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MediaQuest partnership and the return of “Gandang Gabi Vice” on GMA extend the comedian-host’s reach across competing Philippine media platforms.
Vice Ganda is backing closer collaboration among major Philippine media groups as traditional television competes with streaming and mobile viewing, pairing a new MediaQuest agreement with the return of “Gandang Gabi Vice” on GMA Network.
At an Aug. 12 signing with MediaQuest Holdings, the Manuel V. Pangilinan-led media group whose businesses include TV5 and Cignal TV, the comedian-host said the pressures facing television require companies with different strengths to work together rather than operate solely as rivals. Under a two-year agreement, Vice Ganda is expected to develop content across MediaQuest platforms. Specific projects have not yet been announced.
The MediaQuest deal came five days after Vice Ganda signed a new contract with ABS-CBN, which has increasingly relied on content production and distribution partnerships rather than ownership of broadcast platforms. Vice Ganda has said ABS-CBN would remain involved in projects undertaken with other networks.
That cross-network approach is already visible in “Gandang Gabi Vice.” ABS-CBN confirmed that the late-night comedy talk show will return Sept. 13 on GMA, iWant and Kapamilya Channel. The original program debuted in 2011 and ended its first run in March 2020.
“It’s Showtime,” another ABS-CBN program co-hosted by Vice Ganda, began airing on GTV in 2023 and moved to GMA Network’s main channel in 2024.
Government data show why free television remains significant. The Philippine Statistics Authority reported that television reached 82.3 percent of Filipinos ages 10 to 64 in 2024, compared with 66.5 percent for video streaming, while 48.8 percent of households had internet access at home.
