ABS‑CBN’s recent move to deepen its partnership with ALLTV—through a new licensing agreement that will bring the Kapamilya Channel lineup to ALLTV beginning January 2, 2026—is shaking up the Philippine TV landscape.
Under the deal, major ABS‑CBN shows such as FPJ’s Batang Quiapo, ROJA, What Lies Beneath, It’s Showtime, ASAP and TV Patrol will air on ALLTV, expanding the reach of Kapamilya content on free‑to‑air television.
This development comes alongside the nearing end of ABS‑CBN’s content supply agreement with TV5—a partnership that began in 2023 but is being terminated effective January 2, 2026, amid reported disputes over financial obligations.
WHAT THIS MEANS FOR TV5?
TV5 stands to feel the most immediate impact. The network has relied on ABS‑CBN’s high‑rating programs for viewership and ad revenue under their content agreement. With that tie ending and ABS‑CBN shifting key shows to ALLTV (and maintaining some on A2Z and GMA), TV5 could face a programming gap that may affect its audience share and advertiser appeal in prime time.
If TV5 fails to replace these shows with equally strong content, it risks losing viewers to channels now carrying Kapamilya favorites. TV5 may need to accelerate its own original programs or explore new partnerships to maintain relevance. However, the move also gives TV5 a chance to redefine its brand beyond being a content carrier for ABS‑CBN.
WHAT THIS MEANS FOR GMA?
For GMA Network, the impact is more nuanced. GMA already airs select ABS‑CBN shows like It’s Showtime and Pinoy Big Brother Celebrity Collab 2.0, and these arrangements are expected to continue even after the ALLTV deal kicks in.
Rather than direct threat, ABS‑CBN’s move might strengthen GMA’s competitive position. By retaining popular ABS‑CBN programs while ABS expands with ALLTV, GMA can attract viewers who prefer a mix of content. However, GMA still competes for overall ratings and advertisers against a more content‑rich free‑to‑air landscape that includes ALLTV’s newly beefed‑up lineup.
ABS‑CBN’S STRATEGIC PLAY
For ABS‑CBN, the ALLTV deal is a pragmatic step in its post‑franchise era strategy: securing more free‑to‑air platforms to distribute its programmes, while diversifying partners (ALLTV, A2Z, GMA). This multi‑platform approach helps sustain audience reach even as it navigates financial and industry challenges.
BOTTOM LINE
TV5 likely has the most to worry about in the short run, as it loses access to some of ABS‑CBN’s biggest draws and must recalibrate its content strategy. GMA, on the other hand, benefits from retaining select Kapamilya shows and could see ABS‑CBN’s fragmentation of platform partnerships as an opportunity rather than a direct threat.
For ABS‑CBN, the ALLTV partnership signals resilience and adaptability—leveraging broader distribution while reshaping its role in free TV. As competition for viewers and ad spend intensifies, all three players will need sharp programming and strategic agility.