Noy airs gripes on news sensationalism to advertisers

MANILA, Philippines - President Aquino yesterday took opportunity at the induction of officers of the Advertising Board of the Philippines to express his gripes over the sensationalism of news by the media.

In a speech delivered at the Rizal Hall in Malacañang, Aquino said media should also police their own ranks.

“I understand that advertising is commerce, but the decisions of where to advertise can also be used to encourage responsible corporate behavior and improve the level of discourse in our country,” he said.

“Instead of just cost per thousand, why not add other criteria” Does the program where you are placing your advertisement promote the values of good citizenship? Does the network or newspaper that receives your placements uphold truth and fairness?” he added

The President didn’t mention, however, the media entities he was referring  to. AdBoard chairman Andre Kahn, acknowledged that Aquino’s points were a “valid call,” but said firms would advertise in media entities that provide the market they want to capture.

“We have seen on some occasions where what President Aquino said was correct. There is a tendency for media to perhaps over sensationalize (news),” he said.

“Definitely it’s a fair call. Many of us, in our line of business, we are also consumers. We read the news, we can judge it from our being private citizens as well, and most of us feel that there needs to be some tempering, some fair balance,” he added.