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AlDub Phenomenon Continues to Grow, But Warning Signs Become Evident

The AlDub phenomenon reached fever pitch last Saturday.

‘Eat Bulaga”s so-called National Pabebe Wave Day featured a chance meeting between Alden Richards and Maine Mendoza (aka Yaya Dub) inside a mansion ‘owned’ by Lola Nidora (Wally Bayola). It marked the first selfie between the pair, the debut of the mansion’s maid Rianna, also portrayed by Bayola, and the first time that Yaya Dub spoke on national television.

That episode of ‘Eat Bulaga’ overwhelmed ‘It’s Showtime”s ANIMversary episode by a wide margin, both in tweets and in the ratings. A record 25 million tweets were confirmed during the episode, while ratings of 37.2 (NUTAM) and 30.8% (Kantar) helped ‘Eat Bulaga’ widen its gap over ‘It’s Showtime’.

Many were beginning to question ‘It’s Showtime”s increasingly immoral antics, such as what happened last Saturday with the on-air kiss between Viceral (Vice Ganda’s alter-ego) and Karylle (see video above). Even the infamous Pastillas Girl segments (which were criticized for its desperate and indecent nature) earned the ire of Gabriela for its exploitation of women.

However, the so-called Kalyeserye on ‘Eat Bulaga’ also has its fair share of detractors. This despite the fact that it entails a positive message to its viewers.

Since the AlDub phenomenon got underway, virtually every newscast on GMA and GMA News TV have always featured a short summary of the Kalyeserye (example video above). The overemphasis on AlDub continued even during Sundays, which is a rest day for the staff of ‘Eat Bulaga’.

Stories of the AlDub phenomenon have also become a regular occurrence on ‘Kapuso Mo, Jessica Soho’. Features of AlDub fanatics are usually the point of emphasis on the said program.

GMA has also taken advantage of Alden Richards’ renewed fame, even though it was ‘Eat Bulaga”s parent company TAPE, Inc. who made the young actor a household name. Just recently, News TV reaired the obvious flop that is ‘Ilustrado’, while Alden’s life story on ‘Magpakailanman’ was also replayed.

It is clear that GMA is abusing the popularity of AlDub. The pair alone has loomed large over GMA’s own talents, and as a result, stunts their development and potential.

That said, finding a balance between AlDub and the rest of the network should be emphasized. AlDub can’t do it alone, and GMA needs its other talents and programs to step up in this urgent moment.

AlDub’s popularity should not be taken for granted. It is GMA’s responsibility to make things fair for everyone, otherwise it may alienate its viewers.

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