[Originally requested by Jared Kenneth Ferrer for PTV 4’s new newscast branding, the author, though initially rejected the offer, decided to expand to give better comparative insights.]
AS PART OF PTV’s double-edged reform package since June 28, their news division decided to label their newscasts to end confusion this week: Sentro Balita for 1:00 p.m., Ulat Bayan for 6:00 p.m. and PTV News Headlines for 9:15 p.m.
In light of continuous internal monitoring in Vasra lately, the Turf contemplated the status of our newscasts around the country and — with that — the determination of Channel 4’s new newscast branding.
Bear in mind that this article may not include all morning newscasts and will not include hourly news bulletins.
Giants of distinction
The Giants of South Triangle is an obvious long-standing example of distinctive newscast branding.
ABS-CBN’s early evening news, TV Patrol, has been on the air since 1987. Even if they supplemented with the word “World” from 2004 to 2010, the institutional program’s elements did not dampen their culture. Their late night counterpart, Bandila, remained resilient since 2006. Their cable channel, ANC, currently provide both versions of Dateline (lunchtime), Top Story, (early evenings) and The World Tonight (late nights) for weekdays and weekends.
On the other hand, GMA currently holds on their own newscast identities — 24 Oras since 2004 and Saksi since 1995. Its sister channel, GMA News TV, maintains News to Go, Balitanghali (since 2005 under predecessor QTV), Quick Response Team and State of the Nation with Jessica Soho.
Captains of consistency
TV5’s Aksyon, despite the criticisms of most aspects, is consistent in branding since 2014 from Aksyon sa Umaga, sa Tanghali, its standalone name (for the early evening) and Tonite.
CNN Philippines currently uses Newsroom most of the time but with two exceptions: Balitaan every weekday noontime and News Night every early weeknight.
Currently, IBC’s News Team 13 neither does not deliver more than one newscast on weekdays nor have presented one during the weekend. The same case applies to News Light for the Light Network and NewsForce for GNN.
UNTV emulated PTV — both in the dayparts and in the language of delivery — yet in different names and in slant: C-News, Ito ang Balita, and Why News, respectively.
NET 25, their nemesis, is very consistent in branding Eagle or Agila in their news package as they are owned and operated by Eagle Broadcasting Corporation.
SMNI is consistent with Newsline branding for specific focus: The Philippines during the morning and the World for late night.
Insights on the new PTV News branding
Now back to PTV, how the Turf see its new news branding?
Looking closer, Sentro Balita is an obvious reminder of then-ABC 5’s Sentro (2004-2008) when Martin Andanar was the anchor prior to his current job as PCOO Secretary.
However, all of them will last throughout the sitting Duterte administration and due to the palakasan and discontinuity culture (which we will expose another aspect for analogy purposes on Saturday); his successor — whoever it may be — will trash it entirely and rebranded it or start again from scratch. In short, the new branding is good until 2022 or earlier but their commercial counterparts will continue to endure and preserve their newscast branding.
Update (July 14): SMNI currently carries Newsblast instead of Newsline Philippines, though it airs in the afternoon on varying timeslots.
Photo courtesy of PTV/PCOO/YouTube