PTV FILE

Newly appointed PTV General Manager Lino Cayetano has launched a sweeping review of the state-run network, issuing his first official directives aimed at making its content and services more relevant and accessible to Filipinos.

In a statement released on Monday, Cayetano said the orders came after a two-week assessment conducted following the turnover of leadership at People's Television Network (PTV), which he said would serve as the foundation for a more deliberate and inclusive roadmap for the government broadcaster.

Among the first priorities is a comprehensive review of PTV's programming across television and digital platforms. A panel will be tasked with evaluating the network's current lineup to strengthen news and public affairs while expanding educational, cultural, developmental, and disaster preparedness content.

The former Taguig mayor and television director said the initiative would build on the skills and experience already present within the organization and provide employees with greater support and resources.

Cayetano is also pushing for the expansion of PTV's digital footprint through the activation of additional Digital Terrestrial Television (DTT) and online channels. A dedicated task force will be formed to enhance the network's presence on social media, boost regional programming, and strengthen partnerships with government agencies, local governments, non-government organizations, private entities, and content providers.

The move comes as public broadcasters worldwide continue to shift toward digital and multi-platform operations to reach younger and more geographically diverse audiences. PTV, which serves as the government's flagship television network, has increasingly relied on online streaming and social media to expand its audience in recent years.

Another key initiative focuses on the network's workforce and long-delayed restructuring. Cayetano announced the creation of a committee that will review plantilla positions while simultaneously pushing for the approval of PTV's reorganization plan, which has remained pending for about 15 years.

The plan seeks to upgrade the network's organizational structure, improve employee development, and move compensation closer to industry standards. It also aims to attract new talent through partnerships with universities and the private sector while recognizing the contributions of longtime employees.

PTV traces its roots to Government Television, which was established in 1974, and currently operates television stations nationwide. As the country's official public broadcaster, the network is mandated to provide news, information, educational programs, and public service content.

Cayetano said the reforms are designed to address the network's content, reach, and institutional capacity, with the goal of transforming PTV into a stronger, more sustainable, and progressive public broadcaster capable of serving Filipinos across multiple platforms.

His appointment to the top post at PTV was announced earlier this month as part of President Ferdinand Marcos Jr.'s efforts to strengthen government communications and modernize state media.