North Luzon Monitor

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Economics of Noontime Shows (Part 3)

JP Villanueva
Latest posts by JP Villanueva (see all)

Last March 2, 2024, Saturday, Tahanang Pinakamasaya, which used to be TAPE, Inc’s EAT Bulaga, bowed their last, that’s barely 9 months after the hullabaloo of TVJ leaving the original show and transferring to TV5, and the show was taken over by Paolo Contis and Yorme Isko Moreno.

I first wrote about the Economics of Noontime Shows (Parts 1 on July 26, 2023  and August 4, 2023) at the soft launch of North Luzon Monitor (NLM), first writing about the supply side then the demand side of these noontime shows. You can find them in the Opinion tab.

The supply side showed basically the competition among the three shows, It’s Showtime, E.A.T. (then) and TAPE, Inc’s Eat Bulaga. It is, what they say in showbiz parlance, a ratings game. Since the transfer of TVJ to TV5, and It’s Showtime being broadcasted in GTV, and TAPE, Inc’s Eat Bulaga, the highest ratings is up for grabs. There were times that one bested another, but no one has the monopoly of the ratings, at least based on the survey companies that I follow. But TAPE, Inc’s Eat Bulaga was almost always the last.

Talking about ratings, the demand side is also a key issue in this situation. The demanders who are the viewers were given more options on which noontime show to watch. It became a buffet lunch where the viewers get to choose which dish they want the best.

Then the legal battle between TVJ and TAPE on who has the rights over the title, Eat Bulaga. I thought from the very beginning, it was a battle that TAPE would lose, and indeed, they lost the right to use the title thus the change to Tahanang Pinakamasaya. The already struggling show struggled more after. Reports say that their payables to GMA already reached P800 Million, and advertisers were pulling out in favor of TVJ and no new advertisers came in.

TAPE, Inc. finally pulled the plug last Saturday. As of writing, I have not heard or read any statement coming from TAPE nor from GMA. In the meantime, according to reports, there will be 97 production staff and 33 TAPE employees who will be losing their jobs because of this. It is not as many as the thousands of jobs that were lost due to ABS-CBN losing their franchise, but a job lost is a job lost and it may not have as much impact on the country’s economy, it has an impact on the families of these people who lost their jobs.

In micro perspective, the families whose breadwinners have lost their jobs would have lesser ability to purchase goods and services. They would have to tighten their belts, until their breadwinner would have found another job, which in this economy, may take time.

In a more macro perspective, viewers are now given lesser choices on which noontime show to watch. With GMA having no statement on what to put in that time slot, it is only TVJ’s Eat Bulaga and It’s Showtime that are competing for the ratings. With fewer choices, it is likely that some audiences would just turn off their television sets at noon and instead take an afternoon nap.

In the meantime, while the situation is still volatile, we can’t really predict what could happen in this situation. Rumors have it that Tictoclock would take the noontime slot, but can it really compete with the TVJ’s Eat Bulaga and It’s Showtime. Some are saying that there is a possibility that It’s Showtime will transfer from GTV to GMA main channel, and that will be full circle and will totally change the playing field, given that the nationwide reach of GMA, compared to GTV and even TV5 is wider.

As of now, it’s just a wait and see situation. For sure, a part 4 will come after some developments come out. Until then, let’s enjoy our lunch time viewing whatever show we enjoy watching. 

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