MANILA — The mammoth success of “Halik” has spurred a meme on social media in the form of complaints from viewers about being “puyat,” or not having enough sleep, due to the teleserye being aired so late on TV.

The RSB Drama production occupies the third Primetime Bida slot after “TV Patrol,” putting its earliest airtime at 9:15 p.m. — yet it has consistently ranked among the top five shows nationwide, notably since the climactic four-way face-off of its lead characters in October.

The intertwined stories of married couples Lino (Jericho Rosales) and Jade (Yam Concepcion), and Ace (Sam Milby) and Jacky (Yen Santos), have since evolved to include a sex scandal, and most recently a pregnancy marred by uncertainty.

That “Halik” has four main characters with varying degrees of romantic involvement makes most plot developments ripe for drama, as seen in Jacky and Lino’s aborted relationship after finding out that Lino is the father of Jade’s baby, and not Ace, who had been hoping for a fresh start as he finally came to terms with becoming a first-time parent.

The confirmed paternity also sent ripples of bitter confrontations, including among Lino’s family members who shunned the idea of welcoming the pregnant Jade back into their household.

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It’s “voyeurism,” lead actor Rosales said of what “Halik” offers to viewers, and why it has become such a big hit.

“Silip sa buhay ng ibang tao,” he explained. “Nasa kultura ng Pilipino na hindi magsasalita, hindi ilalabas ‘yung totoong nangyayari sa buhay nila, sa pamilya nila, kaya 'pag nakita nila sa TV kung paano nag-re-react ‘yung mga involved, they’re very curious.”

“‘Yung iba may strong reactions, kasi 'pag napanood na nila – ‘Teka, hindi ‘yun ang gagawin ko,’ or, ‘Oo, ‘yun din ang gagawin ko, ganu’n ang mararamdaman ko.’ In a way, ‘yung show natin, iyon ang nagbibigay ng picture or clarity or idea kung ano talaga ‘yung nangyayari sa buhay sa loob ng bahay ng isang Pilipino,” he told ABS-CBN News.

The strength of “Halik,” according to Rosales, is also in its writing, which he said benefited from the series being “canned,” or having a set of completed episodes prior to airing. When it premiered on August 13, 2018, seven weeks worth or a total of 49 episodes were already finished and ready to air.

Noting the project had “advanced scripts,” RSB Drama head Ruel S. Bayani said the team “didn’t have to go through the hand-to-mouth kind of situation, and it turned out this well.”

“We devote longer time for script development, which is very important, to strengthen characterization, give our directors longer time. It wasn’t rushed,” Bayani told ABS-CBN News in a separate interview.

First announced as early as September 2017 — at the time as “Love Will Lead You Back” — “Halik” had been over a year in the making when it finally debuted on primetime.

“When you really prepare in advance, this can be the kind of show you can enjoy. Every one is more motivated and more determined to make it even better, to make the show a bigger success,” Bayani said.

The process and pacing of creating “Halik,” Rosales added, “gave us the confidence to bring the story na mayroong direkyson, hindi ‘yung parang huhula kami kung ano ang mangyayari depende sa response ng tao.”

The series’ groundwork and ongoing production are also beneficial to the cast and crew “in terms of health, kasi hindi kami barag na barag, hindi kami stressed sa set,” Rosales pointed out.

“We’re serious about it. If you have canned that much, it gives you time to actually be creative. Hindi napi-pressure ‘yung writers, ‘yung actors, ‘yung directors. In that sense, sobrang blessing para sa amin ‘yun,” he said.

Rosales, 39, is not only one of the stars but is also credited as a “team leader” of the project, according to Bayani.

When asked about the extent of this leadership role behind-the-scenes, Rosales pointed out that he is not officially credited as such but said he feels honored to be entrusted with creative decisions for “Halik.”

Aside from taking it upon himself to “provide positive energy” on set, Rosales said he is “blessed to be with a team na pinakikinggan ‘yung comments ko sa script.

“Sometimes, I speak for the team. Sometimes, I speak for the people. Sometimes, I speak for the directors. We all collaborate. Kami ‘yung nagkakarga ng mga characters, kami ‘yung pumipihit nu’n, e. We have to dive in deep sa mga characters namin, and then share our creative ideas,” he said.

This arrangement has led to numerous improvised scenes getting the go-signal from directors Carlo Artillaga and Cathy Camarillo — such as when Lino nearly slapped Jade during a heated discussion about their annulment, when Lino punched Ace at a bar after catching him with Jade, and when Jacky called Jade “walang utak” before pouring a glass of water on her head.

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“Most of the lines came from the heart,” Rosales said of his brawl scene with Milby’s Ace. “They trust us, kasi alam nila na dala namin ‘yung characters. I’m just happy to be with a collaborative team.”

Rosales’ investment in “Halik,” Bayani said, has been instrumental in its triumph. While the primetime drama has been the result of months of collaboration, having Rosales on board has given “Halik” the unique touch that continues to resonate with viewers.

“He’s the Asian drama king, he’s a pioneer in teleseryes,” Bayani said, referring to the phenomenal success of Rosales’ series 2000 series “Pangako Sa ‘Yo” which aired internationally. “We couldn’t have gotten a better Lino to headline this project. Hats off to Echo for probably one of the most memorable male characters in soap opera history.”