Was it a Good Idea for GMA to Start Airing It’s Showtime?
GMA Network says ratings have been up since its partnership with erstwhile rival ABS-CBN, specifically, its decision to air the popular noontime show It’s Showtime.
During the Kapuso network’s annual stockholders’ meeting, GMA Network president and CEO Gilberto R. Duavit Jr. reported that there has been a “substantial” upswing in ratings since It’s Showtime started airing in GMA on April 6, 2024.
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“So far, the identified upside on the ratings has been established for the airing slot of It’s Showtime, specifically,” Duavit said. “The ratings have improved quite substantially, in comparison to the ratings of the noontime program it replaced,” he said.
Duavit was referring to Tahanan ng Pinakamasaya as the noontime show that It’s Showtime replaced. Tahanan ng Pinakamasaya, in turn, was the show that replaced Eat Bulaga, after the founding hosts of the latter program moved to TV5. The show on GMA was called Eat Bulaga for a time until a court decision favored hosts Tito Vic, and Joey, whose own show was able to reclaim that title.
Tahanan ng Pinakamasaya was subsequently axed by its producer TAPE after the show failed to bring in viewers.
Meanwhile, It’s Showtime used to air on ABS-CBN before it was shutdown following the denial of an extension of its congressional broadcast franchise. The show is hosted by Vice Ganda, Anne Curtis, Vhong Navarro, Jhong Hilario, Kim Chiu, Ogie Alcasid, Karylle, Amy Perez, Teddy Corpuz, Jugs Jugueta, Darren, Ryan Bang, Ion Perez, Jackie Gonzaga, MC, Lassy, and Cianne Dominguez.
Duavit said the agreement between GMA Network and ABS-CBN Corp. has not only enhanced ratings but also brought financial stability.
“Further to that, as far as the revenue is concerned, the agreement surrounding It’s Showtime, effectively compensates for the prior agreement we had with TAPE, Inc,” Duavit said.
Besides GMA, It’s Showtime also airs on GTV, A2Z, and the Kapamilya Channel. GMA reported that it achieved a rating of 11.3 percent across all of those platforms during its inaugural broadcast on GMA based on Kantar Media Total Individual Ratings.
Meanwhile, according to the Nielsen Philippines National Urban Television Audience Measurement (NUTAM) People Ratings, It’s Showtime posted a combined TV rating of 9.6 percent across GMA, GTV, A2Z, and Kapamilya Channel while its closest competitor’s combined rating was at 4.4 percent.
