GMA News and Public Affairs
GMA Integrated News reverts to GMA News
According to sources within the organization, the decision to return to the GMA News branding was part of a broader directive from Michelle Seva, who was appointed Officer-in-Charge late last year.
“Hindi kailanman iniwan ang pinagmulan,” Mel Tiangco said on Monday’s broadcast of 24 Oras, as she and her co-anchors, Vicky Morales and Emil Sumangil, formally announced the rebranding of GMA Integrated News back to GMA News.
The move comes after weeks of subtle on-air and digital changes, culminating in the revival of the network’s iconic “Serbisyong Totoo” slogan, replacing “News Authority ng Filipino.”
According to sources within the organization, the decision to return to the GMA News branding was part of a broader directive from Michelle Seva, who was appointed Officer-in-Charge late last year following the early retirement of Oliver Victor Amoroso.
An original Kapuso since 1997, Seva has risen through the ranks and witnessed the evolution of the news division firsthand. Insiders say her leadership is anchored on reconnecting the brand with its core identity.
It was in 2022, under Amoroso’s leadership, when GMA News was rebranded as GMA Integrated News, an effort to highlight the synergy of its television, digital, radio, and regional platforms into a single, multi-platform news operation.
The rebrand also introduced the tagline, “Mas malaking misyon, mas malawak na paglilingkod sa bayan.” At the time, Amoroso said the campaign sought to expand the reach of “Serbisyong Totoo” by delivering fair, balanced, and accurate news to a broader audience, positioning the network as the Filipino’s news authority.
However, the shift failed to fully resonate with viewers, many of whom had long associated GMA News with its original slogan.
“Ano nga ba ang mas malaking misyon natin?” one veteran Kapuso remarked, questioning the previous messaging.
“There was never a need for a rebranding,” another said. “Ang kailangan namin noon was just to reinforce that GMA News was there during and after the pandemic, sinuman ang nasa pwesto – walang kinikilingan, walang pinoprotektahan.”
“We are returning to the brand that defines us at our core,” another source added.
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