A teaser for the upcoming contest, titled "I Am Pogay," was shown after the hosts announced the winners of the day's edition of "That's My Tomboy."
The 30-second clip shows a silhouette of a muscular man putting on a polo shirt and a suit, who then places a rose on his ear after initially holding it with his mouth.
Moments after the teaser was aired, "POGAY" and "#IAmPogay" made it to the nationwide trending topics on micro-blogging site Twitter, with the latter ranking first.
While the short video did not give details about the new segment, co-hosts Anne Curtis and Vice Ganda confirmed on Twitter that "I Am Pogay" is a contest for "handsome gay men."
#IAmPoGay #TheresSomeTINGAboutViceRylle POGAY #VPOTD All from showtime @ruthpadriga pic.twitter.com/l7eAMicTNt
— ViceRylle Singapore (@vicerylle_sg) January 16, 2014
Super exciting ng bago naming segment na #IAmPogay para sa mga Kapamilyang Poging Gay!
— jose marie viceral (@vicegandako) January 16, 2014
Something to look forward to on Showtime ---- #iAmPogay Mga Poging Gay!!! Mga Pamin, come out & play!
— Anne Curtis-Smith (@annecurtissmith) January 16, 2014
It is not clear whether it will also feature a talent showcase for contestants, as in "That's My Tomboy."
Launched in October last year and held daily on "It's Showtime," the segment for lesbians who look masculine also includes a question-and-answer portion.
Aside from the two contests that cater to the LGBT community, "It's Showtime" recently scored hits with segments like "Stars on 45," a singing contest for those aged 45 and above; and "Kalokalike," a competition among impersonators of celebrities.
What can you say, guys?