What the young today don’t know about Loren
FUNFARE - Ricky Lo (The Philippine Star) - June 22, 2013 - 12:00am

To start off, what young people today don’t know is that, once upon a time before she became a senator (and almost a vice president), Loren Legarda was what celebrity-crazy fans today call Commercial Queen, in-demand for endorsements during her younger days in the same way that the likes of Anne Curtis, Kris Aquino and company are today.

As she takes her oath of office on her third (and final) term as senator next week (June 30), a Loren Legarda “retrospective” is in order.

She has been in the public eye for more than 40 years yet she remains very relevant in our lives. Sen. Loren â€” also a trendsetter for indigenous fabrics, a single mother, an environmental advocate and a United Nations ambassador — believes that her honesty, transparency, sincerity and strong passion to pursue her advocacies have allowed her to reinvent her public image many times over.

At the tender age of 15, she was introduced to her first commercial project for Close-up. A year later in 1976, it was followed by a print advertisement for Pond’s. While she was topping her classes in college at the University of the Philippines, she did other endorsements including Blue Clinic, Kodak, Lagerlite and Shell. In succeeding years, she also did commercials for top brands Swift hotdogs, Ariel, Hapee toothpaste and National Bookstore.

Loren was only 18 when she first appeared on television as one of the hosts of the program Who Knows What. It was followed by another hosting stint in 1981 for GMA 7’s What’s Up with Orly Mercado, her professor in Mass Communications who saw her talent and potential for television broadcasting. Orly gave her first break on television.

It was also in 1981 when Loren joined Discorama with the Apo Hiking Society on GMA 7 as a DJ and appeared as anchor of Newswatch Late Night Edition on RPN 9 with Pat Lazaro. Two years later, she became the anchor of Newswatch Primetime Edition. From then on, Loren’s career in television was destined to soar, especially because of her hard work, passion and love for her job. She even appeared on US Television via KSCI Channel 18 in Los Angeles as host and producer of Manila Envelope, a pioneering TV magazine for the Filipino community in the West Coast.

Loren also hosted other shows such as Business Talks on PTV 4 and Street Pulse on RPN 9, but it was in 1986 when ABS-CBN gave her biggest break as a newscaster when the Lopezes chose her to anchor the station’s highly-regarded and multi-awarded evening news program The World Tonight with Angelo Castro Jr. She also hosted PEP Talk, one of the most awarded television magazine programs, for which she received a Catholic Mass Media Hall of Fame award from the Archdiocese of Manila in 1989.

In 1990, Loren was given yet another big break as anchor of The Inside Story, an award-winning investigative program, which brought Loren to the hinterlands and to the most remote areas of the archipelago for stories on environmental issues and other exposé. Her deep concern for the environment eventually led her to produce Earthlink in 1996, an environmental documentary which featured Palawan, Cordillera, Tawi-Tawi and Batanes. 

Even as she engaged in public service as a government official, Loren’s commitment to serving the people through educational TV shows remained strong. She found time to produce or host informative programs such as Loren (The Documentary), Kabalikat, Loren: Kabalikat Natin, Sa Mata ng Balita: 50 Taong Pamamahayag Sa Telebisyon and Tara Tena.

In 2004 to 2007, during her three-year break from politics, Loren made a television comeback when she hosted Real Stories: Kasama si Loren, another breakthrough public affairs program on ABC 5 which earned a KBP Golden Dove award.

Now at 53, what lies ahead for Loren after the Senate (her term ends in 2019)? 

“It’s a long time from now,” smiled Loren. “I’m not yet sure.”

By the way, would she agree to have her life story filmed?

“It’s not cinematic,” she blushed.

That’s what she thinks!

(E-mail reactions at entphilstar@yahoo.com. You may also send your questions to askrickylo@gmail.com.)

ANGELO CASTRO JR. SHE ANNE CURTIS APO HIKING SOCIETY ARCHDIOCESE OF MANILA BLUE CLINIC COM LOREN LOREN LEGARDA
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