This study is a feminist critical discourse analysis of gender portrayals in the episodes of ABS-CBN’s Wansapanataym since its reboot in 2010. As arguably the most popular local value-oriented television program airing on Philippine free television for children, Wansapanataym maintains its relevance in the lives of its target audience. By making use of a feminist critical discourse analysis, this study examines how a local child-centered program represents gender and sustains conventions through various forms of text and talk that perpetuate social inequalities. A random sampling technique is employed in the selection of Wansapanataym episodes from 2010 to 2017 with each of them examined according to the construction of their narrative and characters. With the intention to teach what are perceived as good morals in Philippine society, this research reveals that its themes are conscious efforts to teach and instill social roles appropriate to a person’s biological sex.