Reformatting the Format: Philippines in the Global Television Format Business

In the eyes of many observers the Philippine cultural icon that is synonymous with travel, as well as being the subject of numerous advertisements is the jeepney, a public-transport vehicle assembled in the style of the US military jeep but lengthened to accommodate from fourteen to twenty-two sitting passengers. What distinguishes the jeepney from run-of-the-mill public transport however is its artistic décor: a clutter and kaleidoscope of various artefacts from miniature steel horses dotting the hood, to massive, jazzy plastic or steel billboards announcing the name of the jeepney, to murals painted in fiesta colours at the sides, to a bizarre combination of items in the front windshield juxtaposing conflicting images of the Sto. Nino (the baby Jesus Christ) and stickers with sexually risqué messages.

Num Pages: 12