Making a difference with groundbreaking concepts Kapuso Day

MANILA, Philippines - Hours before the sun rises, she finds herself on the road to remote rural locations  with ratty shirts and slippers on  to supervise shoots for a TV series. She gets home by midnight and prepares herself to face another weekday, this time spent planning new shows, previewing edits and attending programming meetings.

This is her typical schedule — one day on the road followed by one in the office. But GMA News TV channel head Nessa Valdellon is not at all typical. Her name resonates as one of the game changers in the field of television programming. She is known as a pioneer of groundbreaking concepts. And for 11 years, she has played an integral role in blazing the trail for GMA News and Public Affairs to have a stronger and even more compelling voice for the Filipino people.

In 2002, she turned colleague John Manalastas’ idea — which was written on a paper napkin during a brainstorm — into the TV show Wish Ko Lang!, the country’s first reality wish-granting program. The year after, she launched Extra Challenge, the first daily reality program on local primetime. The advent of 2004 saw her production of Out!, the first gay and lesbian issues show in a predominantly Catholic nation. She succeeded it four years after with the phenomenal launch of Survivor Philippines’ first season in 2008. Nessa was instrumental in laying the groundwork for a lot of firsts on national television.

“I was pitching reality TV shows back when no one else, except for my boss Ma’am Marissa Flores (GMA Network’s senior VP for News and Public Affairs), believed they would work here,” she says.

Her secret lies in harnessing new ideas and turning them into groundbreaking concepts. “I get bored easily, so I’m always on the lookout for the next big thing. I’ve taught my team to practice trendspotting — discussing what’s in, what’s building up in popularity and what’s about to reach a tipping point,” she says.

She abides by one programming principle: “Television for social change,” she stresses. “Although technically, it need not be television anymore. It can be mobile, online, whatever medium. Produce meaningful content that breaks new ground, that open minds and hearts, that can help make the world a better place. Also have faith in the intelligence of the viewing audience. There is no reason to dumb them down.”

Humble beginnings

She says she always wanted to be a print writer, but fate led her in a different direction. On the lookout for a job after graduation, she stumbled upon nearby Probe Productions which happened to be hiring producers at that time. Their office was located just a few blocks from her home. Nessa fondly calls this a “happy accident.”

Possessing a quiet and introspective personality, Nessa didn’t think she would survive in production.  But she ended up staying with Probe Productions for more than eight years — becoming the longtime executive producer of its flagship program, The Probe Team, a public affairs show that dared to expose hard truths in Philippine society. Under the tutelage of seasoned journalists, Nessa learned the fundamentals of producing a powerful story. She says she worked “for just slightly more than minimum wage.”

“But it was worth it,” she counters. “We were giving the audience investigative, intelligent television. The values and production knowledge I got in Probe, I carry with me to this day,” she says matter-of-factly.

In 2001, she transferred to GMA Network where she handled an array of documentary and public affairs programs, staying the longest with GMA’s flagship documentary program I-Witness. “It’s all about the end-product, about breaking new ground, about creating something exceptional. The audience will notice good work. I really believe that,” she explains.

At the helm

In 2009, she took a year off from work to travel the world. “It was one of the best times of my life. I thought I’d never go back to network TV after that,” she narrates. But fate seemed to work in mysterious ways. As she was backpacking through Barcelona, an unexpected call from Manila caught her attention.

“I got a call from Mr. Jimmy Duavit (GMA’s president and COO) asking me if I would consider coming back to GMA to program an entire channel from scratch. I could think up whatever program I wanted and put it on the grid for approval. I thought it was the most exciting assignment I’d ever been given in my life and a few months later that’s what I was doing. And I’m still loving my job now,” she says of her foray into GMA’s ancillary news channel GMA News TV (News TV).

With Nessa at the helm, the Kapuso network launched GMA News TV on Feb. 28, 2011. News TV replaced QTV 11 after the latter’s six-year run, paving the way for revolutionary shows to air on free TV — and in turn, signaling the entry of an avante-garde programming grid.

Nessa and her team mounted a buffet of trailblazing, intelligent newscasts; a series of fearless news commentaries and in-depth reports; and a host of vibrant and informative lifestyle programs. In a matter of months, GMA News TV rose from being a fledgling news channel to a sweeping tour de force in broadcasting. In many ways, Nessa helped captain GMA News TV to bigger dreams and ultimately, to bigger feats.

“I loved working in GMA and I love working in GMA News TV even more,” she excitedly states. “I’ve been lucky enough to get management support for my projects. When I believe in a program, I push hard for it and it usually gets approval and funding.”

