That's Entertainment on Philippine TV

TUAZON, RAMON R.

With the launch of DZAQ-TV Channel 3 of the Manila-based Alto Broadcasting System in 1953, television was first broadcast in the Philippines. Antonio Quirino, the brother of the current Philippine president who would be seeking reelection the following year, owned the station. The station only broadcast within a 50-mile radius and had a four-hour schedule from 6 to 10 p.m. every day. The Chronicle Broadcasting Network, which started running radio stations in 1956, later purchased this television station. The Lopezes, who ran a number of different businesses, owned CBN Pinoy Tv Shows. The acquisition marked the beginning of the ABS-CBN Broadcasting Network, which is now regarded as one of the major broadcasting organisations in Asia as well as the Philippines.

The Manila Chronicle, a well-known daily at the time, was also owned by the Lopez family. As a result, ABS-CBN became not only the first radio-TV network in the Philippines but also the first family-owned cross-media company, a status that has persisted to this day. The Lopez group later added DZXL-TV 9 as a second station. In the Philippines for many years, Bob Stewart, an American who began his career in radio in 1950, owned DZBB-TV Channel 7, also known as Republic Broadcasting System, which was in operation by 1960. In 1968, ABS-CBN launched the first provincial television stations in Cebu, Bacolod, and Dagupan. Twenty radio stations spread across the nation supplement the network.

During the early years of television, it was economically necessary to rely on imported content from ABC, CBS, and NBC, three U.S. networks. It was less expensive to import programmes than to make them locally. In addition, despite efforts in educational programming, canned programmes appeared to be more well-liked by local audiences.

The commercial focus of Philippine broadcasting sets it apart from other East Asian nations where the government controls and runs the electronic media. The same environment that made local broadcasting globally competitive while fostering free enterprise also made it challenging to produce and broadcast public service and "development"-oriented programming.

The early reliance of Philippine television on US programming may be partially to blame for the "colonial mentality" that has plagued Filipinos for the past several generations. The commercial focus of TV also encouraged an attitude of "that's entertainment" among viewers and advertisers alike.