By Andrew Jonathan S. Bagaoisan
Contrary to popular belief, way back in 2000. Back then, ABS-CBN Channel 2 was solidly number one in the Mega Manila ratings. When asked to comment then about his station’s rivalry with GMA 7, CEO Eugenio Gabriel “Gabby” Lopez III quipped, “What network war?”
On New Year’s day that year, the network unveiled a new logo: Its iconic three rings in a bigger, transparent, 3D box, its initials transformed to modern Malayan typeface and joined together below.
Soon, ABS-CBN aired interstitials (plugs aired during commercial breaks) introducing its personalities to speak for the network. At the end of the spiels, the network’s voiceover Peter Musngi said:
Ka-pamilya ng bawat Pilipino.”
The series of plugs also included Dolphy and Noli De Castro and ran up until early 2001 during the height of EDSA Dos.
Here’s one featuring then “Balitang K” anchor Korina Sanchez:
The idea was revolutionary–using a term of familiarity, even endearment, to describe the relationship of a television station to its audience. It would set the tone for the brewing network war of years to come. It would set off the likes of Kapuso, Kabarkada, Kabisyo, and Kapatid.
But it was only three years after, during the 50th year of Philippine TV in 2003, that ABS-CBN officially adopted Kapamilya as its slogan and moniker for its viewers and talents.