Philippines network GMA put heart into its soul when it formalised its “kapuso” values and culture 18  years ago. As the network celebrates its 70th anniversary, that heart is proving to be bigger than usual.  

Philippines’ GMA couldn’t be marking a major milestone at a more difficult time. Lockdowns, skeleton staff, original productions pulled, prime-time schedules decimated, live audiences barred... and heavy draw-down on the network’s decades-strong “kapuso” (“of one heart”) reserves. Yet the Covid-19 pandemic crisis is also giving GMA leadership a community service platform more meaningful at this time than an anniversary party. 

As this magazine went to print, GMA Network rolled out a Ps350 million/US$6.8 million package to help employees through the coronavirus crisis. This covers salaries, cash equivalent of rice benefits, and cash advances. 

Broader civic programmes also kicked into gear, including the GMA Kapuso Foundation’s Labanan ang Covid-19 campaign to support workers on the front lines of the fight, and Operation Bayanihan Covid-19 to help families in need as a result of the lockdown. 

A few days earlier, on Friday, 20 March, GMA Network reaffirmed its commitment to “Serbisyong Totoo” (“true service”), delivering the latest news and information across all its platforms amid the pandemic all while trying to keep staffers safe. 

GMA’s emergency initiatives capped a dramatic month that also included suspending the admission of live studio audiences. The move impacted shows such as GMA’s flagship lunchtime variety programme, Eat Bulaga, as well as All-Out Sundays, Centerstage, Mars Pa More, Wowowin, Wowowin Primetime, Idol sa Kusina, The Boobay and Tekla Show, Sarap ‘Di Ba?, and Tonight With Arnold Clavio. That was on 10 March. Four days later, GMA suspended local production outright. 

This left domestic and international schedules with gaping holes that they filled with, among others, enhanced news broadcasts and reruns of hit series Encantadia, a long-running and sprawling fantasy franchise filled with kingdoms of fairies, pixies, healers, warriors, dwarves and hobbits, in turn torn apart by chaos, war and greed, followed by long periods of peace between seasons before conflict re-emerges and has to be resolved in a cycle that spans almost 500 episodes. GMA, clearly, was preparing for a long haul as the Philippines settled into a community quarantine. 

Meanwhile, a three-hour-long online show – which the network says is the country’s first-ever no-contact programme – on 22 March attracted more than 1.2 million views on Facebook in less than 24 hours. The star-studded live online get-together, a partnership with the Kapuso Foundation, included, among much feel-good content, thoughts on family bonding from prime-time couple Dingdong Dantes and Marian Rivera. The GMA family at its best. 

Asia’s long-serving broadcast boss, Felipe Gozon, describes his entry into GMA legend almost five decades ago as an “accident”. About 45 years after he, Menardo R. Jimenez and Gilberto M. Duavit Sr took over the management of Radio Broadcasting Station (RBS) and two decades after he took the reigns as chairman and chief executive, Gozon talks to ContentAsia about purpose, vision, highlights, and the legacy he is planning to leave behind.  

What would you say GMA’s ‘guiding light’ has been through the decades? We have been guided by our corporate purpose: we enrich the lives of Filipinos everywhere with superior entertainment and the responsible, unbiased, and timely delivery of accurate news and information. Every single day, we work to deliver significant news and information that matter to the public, entertainment programmes that recognise and honour Filipino values, and stories that are meaningful to their lives. 

What, for you, were GMA’s best years and why? “We try to make every year better than the previous one as we continue to evolve in content, platforms, technology and work process. Even after claiming the lead in TV ratings and revenue, we did not rest on our laurels. We know that great and successful companies and enduring institutions must continually work to improve its leadership and service.”

Can you choose your five highlights from your time at GMA? 

Starting in GMA I never dreamt that I would be leading a broadcast company someday. I became part of GMA by accident. By virtue of the 1971 Constitution, which required mass media to be 100% Filipino-owned, the Stewarts had to sell RBS to Gilberto M. Duavit, Menardo R. Jimenez and myself. 

When I took over as chairman and CEO When I assumed the stewardship of GMA in October 2000, I immediately planned to have the company rise to the number one position. My first challenge was to change the defeatist attitude of GMA back then. With a defined corporate philosophy and equity programme, we rallied our people to strive to be the best that they can be. I was not daunted by the fact that I did not have a background in media. Instead, I put my lawyer’s training to good use; it was like reviewing for the Bar exams again as I studied the media business and competition.

Becoming number one By 2004, GMA was finally able to grab the lead in TV ratings in all time slots in Mega Manila, which was the area where the ratings were available at that time. And in July 2011, we were already number one nationwide. 
Public listing In 2007, we offered our shares to the public. GMA’s listing at the Philippine Stock Exchange was the most anticipated and most successful Initial Public Offering (IPO) of the year.

Going global We want to bring the best of the Filipino to the world. In 2005, our flagship international channel GMA Pinoy TV was launched in Japan, Guam, United States and Malaysia – fulfilling our mission to bring GMA’s entertainment and news and public affairs programming into the homes of the Filipinos living and working overseas. 

Which GMA programmes/projects are you most proud of? 
“Through the years, we have launched many game-changing and innovative programmes and projects that impacted the TV industry. We continue to provide our viewers with a healthy balance of credible and relevant news and public affairs programming as well as meaningful storylines for entertainment. For us, quality content wins. And this applies to all platforms. A fitting example of which is the multi-awarded news magazine programme Kapuso Mo, Jessica Soho, which has consistently dominated both on-air and online platforms. It is the most-watched programme on Philippine television, and it also produced the country’s top trending video on YouTube in 2019. 

What would you say are GMA’s biggest strengths? 
“Our people We always consider our people as our best assets. Time and again, we have shown that creativity, perseverance, resiliency and strength of conviction are trademark traits that define a Kapuso. We continue to embrace risks and refuse to let challenges intimidate us. 

“Integrity and credibility Walang kinikilingan, walang pinoprotektahan, walang kasinungalingan, Serbisyong Totoo lamang (no bias, no protection, no lies, true service only).” Integrity and credibility are equities we have painstakingly built and zealously observe particularly through our news and public affairs programmes. These provide significant eye-openers to the public through meticulous and balanced dissection of social, economic and political issues that impact the lives of Filipinos. More than informing, they empower. More than just telling the story, they call people to action.” 

“Quality content As mentioned earlier, quality content wins, no matter the platform. At GMA, quality content is part of our daily drill. Most of all, we are very grateful to God for His guidance and help that enabled us to achieve our objectives.” 

What do you think is the most significant challenge/s GMA faces in the digital age? And how do you think these can best be navigated?  “One of the most significant challenges that we are facing in the digital age is keeping abreast and identifying opportunities that could substantially influence consumer habits. GMA is no longer just competing against other local TV networks, but against everyone who publishes content. It is important for GMA to stake out its place in this kind of content landscape. Innovative talent, allocating the right resources, producing quality content, and the speed to iterate go-to market are key in enabling us to take advantage of these opportunities to increase our market share or create viable new markets. 

“Disinformation is also one of society’s greatest challenges, not just the media’s. It makes the role of professional fact seekers even more essential. The solution is both to improve the media literacy of the public while pressuring the social media platforms to address this problem.” 

What would you like your legacy to be? “I want to be remembered as the leader who relentlessly pushed for the network to be number one. What GMA has achieved so far was not done overnight — it took a lot of courage and hard work from everyone involved. And as we celebrate our 70th anniversary, my dream is for GMA Network to fully embrace the digital future, to continue being a world-class content producer, and to be always number one in the hearts of Filipinos all over the world.”