Last June 28, PTV decided to update its on-air identity, reflecting a renewed thrust as a public service station following in the footsteps of foreign counterparts BBC, NHK, CGTN, among others.
Days later, Kathy San Gabriel and other staff were abruptly dismissed from the network and was never given the chance to bid farewell on-air. It was also during this time reports on alleged corruption over at PTV started to surface. (Check Snow Badua’s Facebook page.)
And on a surprising move, PTV decided to rebrand its newscasts formerly under the uniformed brand PTV News. These are:
- Sentro Balita, anchored by Alex Santos and Angelique Lazo, who was recently narrating the Para sa Bayan documentary series narrating PTV’s history since 1974 (Princess Habiba Sarip-Paudac is now station manager of Salaam TV)
- Ulat Bayan, anchored by Aljo Bendijo and Katherine Vital
- PTV News Headlines, anchored by Charms Espina and Richmond Cruz
This may confuse viewers for quite some time who are already quite accustomed to the PTV News brand. In my opinion, PTV should have settled in reviving the Teledyaryo brand in use since 2001 during the Arroyo years and survived the first 2 years of Noynoy Aquino’s administration. [A common problem for PTV is whenever there is a change of administration, there will be a change in branding.]
Lastly, PTV News must strive to avoid to being perceived as a lapdog of any sitting president and promote itself as a credible source to an audience quite exasperated with mainstream media.