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ABS-CBN is a television network in the Philippines and also a major media and entertainment conglomerate, founded on June 13, 1946 as Bolinao Electronics Corporation (BEC) by an American engineer, James Lindenberg. Judge Antonio Quirino bought stocks from BEC and later gained the controlling stock and later renamed the company from BEC to Alto Broadcasting System (ABS). Their first telecast was on October 23, 1953, on channel 3 (using the callsign DZAQ-TV). After the premiere telecast, DZAQ-TV followed a four-hour-a-day schedule from 6:00 pm to 10:00 pm.
On September 24, 1956, brothers Eugenio Lopez, Sr. and former Vice President Fernando Lopez established the Chronicle Broadcasting Network (named after the Manila Chronicle newspaper which Eugenio owned at the time), which was initially focused on radio; they bought Alto Broadcasting System on February 24, 1957 (also reverting the corporate name to its previous one) and established another TV station (DZXL-TV 9) under the CBN brand in 1958. Broadcasts of selected shows in color began in 1966, a first for a Philippine television network, and on February 1, 1967, the company was renamed ABS–CBN Broadcasting Corporation. ABS-CBN opened its Broadcast Center along Bohol Avenue, Quezon City on December 18, 1968, and on November 14, 1969, DZAQ-TV was transferred to channel 2, where it remained the positioning frequency of the station for more than 50 years, while DZXL-TV transferred to channel 4 (and later became the state-run People's Television Network).
On September 23, 1972, ABS-CBN was forced to shut down, due to then-President Ferdinand Marcos' declaration of martial law. It was later relaunched as "The Star Network" on September 14, 1986, a few months after the People Power Revolution, even keeping its DWWX-TV callsign for the Metro Manila TV station. However, on May 5, 2020, the National Telecommunications Commission issued a cease-and-desist order to temporarily stop the network's broadcast, including its radio stations, MOR 101.9 and DZMM TeleRadyo. Following this, ABS-CBN's programming then began airing on Kapamilya Channel, alongside A2Z (a joint venture with ZOE Broadcasting Company) on analog transmission. On October 6, 2022, the company signed a deal with Warner Bros. Discovery to distribute some of their programming overseas.
Alto Broadcasting System
1st Logo (October 23, 1953-June 14?, 1961)
Logo: On a white background, the callsign "DZAQ-TV" is stacked on top of a box that reads "Channel 3", and the Alto Broadcasting System logo is displayed below the box.
Chronicle Broadcasting Network
(July 1958-June 14?, 1961)
1st (known) Logo (1966?)
Logo: The words, "TODAY! SEE..: Channel 3 IN COLOR 1:00-3:00 P.M." stacked on top of each other, against a color bar background zooming in. When it fully zoomed in, the text fades out.
Technique: Zooming effects.
Availability: Extinct. It can be found here.
2nd (known) logo (February 1, 1967-September 23, 1972)
Logo: On a black background, inside a square outline is a vertical line (which represents a transmitter), and three circles surrounding it (which represents the three island groups of the Philippines which are Luzon, Visayas, and Mindanao).
Music/Sounds: A flute playing ABS-CBN's 13-note corporate jingle.
Banahaw Broadcasting Corporation/City2 Television
Not to be confused with the British Broadcasting Corporation (BBC).
Roberto Benedicto (who owned the Kanlaon Broadcasting System at the time) acquired ABS-CBN's corporate assets (including its Broadcast Center) and established a new network called Banahaw Broadcasting Corporation (named after Mount Banahaw) on November 4, 1973. DZAQ-TV became the network's flagship station (serving Metro Manila) and had its callsign changed to DWWX-TV. In 1978, BBC-2 (along with KBS, which used channel 9 since 1969) transferred its operations to Broadcast City in Capitol Hills, Quezon City. For a limited time from 1980 to 1984, BBC-2 was rebranded as City2 Television, where its well-known Scanimate ident became the first computer-generated ident from a Philippine television station. On March 20, 1986, the network ceased its operations and its assets (including radio and television frequencies) were returned to ABS-CBN in July of that year.
1st (known) Logo (1978-1980)
Logo: On a blue background, we see a large three-dimensional 2, next to a red square/rectangle, with the letters, BBC.
Music/Sounds: An orchestral fanfare, with an announcer saying, "Broadcast City 2."
2nd Logo (1980-1984)
Logo: On a black background, a sparkle traces out an outline. Then, we see 3D letters sliding and flipping from the right to the formed outline. The two number 2s flies into the outline, Then the logo glows. The word "TELEVISION" slides down from the bottom of the stylized "2" and the slogan "...we're here just for you." flies with a trailing effect to the bottom of the logo.
