Behind the Public Image

His name rings familiar to readers of The Freeman and The Philippine Star. So it does, too, to radio listeners, cable TV viewers and city motorists. He is a notable newspaper columnist and a frequent guest in public-affairs discussions on local radio. He also has his own TV show-perhaps the longest running local TV talk show-on SkyCable's community channel. And for a good many years, he headed the City Traffic Operations Management (CITOM).

To begin with, Valeriano "Bobit" Avila comes from a family known for their chain of cinema houses in Cebu, including the historic Oriente Theater (originally Teatro Junquera) in the city's equally historic Colon district, and prime properties, particularly around the Juana Osmeña-Gen. Maxilom area. By this background alone Bobit Avila is already a famous man. And lucky from birth, as well.

It's easy to imagine a wealthy man bossing around with employees of his family's many businesses. Bobit's staff seldom sees him smile. But both those at the Avilas' uptown properties, under JESA Management Corporation, and at the Oriente Theaters and the Colonnade Mall, under their Colon Heritage Realty Corporation, respect their boss rather than fear him. They say he is exacting but never abusive.

Owing to his family's weight in the local economy, it's easy as well to figure out what strong connections he has within the city's political system. Cebuanos were not surprised upon rumors of his running for a congressional post in 1987. People took it as a natural move for a scion of a family who helped build the city. Curiously, Bobit Avila's name did not appear in the final party lineups.

He'd been approached to be the running mate of then newcomer Tommy Osmeña. Bobit declined, and Alvin Garcia became city vice-mayor. In succeeding local elections, he'd been offered a slot as councilor under Osmeña's party. He begged off every time. He had already found another calling. Bobit thought it better "to be a (newspaper) columnist than a politician." A journalist, he says, "is just as powerful as a politician" in terms of influence on the public-"except that we (journalists) don't make the kind of money they (politicians) make."

Yet even outside of both politics and the media, Bobit Avila is definitely no less an important player in the affairs of the community and the nation. He is a board member of the Mactan Cebu International Airport Authority (MCIAA), a member of the Regional Development Council (RDC), and active in the Cebu Chamber of Commerce and Industry and the Rotary Club of Cebu.

His daily schedule is often tight with business appointments. And he hobnobs frequently with key personalities, public officials and industry leaders. Otherwise, he's either on the golf course or on the road on his big bike. Bobit is a champion Motocross racer and a top-class golfer with a current handicap of eight (from three previously). He's a pioneering member of the Cebu Pistol and Rifle Association and co-founder of the Cebu Archery Club which won the top prize at the Palarong Panlalawigan years ago.

Over the years, he has earned much recognition as a media person. Just last month he was accorded the Garbo sa Sugbo award, during the Charter Day celebration of the Province of Cebu. Last year he was chosen as Best TV Talk Show Host by the Cebu Archdiocesan Mass Media Awards.

I met Bobit's eldest daughter Fara in a video-production workshop I conducted many years ago. The girl was unmistakably sharp. But she struck me as rather simple, without the audacity you'd usually expect of people coming from a prominent family. This was the daughter-my view of the father was completely different. Bobit, to me at the time, was the bossy type, someone stern and unreachable. I didn't know him that much personally though. Well, as we all know, it just feels good to imagine of flaws in someone who seems to have all the luck.

These past few years, however, I've come to have a glimpse of the real Bobit Avila. The man who was my envy has slowly become my inspiration. Last month during a luncheon gathering of The Freeman columnists at the Casino Español de Cebu, where he and fellow Garbo sa Sugbo awardee Leo Lastimosa were honored, Bobit related his humble beginnings as a journalist. I was a bit surprised to find the man quite without airs.

His short acknowledgment talk exuded a noble sense of purpose in his media job. He cited his earlier uncertainties and lack of self-confidence as a journalist. His revelations stirred me up. At times I, too, doubted the practicality of my own journalistic endeavor. I'd think I could better use my time on other things more financially rewarding. Bobit's words made me look beyond the pay. It occurred to me that if this very busy man finds a media vocation worth his precious time, it must be worth mine, too.

As Bobit himself will attest, it takes extra effort to be humble. Especially so, perhaps, for someone of his distinction. He often quotes a Biblical precept: "He who exalts himself shall be humbled; he who humbles himself shall be exalted." Maybe that's his own biggest challenge. His Sunday column Shooting Straight in The Freeman is enlightening, his faith in God contagious. He is known for his straightforward style, which earned him the moniker as the "fighting columnist of The Freeman". Pleasant at times, combative at other times, Bobit swears to uphold the truth at all times. And readers find him right most of the time.

Beyond public knowledge, Bobit did not collect a single centavo as compensation for his job as CITOM chief. Neither does he get anything from his functions as private sector representative at the RDC and as member of the MCIAA board, except perhaps the opportunity to serve. The man is a glad servant. He considers himself a "volunteer public official."

People with his range of personal and professional involvements will no longer have time to spare for civic duty. Yet, Bobit himself would pass over a favorite sports event in favor of public service. It is a special man who sets his priorities this way. Special, I say, not divine. Although his Biblical insight is profound, Bobit Avila remains very much like a regular guy. Like the rest of us, he probably has to struggle hard with his every decision, which makes his choices all the more admirable.

Obviously, Bobit is many different things in one package. Yet at home he is simply husband to the former Jessica Rosello, whom he fondly refers to as "the same woman" he married 29 years ago, father to Frances Angelique (Fara), who's now a medical doctor, Katrina Charmaine, who just earned a degree in nursing, and JV (Jesus Valeriano), who's presently in fourth-year high school. He's also grandpa to Miguel Enrico and Kristen Erica, five- and one-year old, respectively, Fara's kids by husband Atty. Jennoh Tequillo.

There is, for sure, so much still to know about Bobit Avila. Our few accidental meetings and passing conversations are not enough to outline the true character of the man. Yet, it is written: "A tree is known by its fruit." And what good fruits I'm seeing of this tree, so far.

I'm learning precious lessons in this man, foremost of which being that people are not always what they seem to be. Especially when viewed from afar. From now on, whenever I'll find someone hard to reach, I'll check on myself first-for it might be that I am the one who's keeping my distance.