’s highly-rated re-run of ‘My Love from the Star’, which outrated the NBA Playoffs, Pinoy Pride and Nonito Donaire boxing matches, and Kapamilya Blockbusters on the same timeslot.
Curiously, neither program air on the same timeslot during weekdays. ‘The Heirs’ is matched up against the re-run of ‘Jewel in the Palace’, while ‘My Love from the Star’ opposes ‘Mirabella’.
The re-run of ‘The Heirs’ is basically a retaliation made by ABS-CBN. GMA, for their part, has capitalized on the former’s delayed broadcast of sporting events to gain some high ratings for ‘My Love from the Star’, unlike before when their Tagalized movies in the morning rate less than ABS-CBN’s. And it was only logical, since people with internet connection would know the results in real time.
But with the NBA season about to end, and with the next ‘Pinoy Pride’ still a few months away, ABS-CBN decided to retaliate by counterprogramming GMA’s Asianovela with one of their own, all for the sake of getting high ratings on the timeslot they failed to dominate of late. If this is one of those ‘bandwagon’ acts that ABS-CBN committed, so be it.
Going back to ABS-CBN’s airing of ‘Transporter 3’ in Filipino, it is rare to have the network air a movie on Sunday nights. After all, 3/4 of ‘Sunday’s Best’ broadcasts is concentrated on concerts, live events and documentaries. But when they aired ‘Transporter 3’ in Filipino last week, it was a stab in the back, considering that the network has avoided the same route as TV5 and GMA’s ‘masa’-oriented English-language films.
For ABS-CBN, it is a matter of staying away from the rivals’ desperation tactics. Even though the network is now the undisputed No. 1 ratings-wise, viewers can only hope that the Kapamilya network will continue to stick to what works best, and that is airing unique programs that will appeal to all classes.