- This was made by Ed Kramer, who is well-known for the Prism Entertainment logo.
- This is one of the first scanimated idents in Philippine Television.
Variant(s): There is a variant in which the City2 Television logo is placed on a space background with a planet (possibly Earth) in the corner, with the words "DELIVERS ENTERTAINMENT!" (in a "computerized" font). Only a picture exists.
Technique: All Scanimate effects.
Music/Sounds: A synthesized, bombastic music, with vocals singing, "City 2 Television" and "City 2"
Availability: Extinct, but the original ident can be found on Ed Kramer's YouTube channel. A video can be seen here.
1st Logo (September 14-November 30, 1986)
Logo: The words, "Watch Us Do It Again!" appears on screen before being replaced by a teal-colored number 2.
Technique: Live-action and cel animation.
Music/Sounds: A chorus saying "Watch us do it again!" When the 2 appears the chorus says "2!" An announcer speaking Tagalog is also heard.
Legacy: The video footage was thought deleted, but it was re-discovered. It shows the long-awaited return of ABS-CBN after the Martial law.
2nd Logo (December 1, 1986-February 28, 1987)
Legacy: The logo is completely lost, unknown if there is a recording of it.
3rd Logo (March 1, 1987-1989)
Logo: In a space background with moving grids, the ABS-CBN corporate logo flies into the center, along with the stylized 2 with a rhomboidal star, and the slogan flies into the screen saying, "The Star Network"
Technique: 2D computerized effects.
Music/Sounds: A bombastic fanfare, with Peter Musñgi's voice saying, "This is ABS-CBN. You're on channel 2, DWWX-TV in Metro Manila, The Star Network.". A popular version, which is often used in their anniversary logos at the time, is a dreamy fanfare along with the ABS-CBN theme in the end.
4th Logo (1988-1991)
Logo: On a cyan background, we see a light green Philippine map flying towards the screen. Once it fully zoomed in, it cuts into a black background with the 3D rings, flips around the center of the screen along with a box with a transmitter, until it stops at the middle, one by one. Then, the 3D letters "ABS" and "CBN" flies into their positions, revealing the whole logo, then it flips out to reveal three golden number 2's forming a bigger stylized "2". A shine traces, and colors the stylized "2" and a rhomboidal star zooms in at the tip of the "2".
Technique: All CGI.
Availability: Ultra rare.
- The only footage of this ident is seen on the 3rd PMPC Star Awards, which disappointingly, in a very poor recording, with no color whatsoever.
- The final few seconds of the animation was reused in their sign-off and the other fragment was found in a Palibhasa, Lalake promo from 1988.
Legacy: This ident, along with the other main television network idents were found on the same video, but only two of them (PTV-4, RPN-9) are found in full-color and high-quality recordings. The other two (ABS-CBN and GMA) also have high-quality recordings, but no full-color footage. Links here and here.
5th Logo (1989)
Logo: In a black background, the words, "Presenting...." fades in at the top, then "The World's First Ever Jingle Sung By A Thousand Voices." fades in at the bottom. Then, we fade into a large crowd singing the jingle while the camera is zooming out to reveal even more people. The crowd started clapping after the jingle, then the ABS-CBN wordmark in 3D, zooms out from the bottom of the screen, with a white ring rolls over the wordmark before splitting into three. The rings later changed into its corresponding colors, red, green, and blue, when two metal lines slide over and under the rings. The square, along with the wordmark, slides into the center to form the logo. After the animation, the sentence "THE PHILIPPINES' LARGEST NETWORK" fades in.
Technique: Live-action and CGI.
Music/Sounds: The crowd singing the jingle, "ABS-CBN, The Philippines' Largest Network", and the clapping at the end, with the ABS-CBN theme playing at the end.
6th Logo (1989-1992)
Logo: On a black background with white stars shining, we see the 3D white square outline with an transmitter and the three red, green, and blue rings move to form the 1986 ABS-CBN logo without the letters. We see the letters "ABS" and "CBN" move together in top and bottom of the logo, then the logo moves up to reveal the slogan "In the Service of the Filipino" in the script font below the ABS-CBN logo, and we zoom out the screen to reveal the background message.
Later Variant: By 1992, the slogan now reads "In the Service of the Filipino Worldwide".
Special Message Variants: The finished ident zooms out to the lower right (and gains a white border), uncovering a special message.
- 1989: On a lavender-navy blue gradient background are the words "Be clean in everything you do." in a white, bold, Futura-like font in uppercase.
- 1992: On a background resembling many green leaves are the words "Borrowing trouble from the future does not deplete the supply." in a white, Century Gothic-like font in uppercase. To the left of the ABS-CBN ident is the logo of the Kapisanan ng mga Brodkaster ng Pilipinas (KBP, which means "Association of Philippine Broadcasters" in English) in white, but without the "KBP" lettering. Below that are the stacked words "KBP MEMBER" (indicating ABS-CBN's membership in that broadcasting association) in a white sans-serif font in uppercase.
