What students learned from ABS-CBN’s Pinoy Media Congress (2nd of 2 parts)

Just like the greatest marketing campaigns and the biggest TV shows and movies, the Pinoy Media Congress (PMC) started as a simple idea. It was a humble dream conceived and realized by two organizations that shared a passion for the youth and the media — ABS-CBN Corporation and the Philippine Association of Communication Educators Foundation (PACEF).

Now on its ninth edition, the PMC has evolved to become a much-anticipated activity, not only for mass communication students but also for industry veterans and experts, who cherish every opportunity to share what they know to others, especially to the future media professionals and practitioners.

Continuing from part one of this article, here is a summary of what were discussed and shared at the most recent PMC at the St. Paul’s University last Feb. 5 and 6.

In her talk on TV and online journalism trends, ABS-CBN Integrated News head Ging Reyes emphasized that the era of the single skilled journalist is over. Journalists of the future must know how to write, shoot, edit and distribute their stories in different ways, as news consumers now have the power to choose what they want to see and how.

ABS-CBN news correspondent and Red Alert anchor Atom Araullo, on the other hand, emphasized the difference between merely giving information and imparting knowledge. He spoke about how media can help save lives by effectively communicating how people can protect themselves in challenging situations, such as natural disasters.

Movie and Television Review & Classification Board (MTRCB) chairman Toto Villareal, meanwhile, showed the students what to consider when developing content by explaining what the board watches for when they grade the programs. He mentioned the 1987 Constitution, the Magna Carta for Women and Children’s Television Act of 1997 as some of their bases in making guidelines for TV.

On the second day, ABS-CBN Digital Media Division head Donald Patrick Lim reminded the students that the best digital campaigns stem from a simple insight. He also advised them to tell a story and always aim to create social transformation through the ads or campaigns they make.

Amid all the talk about the future, ABS-CBN Special Projects, Content Management and Film Archives head Leo Katigbak emphasized the importance of preserving the great films of the past. He explained how ABS-CBN’s restoration and distribution of classic movies like Himala and Oro Plata Mata can bring pride and inspiration to today’s film viewers and filmmakers and continue the heritage of Filipino films.

After him, ABS-CBN Concept Development Group and New Media head Enrico Santos discussed the new models of creation and distribution of films. He said the industry has embraced the nature of today’s audience. Moviegoers now do not just watch but participate in the creation of content. One thing that has not changed, however, he said is the Filipinos still go to the movie to escape from their worries.

This claim was validated by ABS-CBN Customer Business Development head Vivian Tin, whose team conducts studies not just to determine the audience’s behavior but also learn and understand what causes it. Tin said viewers want content that gives them information, entertainment and reaffirmation. They want to see what they want to experience. They want hope.

ABS-CBN TV Production head Lauren Dyogi then showed how ABS-CBN has been able to keep in touch with the needs and wants of their audience through the years with his presentation of ABS-CBN’s past and upcoming TV programs. Technology and marketing savvy aside, he said ABS-CBN has been successful because its content is relatable, affecting and aspirational. They transcend generations, languages and cultural values.

As a fitting ending to the two-day sessions, a dialogue was held between the students and ABS-CBN. Led by their broadcast head Cory Vidanes, the ABS-CBN executives were very game in answering the students’ queries — from controversial topics such as contractualization in media, the popularity of the infidelity theme in TV and movies to the alleged negative coverage of Mindanao — to lighter and more personal questions like how they balance their careers and personal lives.

Vidanes had a short but very honest answer to the last question. She said there was no balance. Each one of them built careers with lots of hard work, passion and most of all, sacrifice. Yet, she still believes that media is a “great place to be in,” as their work allows them to be in the service of the Filipino.

Just like in previous years, this year’s PMC did not end without a surprise for the students. As a reward for their enthusiasm and their active participation throughout the event, Kapamilya stars came to perform for them.

After all, as proven time and again, the Filipino craves not only for knowledge and intellectual discourse. They also want to be entertained.

This maybe one of the many reasons why the Pinoy Media Congress is special and exceptionally different from other activities organized for Filipino students.