HER POWER: From Harvard to hit TV, Atty. Annette Gozon-Valdes is driving GMA’s success with female strength
GMA Network's Encantadia dared to envision a world where women lead. The fantaserye, with its female warriors, challenged traditional narratives and demonstrated women's strength—a significant change from the usual portrayals of women in Philippine media, where they were often relegated to stereotypical roles.
Since then, the network has championed projects that redefined female representation. Series like Maria Clara at Ibarra, Pulang Araw, and Onanay have continued to empower women onscreen, significantly reshaping their portrayal in media. And behind these shows is an equally powerful force: Atty. Annette Gozon-Valdes.
“I think, more and more, we've been portraying a lot of empowered women. One of our most ground-breaking shows was Encantadia, and it's really about women's empowerment," Gozon-Valdes told PhilSTAR L!fe. "It showed how females can be leaders and strong role models in society. We make sure that the characters that women portray are not the olden concepts that we have. We want to show that women can be whoever they want to be yet remain who they are. She can still be a mother but can also be more than that. I think that's important, especially for the youth to see.”
Where she belongs
With her father Atty. Felipe Gozon as GMA’s Chairman of the Board, it would have been so easy for her to get in front of the camera, but she said she never had an inclination for anything related to showbiz. “At an early age, he was grooming me to become a lawyer, so I think I was kind of brainwashed because even when I was probably seven or eight when people would ask me what I want[ed] to be when I grew up, I would always say I wanted to be a lawyer. So that was my life goal ever since I was a child.”
This is why, after graduating from Management Engineering, she pursued a Law degree at the University of the Philippines and later earned her Master of Laws at Harvard University. “I immediately went to my dad's law office because, of course, he wanted me to work at his law office,” she smiled. She also entered the academe, teaching Taxation at UP. “I was just working for a year in the law office when my dad took over GMA, and he asked me to go with him. So, that's it. That's my transition from being a lawyer to being in media.”
We make sure that the characters that women portray are not the olden concepts that we have. We want to show that women can be whoever they want to be yet remain who they are.
She applied her extensive life experiences to her work at GMA, emphasizing a belief in lifelong learning. Even with a background outside of media, she proved that through self-study, research, and a determined mindset, one can successfully navigate and excel in any industry.
"I believe that learning never stops. And that you can learn anything and everything you want even outside of school," she said.
Gozon-Valdes added that she has learned a lot from her father. “He makes sure to emphasize work ethics and transparency, honesty, in all the dealings that we have. I guess that's what I also apply in my work.”
Another personal aspect that she brought to the workplace is her Christian values. “In anything that you do, whether in your family life, your personal life, or in work, for me, it's all to glorify God. I do not work for myself. I do not work for the approval of others, but I work to give God the glory.”
Setting priorities
As SVP, she oversees various departments, such as Legal Affairs, Human Resources, Worldwide Program Management, and Sparkle GMA Artist Center. On top of that, she is also part of the programming committee and the drama sub-com and heads GMA Pictures. “It's a continuous workday for me; there’s no stopping,” she shared.
With all these responsibilities resting on her shoulders, she makes sure she has time for her family. "I'm online most of the time working. I'm also online communicating with my kids, with my husband, with my parents, [and the rest of] my family. I'm happy that because of technology, we can stay connected, and I guess, have a balance of work and life," Gozon-Valdes shared, adding that family is her top priority. "That's how I saw my father and my mother keep the family very united together."
For women balancing work and family, she reminds them that work should support, not overshadow, their personal lives. "For me, family is really the most important thing. You work because you want to provide for your family, you want to be a role model to your kids, [for them] to see good work ethic, to accomplish things. But in the end, family is the most important."
Influencing next-gen Kapusos
Since mass media has a significant influence on how children across the country think, Gozon-Valdes said she does not take this responsibility lightly. “We make sure that we include a lot of moral values—a lot of lessons inside our shows, especially the dramas—because those are the highest rating shows that we have.”
She added that they try to use their shows as a vehicle to not only entertain but also educate people, citing historical drama shows like Maria Clara at Ibarra and Pulang Araw. “We, as a network, also want to be able to uplift the values of our viewers, whether it be moral values, nationalism, [or] Filipino pride. It's something that I think all media companies have [a] responsibility to do,” she said.
Ultimately, Gozon-Valdes' commitment to empowering women is evident in every facet of her work. She highlights women's stories through the content of GMA's shows and champions their presence both on and off-screen. “We're very lucky that a lot of women flourish and thrive in our industry," she noted. "In the entertainment industry, we've seen a lot of women leaders. We've seen a lot of women-on-cam who shine. I think these people, these women, who the viewers can see and look up to, can be an inspiration for the younger generations.”
This Women's Month, PhilSTAR L!fe celebrates four women achievers who aren't just achieving success—they're defining it. These women hold the most senior leadership positions in their respective companies, proving that gender is no barrier to reaching the top.
To truly capture the depth and impact of their achievements, L!fe will be featuring each of these extraordinary women in individual stories throughout the month. Their stories serve as powerful inspiration for Filipinas aspiring to excel in any field.