Music/Sounds: A horn fanfare, with the announcer saying "This is ABS-CBN, a Nationwide Satellite Broadcast. In the Service of the Filipino".
Music/Sounds Variant: In 1992, an 1988 ABS-CBN theme, with the announcer saying "This is ABS-CBN, the most admired broadcasting network in Asia. In the Service of the Filipino, Worldwide".
7th Logo (1991-1993?)
8th Logo (1993-1994?)
Logo: A shot with multicolored animated plants is shown, while some blades of grass ascend from the ground. The grass forms into the feathers of a stylized sarimanok (a mythical bird of Maranao mythology). The sarimanok flies into a studio, turning to a blue human, to a rainbow human. The human transfers to a laser, sending the laser up to a radio tower to the high building of the ABS-CBN. It also sends the laser up to a satellite. The satellite draws rainbow lines and becomes a Sarimanok. the Sarimanok flies into a city to a Black-And-White SMPTE screen. We zoom out to Earth with the Philippine Islands near the United States. We zoom out to an eye of the Sarimanok, and flies down to water. The water splashes and shows three rings. We come across the ABS-CBN logo, horizontal, and the Sarimanok lands on the top on the logo.
Music/Sounds: An orchestra with the 6-note ABS-CBN jingle at the end.
Legacy: There is an animation error where the Philippines is located near the American continents. Aside from that, it is a decent logo for its time. This is one of the most remembered idents of the network.
9th Logo (1994)
10th Logo (1994-1997?)
Logo: This series of idents revolves around the ABS-CBN logo being integrated into different kinds of scenery.
- Explosion: TBA
- Drawings: TBA
- Stadium: TBA
- Raindrops: TBA
- Colored Clouds: TBA
- White Clouds: TBA
- Birds: TBA
- Futuristic City: TBA
- Wooden House: TBA
- Galaxy: TBA
- Kaleidoscope: TBA
- Flying Lights: TBA
- Film Reel: TBA
- Building Blocks: TBA
- Christmas Wreath: TBA
- Snowy Mountain: TBA
- Desert: TBA
- Dark Clouds: TBA
- Gold and Flames: TBA
- Cave Drawings: TBA
- Kiddieland: TBA
- Da Vinci Sketches: TBA
- Ball: TBA
- Papers: TBA
- Twister: TBA
- Searchlights II: TBA
11th Logo (1997-1998?)
12th Logo (1998-1999?)
13th Logo (1999-2000?)
14th Logo (2000-2001?)
- Part 1: We see still images and video clips of important events in ABS-CBN's history (from the founding of the Bolinao Electronics Corporation in 1946 up to 2000), including footage of some of the network's various shows and news coverages and the logos of its major corporate assets. Then, on a black background, we zoom out to reveal a broadcast transmitter tower (representing the Millennium Transmitter) with the phrase "the most powerful this millennium" in white (the highlighted words are in a futuristic font and glow green when they appear) being displayed on-screen.
- Part 2: On a black background with a "projected screen" that flashes various colors, some TV tube-like shapes, each with a white border and depicting a past corporate name or ident of the network (with a date below for the first, second, and fifth tubes), position themselves on the screen to surround a bigger TV tube that displays an ABS-CBN logo. After the camera zooms inside the bigger tube, the 1993 ABS-CBN logo is seen, first with the words "ABS" and "CBN" being shown, then the rest of the logo is shown as a blue lens flare goes through the logo in a northwest direction. The words "ABS" and "CBN" then morph into a sleeker design as a white translucent cube spins into place behind the words, then the other parts of the logo form into place with the white cube from earlier as the base. The word "ABS-CBN" then zooms out while spinning backwards, as a thin horizontal line and the phrase "In the Service of the Filipino" (both colored white) wipe leftwards and rightwards, respectively, and the logo shines.
Variant: A short version of this ident starts from the point where the TV tubes appear.
Music/Sounds: A majestic fanfare (called "Millennium Overture") composed by Ryan Cayabyab that incorporates the network jingle.
Availability: Shown on ABS-CBN's TV stations during that time period.
15th Logo (2001-2003)
Logo: This logo consists of two sections:
- Top and bottom thick borders: Both borders are colored white. On the top border, repeating instances of the word "ABS-CBN" (in a black sans-serif font and uppercase) scroll rightwards. On the bottom border, repeating instances of the phrase "In the service of the Filipino" (in the same formatting as the text on the top border but the words this time are separated by a middle dot) scroll leftwards.
