President Aquino keynotes KBP 37th Annual Conference
President Benigno Simeon Aquino III last November 9 opened the 37th Top Level Management Conference of the Kapisanan ng mga Brodkaster ng Pilipinas (KBP), the industry association of the broadcast media in the Philippines. The president praised the broadcast media for its role in exposing wrongdoings in the government but at the same time urged the media to exercise more responsibility.
The conference was attended by owners, operators, and executives of the 683 radio stations and 155 television stations that belong to the national broadcasters’ association. The theme of this year’s conference, On Air, On Target for Social Relevance in the Digital Age, reflects the twin challenges of the broadcast industry: how to play a more meaningful role in the lives of citizens and how to maintain competitiveness in amid the proliferation of new media spawned by the internet and new digital technologies.
Goals of Philippine Transformation
Dr. Jesus Estanislao, Chairman of the Institute for Solidarity in Asia, a network of sectoral leaders, public officials and citizens working for good governance, received a standing ovation from the conference participants for his talk The Goals of Philippine Transformations: What Broadcasters Can Do to Help Achieve Them. Estanislao said that social transformation in the Philippines can be achieved through the systematic pursuit of strategic priorities. He said that, under the present administration, these strategic priorities are: 1) anti-corruption 2) poverty reduction 3) speedy economic growth 4) infrastructure development and environmental improvement, and 5) peace. He said that broadcasters can help achieved these goals by monitoring the pursuit of these goals and through criticizing and encouraging. Estanislao said that governance needs nurturing in order to grow and broadcasters are in a good position to nurture its development.
Radio in the Digital Media Environment
Radio has a bright future in the digital media environment. This is the positive message brought to the conference by Venus Navalta, chairman of Zenith Optimedia Philippines. Navalta said that, based on studies, radio has strengths which can help secure its future in the age of digital technology: Navalta cited these strengths as: radio’s unique qualities as a friend, radio’s ability to provide greater return on investment at minimal spending level compared to television, and low level of avoidance to advertising on radio by listeners. Navalta also cited a 2007 study done in the U.S. in 2007 showing that brands which had been exposed on radio as well as internet were over four times higher than for those which been exposed twice via internet only, indicating that “the complementary way that radio and the internet work together – while the internet is the crucial access point, radio is playing the role of attention-getter, or awareness-creator.” Navalta encouraged the KBP undertake initiatives that will help “drive radio’s value in the digital age.” Among her suggestions: 1) Commission local research to help understand the role of radio in the life of digital natives (people who populate the internet) and how radio effectively works with digital and other media in creating a brand response. 2) Convince advertisers on radio’s effectiveness by sponsoring radio effectiveness awards, building a library of winning radio campaigns, and offering to measure the effectiveness of radio campaigns.
