The top-rated shows of IBC were pirated by rival networks, however, it scored a victory when it acquired the then ABS-CBN program ""Loveli-Ness"" in 1988, starring Alma Moreno. Cost of programs, talent fees and TV rights increased tremendously. IBC could no longer afford to produce its own shows, save for its news and current affairs programming and special events. In 1987, IBC was renamed as E13 and adopted a new slogan, ""Life Begins at 13"", noted for the butterfly logo in the form of the letter E and the number 13. By then, IBC had struggled to cope with the increased competition from the other networks, particularly from ABS-CBN which skyrocketed to number 1 by 1988.