PIE
PIE was a Philippine interactive television channel combining broadcast programming with real-time digital participation.
Last updated August 31, 2026
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Overview
PIE, short for Pinoy Interactive Entertainment and stylized on air as PiE, was a Philippine entertainment channel built around the combination of conventional television production and live digital interaction. The service was co-owned by ABS-CBN Corporation and Kroma Entertainment, with 917Ventures supporting the technology and innovation side of the project and Broadcast Enterprises and Affiliated Media providing the principal terrestrial broadcast relationship. ABS-CBN acted as the main content production provider, while Kroma positioned the venture as part of its broader multi-platform entertainment strategy. The channel was designed as a “tradigital” service: viewers could watch programs through television, cable, satellite, websites, YouTube and mobile-oriented platforms while also taking part in games, polls, questions and other real-time activities. This approach was intended to connect the reach and familiarity of free-to-air television with the immediacy and participation associated with digital media. PIE described itself as a multiscreen interactive entertainment channel, with programming organized around games, talk, variety, talent-oriented formats and audience-driven segments. PIE began test broadcasting on April 25, 2022. Its initial test period used daily questions and other interactive material, followed by a seven-day “Countdown to TagumPIE” special from May 16 to 22. The formal launch took place on May 23, 2022. At launch, the channel was distributed nationwide through digital terrestrial television using BEAM TV’s Channel 31, as well as through cable and satellite services. It was also available online through the PIE website, its YouTube channel and GCash’s GLife platform, extending the service beyond traditional television households. From September 2022, programming and distribution changes made the online YouTube stream more accessible to international viewers. The channel’s programming relied heavily on presenters known as “PIE jocks.” These included established television personalities, actors, musicians, comedians, online creators and emerging performers. Programs named in the channel’s programming roster included Mukhang Perya, Ur Da Boss, Watchawin, Tamang Hinala and Sinong Manok Mo?, alongside other game, talk, variety and interactive formats. The range of hosts reflected PIE’s effort to appeal to both established Filipino television audiences and digitally engaged viewers. PIE’s broadcast model changed significantly at the end of 2023. On November 24, 2023, Kroma Entertainment announced that the service would move to a fully online format beginning January 1, 2024. Terrestrial, cable and satellite distribution ended at 11:00 p.m. on December 31, 2023, with Playlist identified as the final program broadcast on the channel. The online phase continued for several months, but PIE ultimately ceased operations on June 15, 2024. Its remaining public footprint consisted primarily of archived episodes and online material available through its YouTube presence. PIE therefore operated for roughly two years as an experimental Philippine interactive television and digital entertainment brand before being discontinued.
History
PIE emerged from a collaboration between ABS-CBN Corporation and Kroma Entertainment during a period when Philippine media companies were developing services that combined traditional broadcasting with internet-based participation. Kroma Entertainment, launched by Globe Telecom’s 917Ventures as a multi-platform media and entertainment venture, presented PIE as one of its principal entertainment offerings. The partnership assigned complementary roles: ABS-CBN served as the principal content production provider, while Kroma contributed a technology-oriented interaction model. Broadcast Enterprises and Affiliated Media supported distribution through its digital terrestrial television infrastructure. The resulting service was conceived as more than a conventional television channel. Its “tradigital” identity referred to the integration of television production, digital video, social-style participation and real-time audience response. PIE aimed to reach Filipino viewers through a mixture of television and connected devices, with game mechanics and interactive segments incorporated directly into programming. The partners stated that the service could reach millions of television households through terrestrial broadcast while also addressing a large digitally connected audience through online channels. PIE began test transmission on April 25, 2022. During the test period, viewers encountered daily questions and other introductory interactive material. A seven-day “Countdown to TagumPIE” special ran from May 16 through May 22, preparing audiences for the formal debut on May 23. The channel initially operated nationwide on digital terrestrial television via BEAM TV’s Channel 31 and was also carried by cable and satellite providers. It extended its distribution through the official website, YouTube and GCash’s GLife, giving viewers multiple ways to access its content. Its schedule generally combined games, talk programs, variety entertainment and formats built around audience participation. The channel used a large roster of “PIE jocks,” a term applied to hosts and presenters assigned to different programming blocks. The lineup included personalities such as Melai Cantiveros, Jennica Garcia, Robi Domingo, Luis Manzano, Karina Bautista, Jolina Magdangal, Bayani Agbayani and Jackie Gonzaga, among many other regular, relief and guest presenters. Programs such as Mukhang Perya, Ur Da Boss, Watchawin, Tamang Hinala and Sinong Manok Mo? illustrated the channel’s mixture of games, celebrity hosting, talk and variety elements. From September 2022, programming changes supported broader access for international viewers through the PIE YouTube channel. This reinforced the service’s multi-screen identity, although the channel continued to maintain conventional broadcast distribution for much of 2022 and 2023. The business model ultimately shifted when Kroma announced on November 24, 2023 that PIE would become fully online beginning January 1, 2024. Terrestrial television, cable and satellite transmission ended late on December 31, 2023, with Playlist serving as the final broadcast program identified in the channel’s account. The online-only phase was short-lived. PIE ceased operations across its remaining platforms on June 15, 2024, ending the active life of the brand after approximately two years. Archived episodes and other online content remained associated with its YouTube channel. PIE’s history is consequently that of a short-duration media experiment: it sought to merge the mass reach of Philippine television with the engagement mechanisms of digital platforms, then moved entirely online before being discontinued.
