One of the missions and goals of the Kapisanan ng mga Broadkaster ng Pilipinas is to elevate the standards of the broadcast media, which includes promotion of economic viability and equal opportunities for growth. Aside from strictly implementing the code of ethics through its members, the KBP regularly monitors broadcast activities including commercial ads received by television and radio stations. Monitoring commercial ads’ airtime and frequency within a program helps in maintaining the quality programming that is enforced through a system of fines, suspension, and expulsion of its members.
We all know that media networks earn through commercials. As they produce quality programs that are patronized by a large audience or listeners, these programs become viable to commercial agencies. And because this serves as an opportunity for a media station or network to gain profit, they take advantage and tend to accept large volume of commercial ads which is more that the maximum number required for a specific program. Members of KBP are not tolerated by the said organization, and they strictly conduct periodic inspection. This is one of the reasons why media networks cancel their affiliation or membership with KBP. They wanted to fully utilize their programs and accept as much commercial ads that seek their service.
KBP is a self-regulated media organization, and its mission and objective is reasonable and does not only benefit their members but specially their audiences and listeners. It can be observed particularly on television programs that as they gain more audience share, they tend to have more airtime for commercials in between gaps. And during these instances, audiences are not getting desirable experience watching these programs. Without a body that could monitor and regulate policies and standards, there wouldn’t be anyone to correct these mistakes committed by television networks.
Television programming is an important task that should be studied and systematized with deep understanding and analysis; this can make or break a station. Granted that it plays an important role in the success of a television network, but it should not be taken for granted because there are audiences that should be considered. It may be a rude remark but it seems that out of greed, television networks tend to favor for profit more than what the audiences or listeners.
There are other issues involving media regulations, and without a governing body, it seems difficult to ensure the quality of media networks performance. For those non-KBP members, their answer is a self-regulating committee. But I do not think this is as efficient and effective as KBP. We could not disqualify the fact that it can be possible for self-regulated media to favor their side once in a while. And because they are monitoring their own programs, it may follow that they would be lenient and less strict. Also, the effect of being regulated by an outside committee seems to create more awareness and strict care not to violate any rules and standard as not to take the name of their program or network in a red remark.
Upon scanning the rules and objectives of KBP, I cannot see any unfavorable and unfair points that may be a turn off for media bodies regarding membership. In fact, KBP even encourages fair competition among its members.
I may not have done enough research and should have interviewed persons in authority with regard the said issue. But from what I have read, it seems that there are no other reason for a media station to withdraw or not to enroll for KBP membership but their abidance and tolerance with “discipline” and “professionalism.” KBP with its desirable objectives comes not only with the observance of the constitutional right but most with media’s responsibility. Media stations that are not in favor of KBP’s effectiveness may have just felt too restricted or controlled regarding professionalism that is partnered with discipline over profit.
This is my own composition which I wrote for our Media Business Paper (Paper 2) under Mrs. Mel Estonilo.
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