State-run broadcaster Intercontinental Broadcasting Corporation (IBC 13) has officially launched a comprehensive revitalization of its News and Current Affairs division, signaling a strategic pivot toward digital-first storytelling and younger audiences.
The network’s rebranding centers on the new “TreZe news strategy,” an initiative designed to bridge the gap between traditional free-to-air television and modern digital platforms.
According to IBC 13 President Jimmie Policarpio, the move is a direct response to the shifting media landscape and the rising tide of online disinformation.
“This revitalization confirms our unwavering commitment to the now dominant number of younger Filipinos,” Policarpio stated.
“In an age where truth is often obscured by noise, we return to our roots of accountability and integrity by evolving and meeting the needs of a younger generation.”
As part of the relaunch, the network is introducing a fresh roster of anchors specialized in digital engagement. The flagship addition to the lineup is TreZe Mornings, a weekday program airing from 6:00 a.m. to 8:00 a.m. The show features a diverse team of hosts, including Daniel Manalastas, Attorney Marge Gutierrez, Gabrielle Lopez, Alice Noel, Eugene Fernandez, and Eve Valdez.
To support this content evolution, IBC 13 has upgraded its physical infrastructure. With 24 digital and analog stations operating nationwide, the network now estimates a reach of approximately 18.6 million households.
This technical expansion ensures that its digital terrestrial television (DTT) signal is accessible to 54% of the country, while its total analog coverage spans 85% of Filipino homes.
By positioning itself as a verified alternative to algorithm-driven content, IBC 13 aims to reclaim its role as a primary source of news for a generation that increasingly consumes information via social media.