What students learned from ABS-CBN’s Pinoy Media Congress

(First of two parts)

When the country’s largest multimedia conglomerate partners with a reputable association of communication educators for an educational event, what you get is a great learning experience for students, teachers and media professionals alike.

This has been the story of the Pinoy Media Congress (PMC), a project of ABS-CBN Corporation and the Philippine Association of Communication Educators Foundation (PACEF).

For nine years, the two groups have joined forces to create a venue -— a bridge — wherein current media practitioners and mass communication students can meet and interact, exchange ideas and inspire each other to be excellent and responsible media men and women.

As much as it is an opportunity for students to have a deeper understanding of the industry they are aspiring to enter, it also allows professionals to give back to the industry that helped them attain their present success and stature.

After all, by mentoring the next generation of communicators, they get to help ensure a stable and maybe even a better media industry in the future. At the same time, they also get to hear the thoughts of the young ones and be rejuvenated by their idealism and hunger to make a difference.

This was what happened at the Pinoy Media Congress Year 9 at the St. Paul’s University, where about a thousand of students, teachers and media experts gathered. The venue was filled with anticipation and excitement, as students eagerly awaited their chance to listen and ask questions to personalities whose names they used to only see or hear about on television or newspapers.

In her keynote address at her alma mater, ABS-CBN president and CEO Charo Santos-Concio reminded students that though technology makes it easier for anyone to create and distribute content — and while talent can make their dreams come true — it is their good values that will make them proud of themselves and of the careers they built.

Speaking on the digital media trends making an impact on the communication industry, ABS-CBN customer relationship management head Nandy Villar noted the “internetification of the world” and how people consume media content in multiple screens — the TV, their tablets and laptops, and their mobile phones. His parting tip to the students? “The ones with better stories to tell and share will win.”

Chinky Alcedo, who heads ABS-CBN Digital Terrestrial Television, gave the students a sneak peek at the future of television, which Filipinos will first experience through ABS-CBN TVplus. The newest and biggest innovation on Philippine TV, ABS-CBN’s digital TV promises to transform TV viewing with its crystal clear picture and sound, and multiple free TV channels.

Prof. Ramon Tuazon, president of the Asian Institute of Journalism and Communication, meanwhile, told the students what education and profession would be like with the upcoming ASEAN Integration. The standards in both the academe and the industries are expected to rise, while collaborations between our academe and media industry and their counterparts in other Southeast Asian countries will also multiply.

In his talk about publishing at the digital era, ABS-CBN head of narrowcast and OIC for access group March Ventosa said that the rise of new platforms — such as the Internet — does not kill but actually provides new ways to distribute print content. He proved this with the success of the mobile apps for ABS-CBN publications like Metro and StarStudio. Moreover, he said digital growth even fueled demand for print, as in the case of Diary ng Panget, which originated online but is now also a best-selling book.

Radio isn’t going to die in the future, either, said DZMM station manager Marah Faner-Capuyan. She said radio content just morphs into other platforms to reach more people and be available anywhere and anytime they want it. ABS-CBN’s multi-awarded AM station is a shining example of this — as it has branched out to cable TV, TFC, online, mobile and now on free TV via ABS-CBN TVplus as well.

Likewise, FM radio is also here to stay, according to Manila Radio FM and Star Music Group head Roxy Liquigan, who explained in detail how FM radio is able to address particular needs of people in different parts of the day. ABS-CBN’s FM radio station, MOR 101.9 For Life! also remains relevant by offering unparalleled radio experience that goes beyond radio. They are present everywhere — online, on-ground through events and recently, they have also come out with a book version of their No. 1 program, Dear MOR.

Students did not only learn what kind of industry they are about to join, they were also given insights on what kind of professional they have to be to thrive and succeed in the industry.

Find out what the media experts at Pinoy Media Congress Year 9 said about the mass communicator of the future, the importance of being in touch with the audience, and what it takes to balance a media career and one’s personal life, in the second part of this article.