History of Broadcasting in the Philippines

KZRM – licenced under Radio Corporation of the

Early Years of Broadcasting Philippines

Royal Telegraph Corps of Spain – installed the first
telegraph line in the Philippines in 1867; this linked
Manila to Corregidor
“Eastern Extension” – allowed in 1879 by Spain;
pioneered communication in the Far East
Submarine telegraph cable – was constructed, from
Hong Kong to Manila (first company to link the PH to
the outside world
1890 – first telephone system was inaugurated
KZRC – first provincial radio station (in Cebu); radio,
from being experimental, became a business enterprise
H. E. Heacock Company – another pioneer in field
broadcasting; maintained the KZRH station
Entertainment occupied most of the airwaves.
KZND – alerted the people on events caused by war
Radio brought out all information for the public to take
note.

1920s – the cable systems dominated until this period,

when high frequency radio systems were exploited for
competitive commercial purposes

December 10, 1930 – birth of broadcasting in the

Philippines

1922 – first test broadcast of radio in the Philippines

Mrs. Redgrave – American, one of the earliest pioneers

of broadcasting in the Philippines, from Nichols field in
1922

June, 1922 – Electrical Supply Company of Manila was

given a temporary permit to operate radio stations

Henry Hermann – owner of Electrical Supply Company,

put up the stations mentioned above because he
wanted to (1) broadcast music and (2) test the power of
broadcasting

KZKZ – replaced the three stations mentioned above

Far Eastern Radio, Inc. – put up KZRQ and aired on

October, 1924

September 3, 1925 – Far Eastern Radio and Radio

Corporation merged to form RPC; they maintained
KZRQ

November 9, 1925 – establishment of the KZIB station

by Isaac Beck (a businessman who wanted to advertise
his goods)

