KBP Chairman Ruperto S. Nicdao, Jr. cited three challenges facing the Philippine broadcast media today and these are: “covering an unconventional president”, “competing in an increasingly fragmented attention economy”, and “combating the spread of false information”. Nicdao cited these challenges while speaking in the opening of the annual meeting and 43rd Top Level Management Conference (TLMC) of the KBP, the country’s national association of broadcasters, held last November 15-17 at Clark Field in Pampanga.
Nicdao said that amid the criticisms and controversies surrounding the style of governance of President Duterte, the media should be reminded that conflicting opinions and beliefs are allowed to clash in the marketplace of ideas, and that an educated, informed public gets to decide which superior ideas win over inferior ones. He said that Filipinos have long relied on broadcast media to present the multiple sides of the most important issues that affect the nation. “Now more than ever, our coverage of government must be fair, accurate, and balanced, if we are to keep the faith of our viewers and listeners,” Nicdao said.
On the impact of social media on the broadcast industry, Nidao said that this and influx of talented content creators on the internet pose economic challenges to the broadcast industry by competing for the attention of audiences and advertising budgets that were once allocated to broadcasting. He said: “We must respond to these new economic challengers by reminding and proving to advertisers that our mass media outlets are tried and tested, cost-effective, and cost-efficient platforms for reaching target audiences.”
On how to combat fake news, Nicdao also reminded his members of the proven reliability broadcasting as a medium of communication: “When we talk about being tried and tested platforms of communication, what we are really talking about is our credibility that we have built through years and decades of being on air. It is only through credibility that we are able distinguish and differentiate ourselves from purveyors of false information. It is never worth trading our credibility for clicks.”
Nicdao said that KBP members are the most trusted broadcasting networks in the country because “we are governed by broadcasting standards and a code of ethics that guards against and metes severe sanctions for spreading inaccurate information”.