'Si Ser Chief, Si Maya at ang Teleserye' Airs June 16 on ABS-CBN | Cheche Lazaro Presents

Broadcast journalist Cheche Lazaro looks into the enduring fondness of Filipinos for television drama series or teleseryes then and now in another special episode of the documentary “Cheche Lazaro Presents” titled “Si Ser Chief, Si Maya at Ang Teleserye” that airs this Sunday (June 16).

One of the teleseryes that has captured the hearts of viewers is “Be Careful With My Heart.” The series, whose story revolves around a widower and businessman “Richard Lim” or “Ser Chief” and nanny-turned-flight attendant Maya dela Rosa (Jodi Sta. Maria), remains a top-rater since it premiered in July 2012. Ser Chief and Maya’s love story and charming chemistry have captivated audiences, while scenes of the kilig-serye have consistently trended on social media.

“Be Careful With My Heart” has changed the habits of viewers in the country and has also touched viewers abroad through The Filipino Channel. The show’s appeal cuts across ages, gender, social classes and race. In fact, Malaysia’s first commercial TV station, TV 3 has reportedly expressed a strong interest in acquiring the series.

But before “Be Careful With My Heart,” other Kapamilya programs have already made a buzz in the international scene, particulary in Malaysia where “Magkaribal,” “Prinsesa ng Banyera,” “Dahil May Isang Ikaw,” “Impostor,” “Imortal,” “Budoy,” “Iisa Pa Lamang,” and “Mara Clara” have been aired. Kristine Hermosa and Jericho Rosales’ “Pangako Sa’yo,” meanwhile, became a hit in Cambodia.

Aside from Malaysia and Cambodia, some Kapamilya teleseryes were also aired in other Asian countries such as Brunei, Myanmar, China, Indonesia, Hong Kong, Singapore, Vietnam, Korea at Taiwan.

What is it with teleseryes that keeps viewers glued? What do these programs reflect about the entertainment industry and society as a whole?

Don’t miss “Cheche Lazaro Presents: Si Ser Chief, Si Maya at Ang Teleserye” on ABS-CBN this Sunday (June 16), 10:15AM with replays at 11:30PM.

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ABS-CBN Dramas, In-Demand in other Asian Countries

When it comes to Philippine drama series that cross borders, ABS-CBN Corporation has proven that it is the premier provider in Asia.  Out of the 30,000 hours of various content it has sold worldwide since 2000, ABS-CBN International Distribution has sold approximately 40% of these to eleven Asian countries, enabling non-Filipino, Asian viewers to enjoy top-calibre Filipino programs on their own television screens.

Among these, Malaysia is the top buyer of ABS-CBN dramas with more than 3,000 hours of content sold to Malaysian TV networks Astro Bella and TV3 since 2000.

“Magkaribal,” “Prinsesa ng Banyera,””Dahil May Isang Ikaw,” “Impostor,” “Imortal,” “Budoy,”and “Iisa Pa Lamang” were some of the titles sold to Astro Bella, Malaysia’s first in-house pay TV channel for telenovelas. These account for the 850 hours of content bought from ABS-CBN by this TV channel owned by the Malaysian satellite provider Astro. “Dahil May Isang Ikaw” is Astro Bella’s highest-rating Filipino drama, registering an amazing 67% audience share.

TV3, Malaysia’s first commercial television station, meanwhile, has bought 95 hours of content from ABS-CBN through Malaysia’s leading integrated media investment group, Media Prima.

One of the shows it has acquired is “Mara Clara,” which proved to be a big hit during its run in TV3 after it successfully gained an average of 1.5 million viewers. The Malaysian network is set to air “My Girl” in January 2013 and this early on, is expressing a strong interest to acquire “My Binondo Girl” and “Be Careful with My Heart.”

Cambodians are likewise shaping up to be avid viewers of ABS-CBN dramas. ABS-CBN has sold 28 canned shows to Cambodian TV channels capped by the recent landmark deal made with Cambodian Television Network (CTN) to localize the hit primetime series “Pangako Sa ’Yo” by 2013.

Aside from Malaysia and Cambodia, other Asian territories where ABS-CBN titles have been sold for a non-Filipino audience are Brunei, Myanmar, China, Indonesia, Hong Kong, Singapore, Vietnam, Korea and Taiwan.

A business unit of ABS-CBN, International Distribution has been recognized in the global arena as a reliable foreign content provider and has been a premier source of high quality Filipino programming in over 50 territories all over the world.

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Angel Locsin and Piolo Pascual's 'Lobo' is First Philippine Series to Air on Thailand Television

ABS-CBN’s canned programs have successfully penetrated territories in Asia, Europe, and Africa. Its most recent addition is Thailand where one of its top-rating drama series, “Lobo” (“She Wolf: the Last Sentinel”) will soon debut as the first Philippine TV program to air on Thai television.

ABS-CBN International Distribution head Leng Raymundo said Philippine TV series, particularly ABS-CBN’s drama series, have been widely received and distinctively known for their cast’s international appeal, series length that adapts well to programmers’ needs, and content with a universal appeal that people can relate to.

Read: Cambodia to Remake ABS-CBN's Pangako Sa 'Yo, a Milestone in Philippine Broadcast History

“The global viewers recognize and demand for ABS-CBN programs as they remain true to local cultural sensitivities. It has a definite global appeal, heart warming relatable stories that have high production values, and good-looking actors that cross borders,” Raymundo said.

ABS-CBN programs, mostly in drama formats, have been dubbed in English, Khmer, Mandarin, Bahasa Melayu, Vietnamese, Turkish, Russian, and French.  They have also been subtitled in Bahasa Melayu and Romanian.

“Tayong Dalawa” (“The Two of Us”) also made history as the first Filipino program in Singapore’s telenovela belt while “Sana’y Wala ng Wakas” (“Timeless”), which is topbilled by Jericho Rosales and Kristine Hermosa, was so well received by viewers in Malaysia that it even rated higher than hit US series “Smallville.”

Among French-speaking territories, ABS-CBN’s “Magkaribal” (“Rivals”) dubbed in French is steadily gaining viewers. ABS-CBN International Distribution was also the first to distribute content in Myanmar, when “My Girl” premiered in 2011.

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