September 3, 1927 – KZRM was opened, KZRQ was

discontinued
 PRE-MARTIAL LAW
- Malpractices left and right
o Payola (bribing someone to use their
influence or position to promote a
particular product or interest.)
o Poor quality programs
o Cut-throat competition
o People who entered radio were self-
interested (PR, political)
- Some alleviated poor quality by allotting some
airtime to public service radio progs/features
- Religious stations propagated gospel
- Soap operas flourished (cheap/low-quality
dramas)
o “bakya crowd” formed
 People who enjoyed cheap
dramas
- Ill intentions  overcrowdingstiff
competition  low prices  low budget  low
quality
- Radio = politician’s personal book
- Radio stations increased during elections
o 1965 – 1966: from 139 stations to 245
o 1969: from 245  293
o Pol ads = much revenue for radio
stations
- Early 1950s: notable radio programs
o News commentaries (objectively
analyse politicians)
 Kuro-kuro ni Soc Rodrigo
 Kuro-kuro ni Gerry Espina
 Etc
- 1968: Radio Patrol
o Originaly 4 tel lines (Illarde, Mercado,
Joseph, Guanzon, Crisostomo
anchormen)
o Public Service Broadcast
o ABS CBN (leadning then)
o Forum
o Mobile radio unit
o Provided much needed assistance
(locating lost relatives, etc)
- 1969: Radyo Patrol reports earthquake
o Joseph on-the-spot reports to public
- 1972: Typhoon Didang: on-the-spot report
- Vigilantes DZHP-Radio: only public service
program broadcasted 24 hrs daily + nationwide
- PBS: Public Service Broadcasting
o 1946
o Broadcasted during the war
o PBS began airing educational programs
o 1962: Improving your English (radio +
TV)
o 1966: Umaga na Po
 Asian Broadcasting Union Prize
 Commended for on-air lessons
 “School on Air” for farmers
o Females: Oras Pantahanan
o 1963: Voice of the Philippines
 Reached many areas
 Introduced on-location
broadcast
 Public & Private schools availed
for educ uses
o Feb 1963: Closed TV station, lack of
funds + signal interferences. Focused on
Radio
 Today: 4 AM stations in Manila,
6 provincial stations
- Absence of regulatory body allowed for “low
quality programming” (due to advertising and
ratings)
MARTIAL LAW September 21, 1972
- Instruction no.1:
o Allowed Dept of Natl Defense and Dept
of Public Info to prevent use of radio
and TV for “subversive” purposes
- Closing down of media channels
- Mass Media Council created
o Superceded all bodies that previously
regulated radio
o Laid out guidelines for media
operations
- MMC overtaken by Media Advisory Council
1973
o Experiment for Broadcasting Industry to
self-regulate
 o Closed some radio stations serving o Has thin line between this, libel,
political interests/didn’t follow ethics of invasion of privacy, national security,
broadcasting etc.
o Any radio/TV station/publication can’t o Does not accept prior censorhip by govt
operate w/o cert of authority from MAC - Since conception of Council + KBP, news, public
o Negatively received (censorship = no affairs and info programs are staple for radio &
freedom) TV broadcasts
o Also dealt w/ sex & vulgarity, libel & - Must incorporate “development
commercialism communication”
o Short-lived: tried to put an end to low- o Objective: Awareness of devt
quality programming but didn’t lay perspective, motivate ppl to help attain
foundations for better programming. national objectives
o Responsibilities were watered down: - Media should disseminate info about country’s
also took over advertising, telecomm, potentials + efforts undertaken to harness
external affairs potentials
- Self-regulation did not work
o Realized that there must be solidarity
w/in the industry, addressing both
internal and external problems
- 1973: Kapisanan ng Broadkaster ng Pilipinas
o Acted as advisory body for MAC and
drafted broadcast code of ethics
adopted by MAC
o Objectives:
 Help Bureau of Standards for
Mass Media to set up Standards
 Thresh out common problems
of the industry with regard to
advertising
 Lay down policies + procedures
to regulate activities of
advertising agencies
- First National Broadcaster’s Conference
o Attended by all media execs + station
managers
o Marcos met w Board of Directors,
expressed intention to create 2
separate bodies for broadcast + print
media
- 1974: President formally created Broadcast
Media Council + Print Media Council
- BMC as self-regulating body for discipline
- BMC recognizes freedom of expression is a
human right
 Post EDSA Broadcast
“The post-EDSA era was a period of transition-from
decades of "guided newspapering" to free and
responsible journalism.”
“The media was divided between the so-called Marcos
loyalists and the then alternative media. The former
became the mouthpiece of antigovernment forces
which launched a series of coup attempts against the
Cory government. The Aquino government was in itself
at a loss on how to deal with the media. Says then Press
Secretary Teodoro Benigno, "if you move to control
them (media), you are not practising democracy. If you
don't move against them, the very democracy you want
to protect might just crumble." ”
1980s
· closing/retreat of pro-Marcos press
· then “alternative press” became mainstream
· pre-martial law media establishments were
revived
o Roces – Manila Times
o Lopez – Manila Chronicle & ABS-CBN Radio
Television Network
o Elizaldez – Manila Standard & Manila
Broadcasting Company (radio network)
· ownership of revived newspapers changed hands
either due to economic reasons or cross-media
ownership policy
o ownership remained in the hands of
individuals and families engaged in diverse
business interests
§ due to the capital intensive nature of
media and
§ low return-on-investments of
newspapers
- Prietos – Philippine Daily Inquirer
- Yap – Bulletin Corporation
- Gokongweis – Manila Times
- Go-Belmonte – Star Group of Publications
- Coyuito – Manila Chronicle
- Cabangon Chua – Graphic magazine
- Locsin – Free Press
- Jimenez & Duavit – GMA Radio Television Arts
- Tan – ABC-5
1987 Philippine Constitution
