This was the key message that ABS-CBN chairman and CEO Eugenio “Gabby” Lopez III imparted in this year’s Pinoy Media Congress (PMC) held recently at Colegio De San Juan De Letran, Manila that the Kapamilya Network hosted for about 1,000 mass communications and journalism students from all over the country.
“The fulfillment that you experience by doing something that has a positive impact on the lives of people is a more lasting reward than the glamour and the pay,” Lopez said.
Lopez told the future media practitioners that the media can bring about change by communicating the right values, advocacies, and fair and honest information. He said there is still a lot of work to be done to make the Philippines a better place and that work is what awaits young people who will be joining the media industry soon.
“To millions of Filipinos out there, the media are their source of inspiration and empowerment. We live in a country that has been waiting for so long for prosperity, peace and pride. All these cannot be achieved by the president doing them alone and all elected officials. True and lasting change, as Mahatma Gandhi said, can only happen if we — all citizens of this country — can become the change that we want to see,” Lopez said.
Other ABS-CBN leaders who shared their media expertise in the 7th PMC were digital terrestrial TV marketing head Miguel Mercado who turned everyone excited about the ‘future’ of television or the benefits that digital TV will bring to the Filipino viewing public; news and current affairs head Ging Reyes who stressed that the tenets of journalism remains amid the emerging multi-platform technologies in media; Star Cinema concept development group head Enrico Santos tackled how Philippine cinema can be socially responsible; and creative communications head Robert Labayen imparted creative ways to connect with Filipino viewers via advocacy plugs.
ABS-CBN Foundation Inc. managing director Gina Lopez was a big hit among the young crowd who cheered for her cause by shouting “Yes to Life! No to Mining in Palawan!” while regional network group head Jerry Bennett and RNG news and online business head Charie Villa turned their closing into an on-the-spot contest about their ‘Choose Philippines’ campaign where they gave away t-shirts to lucky delegates who quickly answered their trivia questions correctly.
Studio 23 and Cable Channel and Print Media Group (CCPMG) head March Ventosa tackled the emerging market trends; ABS-CBN Manila radio division head Peter Musngi shared how radio responded to the changes in media technology; customer business development head Vivian Tin enlightened the participants about the Filipino audiences and how ABS-CBN fulfills their needs and wants through its programming and other products; and TV entertainment production head Linggit Tan, joined by PBB production manager Mercee Gonzales, talk unit head Lui Andrada, and business unit head Deo Endrinal shared the kinds of TV entertainment that Filipinos want.
Other industry officials and experts who spoke at the event include Kantar Media general manager Gabriel Buluran who presented the current Philippine media landscape and how Filipinos consume media; Campaigns chair Yoly Ong who discussed emerging market trends; and MTRCB board member Atty. Eugenio Villareal and KBP president Ruperto Nicdao who both tackled how their groups are protecting the audience through media monitoring.
The PMC delegates were given surprise treats as Kapamilya stars ASAP Pinoy Champ Angeline Quinto, Pinoy Big Brother (PBB) ex-housemates, and “Dahil sa Pag-ibig” star Jericho Rosales graced the closing rites of the event.
Mounted by ABS-CBN, in partnership with the Philippine Association of Communication Educators (PACE) for the past seven years, the Pinoy Media Congress had won Awards of Excellence from the Philippine Quill Awards given by the International Association of Business Communicators Philippines in 2007 and the Anvil Awards given by the Public Relations Society of the Philippines in 2008.