Being a Vim text editor guy, I would open the PCB file in Vim and run:
g/^\s*(fp_text reference [^J^T][^P]\w*/s/$/ hide/
Broken out:
g/ if line contains this pattern /s/ substitute this / with this /
Match every line in file
g/
Find this pattern: Start of line, followed by Whitespace, followed by (fp_text reference, followed by NOT J or NOT T, followed by NOT P as 2nd Character
^\s*(fp_text reference [^J^T][^P]\w*
For every line that matches the pattern, substitute the end of the line with "hide"
/s/$/ hide/