drama, entertainment, Philippines, television

Be Careful’s Rivals Revisited (Part II)

In October 2012, GMA responded to ‘Be Careful with My Heart”s success with ‘Cielo de Angelina’, but it failed to even make a dent in the ratings. (Title card courtesy of GMA Network)

‘Be Careful with My Heart’, ABS-CBN’s long-running ‘kiligserye’ series, ends this Friday, November 28. As a tribute to its unexpected success and longevity, From the Tube will look back at ‘Be Careful”s rivals and their performance against the said late morning drama series.

In just its third month on the air, ‘Be Careful with My Heart’ emerged as the most-watched morning program in the Philippines, with consistent ratings of over 20%. The surprising success of the series left rival GMA, in particular ‘Be Careful”s then-opponent ‘Kusina Master’, stunned.

As a result, GMA decided to counter with a morning drama of their own. Their response came in the form of a drama series starring emerging teen stars Bea Binene and Jake Vargas.

That series became known as ‘Cielo de Angelina’, and it made its debut on October 22, 2012.

On its pilot episode, ‘Cielo de Angelina’ registered a decent 10.2 and 11.8%, according to Kantar and AGB Nielsen, respectively. On the other hand, ‘Be Careful with My Heart’ earned monster ratings of 23.1 and 22.9%.

From the beginning, it was clear that ‘Cielo de Angelina’ would be no match for ‘Be Careful with My Heart. Soon after, single-digit ratings became a regular occurrence for the former, and by November 12, GMA has had enough.

After registering paltry ratings of 8 and 8.8% on the November 9 episode, GMA decided to demote ‘Cielo de Angelina’ to an earlier timeslot in favor of ‘Kusina Master’. However, the change of schedule failed to turn the tide for the struggling show, thanks in large part to the entry of ‘Masterchef Pinoy Edition’.

With ‘Cielo de Angelina”s struggles taking its toll on GMA’s morale, the Kapuso network decided to pull the plug, and on January 4, 2013, the series was finally cancelled.

In fairness to the Kapuso network, ‘Cielo de Angelina’ was not a bad attempt, in a way that it further exposes Bea Binene and Jake Vargas to a more serious type of acting. But it was a series that GMA should have never done in the morning slot, not against a more light-hearted ‘Be Careful with My Heart’.

Meanwhile, ‘Be Careful with My Heart’ continued to dominate its timeslot, leading to another demotion on the part of ‘Kusina Master’. After that, from February 18 to April 5, the series would find itself without an opponent, as GMA aired old movies via its ‘Kapuso Movie Festival’ block.

It didn’t take long for GMA to find another rival for ‘Be Careful with My Heart’. This time around, they enlisted the help of TAPE, Inc. boss Malou Choa-Fagar in creating their latest late-morning program, one that is unlike any other in television history.

Tomorrow on Part III, From the Tube will look back at ‘Be Careful with My Heart”s final, and by far its most formidable rival, ‘The Ryzza Mae Show’.

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