Almost a thousand mass communication students from all over the Philippines learned the latest trends and issues in media and communication straight from the industry experts at the ABS-CBN Coporation's 10th Pinoy Media Congress held at St. Mary’s College, Quezon City last week.
ABS-CBN president and CEO Carlo Katigbak reminded the delegates, who came from as far as Cagayan State University in the north and UP Mindanao in the south, to never lose their fire and idealism in his keynote speech during the three-day seminar that aims to prepare communication students for their future roles in the media.
The Kapamilya network’s president also said during his talk that as aspiring media practitioners, students should always be mindful of the product they are putting out for the public, whether it be in social media, print, or broadcast.
“Hold on to your idealism. May that be the fuel that drives your passion for the mission to build a better country and create a better world,” he said.
Katigbak headline the distinguished speakers who shared their experience and gave inspiration in the event organized by ABS-CBN and the Philippine Association of Communication Educators (PACE) for the tenth year. This year, the theme was "Media: Empowering and Inspiring a Nation."
Students gained understanding of the field they are about to enter as they learned how to cover politicians during the election season, what makes local teleseryes click among audiences here and abroad, how to save and strengthen the local film industry, and how to create and distribute content based on the audiences' behavior from ABS-CBN executives Ging Reyes, Marielle Catbagan, Rowena Paraan, Evelyn Raymundo, Leo Katigbak, Ronald Arguelles, Olivia Lamasan,and Vivian Tin.
They also saw how media can bring empowerment to people through using sports to promote Pinoy excellence, by using technology to promote Filipino talent and creativity, by using media's reach in starting an advocacy, and by upholding positive values in programs to strengthen Filipino families from resource speakers Dino Laurena, Dennis Lim, Gina Lopez, Ginny Monteagudo-Ocampo, also of ABS-CBN.
The delegates were also moved by the journey and success stories of ABS-CBN senior news correspondent Doris Bigornia, ABS-CBN sports correspondent and ANC anchor Gretchen Ho, and Chicken Pork Adobo content creators Lloyd Cadena, Rod Marmol, Dominic Dimagmaliw, and Natalia Uy-Chan who shared with the students how hardwork, passion, creativity, and purpose brought them to a fulfilling career in media.
Then, after learning about the current and future trends and practices in the industry, the students had a dialogue with the ABS-CBN officers led by Katigbak, COO for Broadcast Cory Vidanes, and News head Ging Reyes. Here, the delegates were able to directly ask the leaders of the Kapamilya Network on issues and matters about the leading media and entertainment organization in the country. The resounding message from the executives were all about sacrifice, integrity, critical-thinking, and learning to tell stories that are not only good to tell, but inspiring and empowering not only to the students, but something to apply with their families.
Aside from lessons in media life, the delegates also took home with them happy memories as Kapamilya artists Jana Agoncillo, Ketchup Eusebio, and Sylvia Sanchez of the well-loved show "Ningning," "And I Love You" star Julia Baretto, and "Oh My G!" actress Janella Salvador provided entertainment with the group Hashtags from "It's Showtime." Some of them also attended the Chicken Pork Adobo bootcamp for aspiring online creators and film screening of restored classic films "Kakakaba Ka ba" and "Sana Maulit Muli" held inside the ABS-CBN compound on the last day of PMC.
For its noble objective of preparing the next generation of mass communicators to ensure the bright future of the media industry, the PMC has already been honored with Awards of Excellence from the Public Relations Society of the Philippines' Anvil Awards in 2008 and the International Association of Business Communicators Philippines' Philippine Quill Awards in 2007. Yet, even after after ten PMCs and now, almost 8,000 students served, ABS-CBN Integrated Corporate Communications head Kane Errol Choa said the network remains tireless in its advocacy for the youth and the media industry.
"Every year we cherish the opportunity to touch base with the brightest communication students in the country, and pass on to them everything we know. But more than shape excellent communicators we hope to help mold loving, responsible, and patriotic citizens. Through every PMC, we hope to impart to them the value of public service, in the hope that just like ABS-CBN, no matter how big or great they become, they will never forget to serve their country," he said.