Why Vice Ganda wants to keep free TV alive
One need not know the exact figures for dwindling ratings and ad revenues to know that free-to-air television is struggling—and has been for quite some time now. And that observation is particularly telling when reinforced by Vice Ganda, who has been one of the medium’s biggest stars for almost two decades.
In fact, from his point of view, “struggling” might be a gentle word. “At this very moment, naghihingalo naman talaga ang telebisyon,” he says at his contract signing for a two-year creative and production partnership with TV5 network’s parent company, MediaQuest.
No longer a shock
Now, seeing big names cross over to another channel is no longer the shock it used to be during the era of fierce network wars. In this post-pandemic, post-ABS-CBN franchise non-renewal landscape, collaboration—not exclusivity—has become the name of the game. And he’s determined to do his part in keeping television alive for as long as he can.
Over the years, Vice Ganda has learned to adapt to whatever change life throws his way, but this is one thing he isn’t ready to let go of.
“Ang hamon ay baka bukas mawala na ito dahil sa iba’t-ibang libreng platforms ngayon—‘yon ang ayokong i-embrace,” he says. “We have the same goal, which is mapahaba pa ang era ng television… Hangga’t kaya, gusto kong ipaglaban natin at ipagpatuloy ang nasimulan natin.”
As MediaQuest chairman Manny V. Pangilinan told him, “You have what I don’t have, and I have what you don’t have. So why not unite?” “The industry needs us to collaborate—pagsama-samahin ang mga kakayahan natin—for us to survive,” Vice Ganda says.
Can’t afford to burn bridges
Getting here, however, wasn’t immediately smooth sailing. After ABS-CBN lost its license to broadcast in 2022, “It’s Showtime,” the variety show Vice Ganda has been hosting since 2009, found a home in TV5—only to be bumped from the noontime slot in 2023 to make room for “Eat Bulaga!”
TV5 then offered a 4:30 p.m. delayed telecast, but ABS-CBN declined and instead moved “It’s Showtime” to GMA Network’s GTV.
So when the prospect of linking up was broached a couple of months after that “not-so-happy experience,” Vice Ganda set it aside until he had healed and was ready to resume talks late last year. In television, especially in its precarious state right now, he knows that you can’t afford to close doors.
“Valid naman siguro na nagtampo ako. But I didn’t burn bridges or badmouthed anyone after what happened,” he says. “It broke my heart, but nakakatuwa na ‘yong heartbreak can still heal, and lead to new learnings and a good relationship.”
Under the deal, Vice Ganda gets to create and produce content for TV5—essentially functioning as a production unit like Dreamscape Entertainment does for ABS-CBN—while staying with the Kapamilya network as his home base.
“I will never leave ABS-CBN wherever I go. ‘Di ako magiging komportable kung wala sila,” says the actor-host, who also turns to his core group and ABS-CBN bosses for guidance when deciding on major career moves such as this one. “That’s a non-negotiable for me. I’m thankful for their support.”
A “win-win” situation
The concepts he has in mind for TV5 are still under wraps, but he hopes to begin working on his first project by the end of the year, if schedule permits. Although digital platforms have grown ubiquitous and eaten into the audiences that networks used to hold, Vice Ganda still believes television offers the scale and infrastructure to bring more ambitious concepts to life.
“Siyempre dapat pasabog—‘yong hindi tinipid ang production,” he says. But that doesn’t mean being extravagant for extravagance’s sake. “Of course we have to be mindful sa kung ano ang isi-share nila sa ‘kin, and make sure to give what the audience deserves and wants—whether fun, laughter, or escape every now and then.”
And no, he doesn’t see himself—and won’t even entertain the thought—as TV5’s answer to its programming needs. “I will just share what I can and do what is asked of me,” he says, adding that he’s simply grateful for another platform that allows him to be more creative and excited about what he does.
But more importantly, Vice Ganda understands that television remains a lifeline for many in the industry, and its continued decline could mean job losses for people behind the scenes—from cameramen to technical crews.
“You wonder kung para saan kaya ang blessing na ‘to. Para sa ‘kin ba lahat ‘to? Sasarilinin ko lang ba?” he says. “But for me, this is a win-win situation for everyone.”
