Monitoring and Evaluation of Philippine Radio and TV Programs: Musical/Variety: Issue - Consumerism One of the most viewed shows

on Philippine television is variety shows. Variety shows have always been a great part of the Filipino television pop culture. It is very popular even today. These programs usually start at lunchtime and start by either singing their opening theme song or by performing a production number. At the core of understanding how television affects society is the relationship between television and consumerism. Television allows people to consume images that otherwise most people would not have access to in the course of a typical life. However, while this might sound like a benefit and the industries constantly remind consumers of this benefit television is not simply about seeing new and different things. It is primarily about selling. Television programming evolved hand-in-hand with consumerism. Most people are unaware that their viewing habits are carefully monitored, and the television industries have created what they call "audiences," which are really market segments, to buy and sell in the global marketplace, just like any other commodity. Although people think that they are sitting at home watching the tube, the tube is also, in a sense, watching them, and their viewing habits are traded in the marketplace. 1 What I would like to use for my analyses is ABS-CBNs noontime show Its Showtime, based on what I have observed during the studio audience participation last May 15, 2013, and based on television viewing. First, after hours of waiting in vain at some particular building and all the other orientation and stuff of the program coordinators and the security staff, I noticed that immediately, after going to the studio building (while still, again, waiting for the studio entrance), there was this man whos roaming around and selling Vice Ganda posters and album in line with his upcoming concert by that time (just this May 19). This was continued even until inside the studio while practicing the dance steps. Then during their program segment Sine Mo To, Christine Reyes was a special guess and of course this is for none other than promoting her upcoming movie Bromance with actor Zanjoe Marudo. During and after this segment, I have also noticed Vice Ganda promoting his upcoming concert, with an addition of a reminder to eat before going there, and what to eat, he said eat Skyflakes, pampatawid-gutom etc., thus hes simply doing a product endorsement. During the segment Bida Kids, the guess judges (kid actors whose names I forgot) were obviously there to promote their own television shows at ABS. Even before commenting, they have also mentioned and thanked their sponsors.
1

The role of television in the spread of consumerism and voyeurism. <http://www.captiveminds.org/issues/tvrole.htm>. Accessed May 17, 2013.

Next program I would like to analyze is ABS-CBNs Sunday variety show ASAP, which is clearly a pool of ABS stars - actors, singers, dancers and the like. Here, production numbers and singing moments are in line to whatever program they endorse, specially if its a new show. The program hosts also endorse their corresponding products and express thanks to their sponsors. Now, what could be the reasons behind all these things. Simply consumerism. Thats the reality behind showbizness, just another business. Just like what we have discussed in class, horizontal and vertical integrations of these media congloromerates are always present which in fact, whether the audiences are aware of it or not, try to control and dictate certain major industries in our society. And as we define consumerism - it is a social and economic order that encourages the purchase of goods and services in ever-greater amounts.2 Just by going into that definition, we are to face the harsh realities brought upon us by these acting philanthropists of our country when in fact we are being fooled, used, sold and resold continuously for their best interest, and that is to gain the greatest profit they can. This television and other media consumerism also have its roots to our economic system which is capitalism. With these, we are given a culture of consumerism, not just of the programs and products they endorse, but of the ideologies and beliefs they impose upon us. For instance, whatever this certain actor wears will be in the hype the next thing we know it, thus determining whats in and whats out in the fashion trends. Now going deeper, our bases of whats beautiful or what is ugly is being affected and is being shaped or modified. Still going deeper, this can be rooted to the idea of neocolonialism. We Filipinos are still greatly influenced by Western ideologies, such as that of preferring an actor with white complexion than kayumanggi, and someone who is tall, skinny, and has a pointed nose. In the end, variety shows dont just offer entertainment, but they make us passive consumers of the society instead of an active, participating ones, that is if were not critical about them, so we better be.

Consumerism. Britannica Concise Encyclopedia Online. 2008. Accessed May 17, 2013.