Battling the Pirates

If Edu Manzano was a house, it would be a house noted for the diversity and variety of the rooms within, representative of the multi-faceted life he’s lived. What would be consistent is the dogged striving for excellence that would permeate each room, whether in form or in substance.

This uniformity, applied regardless of the style therein, has been the hallmark of Edu’s career. Whether as an actor, TV host, elected official or appointed bureaucrat, there’s been an obstinate drive to prove himself and hone his craft within the parameters set before him. Regardless of the odds and obstacles set in his path, the single-minded manner in which he’s attacked each role has imbued him with a resiliency that others can only envy or hope to match.

By his own reckoning, it’s been 24 years in the spotlight, and for an industry renowned for the savage manner with which it spits out the very individuals it places on the pedestal, Edu has maintained his share of the "glare". His newest incarnation, one that exists with the hosting he just can’t turn his back on, is as Chairman and ceo of the Optical Media Board (omb, formerly the Videogram Regulatory Board or vrb).

"We changed the name of the Board in order to expand its coverage beyond videos, vcd’s and dvd’s," he explains. "By mandate, it now includes business software and games. Besides the well-publicized raids, which fall under the intelligence and operations functions of the Board, we have functions of licensing and review."

Public perception puts his efforts against piracy as a losing battle: as soon as the raids have been comducted, within days, if not hours, the pirated merchandise are back on the shelves. With a grim smile, Edu recounts how they once raided an outlet twice in one day–once at noontime and again at 5pm, normally the apex of sales for the day, as it’s the time customers pick up something to watch before heading home.

"When I assumed the Chairman-ship, the P15 million Intelligence and Operations budget had been exhausted–not a centavo left," he reveals. "To conduct big raids, to develop assets, to maintain logistical presence, we had to bite the bullet and find ways and means to continue the work at hand. Helping us were certain factors: the price of pirated merchandise was on the rise, while the legitimate dvd’s and vcd’s were getting cheaper.

"What we’ve done is sectionalize the tasks. With the retailers, we’re first trying to enforce (the provision) that they take the pirated cd’s off the shelves, that they’re not blatantly displayed. We know where the centers are–Greenhills, Makati Cinema Square, Quiapo, Tutuban, and so on–the idea being we’re not trying to foster a hostile business environment, but one where cooperation can be broached. Here, if the community of that locality supports us, our work becomes easier."

He cites an example of how this can work. "This happened in Quiapo, where the Golden Mosque wrote to us, stating they wanted to help us rid the community of criminal elements. They resented how the press was typecasting Muslims as ‘pirates’, engaged in illegal activities, and they proceeded to assist us by pointing out where the replicating machines were, and the distribution points. I really laud them for making our cause part of their agenda."

Early this year, the first conviction of a retailer was made, carrying a penalty of imprisonment for a maximum of one year.

In order to effectively carry out its mandate, the omb regularly liaises with other agencies. The Philippine National Police (pnp) has its Anti-Smut Drive and something akin to a joint task force helps raise efficiency.

Furthermore, Edu maintains a healthy relationship with the US Customs Service, the reality being that cartels and syndicates involved in manufacturing pirated merchandise see the Philippines as an ideal trans-shipment point, if not an outright manufacturing arm.

To give one an idea of just how big this business can be worldwide, it’s estimated that $3.4 billion were lost last year from downloading: legitimate companies who pay royalties and carry production costs of video and audio merchandise never realized this amount of sales, thanks to it being diverted to the pirates.

Obviously, this business of manufacturing and producing these cd’s, vcd’s and dvd’s is huge. It’s reported that the Philippines, with a population of around 80 million, has eight registered manufacturing plants; while Taiwan, which only has 28 million people, has 60 such plants. When the pirates feel there’s an opportunity to set up operations in a new country with minimal government interference or surveillance, they’ll grab the chance.

