ABS-CBN’s popular noon show, “It’s Showtime,” aired for the first time on its former rival GMA Network’s flagship Channel 7 on Saturday, April 6. This historic broadcast marks a significant chapter in the country’s network war, directly competing with “Eat Bulaga!,” the longest-running noon show now on TV5.
Anne Curtis, a leading figure in Philippine social media with 21 million Instagram followers, appeared on GMA’s prime time news “24 Oras” on Friday to promote the milestone episode. “Never in my wildest dreams did I imagine this opportunity would arise, and now it’s happening tomorrow. The impossible becomes possible on GMA-7. A grand welcome explosion for us here at GMA,” Curtis expressed during the entertainment segment, Chika Minute.
The Saturday episode also doubled as a celebration for the 48th birthday of “It’s Showtime’s” lead host, comedian Vice Ganda. Curtis promised a show filled with “laughter, fun, dancing, singing, everything we have to offer to our dear Kapuso… And it’s also Vice’s birthday tomorrow. So look forward to the nation’s meme, Vice Ganda’s birthday.”
In an extension of this unprecedented collaboration, Curtis revealed plans for “It’s Showtime” hosts to participate in GMA’s “Family Feud” on April 8 and expressed her hope to join “Running Man Philippines.” She also expressed her desire to work with her sister, Jasmine Curtis-Smith, and other Kapuso stars.
Vice Ganda shared insights on the collaboration: “Both the determination and good intentions of Kapuso and Kapamilya came together to make a beautiful decision…for the audience.”
GMA News reported that several Kapuso celebrities, including Jillian Ward, Gabbi Garcia, and others, will guest star on the Saturday episode of “It’s Showtime,” which also features Filipino-Argentinian K-pop star Chantal “Chanty” Videla.
This partnership follows a co-production agreement between GMA and ABS-CBN, signifying a major shift in the Philippine broadcast landscape, which has been fiercely competitive for decades. The agreement was facilitated after Television and Production Exponents Incorporated (TAPE) and GMA ended their blocktime agreement, allowing for this unique collaboration.
The event comes after ABS-CBN’s broadcast shutdown in May 2020 following the expiration of its franchise, a move ordered by the Duterte administration. Since then, ABS-CBN has transitioned into a content provider, maintaining its status as the country’s leading content provider despite the shift in its operational dynamics.
Meanwhile, TV5 is bolstering its programming, adding shows featuring Marc Logan and Senator Raffy Tulfo, indicating a competitive response to the evolving television landscape.