Marc Anthony Nicolas has worked on daytime shows where the conversation is the centerpiece. His new role puts him behind a different kind of television moment: a contestant hearing a prize revealed on “The Price Is Right.”
The Filipino American producer has joined the CBS game show for its 55th season, working on partnerships that supply prizes and audience giveaways. The season began Sept. 21 with Drew Carey returning as host. Nicolas said the assignment brings together two strands of his career — television production and brand partnerships.
“‘The Price Is Right’ has created joyful television moments for generations, and I am honored to contribute to that tradition,” Nicolas said in a statement. “I am excited to help deliver memorable prizes and surprises for contestants and viewers throughout Season 55.”
For Nicolas, the move follows more than 15 years in daytime television. His credits include “The Tyra Banks Show,” “The Ellen DeGeneres Show,” “The Kelly Clarkson Show,” “The Talk” and “Let’s Make a Deal.” At “The Talk,” he rose to supervising producer and won two Daytime Emmy Awards as part of the show’s production team.
His work there also gave him a platform to bring Filipino guests to U.S. daytime television.
In a 2024 interview with GMA Network, Nicolas recalled being the only Filipino producer on “The Talk” when he won his first Emmy. He said he felt a responsibility to highlight Filipino talent and cited appearances by chef Vallerie Castillo-Archer and skin care entrepreneur Olivia Quido.
Nicolas was born in the Philippines and moved to California with his family as a child. He has spoken about working as a waiter before establishing himself in television — a path he recalled while describing what it meant to receive his first Emmy.
Alongside his work on U.S. programs, Nicolas developed a show centered on Filipinos abroad. He is the host and executive producer of “Make Your Marc,” which premiered on GMA Pinoy TV in 2024 and features conversations with Filipinos building careers in different fields. The program won a bronze Telly Award in 2025 in a category recognizing television series about diversity and inclusion.
It was not his first time hosting. Nicolas previously created and hosted “The On Your Marc Show,” a Filipino American celebrity talk show on the Lifestyle Network. In interviews, he has described that project as an early chance to tell stories he was not seeing regularly on mainstream U.S. television.
Recognition beyond television followed. Nicolas was inducted into the Asian Hall of Fame in 2019. He was also named among recipients of a President Biden Lifetime Achievement Award at the 2024 The Outstanding Filipino Awards, or TOFA, in Honolulu, recognizing community service.
His latest assignment is less visible to viewers than hosting a show or accepting an award, but it affects a familiar part of “The Price Is Right”: what contestants can win. The series is produced by Fremantle and airs on weekdays. For Nicolas, the work means turning relationships with brands into prizes that become part of the show’s on-air experience.
