History of Broadcasting in the Philippines

Early Years of Broadcasting

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
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

KZRM licenced under Radio Corporation of the

Philippines
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.

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 selfinterested (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 overcrowdingstiff
competition low prices low budget low
quality
Radio = politicians 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

Closed some radio stations serving

political interests/didnt follow ethics of
broadcasting
o Any radio/TV station/publication cant
operate w/o cert of authority from MAC
o Negatively received (censorship = no
freedom)
o Also dealt w/ sex & vulgarity, libel &
commercialism
o Short-lived: tried to put an end to lowquality programming but didnt lay
foundations for better programming.
o Responsibilities were watered down:
also took over advertising, telecomm,
external affairs
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 Broadcasters 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

Has thin line between this, libel,

invasion of privacy, national security,
etc.
o Does not accept prior censorhip by govt
Since conception of Council + KBP, news, public
affairs and info programs are staple for radio &
TV broadcasts
Must incorporate development
communication
o Objective: Awareness of devt
perspective, motivate ppl to help attain
national objectives
Media should disseminate info about countrys
potentials + efforts undertaken to harness
potentials

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 childrens
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 Childrens Television Foundation award
winning Batibot, Kalayaan 1896, Parental Guide
o ABS-CBN Foundation produced
Sineskwela (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 crossownership
those who own media and those who wield political
and economic power
women in communication media
o womens 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 womens 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
individuals 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