With It’s Showtime finding its new home in GTV, the noontime show proves its impact in merging the Kapamilya and Kapuso into one, solid Madlang People
“What will happen to It’s Showtime?” This was the underlying question that many Kapamilyas and Madlang People were asking after TV5 welcomed TVJ as their newest hosts for their noontime show. Yesterday, both ABS-CBN and GMA gave their answer to the inquiry of many. With a resounding affirmation, the two networks finally sealed the deal and confirmed the airing of It’s Showtime on GTV. But what does this mean for the long-running competition of the two biggest networks of television? How did It’s Showtime seemingly end the so-called “network wars” between ABS-CBN and GMA?
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From competition to collaboration
With ABS-CBN now serving as a content provider for different channels, it has the opportunity to partner with different channels to air their shows on different platforms. GMA, their strongest competitor for the longest time, is now working with the said network to air their different programs, including shows and films.
Until their recent collaboration, the two networks have already solidified their partnership with Unbreak My Heart starring Kapuso stars Gabbi Garcia and Richard Yap, and Kapamilya prime actors Jodi Sta. Maria and Joshua Garcia. Last week, Star Cinema also announced one of their biggest projects this year called Rewind. To the good shock of many, Dingdong Dantes and Marian Rivera will topbill this project.
With the changing landscape of television networks in the Philippines, it is no longer a surprise that GMA said yes to ABS-CBN for the nth time. After all, it’s high time for rivalries to end when a bigger enemy is on the loose.
GMA Network CEO and Chairman Atty. Felipe Gozon said it best in the contract signing event yesterday. “Pwede na nating sabihin ngayon, without any fear of contradiction, na ‘yung kompetisyon o ‘yung tinatawag ng media practitioners na TV war, is finally over. At ang talagang makikinabang nito ay ‘yung mga, of course, manunuod.
“Ang mga program ngayon, hindi lamang sa TV nakikita, kun’di sa marami pang platforms at devices. Kaya sa aming pananaw, ang pinagsamang skills, expertise, experience, and resources ng ABS at GMA, can be characterized as very formidable dahil malawak ang analog at digital reach. Malamang na hindi lamang mamaintain ng [It’s] Showtime ang mataas na rating nito, kung hindi baka tumaas pa. Ang Kapuso at Kapamilya, ngayon, ay pinag-isa na.”
Beyond competition and collaboration
“Nu’ng nabalitaan namin na gustong ilipat ng timeslot ang [It’s] Showtime, tinawagan namin si Anette para mapag-usapan ang posibilidad na mabigyan ng bagong tahanan ang aming programa. After that, in just less than two weeks, we were again welcome into your network. Thank you for your kindness, GMA,” Carlo Katigbak, President and Chief Executive Officer & Director of ABS-CBN, recalled in his speech.
Yet another bold move from the two networks, they are now breaking the barriers that once made them the biggest competition of each other. This is, in a way, a wake up call to both content creators and platforms that today, the opportunity to collaborate is more possible than ever. When the audience’s welfare is in mind, competition is no longer the drive to keep something running. It’s the depth and reach of content that matters.
Wrapping her speech up yesterday, Vice Ganda mentioned, “Ang pangyayaring ito ay magiging susi o magiging simula ng napakaraming magaganda pang susunod na pangyayari. I’m just very hopeful, very grateful, and very excited.”
For 14 years, It’s Showtime has proven its impact to its noontime viewers, as well as its audience on different platforms, including those who would watch segmented clips of the episodes online. What started as a talent competition with a random set of hosts became an avenue for more dreams to come true, more stories to be told, and more bonds to be formed. While it may not be the longest-running noontime show, it is truly one of the most iconic ones in the history of Philippine television. And with It’s Showtime finding a new home in GTV, there will surely be more viewers who will experience the joy and fun of what it means to be a Kapamilya or Kapuso, turned into one, unified, Madlang People.
Photos: IT’S SHOWTIME (via Instagram)
