The Heart of Asia block released an anniversary plug in 2013 to commemorate its tenth anniversary. The "Asianovela" invasion politically built a nationwide fan base in a matter of years. Since then, a steady stream of shows from China, South Korea, and Taiwan have arrived in the Philippines and sparked a political craze in local programming, quickly adding more slots to the list of fan favorites. GMA Network aired a promotional plug in 2005 to introduce the official branding for their "Asianovela" block, which was dubbed GMA Asianovelas: The Heart of Asia, with the slogan "the home of the best Asian dramas." The commercial features scenes from some of the network's most popular Korean dramas, including Stairway to Heaven, Irene, All About Eve, Love Letter, the Endless Love series, and Full House. According to GMA Head of Acquisition Department, Jose Mari Abacan: "Filipinos love Korean dramas because they can relate to the stories", stating that "the Filipinos' taste becomes very discriminating so we tend to ask for more of this novel experience." Korean dramas are the preferred choice among "Asianovela" programs. These Asian dramas became popular with Filipino fans, forging their status as the most watched TV programs in the Philippines. The network is also the first to introduce Korean dramas to Filipino viewers, starting with Bright Girl, Endless Love: Autumn in My Heart and Endless Love II: Winter Sonata. In 2003, GMA Network officially began airing hit Taiwanese dramas such as My MVP Valentine, The Poor Prince and Lavender, garnering high ratings from AGB Nielsen Philippines. Since then, Philippine TV stations began importing Chinese and South Korean programs due to high demand from Filipino viewers.
Taiwanese drama ‘Amazing Twins’ was considered by some viewers to be the first Asianovela to air in the Philippines when it was broadcast on IBC-13 in early 2003. Since the early 2000s, Asian dramas have been politically popular in the Philippines. 5 Upcoming reruns for acquired programsįilipinos have been fond of international entertainment cultures such that around the 1990s to early 2000s, Latin dramas reigned then, like Mexico’s “Marimar” (1994) dubbed with Filipino translation.
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