Contained 13 communication-related provisions
o flagship provision is contained in the Declaration of
Principles and State Policies which states that "The
State recognizes the vital role of communication and
information in nation-building."
o Filipinization of mass media, advertising and
telecommunication (ownership and content)
o democratization of ownership
- 100 percent ownership of mass media by
Filipinos
- 70:30 in favor of Filipinos in advertising entities
- 60:40 in favor of Filipinos in telecommunication
and new information technology
joint ventures between local owners and transnational
corporations
o promotion of two way flow of information (within
and outside the country)
o application of communication in development such
as health, education, science and technology
o improved the constitutional provision on press
freedom by including “expression” as an expansion of
the more traditional speech and press freedom
o right to information included the phrase “as well as
government research data used as basis for policy
development”
o several communication and mass media-related bills
and resolutions were filed
- freedom of information
- public access
- public broadcasting system
- support for community media
- privatization of sequestered media
- telecommunications rationalization
- slow media legislation
- cautious in introducing media-related bills as
these are branded by some as restricting press
freedom
- not as urgent as compared with economic,
social and political reforms
communication strategies in social development was
most successful
o public health
o child labor, street children, child abuse etc
o national reconciliation and the peace process
1990s
unprecedented growth and development of the
communication sector
o Philippine communication considered as one of the
most well-developed in the Asian region
- communication technology revolution
- promotion and protection of free enterprise
system
- return of the democratic space after the EDSA
revolution
- liberalization and deregulation of the
telecommunications sector
- move towards decentralization resulting in the
growth of provincial media
 1992 - first commercial station to broadcast on the
ultra high frequency channel was Southern
Broadcasting Network (SBN Channel 23)
· followed by Channel 23 – originally carried MTV
· Rajah Broadcasting TV 29
· Radio Mindanao Network Channel 31
· phenomenal growth in cable television
o first cable television introduced in 1969 was stunted
during the Marcos regime because of a decree granting
exclusive franchise to a business ally of the former
president to install and operate cable TV nationwide.
 decree was abolished by Aquino in 1987
introduction of quality educational and children’s
programs
o PTV Channel 4 airs telecourses – elementary science,
chemistry and physics
o Technology and Livelihood Resource Center in
cooperation with GMA Channel 7 – award winning
Negosiete and Agrisiete
o Philippine Children’s Television Foundation – award
winning Batibot, Kalayaan 1896, Parental Guide
o ABS-CBN Foundation produced
- Sine’skwela (1994)
- Hirayamanawari
- Bayani
- Math Tinik
· August 1997 – Agila II the first Filipino-owned and
managed international communications satellite was
launched
new information technology
o desktop publishing
o cable TV
o low-powered radio
- can be set up in remote communities with a
capital of only P50,000
o lower investment costs making them more accessible
multimedia convergence facilitated cross-media
ownership by a single entity
o Philippine laws prohibit print-broadcast media cross
ownership
o silent abut broadcast-telecommunication cross-
ownership
those who own media and those who wield political
and economic power
women in communication media
o women’s issues have been broadened to refer to
gender equity issues
o role and status of women working in media
- over the past years have been enhanced
substantially
o women’s image in media
- little improvement
- stereotyped images of women as weaker sex,
sex objects or commodities, fragile, passive
even mindless individuals
higher ethical standards and social responsibility
o proliferation of tabloid journalism
o applying crimes, sex and gossip in broadcasting
incentives in the form of awards given to
communicators and journalists to encourage them to
strive for excellence and professionalism
o Gawad CCP
o KBP Golden Dove Awards
o PMPC Star Awards
popularity of communication program
o return of democratic space
o perceived as a powerful and glamorous profession
- 1995-1996 – 15,000 students were enrolled in
communication nationwide
o development communication became an attractive
option for schools outside Manila
o with the information revolution, youth began to
realize the power of media to shape and influence and
individual’s attitudes, beliefs , values and lifestyles
Contemporary Broadcasting
Philippine media is among the most free in Asia
o government rarely censors the media
o only strict libel laws constrain coverage of
controversial issues
media is partisan
o people with interest access to media reportage
either through direct ownership, or economic and
political means.
o media industry is owned by prominent families with
powerful connections to broad sectors of society
radio and television enjoy a much wider circulation
· radio
o most extensive source of information
o important role locally
· television
o main role is entertainment
o except during critical periods/national disasters
· culture of impunity
o media killings
- Philippines is one of the most dangerous
countries for journalists
o lack of control of the national government over
political warlords
- Maguindanao massacre
o although the Philippines has a free media, fear
becomes a constraint for media practitioners
· new media
o highly interactive
o free flow of opinions
o interest in public opinion
- facebook, youtube and twitter as indicators
o cross media ownership
- media websites
- teleradyo
- podcast
- live streaming