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Date Posted: 12:31:57 06/27/04 Sun
Author: Channel 2 Spokeperson
Subject: Our programs are within Decency
In reply to: GMA-7 Spokeperson 's message, "Responsible programming is Key" on 12:26:10 06/27/04 Sun

Our programs are within
grounds of decency

A number of comments have been made about ABS-CBN's integrity as a media network.

One such comment is that ABS-CBN is ratings-driven. This implies disregard for the intangible aspects of a program such as content, values and morals. Therefore, ABS-CBN's programs are said to focus on how much the show will rake in.



This, however, is not the case. ABS-CBN being on top inevitably attracts derogatory comments. The network's programs, particularly the primetime teleseryes, have consistently held the top position with regard to ratings. This is because ABS-CBN selects potential programs by considering how it can reach out to a large number of audiences while keeping the values from the shows intact.

"Our programs are within grounds of decency and morality, unless part of the dramatic conflict, which is resolved at the episode or series' end," says Cory Vidanes, ABS-CBN senior vice-president for television. "Any sensitive topic is labeled 'Parental Guidance.' Any spontaneous act by a host is meted out with suspension. Any act or scene done by any character, which may adversely influence the values of children or the youth, is always explored in the context of the dramatic unfolding and is always justified or corrected."

Also, ABS-CBN upholds its slogan, "In the Service of the Filipino." To do this, the network has to build a stable financial foundation by developing programs that appeal to the general public. This is most often misinterpreted as ABS-CBN being ratings-driven, when in reality this is necessary for the network to stay true to its primary concern, which is the public.

ABS-CBN is technically a business-and a business functions by staying financially afloat. However, it must be kept in mind that this is not an end, but a means through which the network is able to accomplish its objective.

Stockholders

"ABS-CBN is a private publicly listed enterprise that has profitability commitments to its stockholders. It is in the service of the Filipino along with its good business practices," says Vidanes. "ABS-CBN believes in good business, and through good business we are able to serve our shareholders, our manufacturers and the general public better."

This amalgam of values and strategy is what keeps ABS-CBN in the lead.

ABS-CBN is also criticized for promoting shows that have shallow content and for disregarding the moral implication of its programs.

This is not true. Of all broadcast networks, ABS-CBN has been consistent in producing programs that support nation building through tourism-related activities. Shows like "Sports Unlimited" are shot in different areas around the Philippines to showcase the pristine beauty of the country's natural resources. Unlike other networks that subcontract local programs, ABS-CBN plays a major role in the development of such shows.

Children

Also, ABS-CBN is often cited as the most child-friendly station, and it has always been consistent in producing children's programs that facilitate learning. This proves that the network is very much conscious of values formation.

"As educator, we all know 'Sineskwela,' 'Mathinik,' 'Pahina,' 'Hirayamanawari,' 'Epol Apple' and 'Bayani'-all educational shows but presented within a programming grid that balances good business with social responsibility," Vidanes says. "We also have value-oriented programming for children like 'Von Trapp,' 'Adventures of Tom Sawyer,' 'Cedie' and 'Princess Sarah.' We push the envelope further. The Education through multi-media or E-media programs of ABS-CBN Foundation has equipped more than 2,000 public schools with educational TV video materials."

ABS-CBN is often criticized in its news delivery as well. It has been publicized that the network delivers sensationalized news, exaggerations of what really happened.

News

On the contrary, the network is very particular on this aspect. News shows like "The Correspondents," "Pipol," "Special Assignment," "Kontrobersyal" and "Dong Puno Live" tackle different socio-political and economic issues, and seek to bring out both sides of a subject. However, the integrity of those involved is first and foremost. Thus, these shows do not give any statements, which may compromise the credibility of those involved. This is also done with the people's opinions in mind. These shows encourage viewers to voice out their opinions on a particular issue.

It is ABS-CBN that serves the Filipino people, and it shows not only what the people want, but also what they really need to know.

"ABS-CBN programs are socially responsible," Vidanes says. "I humbly believe that we at ABS-CBN have responsible programming. Our D-E audience, the bulk of our population, appreciates us. That's why we are t he highest-rating network. This audience needs us to get through their days, to share their laughter and their tears, to inspire them and give them hope, to help them dream. We give it to them and we do present good values."
--Tom M. Barba, Corporate PR writer, ABS-CBN

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