What can a noontime show do to survive?
Is there any chance for a rival noontime show to pick its brains and challenge such an immovable leader in that slot?
Obviously, it's quite bleak.
"Eat Bulaga" has not moved an inch from its leadership position since it annexed the noontime title from "Student Canteen" in the `80s. How it achieved the impossible at that time? Well, the formula was simple and logical. Take on the masses, create portions and segments that would entertain and also help uplift lives of the needy; and yes, factoring in that "masa" comedic appeal of Tito, Vic, and Joey was surely a no-brainer.
Now, more than three decades after, "Eat Bulaga" remains that unstoppable force on the noontime block. Why? It's not because it was the most innovative show in the market that made unquestionable milestones in TV history. Again the formula was simple and logical. It did not change at all.
It relied on the same formula since its inception: create that path to redemption for the downtrodden, the poor and the hopeless; produce "perya-type" competitions, and of course, rely on the hosts' effective wit and hilarious on-cam antics. What only changed were the hosts, the segments and the game portions. All—the hilarity, charity mix—became the winning combination that keeps it on top to this day.
And certainly, rival shows had since failed to eclipse them. ABS-CBN, which itself accommodated "Eat Bulaga" as a blocktimer in the `80s had made several attempts to dethrone the noontime leader since it moved to the Kapamilya network's staunchest rival, GMA-7 in the `90s (This transfer allowed the Kapuso network to emerge as the free-to-air television leader in Metro Manila, being the top rating lead-in for its afternoon to primetime blocks).
The biggest mistake however was that it tried to copy their formula. Get zany main hosts, have a multitude of alluring, cute and witty co-hosts at the background, and have their own versions of those famous "Eat Bulaga" segments like "Miss Gay Philippines," "Little Miss Philippines," "You've Got the Look," etc, and you'll unseat them. Not quite a good move.
Though they did have their winning moments in the ratings game maybe once or twice in overnight ratings, the ABS-CBN shows from "Magandang Tanghali Bayan" to "Happy Yipee Yehey" all have since been cancelled. "Wowowee" of Willie Revillame can stake its claim as
"Eat Bulaga's" worthiest opponent in terms of masa appeal and in-show elements, but then took the axe after an imploding controversy.
Now, the network has "upscaled" its successful morning talent program "Showtime" to the noontime race with the hope that it could carry the same accomplishments onto its head-on battle with "Eat Bulaga." But can they really match up? Although it has proven its worth as a talent show with even a mass cultural and linguistic influence, the new "It's Showtime" faces a new, more difficult war. First of all, it's not correct to assume that if you're successful at one timeslot, you would be successful in other slots. Actually, "Showtime" already tried to go noontime in the transition from "Pilipinas Win Na Win" to "Happy Yipee Yehey" and failed.
How they would fare in their second try is uncertain. But a good suggestion is not to try to copy "Eat Bulaga," and merely rely on its staple talent competition. They must offer something new to the plate--the strategy which the longest-running noontime show employed when it first took the reign.
And look where they are now.