Tanging Yaman, a 2001 production, was Edu’s last film role. In that fickle world, three years is a long, long absence. "Honestly? I’m no longer energized going to a movie set," he confesses. "The hours, the time it takes to complete the project, and the state of the industry now, how the imported commodity of the film and the rising exchange rates have all made cost control loom larger than the artistry of the project...these things make me less than inspired to work on films."

In his time he made his share of respectable movies. "I’ve worked for Lino (Brocka), Ishmael Bernal, Laurice (Guillen), Celso Ad. Castillo, Carlitos (Siguion-Reyna). And among the younger breed of directors, Olive Lamasan. My career and life have been enriched by working with them. If I look at the other younger ones around, I appreciate the work of Jeffrey Jeturian, Lav Diaz and Joyce Bernal, and I would have liked to work with them." And with a glint in his eye, Edu teases, "But sorry na lang for them that I’m not taking movie projects right now!" And he laughs.

Male hosting from within show business ranks has always been a specialized niche. It may look easy–and when it does, that precisely proves how well the job is being done–but in fact it is a quite difficult task. After Edu and Martin Nievera, if one is talking of being able to do it both in English and Filipino, and being able to effectively adlib and interview guests, I’d venture it’s only Paolo Bediones and Hans Montenegro that come to mind, with Ryan Agoncillo and TJ Manotoc staking their claims.

Diplomatically, Edu does not necessarily agree with my view (although a wry grin escapes his face), and he says, "You have to go back to who were setting the mark and examine what they were doing so well and how. For me, that’s Joey Lardizabal and Elvira Manahan. He ‘listened’ to his guests, made them feel comfortable and important. He wasn’t that concerned about how he was dressed, how he looked–the guest was the primary concern. How many of the ones hosting now can honestly say they do that?"

He continues, "When one ad- libs or goes off-tangent, it important to know when to bring it back and revert to the set spiel, to establish who is the ‘poste’ host. You watch how people like Arnel or Ai-Ai achieve this on our noontime show. Similarly, on the other channel, Vic and Joey are the ‘postes’."

He shares some of the tricks of the trade he’s learned on the job. "The homework one does before the hosting job is very important. You can’t just show up and improvise 100 percent. Some of the young guys don’t understand that yet. The sensitivity regarding commercial breaks, how to always look impartial, how to handle some controversial guests with ‘kid gloves’, and most important, how to laugh at oneself–these all add up to being an effective host. Tita Elvira (Manahan) was one for laughing at herself and who can forget her laughter! Some of the new ones just take themselves too seriously."

Bring up son Luis (Lucky, as he’s more popularly known) and it’s sure to bring a bright smile to Edu’s face. "I am especially proud of him, of his work ethic. Let’s face it, he would have been accepted by the industry no matter what, but that they accept AND appreciate him, is his own doing. He’s professional and prepared when he reports, and that kind of feedback reaching me makes me really happy. All I wanted before he embarked on a show biz career was that he get a degree and realize that everything is temporary in this industry, that there are no guarantees. He’s holding up really well and when it comes to new offers, he informs me, tells me, he doesn’t ask!" Edu laughs, appreciative of the independent streak Luis brings to the table, and how Luis reminds Edu of his younger self.

For the Philippines to move beyond Third World status requires a long list of reforms, and within this list is a respect for intellectual property such as trademarks and licenses. That we are seen as a nation that coddles and even promote piracy of this sort will always be a stumbling block to our progress.

We may take some consolation from the fact that the problem of piracy is practically a global phenomenon. When the furor over Mel Gibson’s The Passion of the Christ was at its height, the King of Jordan made a comment that he did not think the film anti-Semitic. Noting that the film had not yet been exhibited in Jordan, the news release mentioned that the Palace spokesman admitted they had gotten hold of a pirated dvd.

While the pirated ones may look good at the start, as you go beyond one half of the feature, certain defects become noticeable, and the licensed software still have the edge quality-wise."