- 2024
Operations cease
[1]PIE ceased operating on June 15 after its transition to an online-only model.
- 2023
Broadcast distribution discontinued
[1]PIE ended its terrestrial, cable and satellite broadcasts at 11:00 p.m. on December 31.
- 2022
PIE partnership announced
[1]ABS-CBN Corporation and Kroma Entertainment announced their co-ownership of Pinoy Interactive Entertainment, with 917Ventures and Broadcast Enterprises and Affiliated Media involved in the wider venture.
- 2022
Test broadcast begins
[1]PIE began test broadcasting on April 25 with introductory daily interactive questions.
- 2022
Official launch
[1]The channel launched officially on May 23 after a week-long countdown special.
- 2022
International online availability expanded
[1]Programming changes in September made PIE available to international viewers through its YouTube channel.
Products and positioning
A Philippine “tradigital” entertainment service combining nationwide television distribution with real-time online audience interaction across multiple screens.
Digital terrestrial and pay television channel · 2022
PIE television channel
The core PIE service was a Philippine entertainment channel distributed through BEAM TV digital terrestrial television, cable and satellite providers. Its schedule combined games, talk, variety and other interactive formats, with viewers encouraged to participate in real time through connected platforms. This broadcast service ended on December 31, 2023.
Online video and interactive entertainment · 2022
PIE online platform
PIE distributed programming through its website, YouTube channel and GCash’s GLife service. The online presence allowed the brand to reach viewers beyond its Philippine broadcast footprint and became the principal distribution model after the television service ended. PIE’s remaining operations ceased in June 2024.
Marketing campaigns
- 2022Countdown to TagumPIE
Philippines
A seven-day pre-launch special broadcast from May 16 to May 22, building awareness ahead of PIE’s formal launch.
Outcome. The special preceded the channel’s official launch on May 23, 2022.
Brand decisions
2023
Move to a fully online platformStrategyBackground
PIE’s owners announced a change in distribution strategy after the channel had operated across terrestrial television, cable, satellite and online services.
Action taken
Kroma Entertainment announced that PIE would become fully online from January 1, 2024, ending its conventional television distribution at the close of December 31, 2023.
Aftermath
The online-only phase continued until PIE ceased operations on June 15, 2024.
Recent events
- 2024
PIE ceases operations[1]
Other
After operating online following the end of its conventional distribution, PIE ceased operations on June 15, 2024.
- 2023
PIE announces transition to an online-only service[1]
Other
Kroma Entertainment announced that PIE would leave terrestrial, cable and satellite distribution and transition to a fully online platform from January 1, 2024.
- 2023
PIE ends television distribution[1]
Other
PIE’s television, cable and satellite broadcasts ended at 11:00 p.m. on December 31, 2023. Playlist was reported as the final program aired on the channel.
- 2022
Kroma Entertainment and ABS-CBN announce Pinoy Interactive Entertainment[1]
Other
Kroma Entertainment and ABS-CBN announced their co-ownership of PIE as a multi-platform interactive entertainment venture, with ABS-CBN supplying major content production and Kroma supporting the technology-led interaction model.
- 2022
PIE begins test broadcasting[1]
Product launch
PIE started test broadcasts on April 25 using daily interactive questions before moving into a launch countdown special in May.
- 2022
PIE officially launches in the Philippines[1]
Product launch
The channel formally launched on May 23, 2022, with distribution through BEAM TV digital terrestrial television, cable, satellite and online platforms.
Sources2 sources
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