9/17/2010

INTRODUCTION

 It was in September 1, 2003 that GMA Network
INTRODUCTION announced its withdrawal from the Kapisanan
 ng mga Brodkaster ng Pilipinas (KBP)
 Although no very specific reasons were
GMA Network’s withdrawal from the
KBP mentioned in the official statement as to why
the network withdrew, several issues seem to
have led to the withdrawal from the broadcast
media organization

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INTRODUCTION
 
 It is assumed though “that the network may be
attempting to pre-empt an upcoming decision
of the KBP to suspend GMA for certain
violations of the Television Code.”
 Whatever the reason or reasons were, it is
important to note that the certain issues that
surround this event reflect the kind of
broadcasting industry we have in the
Philippines
ISSUES
 “highly suggestive questions” about an actor’s
GMA Network’s Violations of KBP’s Broadcasting Code:
Before GMA withdrew from KBP, it had to face several
suspensions because of the offenses it allegedly made.
9/17/2010
Rosanna Roces’
“straightforwardness”
 Add to the usual skimpy and provocative
dressing style of Rosanna Roces were her
preferred perfume and underwear, and the
“muscle that he tends to work out often,” in an
interview in GMA’s Saturday talk show, Startalk.
 This was the interview in question, from which
KBP based its sanctions.
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Rosanna Roces’
“straightforwardness”
 
 The organization points out that the network,
through Rosanna Roces violated the following
provisions of that time’s Broadcasting Code:
 Section A, paragraph 9: “Programs shall not use
dialogues, actions and other similar
manifestations which are obscene, blasphemous,
profane, derogatory or vulgar.”
 Section M, paragraph 1: “Coarse, vulgar jokes
which may offend the sensibilities of the
audience and the viewers shall be taboo.
Included in the category of vulgar jokes are off-
color jokes or double entendre jokes.”
Rosanna Roces’
“straightforwardness”
 As a result of this offense, GMA Network
received one year suspension of membership
privileges in 2002 from the Kapisanan ng mga
Brodkaster ng Pilipinas
9/17/2010
Mike Enriquez and his
“lambasting” statements

 The next issue is Mike Enriquez’ allegedly
unprofessional statements on dzBB attacking
ABS-CBN, as well as fellow broadcasters
 GMA Network, on Enriquez’ defense, pointed
out that the broadcaster in question only made
official statements – the network’s stance – on
the issue that the Lopezes deliberately distorts
Channel 7’s signal in its cable TV companies,
Sky Cable and Home Cable
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Mike Enriquez and his
“lambasting” statements
 
 KBP ruled that Enriquez violated the following
provisions in the Broadcast Code:
 Section A, Paragraph 4F: “Personal attacks against
fellow broadcasters and other stations are considered
unethical and subject to sanctions. Management shall
be jointly and severally liable with the speaker for any
or all utterance on-the-air using facilities of the
station.”
 Section B, Paragraph 4 of Radio Code: “public affairs
programs shall present public issues free from
personal bias, prejudice, inaccurate misleading
information.”
Mike Enriquez and his
“lambasting” statements
 Under the same code, GMA pointed out that
ABS-CBN should’ve been also investigated for
criticizing the former as “desperate,” as what is
stated in KBP Standards Authority’s decision
 GMA also believes that KBP has been biased
towards other members on many other
occasions, citing that ABS-CBN wasn’t
investigated for the “admitted, published and
repeated similar violations of the TV code by
Willie Revillame and other former hosts of their
noontime show.”
9/17/2010
Mike Enriquez and his
“lambasting” statements

 GMA considered KBP’s ruling against Mike Enriquez
as “disturbing and a matter of serious public
concern.” It adds to that: “In effect, KBP tasked not
only Mike Enriquez but all the other broadcast
practitioners to be silent on the issues against ABS-
CBN, and its subsidiaries and affiliates …”
 Finally: “KBP’s decision effectively curtails and
prohibits, under pain of penalty, any TV and radio
discussion on issues affecting the basic needs of
hte public such as water, telecommunication
services, mass media, road networks, power, gas
and others. To be sure, this is not only immoral but
illegal.”
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Commercial Overloading
 
 KBP sanctioned and gave a show-cause order
to GMA Network for violating its 18-minute per
hour advertising load rule during the last week
of June 2003
 GMA said that KBP seemed to have favored
ABS-CBN when no show-cause order was
given the Lopez-owned network despite its
alleged overloading during its high-rating
programs.
Commercial Overloading
 Felipe Gozon, GMA’s CEO said, “For almost 10
years when ABS had no effective competition
and when ABS was overloading its high-rating
programs, the KBP did not enforce the no-
overloading rule.” He added, “I was informed
that the rule was enforced only twice in 10
years against ABS and it was even doubtful if
ABS paid the fine.”
9/17/2010
Commercial Overloading

 Corporate Communications head Butch Raquel
also added, “The overloading rule was rarely
imposed when the other network was openly
violating it for so long in the past. Then all of a
sudden, they began imposing it when GMA’s
advertising load experienced significant
growth."
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 9/17/2010

BOTTOMLINE Issues Raised

 
 One question that arose after GMA’s
It was mentioned earlier that there were no
specific reasons as to why GMA Network
IMPLICATIONS withdrawal from KBP was, what will be the role
withdrew from the Kapisanan ng mga Brodkaster
ng Pilipinas. However, the three issues faced by
 of KBP’s rule on advertising load when it will
effectively apply to only one network – ABS-
Repercussions of GMA’s withdrawal from KBP CBN? Should it still take effect or allow the
the network, as what was discussed, mounted up on the broadcast industry latter to self-regulate regarding this matter?
a year before the withdrawal and could’ve been
instrumental to GMA’s decision.

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Issues Raised
 
 The network now in question, ABS-CBN, was
cited to have committed 61 instances of
commercial overloading from July 26 to July 2,
2010. Case in point: in the July 1 episode of the
noontime show Wowowee, the 1-2 p.m. slot
registered 34.5 minutes of advertising load,
nearly double the maximum 18 minutes.
 It is seen however that there is no reason for
KBP to reprimand ABS-CBN because the
withdrawal of GMA from the former puts the
latter in a state of disadvantage.
Issues Raised
 A moratorium was actually passed in 2003 that
halts the effectiveness of the 18-minute rule,
which technically spares ABS-CBN from any
sanctions, but the more important question is,
whose interest is protected in this kind of
situation? The network or the viewers? Does
this kind of situation promote the welfare of
the broadcast industry and the people, as
stated in KBP’s vision?
9/17/2010
Issues Raised

 In what seem to be a petty network war, there are
several questions and realities that arise:
 The audience’s interest must be protected at all
times, yet the issues on commercial overloading
reflect the networks’ business interests
 If GMA’s allegations of KBP’s favoritism are true, can
the people still trust it to sustain the highest
standards of quality in broadcasting, especially in
enforcing equality among its members?
 Since GMA Network now is self-regulating, and as the
second largest broadcasting network, how can it
assure its viewers of high quality service?
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 9/17/2010

Issues Raised

 Emily Abrera, regional chair of McCann
Worldgroup Asia, stated in an open forum that
the Philippines has the highest advertising load
limit in Asia
 Other countries have 12 to 14-minute ad load
limit
 Abrera said that this caused the people to have
“anti-commercial” tendencies, that is, to change
channels when commercial breaks start
 This could affect the advertising industry, as
people tend to disregard them because of
repetition or long series of commercials