By John Romme Alba
The country’s biggest names in television and film have joined forces to back the launch of “Tara, Nood Tayo!” The nationwide infomercial drive that calls on Filipinos to practice responsible viewing while breathing new life into the local creative sector.
Headed by President Ferdinand R. Marcos Jr., First Lady Louise Araneta-Marcos and the First Family, the initiative officially called “Responsableng Panonood tungo sa Bagong Pilipinas,” is part of the administration’s broader cultural and nation-building agenda.
The campaign is led by the Movie and Television Review and Classification Board (MTRCB) under the leadership of chairperson and CEO Lala Sotto, in partnership with the Presidential Communications Office (PCO), the Office of the Executive Secretary (OES), and the Philippine Information Agency (PIA). The infomercial will air nationwide across television, cinemas, and digital platforms.
Malacañang said the campaign seeks to highlight Filipino-made content, encourage responsible viewing, and reestablish cinema as a space for shared cultural experience.
Major networks such as GMA Network Inc., TV5, ABS-CBN Corp., and AMBS-ALLTV have pledged full support.
“More than just a memory of a happy story, we have invested ourselves in the characters of our TV shows and movies, and for every character that we hold on to, they become a part of our family,” ABS-CBN president and CEO Carlo Katigbak said.
TV5 president and CEO Guido Zaballero stressed the importance of television in keeping Filipinos informed, while GMA Network senior vice president Annette Gozon-Valdes emphasized how relatable characters bring stories closer to home.
“Television and movie houses serve as our second home,” AMBS-ALLTV president Maribeth Tolentino added, underscoring the emotional ties Filipinos have with media.
Acclaimed filmmaker Cathy Garcia-Sampana echoed this sentiment, describing films and teleseryes as “reflections of the Filipino soul” with the power to both mirror and shape national identity.
Other celebrities and industry leaders underscored the responsibility of storytellers. Celebrity couple Judy Ann Santos-Agoncillo and Ryan Agoncillo said TV and film must be treated with care, as they serve as a “second home” for Filipino families.
Actors and producers Piolo Pascual, Coco Martin and Vic Sotto expressed for hope for a thriving local industry for future generations, stressing how stories influence hearts and minds.
Regal Entertainment president and CEO Roselle Monteverde and VIVA Communications Inc. president Vincent del Rosario said that movie-going with families remains a cherished tradition among Filipinos.
Meanwhile, mall executives Steven Tan (SM Supermalls), Jose Ramon Katipunan (Ayala Malls), and Faraday Go (Robinsons Land Corp.) reaffirmed their commitment to keeping cinema a joyful and memorable experience for all.
“We will make sure watching movies at cinemas is always a fantastic experience for everyone and a lasting part of our happy memories,” Go said.
It was also notable when the orchestral rendition of the flagship theme song played during their pledges scene of Annette Gozon-Valdes, senior vice president of GMA Network; Carlo Katigbak, CEO of ABS-CBN; and Vic Sotto, main host and producer of the country’s longest-running noontime show “Eat Bulaga,” while clips from their programs were shown.
The “Tara, Nood Tayo!” infomercials are expected to reach a wide audience, especially the youth, who play a key role in shaping the future of Philippine media and entertainment.
By bringing together government, industry leaders, and the Filipino public, the campaign aims to celebrate Filipino creativity while promoting responsible viewing and continued support for local films, shows, and creative content — marking a new era of collaboration for the country’s public and private sector.
