“Bagong Pilipino, tara nood tayo!”

This was President Marcos’ invitation to the public as he and other members of the First Family led the launch of a campaign that sought to promote responsible viewing and strengthen the country’s film and television industry.

In the infomercial, which aired before the primetime newscast of the country’s TV stations, the President described the Responsableng Panonood tungo sa Bagong Pilipinas (RP2BP) campaign as part of his administration’s push to empower the creative sector, which he called a vital driver of cultural identity, economic growth, and national pride.

“Kasama ang pribadong sektor, kaisa ninyo ako, ang aking pamilya at ang ating pamahalaan sa pagtangkilik sa pelikulang Pilipino at mga programang pangtelebisyon (Together with the private sector, I, my family, and our government stand with you in supporting Filipino films and television programs),” he said.

“Dahil ang bagong Pilipino ay ipinagmamalaki ang kwentong Pilipino (Because the new Filipino takes pride in the Filipino story),” he added.

First Lady Liza Araneta-Marcos, a known advocate of the arts and media, also underscored the importance of nurturing a culture of support for local content within Filipino households.

The campaign, spearheaded by the Movie and Television Review and Classification Board (MTRCB), also aims to celebrate the rich talents of Filipino artists, producers, directors, and distributors while instilling responsible and informed viewing habits among the public.

MTRCB Chairperson and CEO Lala Sotto thanked the President and the First Family for their support, saying the initiative “reflects our shared vision to uplift the Filipino creative industry while instilling a culture of responsible and informed viewing.”

The launch drew support from leading networks such as GMA, ABS-CBN, TV5, and ALLTV, which pledged to promote the campaign through their platforms.

“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 (Every character we grow attached to becomes part of our family),” ABS-CBN President and CEO Carlo Katigbak said.

TV5 President Guido Zaballero said audiences turn to television not only for entertainment but also for news and information, while GMA Network Senior Vice President Annette Gozon-Valdes noted how viewers often feel a personal connection to characters with real-life appeal.

AMBS-ALLTV President Maribeth Tolentino and celebrity couple Judy Ann Santos-Agoncillo and Ryan Agoncillo agreed that film and TV serve as a “second home” for Filipino families.

Filmmaker Cathy Garcia-Sampana said movies and teleseryes remain mirrors of the Filipino soul.

“It reminds us of who we are and gives us an idea of what we can become,” she said.

Actors Kathryn Bernardo and Alden Richards described the industry as authentic and inclusive, while Piolo Pascual, Coco Martin, and Vic Sotto joined in expressing hope that the campaign will help ensure a vibrant local industry for future generations.

Cinema operators also expressed commitment to preserving the movie-going experience for families.

The “Tara, Nood Tayo!” infomercial will be shown nationwide on both traditional and digital platforms. Officials said it is expected to reach a wide audience, particularly the youth, who play a crucial role in the growth of the country’s entertainment and media sector.

The initiative is being carried out by the MTRCB in partnership with the Presidential Communications Office, the Office of the Executive Secretary, and the Philippine Information Agency.