As smooth-as-silk takeover

Iloilo City –"We’re baffled," replied GMA 7 Iloilo station manager Jonathan Cabillon when asked how the network has turned Iloilo City, the predominantly Kapamilya country, into a Kapuso territory.

The takeover is as smooth as silk. But, it is not an overnight thing. It took GMA Network seven years of hard work and patience to make the transition possible.

For two years and a half, GMA 7 has consistently become the preferred station on this side of the Philippines as it is in other regions.

Like any other success story, it began in 1999 with a single effort from the mother network in Quezon City to bring local color in the Iloilo station’s initial broadcasting aside from the regular Manila live-feed programs. GMA 7 Iloilo started with programs Ratsada and Bongga. Ratsada is a newscast covering current affairs of Panay Island. Bongga, on the other hand, is a variety show touring Luzon, Visayas and Mindanao. Both shows feature local talents.

Pitting against other local shows from other networks, Ilonggos still prefer GMA 7 Iloilo shows to meet their need for information and entertainment. The Tele Babad block of the Kapuso network tops their list. The list is made up of Captain Barbell, Nuts Entertainment, Bubble Gang, Majika and S.O.P.

The secret of achieving regional success like this one lies in coming up with new innovations and being original. As the network’s Region IV OIC Rikki Escudero puts it, "Our president (lawyer Felipe Gozon) hates to copy." This is the reason why no locally-produced show has been added to GMA 7 Iloilo’s line-up. However, there are plans of having new shows. It’s just that officials want to come up with something the locals will surely love and enjoy. This has been the main ingredient why GMA shows – provincial- or Manila-produced – are hits. They learn how to take things slowly but surely.

What’s interesting is Ratsada and Bongga rely on the artistic and creative expertise of local talents. GMA Network has given them the full trust to do what they think will benefit the local audience.

The shows’ effectiveness and popularity, adds Escudero, are also attributed to their "crisp" looks, fast-paced image composition and dedicated people who man the day-to-day operations. Besides, GMA 7 Iloilo TV personalities, particularly the brains behind Ratsada, are not afraid to call a spade a spade. This gives the message that they are one with Ilonggos. Hindi namin kayo tatantanan, as the signature spiel of Mike Enriquez’s show goes.

Local talents are as well-rounded as their Manila counterparts. Ratsada anchors Charlotte Tan-Baterina and Jonathan Gellangarin are not only news readers but also associate producers. They write and make the news. That’s why the two know exactly what they are talking about.

With the shows’ local flavors, GMA Network has easily gotten the fancy and won the hearts of Ilonggos in a short span of time.

GMA Network fully supports its Visayan counterpart in achieving broadcast excellence by giving training the staff of the Iloilo branch. Thus, the local production team could improve more its content and treatment and be at par with mainstream broadcasting standards. It makes the local station more relevant to the people of Iloilo.

Part of the plan is to bring in workshoppers from Manila to share and collaborate expertise with Ilonggo talents.

To have a closer look on what’s going on in Iloilo, GMA has acquired broadcasting infrastructures like transmitters and antenna systems to enhance remote coverage. Part of this effort are new digital cameras and a studio. The network works on sharing information, talent and technology.

As it strengthens its facilities and people, GMA travels far and wide to share its blessings with the locals through medical missions and events like the recently-concluded Kapuso Day in Iloilo.

It treated its Kapusong Ilonggos to a whole-day of fun and entertainment. About 7,000 people trooped to the Iloilo Sports Complex to meet and greet Kapuso stars Jolina Magdangal, Yasmien Kurdi, Ara Mina, Iwa Moto, Iloilo’s pride Gian Carlos, Antonio Aquitania, Howie Severino, Ivan Mayrina, Raffy Tima, Lhar Santiago and Maki Pulido.

Ilonggos went in and out of the venue. They joined the parlor games and visited specialized booths prepared and organized by GMA Network. Ilonggos chatted with their loved ones in other provinces and abroad through the Libreng Tawag booth. They pampered their crowning glory by availing of hair makeover treats in the Libreng Gupit booth. To forget their cares and "bad-hair" days, they had a blast entertaining themselves in Roleta, Pachinco and Videoke Challenge booths.

GMA Network also announced its nationwide and international achievements at the presscon with local media the night before Kapuso Day at Sarabia Manor.

Network executives say GMA 7 is still the country’s Most Admired TV Station in Mega Manila and the Best Terrestrial Channel of Asian TV Awards.

After a year, GMA Pinoy TV has nearly 100,000 subscribers among Pinoys abroad. It will soon reach other kababayan in Hawaii (through Channel 687), Europe, East Coast and Canada. Pinoys can now update themselves about Philippine issues through 24 Oras, Saksi and Imbestigador and have a dose of documentaries with I-Witness and Reporter’s Notebook. They can also see tinseltown’s newest stars by tuning in to Eat Bulaga, Startalk and S.O.P.