Dubbed as the most unexpected plot twist in Philippine TV this year, ABS-CBN’s move to transfer ‘It’s Showtime’ to GTV ushers in a new era for noontime shows.
They say that when one door closes, another one opens. Such is the case for ‘It’s Showtime,’ ABS-CBN’s longest-running noontime show. It is now headed to GMA Network’s GTV even before vacating its time slot on TV5. The move is seen unprecedented, let alone historical, as it marks a never-before-imagined collaboration between the two former rival networks.
GMA Network notably serves as the home of ‘Eat Bulaga!,’ the longest-running noontime show in the country. The 44-year-old show recently dominated headlines after its main hosts, TVJ (Tito Sotto, Vic Sotto, and Joey de Leon) trio, parted ways with the show. With ‘It’s Showtime’ moving to GTV, GMA Network practically takes full control of the noontime slot with the two most popular noontime shows airing on its free-to-air channels. It looks like GMA Network gets the most benefit, but victory is also big–if not bigger–for ABS-CBN.
Now labeled as a content provider, the former no.1 TV network has been making strides in creating potent revenue streams. ‘It’s Showtime’ finding a new home in the Kapuso channel is poised to fuel such streams, which is good for ABS-CBN as it moves forward in its recovery. The biggest advantage of this development, however, is the fact that the Kapamilya noontime show will now be seen by more audiences owing to GTV’s bigger free TV presence. GTV has a network of 27 free-to-air analog TV stations nationwide. It is also a sub-channel to every GMA digital TV station nationwide. It means that in every place where the main channel is accessible, GTV is also accessible.
That said, the most victorious party in this recent move is undeniably the ‘Madlang Pipol’ themselves. While it is worth-noting that the show dominates its timeslot in the online concurrent viewership game, airing on GTV allows ‘It’s Showtime’ to be not as costly as seeing it on YouTube where internet connection or mobile data is necessary.
One must also not skip the fact that ‘It’s Showtime’ has already toppled the new ‘Eat Bulaga!’ in the ratings game four times. Will it be able to dominate the game now that it is set to be seen by more viewers via GTV? The entry of TVJ’s newest noontime show on TV5 also presents a challenge and can probably turn the quest to dominate the noontime slot in a three-way bout.
What happens on July 1, the day the three shows go head-to-head against one another, is undoubtedly something no one should miss.
