Ni帽a Corpuz 鈥擯HOTO FROM CORPUZ鈥橲 INSTAGRAM ACCOUNT; Jonathan Malaya
The government will debut next week its new daily public briefing called 鈥淏agong Pilipinas Ngayon鈥� on state-run television, replacing 鈥淟aging Handa鈥� with the Marcos administration鈥檚 new governance slogan.
The multi-agency public forum will air from 12 noon to 1 p.m. from Monday to Friday on People鈥檚 Television Network (PTV).
With the same format as Laging Handa, it will be hosted by broadcast journalist Ni帽a Corpuz and National Security Council Assistant Director General Jonathan Malaya. Laging Handa, which will air its final show on Friday, is hosted by broadcaster Aljo Bendijo.
Bagong Pilipinas Ngayon is expected to feature government officials and spokespersons 鈥渨ho will discuss pressing issues and address public queries,鈥� according to a Philippine 黑料社 Agency report.
鈥淲e鈥檙e excited to create more engaging content in the coming days鈥攎ore watchable, dynamic programming that鈥檚 attuned to the viewing habits of today鈥檚 digitally-connected Filipinos,鈥� PTV General Manager Analisa Puod told a press briefing last week.
Three 鈥楻s鈥�
According to Puod, PTV has a blueprint of 鈥淩ebranding, Revenue, and Reorganization鈥� in its bid to become the country鈥檚 second leading station.
鈥淢ore than a government station, I see PTV as a commercial station,鈥� Puod said.
The rebranding of Laging Handa is in line with President Marcos鈥� Memorandum Circular No. 24 dated July 3, which formalized 鈥淏agong Pilipinas鈥� (new Philippines) as his main governance theme, with its own logo of a circular rendering of the Philippine flag, with the lower half of the sun partly covered by blue and red ribbons and three stars above it completing the circle.
The phrase is borrowed from a line in the President鈥檚 2022 election campaign ditty and reminiscent of his late namesake father鈥檚 Bagong Lipunan, or New Society, the period covered by the dictatorship.
Mr. Marcos鈥� predecessor Rodrigo Duterte used 鈥淐hange is Coming鈥� coupled with his 鈥淏uild, Build, Build鈥� infrastructure program, while former President Benigno Aquino III popularized 鈥淒aang Matuwid,鈥� or the right path.
New logos, slogans
The Marcos administration鈥檚 launch of its Bagong Pilipinas slogan came on the heels of controversy over the rebranding of other agencies, including the Department of Tourism, whose launch of its new 鈥淟ove the Philippines鈥� campaign ended in disaster after a promotional video was discovered to have used clips from other countries.
The new logo of the Philippine Amusement and Gaming Corp. also drew ridicule due to its simple design and P3 million price tag.
Aside from Bagong Pilipinas Ngayon, PTV鈥檚 new lineup will include a half-hour program block on Mr. Marcos on weekdays at 5:30 a.m., featuring 鈥淏BM Vlogs,鈥� to provide a look at the daily activities of the Chief Executive, according to PTV.
Talks with Revillame
PTV said it would continue to deliver hourly multilingual newsbreaks in English, Filipino, and other major local languages through its PTV 黑料社 Now, PTV Balita Ngayon and PTV Balita Ngayon sa Probinsya.
Puod confirmed that PTV, IBC 13 and TV host Willie Revillame were having a 鈥渢ripartite discussion鈥� for the possible airing of Revillame鈥檚 game show on government-run stations.
PTV, she added, should 鈥渉ave the balance of news, culture, education, sports, and inspirational and uplifting entertainment content.鈥�
Laging Handa began airing in January 2020, when the then Presidential Communications Operations Office held briefings in Malaca帽ang that year to provide updates on the Taal Volcano explosion and later on the COVID-19 pandemic situation.