How a paper clip helped create 'MMK'

MANILA - A young Charo Santos-Concio, on her third year as an employee of ABS-CBN, sat in a meeting room with the company's then-president Freddie M. Garcia. She was asked to come up with an idea for a new show.

Santos-Concio, who was used to the relatively relaxed environment of the film industry, said she needed two weeks. Garcia looked at her, puzzled. It quickly became clear to her that she had to present a concept right there and then.

"Television is instant. If I want a concept now, you have to give it now," Garcia told Santos-Concio, whose eyes, out of panic, went around the room for inspiration.

It was careless, perhaps risky to grab the nearest thing in front of her and use it as a prop for a pitch that can either make or break the president's confidence in her.

"Ito, paper clip. Simpleng bagay sa karamihan sa atin pero sa isang tao, maaring mahalaga ito dahil maaring may kuwento sa likod nito," Santos-Concio told Garcia.

A quarter of a century on and "Maalaala Mo Kaya," a show born out of a single moment of panic and ingenuity, is still one of the most watched programs in the country.

Last month, it was the fifth highest rated television show nationwide, behind other ABS-CBN offerings like "Ang Probinsyano," "The Voice Kids" and "Pilipinas Got Talent."

"I must have been inspired by all the radio programs I listened to when I was young, and I thought that dramatizing these true to life stories would always have affinity with our viewers," admitted Santos-Concio in an interview on Thursday.

Santos-Concio explained that the show remains relevant as it allows parents to bond with their children, and that those Pinoys who grew up abroad perceive it "not as a drama anthology, but a reality program where they get to know more the face of the Filipino."

The former ABS-CBN CEO added that she will only close the last letter on the show if fans stop watching it. "I have so much faith in the program. It is only when the viewers say, 'We're done with it,' that I will let go."

"Free television is a ratings game. If you don't have the support of your audience and advertisers, then, just like any other program, it's time to let go," Santos-Concio said.

(RELATED STORY: 'MMK' celebrates 25 years, launches website)