- Main content: On a daytime sky, surrounded by the aforementioned borders, the colored rings of the ABS-CBN logo spin on their own axes. Then, the red and blue rings move away while another red ring and another blue ring merge with the green ring, with the camera moving the rings out of focus. The ABS-CBN logo then forms itself from the upper left side; as the logo finishes forming, a circular "aura" is repeatedly generated behind the logo, radiating outwards and even overlapping the borders.
- A night-time version of this ident has the sky in a gold color and the borders being dark blue (with the text inside the borders in white).
- The variant shown on The Filipino Channel has the top border text read "The Filipino Channel" instead of "ABS-CBN", and the bottom border text adds the word "Worldwide" (making the phrase "In the Service of the Filipino Worldwide").
Technique: CGI by Clark Fairfield and Autonomy.
Music/Sounds: A orchestral fanfare which ends with a six-note jingle.
- Shown on ABS-CBN's TV stations during that time period.
- This was also used as a de facto home video logo from December 30, 2001 until May 20, 2005.
16th Logo (2003-April 2004)
- Short version: We see the ABS-CBN logo's rings turning gold, followed by a broadcast transmitter tower which turns into a golden stick (similar to the original ABS-CBN logo). The rings and the stick then join together in a golden square on a blue background to form the ABS-CBN logo with the huge text "50 Years ABS-CBN Television" with the text "Since 1953" while a male announcer (Peter Musñgi, the main voice-over artist of the network starting from 1986) says the Tagalog sentence "Ito po ang ABS-CBN, limangpu taon ng linlingkod sa sambayanang Pilipino." (English: "This is ABS-CBN, fifty years of service to the Filipino people.") with red, green, and blue beams surrounding the anniversary logo.
- Long version: We see a television screen with the year 1953 (which is the year when ABS-CBN started its TV broadcast operations) displayed on it, followed by pictures of the Quiapo Church, a kalesa, and the Manila City Hall. Then, the network's various milestones up to 1972 are shown, followed by the events of the imposition of Martial Law in 1972 and the first People Power Revolution in 1986. Then, we see footage of various shows broadcasted by the network from 1986 to 2003, followed by the streets of Metro Manila with a steel bridge similar to the one near the MRT-3 Guadalupe station, the Quezon City Memorial Circle, and the ABS-CBN Broadcasting Center with two of the company's helicopters flying in the background. Afterwards, we see the Broadcasting Center again, this time with a company van, followed by a flurry of years from 1953 to 2003 (in the Eurostile font) with a male announcer (again Peter Musñgi) saying the Tagalog sentence "Lumipas at ng bagong man ang panawan, sa isip at pananaw, sa puso, at diwa ng Pilipino, i-isa ang ihit sa bihit ng telebisyon, ABS-CBN, limangpu taon ng linlingkod sa sambayanang Pilipino." (English: "The new generation, in the mind and vision, in the heart, and spirit of the Filipino has passed, and the new one has been turned on television, ABS-CBN, fifty years of service to the Filipino people."). It shows the ABS-CBN 50th Anniversary logo with a searchlight and a slideshow of the history of the ABS-CBN, with the network's motto, "In the Service of the Filipino", shown below the anniversary logo.
Availability: Shown on ABS-CBN's TV stations during that time period.
17th Logo (2004-2014?)
18th Logo (January 1, 2014-May 5, 2020)
Logo: On a white background, a black rectangle is drawn, which then flies upwards to a pixel grid above. As soon as the rectangle touches the grid, the pixels then fly across the screen; the scenery transitions into a galaxy-like space area, with red, green, and blue cubes flying around the sun. The scene then cuts to a different camera angle, where a set of RGB half-rings radiate across the scene and a glass ring materializes around the cubes. Several more glass segments form and merge into two more rings and a rectangle as the glass segments begin to take on the colors of the ABS-CBN logo. The scene then cuts to another angle shot, showing the completed logo rotating to the center of the screen and becoming flat while several small glass segments break away from the logo and the background changes back to white. Once the logo has settled to the center, another set of RGB half-rings then draw from the right and disappear. The text "ABS-CBN" (now in a modified version of the 2000 logo font) then fades in letter-by-letter below the logo, along with the slogan "In the Service of the Filipino Worldwide". Finally, the KBP logo appears in the center.
Technique: CGI animation by Alfie Landayan and Olivr Palr, created with Maxon Cinema 4D and Adobe After Effects.
Music/Sounds: Same as the 15th logo, but slightly extended and added whooshes for the first half-rings set. When the logo is formed, Peter Musngi (the current announcer for ABS-CBN) says "ABS-CBN, in the service of the Filipino worldwide".
Availability: Was used as a station ID during 2014.