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Updated 2:12 PM EST, Wed, Jan 29, 2020

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#Aldub: A Philippine TV and Global Social Media Phenomenon – What Made It a Success?

AlDub

(Photo : Getty Images/Stanley Chou) Observers have noted the popularity of Aldub on social network, but they are at a loss to explain how a pair of lip-synching lovers separated by a split screen could capture the imagination and fascination of Filipino viewers.

On October 24, an online couple popularly known as #AlDub show finally met in person. The event generated a world breaking record of more than 41 million tweets in less than a day from their fans who watched their face-to-face meeting. A lot of experts have been baffled about how a simple television skit could garners so much social media attention.

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Their television love story started in a skit of a Philippine variety show called "Eat Bulaga!" on July of this year. Millions of fans watched their romance bloom although the two had not met in person and interacted only trough split screen. Both have also no speaking lines and convey their feelings for each other by lip-synching parts of a song or lines in a movie. They also used handwritten signs which they flashed in the screen for the other to read, according to the BBC.

Every day, the two must face challenges that threatens their relationship and their chance to meet in person.

Aldub is actually derived from the first name of the male actor, Alden Richards and Yaya Dub, which is the screen name of his partner, Maine Mendoza.

Observers have noted the popularity of Aldub on social network, but they are at a loss to explain how a pair of lip-synching lovers separated by a split screen could capture the imagination and fascination of Filipino viewers. Critics have pointed out that the combination of fan appeal, the strategic use of social media and business savvy helped AlDub became the most popular love team in Philippine history.

Richards and Alden are relatively unknowns in the Philippine entertainment industry until they were launched to instant stardom by a funny love story skit started in the "Kalye Serye" segment of Eat Bulaga!

Philippine media research outfit Kantar media said that viewers of Eat Bulaga! grew by almost a hundred percent which translates to almost 9 million people daily. No noon scheduled variety show in the Philippines has ever reached such a high number of television audience.

IDC researcher Jubert Alberto said that the AlDub love story is merely a fantasy rehash that has been modified in modern Philippine settings. But the fans' prolific use of social media to talk about their onscreen idols has made them viral and even made those outside the Philippines curious about the peculiar love birds who have not spoken a word to each other.

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