For any TV programs here in the Philippines, 10 years is already "blessing", 20 years is already an "institution", 30 years is already an "unthinkable achievement", but 45 years on air and still going strong?
Not all TV programs can brag about it, but there is one TV program who can proudly say that they have done it, and it is the country's longest-running noontime show "EAT Bulaga!".
But of course, EAT Bulaga! also started from scratch.
📷: TVJ Productions/Production Specialists, 1979
In one of their interview, former EAT Bulaga! producer Malou Choa-Fagar admitted that the program's first few years on air is not easy, as it faced low ratings against noontime show "Student Canteen" and almost no advertisers attempted to put ads on their program.
“From the struggling show who was never able to beat Student Canteen, walang advertisers na pumapasok sa amin. It was struggling years matagal na panahon na, siguro mga 10 years,” Fagar said.
Fagar also admitted that despite that time that the program was already winning the ratings game, the program is still hard to earn money from advertisers because of its status as a blocktime program and not a station-produced one.
“Kahit na natalo na namin ang Student Canteen, ang ratings—one time lang naman kasi monthly lang ang ratings noon, e. Kahit na natalo na namin, it’s still hard. Siyempre kung network, siyempre madaling ibenta. Kaya lang kasi kami, blocktimer. We’re the only blocktimer that’s existing [at the time]. Wala nang iba. Ayun. So, we we’re struggling, hindi kami sumusuweldo,” Fagar told in an interview in the 2019.
The program also faced cancelation threats from its former producer, former Congressman Romy Jalosjos Sr. because of the program's low ratings during its first years, until the time came when Eat Bulaga! (31%) won against Student Canteen (29%) in 1981 because of its OG segment, Mr. Macho.
📷: TVJ Productions/TAPE Inc.
The program faced numerous competitions such as ABS-CBN's noontime programs "Magandang Tanghali, Bayan", "Wowowee", " 'Sang Linggo nAPO Sila" and "It's Showtime", as well as GMA-7's "Lunch Date" and "SST: Salo-Salo Together", the longest-running noontime show survived all of it until 2023, when the program's main hosts Tito Sotto, Vic Sotto and Joey de Leon had a rift with the Jalosjos-led production firm TAPE Inc.
📷: Philippine Entertainment Portal (PEP)
TVJ left TAPE Inc. in May 2023 and moved to TV5 the following month, while TAPE Inc. remained with GMA Network and launched their own version of "Eat Bulaga!", while TVJ launched "E.A.T.", a continuation of Eat Bulaga! on TV5 last July 2023.
On January of 2024, both the Intellectual Property Office (IPO) and the Marikina Regional Trial Court (RTC) ratified their decision that the comedic trio owns the name "Eat Bulaga!" as well as its past episodes, segments and songs, and ordered TAPE Inc. and GMA Network to stop using it.
TAPE Inc., on the other hand waved the white flag on March 2024 as their noontime show, "Tahanang Pinakamasaya" begged off the air.
📷: TVJ Productions (Instagram)
As the program celebrated its 45th year on air, it has started their countdown to their golden anniversary in 2029.
EAT Bulaga! remains to their promise to the Filipinos, "hangga't may bata, may Eat Bulaga!".
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Happy Birthday Eat Bulaga! Mabuhay God Bless!
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