‘Eat Bulaga’ brand seeks protection

After being on the air for almost 32 years, Television and Production Exponents Inc. has applied for registration of its “Eat Bulaga” brand with the Intellectual Property Office of the Philippines.

The show’s producer on May 29 sought the registration of four versions of the Eat Bulaga logo.

Eat Bulaga is the country’s longest-running noontime show, with the first episode airing in July 1979 over then RPN 9. It now airs from Monday to Saturday at GMA Network Inc.’s Channel 7.

According to IPOPHL, trademark registration is a brand owner’s best defense against intellectual property pirates and imitators.

IPOPHL deputy spokesperson Sara Suguitan said a registered trademark proved a business owner’s ownership of a brand.

“Trademark certificates operate like land titles, but this time, for intellectual property as opposed to real property,” she explained.

Suguitan said it was easier, and less costly, for business owners to protect their logos and brands than to suffer having other entities copy their brand identity and possibly ruin their reputation with customers.

“Prevention is better than cure. Applications for trademarks cost only P1,090, and the protection will last for 10 years. Compare that with having to defend your brand in court because of imitation or when someone registers it ahead of you,” Suguitan said.

While not mandatory, trademark registration serves to protect a business owner from imitators. A registered trademark is a legal safeguard should a case of IP piracy arise. It is required to secure protection of a business’ brands and logos.

Brand owners have to register their trademarks right away, however, as the law provides for a “first-to-file” system.