TV5 is doubling down on its partnership with VIVA One as part of a strategic move to capture a younger demographic increasingly disengaged from traditional newscasts.
A high-ranking TV5 official confirmed that Mavenpro—a joint venture between MediaQuest Holdings and VIVA Entertainment—has secured not just the 7:15 PM primetime slot but also the 6:45 PM block, both of which are now dedicated to airing series produced by VIVA One, one of the country’s leading streaming platforms.
The shift began in May with the premiere of Ang Mutya ng Section E (AMNSE), which has since performed strongly in both TV ratings and social media engagement.
According to the executive, the move was designed to reach audiences who typically skip over mainstream news programs like 24 Oras and TV Patrol.
“It’s a strategic move. What TV5 and VIVA want is to reach younger audiences—those who don’t usually watch the news,” the official stated.
Executives have also praised the support of the AshDres fandom, known as the Keepers, who helped promote AMNSE by purchasing 50 units of Sulit TV boxes—an initiative seen as instrumental in boosting both visibility and access.
AMNSE is currently on its final week and will be replaced by Seducing Drake Palma starting July 21 on the Primetime Primera block.TV5 is also set to air Bad Genius: The Series starring Atasha Muhlach, Gab Lagman, Hyacinth Callado, and Jairus Aquino, along with the much-anticipated second season of AMNSE.
Additional titles from VIVA and TV5 are reportedly in development, including a possible new teleserye led by the popular AshDres love team.