Keeping the Broadcast Power: TLMC 2008
The KBP held its 34th Top Level Management Conference last November 13-15 at the Taal Vista Hotel in Tagaytay City. This year’s theme: Keeping the Broadcast Power. One-hundred fifteen participants attended the conference, among them owners of radio and television stations from different areas in the country. The highlights of the conference:
President’s Message
In a message read for her by Sec. Cerge M. Remonde, Head of the Presidential Management Staff, President Gloria Macapagal-Arroyo asked the members of the KBP to help “bring about confidence, optimism and hope in every Filipino through responsible reporting anchored on truth, accuracy, and fairness.” The president said in her message that through the broadcast industry the people can be informed about events and circumstances, thus helping them make the right decisions and empowering them to become effective participants in national affairs.
Election of Officers
During the conference, KBP members chose the men that would lead the association in 2009. The chosen leaders are led by Butch S. Canoy of Radio Mindanao Network (RMN), who was re-elected Chairman of the Board of Trustees, and Herman Basbaño of Bombo Radyo, who was elected KBP president. Also elected as KBP officers for 2009 are: Ruperto S. Nicdao, Jr. of Manila Broadcasting CompanyVice Chairman; March Ventosa of Amcara Broadcasting – Executive Vice President; Alfredo “Atom” Henares of Progressive Broadcasting – Vice President for TV; Manny Luzon of Ultrasonic Broadcasting – Vice President for Radio; Joselito G. Yabut of Primax Broadcasting – Secretary; Fr. Manuel Bongayan of Radio Veritas Global – Treasurer; and Rino M. Basilio of ABC-5, Engr. Armand Ursal of Quest Broadcasting, and Albert Sikat of University of Mindanao Broadcasting Network UMBN – Board Trustees.
Advertising Prospects
Conference participants, majority of whom are in the radio business, perked up as Alex Fernandez of United Laboratories, one of the biggest radio advertisers in the Philippines, delivered an upbeat message about the prospects of radio. Fernandez said that U.S. president-elect Barack Obama’s use of radio as a major component in his campaign shows how important radio continues to be in communicating messages to the public.
Fernandez gave broadcasters, especially those with stations in the provincial areas, some advice about how they can keep their heads above water even during the economic crisis, reminding them how businesses had resorted in past crises to heavier advertising to increase sales. Among his tips:
- Get information about clients’ products in your areas and proposed solutions to their problems.
- Customize media values based on the advertiser’s needs; don’t just rely on spots.
- Provide accountability. Give clients proof of how well you delivered your service.
- Find out what’s unique about your area and tell the advertiser about it.
- Do something different that will get the attentionof the agency or client
Brand Transformation Through Story
“What is your story?” This was the key question posed to the participants by conference speaker Jos Ortega on his talk about brand transformation for broadcasting stations. Ortega, one of the top creative advertising professionals in the Philippines, is the former Vice Chairman of BBDO Guerrero and Ortega and now the Chief Executive Officer of JWT Manila and Chairman of BrandLab. Ortega discussed the power of a story to create a unique brand. He said that it’s not just about ratings and program formats. “Does your station have a story that people want to hear and want to share with others?” he asked the audience of broadcasters. He said that a station’s story will differentiate it from others and create an emotional connection with the audience, thus achieving real brand transformation.
Prepare for Hardships Ahead – Start with Doables
Senator Manny Villar called the TLMC participants to a reality check when he reminded them that the effects of the financial crisis that started in the U.S. has already started to affect the Philippine economy. Without naming names, Villar said that a number of Philippine investors have lost a lot of money due to failed investments in the U.S., although they do not show it. Villar said that the broadcasting industry will probably also feel some of the effects of the financial crisis but it should prepare for them now to soften their impact. Citing a Filipino saying, Villar said, “The swift beats the diligent.” Asked what he would do if he were the president in 2010, Villar, who had already declared his intention to run in the next presidential elections, said that he would start with the doables. He said it is important to first find out what resources you have because “it’s useless to plan for things you have no resources [with which to carry them out].”
Define Agenda for Change
Another senator and possible presidential aspirant hurled a challenge to the broadcast media to play a more active part in brining about social and political transformation in the Philippines. Senator Richard Gordon deplored the present system of politics in the country which has no focus on national vision and no focus on change. Gordon told the broadcasters that Filipinos need to recognize who they are and should redefine themselves. “We need the media to do this,” he said. Gordon also criticized the media for being biased instead of telling the “unadulterated news.” Gordon said that the media has the responsibility to tell the people what is right and what is wrong. “Break those walls of fear in our minds, break those walls of colonialism in our minds,” Gordon said. “It’s up to the media to bring forth the next wave of change that will bring out country to greater heights.”
Thresh Out Rules on Political Advertising Time
Commissioner Leonardo Leonida of the Commission on Elections (COMELEC) agreed to set up a meeting between the COMELEC and the officers of the KBP to review the rules on allowable time for political advertising. Under Republic Act 9006 (Fair Election Act), candidates are allowed political advertising time of 120 minutes on TV and 180 minutes on radio. During the 2004 elections, the COMELEC has interpreted this to mean per candidate per station. In the 2007 elections, however, the COMELEC changed its interpretation to so that the 120 minutes on TV and 180 minutes for radio of political advertising time is considered as the aggregate or total TV and radio advertising time that a candidate may use. The KBP is asking the COMELEC to go back to its 2004 interpretation.
Commissioner Leonida also called on the KBP to help disseminate information that would help in bringing about an orderly, honest, and clean election in 2010. He also asked the group of broadcasters to ensure a strong media presence to help deter those who want to subvert the electoral process from carrying out their plans.
NTC Updates on Broadcast Rules
During the conference, Commissioner Ruel Canobas of the National Telecommunications Commission (NTC) reviewed the actions of the regulatory agency on concerns of the broadcast industry, which included: a) issuance of Memorandum Circular 05-06-2008 provides more clear-cut procedures regarding the mandatory taping of news and public affairs programs, particularly protecting stations from being forced to give up their program tapes to other parties, except when ordered by the court, b) issuance of Memorandum Circular 07-11-2008 which allows more flexibility for stations in scheduling shifts of their radio technicians (the old rule specifies only three 8-hour shifts and does not allow extended shifts), c) closure and confiscation of equipment of an illegal FM stations operating in Metro Manila. Canobas also reported that the NTC is now studying the recommendation of the Second Technical Working Group on Digital Standards for Terrestrial TV to adopt a single standard for the industry. He said that the NTC will also be creating a technical working group to formulate recommendations on transition guidelines and a channel re-allocation plan. He also agreed to discuss with the KBP ways of further trimming waiting time for the issuance of permit renewals by the NTC.
Affiliate Membership
The KBP will now accept affiliate members in the association after its General Membership approved a resolution amending the provisions of its By-laws. The amendment would allow “any association or organization duly organized under Philippine Laws whose members are engaged in the production or distribution, transmission, broadcast and/or airing of program content by cable, wireless, terrestrial, satellite and/or the internet” may apply for membership in the KBP. Previously, only grantees of Congressional broadcast franchises and permits to operate stations may become Regular Members of KBP; stations operated by franchise grantees are classified as Associate Members. The amendment was brought about to promote broader cooperation with entities engaged in activities related to broadcasting.
