Breaking down TV network walls

The whole country witnessed what we all thought would never happen -- the convergence of two large television networks on the noontime slot. ABS-CBN's "It's Showtime" made its debut over the weekend at its supposed rival's channel, GTV. Its opening production number set the tone for the rest of the program. The former's main hosts gave their all in a set of songs along with stars from the other network. Vice Ganda, who became an icon for the show, strutted the hallways in her pink dress and stepped on a helipad. She climbed a helicopter, landed on the other network's facade where she danced and made a statement. That dance number meant that we can unite.

The audience's narrative said that the TV network war is over; the walls are now broken. They were brought down by one historic event in our media landscape and that was when the Philippine government shut down its largest broadcast network. From that very heartbreaking moment, we peer into life lessons. I could say there are two; to never give up and to collaborate.

When ABS-CBN saw that they needed to fold up platforms that were causing them to bleed financially, they resorted to finding new and innovative ways to reach their viewers. With the advent of today's technological landscape, they found themselves a home online. Yet there is an issue of access to a good internet connection and to gadgets which lessened their viewership. They found ways to get back on free TV and radio where they once were. This is where we see the importance of collaboration. Executives saw that if they pooled their resources with other networks and content providers, it would broaden their reach to get more people to watch.

The broadcast industry is more than just a lucrative business now, as the internet has taken over their loyal customers. It is a testament that the ratings war could be won by working hand in hand. The entertainment business is not just about looking at who looks and wears the best. Viewers are now looking for quality content that is worth their time, one that is engaging and relatable. The spectacle of showbiz is now evolving. You are relevant if you can actually be human to their fans. Even fandom has now taken itself to a whole new level.

Those who will enter the broadcast industry today will see that these are indeed interesting times. Its landscape will never be the same again after July 1st. The convergence of two large television networks is a testament that there is a bigger message to send out to an audience and we need everyone's resources. While many argue that we are being fooled by entertainment, others look to it as a reprieve and a way to relax before one goes to the grind again. I guess the political economy of the media will also shift with this development. Potential advertisers should also look into it, perhaps. Now that the walls are down, the next goal is to harmoniously work together.