The 3 stages of falling in love with your job according to Charo Santos

By Andrew Jonathan S. Bagaoisan

My moment with the execs. (Shot by Joseph Jacob)

My moment with the execs. (Shot by Joseph Jacob)

In the time of “walang forever”, staying in the same company or line of work for more than 5 years is already a prize.

It may be due to the scarcity of tenured posts, the allure of shifting workplaces for better offers or simply the impatience often ascribed to today’s Millennials.

Whatever the reason, loyalty to a job or an organization these days remains the unheeded advice from the older generation. Many of them grew up seeing ascent in the corporate ladder as the main evidence of success.

But there are professions like journalism and media whose hold on their practitioners is for more than bread and butter. And there are companies whose opportunities can span a spectrum of careers one could explore without leaving their backyard.

Getting to last long in these places is encouraged and in some, rewarded.

At ABS-CBN, they call it the “Kapamilya Awards”, a gala to recognize employees who reached 5-year milestones in their service with the company. They are treated to dinner, performances by ABS-CBN artists and receive a personalized token along with a moment with the executives.
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When did ABS-CBN first use ‘Kapamilya’?

By Andrew Jonathan S. Bagaoisan

ABS-CBN 60 years of Philippine Television logoContrary 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 namin.
Ka-pamilya ninyo.
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.