On the 24th of July 2015, Eat Bulaga, the longest running noontime show in the Philippines, welcomed a new segment titled “Kalyeserye”--a show within a show. Hosted by the AlDub tandem of Maine Mendoza and Alden Richards, the segment quickly became one of the most popular noontime TV shows. For months, it dominated social media conversations, trended on Twitter worldwide, and created a massive fan base across the country. In fact, the success of Kalyeserye was a huge game changer in Philippine showbiz and media landscape.
The Birth of AlDub and Kalyeserye
It all started when the Eat Bulaga segment titled Juan for All, All for Juan earned the attention and praise of the Philippine fans. The segment, where the hosts surprise and reward an audience member with various items, had a new twist when the hosts decided to introduce and pair Alden Richards and Maine Mendoza.
At that time, Mendoza had become popular as Yaya Dub, a nanny character in the Bulaga Pa More skit. Richards was already a rising matinee idol, and the segment sparkled when their meet-cutes went viral. Dubbed as the Aldubphenomenon, it quickly gained massive followers online and even set a Guinness world record for having 41 million tweets.
Kalyeserye Creates a New Wave of Philippine Media
The introduction of Kalyeserye marked a milestone in Philippine television industry, with what had been lackluster noontime show suddenly and unexpectedly stealing the hearts of viewers. It's safe to say that the phenomenon opened and created an opportunity for media makers to start and explore projects that were similar in concept.
The success of Kalyeserye motivated other shows to embrace similar gimmicks and concepts, bringing Philippine TV to another level. Now, we are seeing more interactive reality show formats, online shows, and interactive audience segments, which created more opportunities for local TV talents to be discovered and for viewers who want to take part in the shows.
Where is AlDub and Kalyeserye Now?
After six months, the phenomenal AlDub and Kalyeserye had run its course. But even today, the two are still at the top of the Philippine entertainment industry. They have done a lot of shows together and they have individually ventured into films, endorsements, and even talk shows.
AlDub fans may not be as vocal as they used to be but they are still as passionate. They continue to support their idols’ projects, stepping up when needed and celebrating their success.
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Even if the AlDub phenomenon has died down, its legacy still stands. Now more than ever, Philippine media is experiencing a new generation of interactive reality and talk shows, giving opportunities to both undiscovered talent and new concepts. It also adds to the long list of entertainment activities locals can enjoy online.
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Conclusion
Five years since its launch, the Kalyeserye phenomenon still remains as the gold standard for Philippine entertainment. The show marked a changing of the tides, paving the way for new media projects to be explored. Now, locals get to enjoy a more interactive and innovative media landscape.
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