She is a staunch supporter of her entertainment and political advocacies, a producer of critically-acclaimed films like Ligaya Ang Itawag Mo Sa Akin and a veteran actress. She is an outspoken, unconventional former MTRCB (Movie and Television Review and Classification Board) chair. Years back she predicted that the movie industry will be what it is now: ailing. Above all, Armida is a patron of Philippine culture and music.
With all the hats she wears, it’s the latter Armida wishes to be remembered for. Her musical show, Aawitan Kita has become a byword for this doyenne.
Aawitan Kita is the longest-running TV show to date. It has never ceased to show us how beautiful traditional songs and music are for the past 34 years.
Although the show airs every month over ABC 5, Armida explores other avenues to continue the legacy of Aawitan Kita, especially for young people who have a scant knowledge of their history and heritage.
Through Aawitan Kita sa Makati Live, a show held every last Friday of the month at the Makati University auditorium, Armida hopes to pass on the legacy of Aawitan Kita to the younger generation.
"It’s a project I proposed to (Makati) Mayor Jejomar Binay," says Armida. "I’m grateful that he really liked it. Nag-aalaala siya na wala na tayong mapanood na palabas na kagaya nito. He’s very appreciative of traditional music. That’s the reason why he supported the project."
The recently-concluded Aawitan Kita sa Makati Live was staged in time for the recent celebration of Linggo ng Wika. Makati’s senior citizens watched the show. The monthly presentation featured Michael Laygo, Ivy Violan, Roberto Natividad, Charles Muñoz, Bimbo Cerrudo and Armida herself. Armida also hosts the show.
In Aawitan Kita, Armida has worked and collaborated with known composers like Restie Umali and National Artist Levi Celerio and a host of contemporary, young composers. Aawitan Kita has also featured Lirio Vital, Janet Basco, Darius Razon and Cris Villonco, among others.
Aawitan Kita is one of those TV programs that transcends time and trends. Many shows have come and gone, but Aawitan Kita has not only survived. It’s still very much around.
What accounts for her show’s durability?
Armida says, "I don’t think the entertainment value of the show will wane or diminish. Unlike other shows we have today, Aawitan is classic. Everybody can still relate to and identify with it."
Proof of Aawitan Kita’s longevity is the fact that it has hopped from one station to another – from Channel 9 to the old ABS-CBN Channel 4, to IBC 13, back to Channel 2, 9, 7 and now on ABC 5.
Throughout the years, Aawitan Kita has remained unaffected by the pressures of commercialism, new lifestyles and televiewers’ tastes.
The show is a purveyor of infotainment. It makes the audience knowledgeable (on history and culture) while delighting them at the same time.
The formula applies, not only to the show, but to Armida herself.
She never took Philippine History in high school because she studied in New York. She only learned her country’s history and heritage when she started doing Aawitan Kita, which requires a lot of reading and research.
This way, she learned about popular songs during the time of Tandang Sora and other historical personalities like the Katipuneros.
This kind of exchange and sharing of tradition is what motivates Armida to continue her cause.
"My children will inherit the legacy of Aawitan Kita and Philippine culture from me. I don’t want the young to forget our culture. That’s why I spend a lot of time and effort in archiving (the episodes of the show). Tapes get rotten," she adds.
Armida hopes a philanthropist will pick up the show and continue its causes and ideals.
Watching Aawitan Kita on TV and now on stage is a similar experience, except that one is seen against a natural setting and the other is viewed from the confines of theater. It still has its signature panache, performers and tunes that are truly Pinoy.
If there’s one thing Armida is proud of the show, it’s the fact that Aawitan Kita, unlike other programs, has never succumbed to Western culture and influence.