ABS-CBN to students at Pinoy Media Congress Year 6: listen to your audience

PHILIPPINES, MARCH 2011 – ABS-CBN executives led by chairman & CEO Eugenio “Gabby” Lopez III and president & COO Charo Santos-Concio reminded over 700 communication students nationwide at the Pinoy Media Congress Year 6 last February 22 to 23 one constant and important insight on the industry: no matter what form of media you’re using, your audiences always come first.
 
Lopez and Santos-Concio, with ABS-CBN division heads and other esteemed speakers, delivered industry tips, issue analysis, eye-opening presentations and inspiration to the delegates of the two-day event, organized yearly by the network and the Philippine Association of Communication Educators (PACE).

ABS-CBN Creative Communications Management Head Robert Labayen, meanwhile, reminded the students to be sensitive about the feelings and sensibilities of the viewing public. “Inspire people to be their best. Don’t preach, instead touch their hearts,” he said.

Labayen then played the popular “Bro, Ikaw ang Star ng Pasko” station ID and the “Bagong Simula” music video to show how communicators can take the role of a nation’s “cheering squad” in times of distress and turmoil.

Customer Business Development head Vivian Tin also disproved the notion that media has power over the masses. She advised the students not to underestimate the public. She said, based on research, the “masa” is actually very perceptive and is able to process what is given to them by media.

With a theme of “Engaging People and Media Participation for Change,” there were various presentations on the power of social media and convergence in the event. In ABS-CBN, the Internet and cellphones play key roles in projects such as “Boto Mo, iPatrol Mo: Ako ang Simula” and the “No to Mining in Palawan” signature campaign, and for programs such as “Imortal,” which offers its viewers an experience beyond TV by producing webisodes.

Amid all the opportunities made possible by new media, the leaders of ABS-CBN told the students that their most powerful instrument is oneself. Hence, it is important that they continue learning, to not forget to listen to their audience, and to uphold integrity at work.

News and Current Affairs head Ging Reyes even reminded the aspiring journalists, “If this is the calling you choose, you should accept certain realities. Walang pera sa trabahong ito. (There is no money in this business.) It takes a strong character to say no to temptations.”

The delegates, all communication majors, were also treated with surprise appearances by Kapamilya artists Coco Martin, Maja Salvador, Andi Eigenmann of the teleserye “Minsan Lang Kita Iibigin” and “Happy Yipee Yehey” hosts John Estrada, Randy Santiago, Bianca Manalo, and Toni Gonzaga. Their learning experience also didn’t end inside the College of Medicine auditorium of the University of Santo Tomas as ABS-CBN also gave them a free tour of the La Mesa Eco Park and free viewing of the movie “RPG: Metanoia” at the ABS-CBN Dolphy Theater.

Next year’s Pinoy Media Congress will be held at the Trinity University of Asia.