The successful conclusion of Miss Q&A on It’s Showtime gathered tens of thousands of Filipinos whose eyes were glued on the small screen to witness the crowning of Juliana Parizcova Segovia as the Grand Winner.

The popularity of the said contest was so huge that it crossed all classes in society, viewership-wise. I myself was amazed when – upon passing by the public commute station in our village – practically all the tricycle and jeepney drivers were eagerly watching and awaiting the announcement of the winners till the very end. Just like a Pacquiao bout.

It only goes to show that – indeed – beauty pageants are already an ingrained lifestyle among Filipinos. It may be of pure entertainment value for many, but the nationwide acceptance of Miss Q&A is an indication that a third wheel has reached mainstream levels in Philippine pageantry. I will go out on a limb and say that gay/transgender beauty contests have already overtaken male competitions for second place.

Your thoughts, dear readers?

Juliana navigation the huge Manny Halasan crown on her head

Presscon of the two runners-up – Matmat Centino and Lars Pacheco – after the finals