Pro-active reforms in broadcasting

"What’s the point in doing something when no one ain’t watching? You’re nobody if you’re not on TV!" – these were among Nicole Kidman’s famous lines when she played the role of an ambitious newscaster in the film To Die For.

No doubt, television has become a powerful medium and everyone wants to be seen on screen. Yet few are known behind the limelight, especially how support groups ensure information and films are delivered to viewers correctly and promptly. Over and above the competition for airtime ratings, credibility and integrity are critical to broadcasting. While daily programming highlights the various facets of life, adequate balance must be maintained in the way these shows influence societal behavior and culture. Effective news delivery does not only rely on the essentials of transparent and unbiased programming, but one must pro-actively call on public awareness as well as action for reform.

Within this credibility and responsiveness chain is the role that media plays in line with corporate governance, social responsibility and innovation. One of the fastest growing leaders within the local broadcasting segment has continuously heeded this challenge – one that integrates operation with the challenges of the growing new economy.

GMA Network Inc. (GMA-7) fine-tuned its purchasing processes through its participation in SourcePilipinas’ eMarketplace. Over and above savings obtained through demand aggregation and transparent online negotiations, GMA-7 succeeded in embracing purchasing ethics that reflect the way it synthesizes the needs of its internal and external customers. GMA-7’s buyers now have more time to rely on legitimate performance criteria, to objectively evaluate supplier capability. With adequate cost control measures in place, the network is more able to focus on its core competency toward effective content delivery.

How did it all begin? The initial direction came from top management’s staunch commitment. Leaders set the ethical code of behavior within a firm, and they send a message whether or not unethical behavior would be tolerated, as well as those that need to be retained. These leaders develop formal policies that help define boundaries on what constitutes unethical purchasing conduct and how these can be dissuaded. Ethics essentially refer to the set of moral principles or values that support behavior. So even when firms utilize technological platforms provided by eMarketplaces like SourcePilipinas, ethics support is ensured before, during and after every transaction. In fact, the conduct of fair or equitable contracts is possible with Internet technology, further protecting a company’s reputation. Moreover, it is important to stress that companies’ internal code must be regarded as fair within the community to which they belong.

Second is the firm’s adoption of a "team approach" where decisions pass through a professional Bids and Award Committee that ensures terms and conditions are adequately adhered to. This "team approach" limits chances for unethical behavior as suppliers find it tougher to influence the call of a group of professionals. Third, since negotiation reports can be generated online, management gains better insights on how to rectify prospective issues to ensure that operations will run smoothly in the process.

GMA-7’s participation in an eMarketplace like SourcePilipinas exemplifies the integrity which it has always emulated. The company is more able to adopt flexibility in its operations, while reinforcing the merits of its traditional purchasing approaches. From mere monetary savings, GMA-7 has reaped more administrative benefits in its professional relationship with partners, clients and suppliers, among others. So, the next time you turn on the screen, try to reflect on what goes on off-cam. Deeper values that support integrity aren’t just limited to what viewers see, but to what customers have to say on fair relations.

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Joy C. Lim is a senior business development associate of SourcePilipinas.com handling government accounts, construction, telecom, property, broadcasting, mining, organic chemicals and packaging. For comments or queries, e-mail her at [email protected].