By NOEL D. FERRER
The plot twists in the Philippine noontime show saga have been somehow concluded; as it has been announced, “It’s Showtime” has found its new home on GMA Network. The April 6 airing on GMA of “It’s Showtime,” they say, is a historic moment for Philippine television, as the noontime program of ABS-CBN inked a contract with GMA last Wednesday.
This development was met with various reactions – from the extremely excited and welcoming, mostly the network bosses, the artists and production staff involved, to the indifference of some Kapuso personalities whom we have yet to hear from.
Admittedly, “It’s Showtime” moving to GMA marks the end of traditional network wars, signifying industry-wide collaboration. This transition opens doors for talents and creatives, offering them a wider platform and audience reach across previously competing networks.
The move should be a win for viewers, promising a richer mix of entertainment options free from network biases, focusing solely on content quality. It symbolizes a cultural shift in the Philippine entertainment industry towards unity and shared goals, showcasing that storytelling and audience connection transcend network boundaries.
Our friend in advertising, who wishes to remain anonymous, said, “the seemingly lack of strong voices on the side of the GMA Creatives and Production now, to a great extent, shows that many of them are wary and proceeding with caution – since this entry of highly-skilled and experienced entertainers can pose a threat to their careers. But I guess this will be temporary. I believe it’ll all work out for the best.”
In line with this, we are happy that two of our prime talents, both former Kapamilya hosts, had something to say about the move. Kim Atienza, once part of “It’s Showtime,” is now the main host of its pre-programming show, “TikToclock.” Kuya Kim said, “I’m really happy for my ‘It’s Showtime’ family. May the transfer pave the way for another 15 years as Kapuso then more! I congratulate my inaanaks, my dearest friends whom I worked with every single day then. They will always be family to me. Group hug to my ‘It’s Showtime’ family. You will always be close to my heart!”
Meanwhile, award-winning journalist Atom Araullo posted this on the same day of the contract signing, “Welcome to GMA7, Showtime Kapamilyas!”
An esteemed television director sent me this: “As we look at all the sides of the ‘It’s Showtime’ deal with GMA, this is a win-win situation. A win for GMA as we know they will now be carrying one of the flag bearers of ABS-CBN TV Production. A win for ABS-CBN in terms of being vindicated from the ‘injustice’ done to their shutdown. At least they are able to prove that their content thrives even without a broadcast franchise.
“The biggest win is for the masses and televiewers,” she went on, “as the noontime show gets to reach more people, hopefully with better quality. I just hope the ‘It’s Showtime’ hosts and staff deliver better entertainment as this sets the bar in terms of mounting a variety show which GMA can take after.”
Another advertising guy, Aidon Panlaqui, opined, “As a viewer (and someone invested sa noontime shows) this transfer doesn’t feel like a ‘kalaban’ for the supporters of ‘Eat Bulaga.’ Ito ‘yung ibang putahe sa hapag kainan na pwedeng ipagsabay, na parang pinirito at may sabaw. ‘Yung partnership na ito brings nothing but good vibes.
“As an ad man, ‘yung pag-merge ng ABS and GMA for programs as big as this means new interests sa viewers, mas magiging buhay ang TV, more ad placements sa mainstream versus digital na lang.
“I look forward sa lalong pagtaas pa ng quality at creativity ng dalawang noontime shows, sa pagsasanib-pwersa na ito ng ‘It’s Showtime’ and GMA.”
An involved audience, TJ Limhongco, said, “GMA made a good business decision on their part but, on the other hand, it shows how lazy and or so uncreative they are …. They just saw the opportunity to earn and at the same time use ‘It’s Showtime’ artists and creativity na lang. Kung baga, sumuko na lang, anyway in the end, sure ball kikita sila.”
Our entertainment journalist-friend Allan Diones asserted, “Imagine, sa labanang TVJ/EB at TAPE/TP, ang magwawagi pala in the end, eh ang ‘IT’S SHOWTIME’ na pareho nilang katapat noon?! ‘Yung nananahimik lang ang naging ultimate winner, without even lifting a finger! Kalerks! SUCH IS LIFE!!”
On X, Rob Stark pointed out, “It’s not that GMA can’t conceptualize a new noontime show or doesn’t have bankable talents. This is an issue of how long it takes to build a great brand. ‘Eat Bulaga’s’ brand has been existing for ages & the only show that can compete with their brand is definitely ‘It’s Showtime’.”
Movie scribe Wendell Alvarez, meanwhile, has an interesting take: “Hindi pa rin tapos ang network war, Tito Noel, kasi nandyan pa ang Kapatid network. Tingin ko nagsanib pwersa lang ang Kapamilya at Kapuso against TV5, kasi papasok na rin si Kuya Wil (Willie Revillame).”
Really? And now, the plot thickens.
Jhett Baroma, a member of Akafellas and a creative media manager in CignalTV and TV5, messaged me, “While all of this looks and feels great sa mata ng viewers, sa tingin ko, nag gagamitan lang sila. GMA needs ‘It’s Showtime,’ and vice versa.
“I don’t know what the deal is between the two, but when we (TV5) opened our doors to ABS-CBN shows, I personally felt and saw that ABS-CBN got the bigger end of the deal. Parang lahat sa kanila, pakabig. Maybe because ang currency nila is the STAR POWER of their artists.
“‘It’s Showtime’ on TV5 was good for only a year at hindi na sila nagrenew. Timing naman na napunta sa bakuran namin ang TVJ at ‘Eat Bulaga’!
“‘It’s Showtime’ needs the reach that only GMA can give. GTV was not giving the ratings they need. Wala na silang free to air platform kaya the next best thing is to partner with GMA.
“GMA naman, I think, saw this as an opportunity na pamalit sa ‘Eat Bulaga’ sa slot na naiwan nila.
“And yes, Willie Revillame is in talks with TV5. Pero IN TALKS pa lang. He he!“
Wherever these exciting movements in noontime television take us, we hope they revive people’s consumption of television, which in the latest 2023 study has declined to 76% post pandemic from 94% pre-pandemic and 78% during pandemic. And we are not talking quality here yet.
Truly, we are on to another exciting chapter in Philippine television, and we the audience deserve the best. Let the real show begin!
