The Movie and Television Review and Classification Board (MTRCB) officially launched its infomercial “Bagong Pilipino, Tara, Nood Tayo!” a national government campaign encouraging Filipinos to support locally produced movies and television shows.
Leading the campaign was no less than President Ferdinand R. Marcos Jr., joined by First Lady Liza Araneta-Marcos and the First Family. The President proudly reaffirmed the administration’s support for the film and television industry, calling the creative sector a vital force for cultural identity, national pride, and economic growth.
“Kasama ang pribadong sektor, kaisa ninyo ako, ang aking pamilya at ang ating pamahalaan sa pagtangkilik sa pelikulang Pilipino at mga programang pangtelebisyon, dahil ang bagong Pilipino ay ipinagmamalaki ang kwentong Pilipino,” said the President.
MTRCB Chairperson and CEO Lala Sotto expressed gratitude to the President, the first family and the entertainment industry for rallying behind the campaign.
“This campaign reflects our shared vision to uplift the Filipino creative industry while instilling responsible and informed viewing among our audiences,” said Sotto.
Top network executives from GMA, ABS-CBN, TV5 and ALLTV also shared how Filipino TV shows and movies have become part of every Filipino family’s life.
“Ang telebisyon at ang mga sinehan ay nagsisilbi ring pangalawa nating tahanan,” said AMBS-ALLTV President Maribeth Tolentino.
“Nanonood tayo ng mga programa dahil ayaw nating nagpapahuli sa balita at kwentuhan,” said TV5 President and CEO Guido Zaballero.
“Invested tayo sa mga karakter na pinapanood natin na parang mga tunay na tao sa totoong buhay,” GMA Network Inc. Senior Vice President Atty. Annette Gozon-Valdes noted.
“More than just a memory of a happy story, we have invested ourselves in the characters of our TV shows and movies, at sa bawat karakter na kinakapitan natin, sila ay nagiging bahagi ng ating pamilya,” ABS-CBN Corporation President and CEO Carlo Katigbak added.
Award-winning film director Cathy Garcia-Sampana reminded everyone that films and teleseryes are “reflections of the Filipino soul,” while box-office stars Kathryn Bernardo and Alden Richards highlighted the industry’s authenticity and inclusivity.
“Ito ang industriyang maituturing nating totoo at sariling atin,” Bernardo said.
“Ang tunay na bida ng ating mga pelikula at telebisyon ay ikaw at ako, tayong mga Pilipino,” Richards added.
Celebrity couple and parents Judy Ann Santos-Agoncillo and Ryan Agoncillo stressed that TV and film are “a second home for the Filipino families” and must be handled with care.
Actors and producers Piolo Pascual, Coco Martin and Vic Sotto expressed hope for a vibrant local industry for future generations and reminded that stories have the power to shape hearts and minds.
Meanwhile, mall executives from SM Supermalls, Ayala Mall and Robinsons reassured the public that the magic of cinema remains alive and memorable.
“We are guided by the fact na ang pagpunta sa sinehan ay isang communal experience,” SM Supermalls President Steven Tan said.
“We will make sure watching movies at cinemas is always a fantastic experience para sa lahat at palaging parte ng masasaya nating alaala,” Robinson Land Corporation Executive Vice President Faraday Go.
“And we honor the movie viewers by ensuring na ang mga sinehan will always represent a happy experience sa bawat manonood,” Ayala Mall Asset Management Head Jose Ramon Katipunan added.
Regal Entertainment President and CEO Roselle Monteverde and VIVA Communications Inc. President Vincent del Rosario underscored how going to movies with families remains a treasured experience to Filipinos.
The infomercial was aired nationwide across traditional and digital platforms including cinemas, reaching millions of Filipino viewers. With support from government, networks, filmmakers, producers, artists and industry leaders, the campaign shines as a celebration of Filipino creativity and storytelling.
Sotto emphasized that the Board remains proactive and committed to protect Filipino audiences, especially children, from potentially harmful content, while at the same time nurturing a creative environment that allows artists to thrive.
With the biggest stars, icons, and leaders joining hands, the call is clear: “Bagong Pilipino, Tara, Nood Tayo!”
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