The mass media industry is business.

The corporate decisions are grounded

mainly on its maintenance and endurance in the market of competition. The
considerable power and influence of media, particularly television and radio, in
everyones lives nowadays is unquestionable. Media companies worldwide have
accepted that its responsibility extends beyond making programs than people find
entertaining. Through their various social or environmental advocacies and
programs, they claim to contribute to the betterment of society by being
economically, socially, and legally responsible corporate citizens. To create long
term gains, these companies deal with their supporters through their continuing
commitment and economic contribution by the use of corporate social responsibility.
Inevitably, corporate social responsibility becomes part of the mass media industry
as integral to its strategy.
GMA Network Inc. have introduced their own CSR programs such as GMA
Kapuso Foundation (GMAKF). The said foundation started in response to the
overwhelming need of Filipinos suffering from the catasthropic eruption of Mt.
Pinatubo and the Ormoc flood and landslide tragedy. Since then, the Foundation
expanded its involvement in humanitarian endeavors by launching programs
designed to meet the specific need of Filipinos, by engaging individuals, and by
collaborating institutions and organizations in order to make a more relevant
contribution to the lives of its beneficiaries. In line with this, the Foundation
promotes its services through different programs in health (Bisig Bayan Medical
Assistance, Bisig Bayan Special Project, Linis-Lusog Kids, Operation Bayanihan),
education (Kapuso School Rehabilitation Project, Unang Hakbang sa Kinabukasan),
values formation (Give-a-gift: Alay sa Batang Pinoy, Sagip-Dugtong Buhay), and
environment (Kapuso para sa Kalikasan). GMA Network Inc. perceives its corporate
social responsibility as public service and because of this, GMA Kapuso Foundation
is closely coordinated with the networks news and public affairs. The network,
especially the news team, aids GMA Kapuso Foundation through information
dissemination.
A review of the CSR-related activities of GMA Network Inc. show that they are
engaged in basically two major types of activities, one in the TV Programs (for
public affairs, awareness and service) and another in action centers and other
outreaches. The company reported around 31 CSR-related activities in its 2006 CSR
report and 35 in the following year.
Corporate social responsibility is a natural expression of GMA Network Inc.s
Purpose To enrich the lives of Filipinos everywhere. GMA Network Inc. provides
and applies well their corporate social responsibility on everything that they do. It
signifies that all their employees starting from the highest position up until to the
lowest position are all well-informed on how excellent the organization is with their
adherence of their corporate social responsibility. The network has been also a
corporate model to all the corporations out there to vision what they have achieved
so far. Thus, having a corporate social responsibility in an organization has a very
important role to make it successful, growing its revenue as well as the image
known to the public and living a legacy to the hearts of the people.