Nessa saw News TV, barely on its third year, through a string of notable local and international accolades — including the prestigious George Foster Peabody Award and three Silver World Medals at the New York Festivals for its documentary programs Reel Time and Front Row; and an illustrious Silver Screen Award at the 2013 US International Film and Video Festival for its flagship primetime newscast, State of the Nation with Jessica Soho (SONA), anchored by three-time Reader’s Digest Asia’s Most Trusted News Presenter and Peabody awardee Jessica Soho. The newscast SONA also happens to be the brainchild of Nessa.

A cutting-edge concept

Before the 2013 mid-term elections, at the height of Philippine populace’s clamor for reforms in local government, Nessa created News TV’s first-ever original series Bayan Ko.

“I’d gotten tired of traditional soaps and storylines where children get switched and husbands cheat on their wives or superheroes save the innocent with their powers,” she says of her series. “I’ve always been a fan of the social realist films of Lino Brocka and Ishmael Bernal and I thought it was a great time to bring the genre back. Why not produce a drama that discusses the real issues our people face every day? Why not make it about an idealistic mayor fighting corruption and a political dynasty? And that became Bayan Ko,” she continues.

Bayan Ko tells the story of a newly-elected Mayor Joseph Santiago who strives to deviate from the standard mode of politicians and make a difference in his small town. 

It proved to be a TV drama worth tuning in to as it marked critical and ratings success, not to mention providing the electorate with fresh, must-know insights on the local political scene.

Under the direction of Adolfo Alix, Jr., Bayan Ko was topbilled by actor Rocco Nacino as Mayor Joseph, together with Pen Medina who played the corrupt governor, Ping Medina the congressman, Mercedes Cabral the contractor, LJ Reyes the mayor’s chief of staff, while Betong Sumaya and Love Añover assumed the roles of slacker municipal employees.

If it isn’t passion for her craft that drives Nessa, one will have to coin another term to describe how she manages a balancing act given her day-to-day duties for it seems that Bayan Ko’s creation is only the beginning. Come August, News TV will launch another original drama series titled Titser which, this time, shifts the focus to Philippine education.

Titser follows the story of Michelle (portrayed by actress Lovi Poe), a high school valedictorian from a poor barrio school who dreams of becoming a teacher, but whose only option after graduation is to work as a housemaid.

“Titser doesn’t focus on the romantic story of a young woman meeting the love of her life (which is typical of most local TV series), it’s about her struggle out of poverty, her trying to finish school and become a good teacher herself. In the process she will be helped by her best friend and her older mentor — it’s about female empowerment and bonding — no backstabbing and no boyfriend grabbing. It’s very different from the usual drama…and I hope it becomes a hit!” she exclaimed.

The compelling series will discuss education problems in the Philippines: Lack of books and chairs and classrooms, corruption in the procurement process, the high dropout rate and the fact that majority of the Philippine population has only reached high school level — or less — of education.

Directed by Dr. Alvin Yapan, head of the Filipino Department at the Ateneo de Manila University, GMA News TV is producing the series in the hope that viewers start to take a more serious look at education problems in the country and perhaps begin sending more impoverished children all the way through college.

Making a difference

“You would have to be a bit hyper to walk in my shoes — you’d have to move really quickly,” Valdellon says.

With her zest for life, it’s not easy to try and duplicate her energy. For starters, one could start by being thoroughly inquisitive. “I want to learn new things all the time and I want to share what I’ve learned. I don’t get caught up thinking — OK so I’m a manager now and I don’t need to write my own scripts or get stuck in the mud on shoots. Every day is a new opportunity to hone a skill, improve on the job, meet someone new, make a difference,” she advises. Needless to say, it is her passion for learning that keeps her running at full speed.

Nessa has reached immeasurable success at such a young age — she’s a programming powerhouse, a channel head and a backpacker at heart. It’s a wonder she even manages to strike a balance between life and career.

In her typical humble fashion, she replies. “I don’t consider myself successful yet. And I wish I could say I have good balance, but for this season it’s just been work, work, work. Monday, Wednesday, Friday in the News TV office; Tuesday, Thursday, Saturday on location; and Sunday mornings I’m writing or checking scripts. I just keep thinking, there’s a higher purpose here. We’re producing meaningful television programs I once thought could never make it on the air in the Philippines. At least not on primetime. I’m living my dream. But it’s definitely not easy.”

Asked about the advice that she would want to leave posterity, she thinks for a bit and stresses, “Travel. See your own country. See the world. Read a lot. Talk to people. Realize that your life should have a purpose greater than one’s little concerns. Make a difference wherever you may be.”