Vice Ganda acknowledged the serious challenges confronting the television industry as audiences increasingly turn to free digital platforms for entertainment, saying collaboration among major industry players could help keep traditional television alive.
The comedian and television host said the possibility of television eventually losing its place in Filipino viewers’ lives is a reality he does not want to simply accept.
“Ang hamon ay baka bukas mawala na ito dahil sa iba’t ibang libreng platforms ngayon—’yon ang ayokong i-embrace,” Vice said.
Despite changes in viewing habits and the growing dominance of digital platforms, Vice believes there is still value in fighting for the longevity of television.
“We have the same goal, which is mapahaba pa ang era ng television,” he said. “Hangga’t kaya, gusto kong ipaglaban natin at ipagpatuloy ang nasimulan natin.”
His comments come as the Philippine television industry continues to navigate major changes brought about by streaming services, social media, online video platforms, and shifting advertising spending.
For Vice, one conversation with MediaQuest Holdings Chairman Manny V. Pangilinan particularly resonated with him as the industry searches for ways to adapt.
According to Vice, Pangilinan emphasized that media organizations and content creators should focus on what they can accomplish together rather than what separates them.
“Sinabi niya sa akin na, at this point, we just need to unite because I have what you don’t have and you have what I don’t have,” Vice recalled.
He also quoted Pangilinan as telling him: “You have what I don’t have, and I have what you don’t have. So why not unite?”
Vice said that philosophy reflects what he believes the entertainment industry needs at a time when the traditional television business is under pressure.
“The industry needs us to collaborate—pagsama-samahin ang mga kakayahan natin—for us to survive,” he said.
Vice’s remarks came as he entered into a new two-year agreement with Pangilinan’s MediaQuest, opening another chapter in his career beyond his established roles as comedian, actor, and television host.
Under the partnership, Vice is expected to develop and produce content for different platforms within the MediaQuest group.
The agreement gives Vice an opportunity to expand further into content production while developing projects designed not only for traditional television but also for audiences consuming entertainment across multiple platforms.
For the ‘It’s Showtime’ host, the contract signing has already generated ideas about the kinds of stories and projects he could pursue under the partnership.
At least one project is expected to begin production before the end of the year.
The deal also comes at a time when the traditional network boundaries that once defined Philippine television have become increasingly fluid.
For years, he has been one of ABS-CBN’s most recognizable personalities. But ‘It’s Showtime’ has since reached audiences through partnerships and platforms beyond its original network home, reflecting how Philippine media companies have increasingly turned to collaboration and content distribution agreements to reach viewers.
That evolving landscape appears to be at the heart of Vice and Pangilinan’s shared outlook.
