Ganda ng Pilipina: I-text Mo!

For the first time in the Miss World pageant’s 52-year history, the worldwide audience will be allowed to vote for their candidates via SMS. The audience vote will actually count for 50 percent of the criteria in the final selection for Miss World 2002. The winner will be crowned tomorrow at the finals in London.

The decision to allow voting through SMS (Short Messaging Service on GSM networks) is probably an acknowledgement of the dominant world GSM community, now more than half-a-billion subscriber-strong and sending billions upon billions of text messages daily. But the Philippines, with some 14 million subscribers generating one out of every six of those messages sent daily worldwide, is in a very advantageous position.

One, we secured (along with countries like Germany, UK, China, Italy, and France) the ability to send our Miss World text-votes to local access codes provided by Smart Communications and Globe Telecom. One needs to send only MW PILIPINAS to 2342 (for Globe and Touch Mobile) or 246 (for Smart and Talk N Text). The standard VAS SMS text rate of around P2.50 apply per vote. The rest of the world will have to send their votes to an international number which is +(44) 7957 500 500 at the usually higher cost of an international text message or P15.

Two, there has traditionally been a strong interest in any international competition where a Filipino is competing (whether be in sports, academics and the arts but quite especially, where the Filipina’s natural beauty is showcased). Binibining Pilipinas World Katherine Manalo, a cum laude Mass Communications graduate, whose heart early on went out to the marginalized sectors, being active in medical missions and then eventually handling PR for a TV production addressing their needs, has a very strong chance to begin with, on her own merit. We would like to see Katherine finally bring home the crown which has eluded us for more than half a century (the closest was Evangeline Pascual, first runner-up in1973, and 20 years later, Ruffa Gutierrez, second runner-up in 1993).

Three, the fact that Filipinos represent probably the most advanced texting culture in the world, generating a sixth of the world volume, and having a value-added services scene (with auctions, instant messaging, numerous polls, entertainment, interactive TV, m-commerce and various corporate solutions) truly matters. In fact, this has earned for our country its reputation as an excellent regional development center for wireless apps. What I am saying is that nowadays, we take to texting because quite simply, it is our preferred way of doing anything!

The fourth reason still has to do with "The Filipino as Texter." We have really known how this instrument and medium can work for us. The sophistication is so much so we have known what it is to influence the outcome of events, to make a difference, and yes, shape history with 160 characters.

Indeed, we have unmade presidents in the past. This year, we can surely make Miss World.

* * *

I hope all of us really send one text message each for Miss Philippines. Globe and Smart, the fiercest of corporate marketing rivals, have set the example by offering the service to all subscribers in one common cause.

In the face of abject poverty that still besets many of our people and demoralization that afflicts all Filipinos as our national image continues to be tainted by criminality, corruption and other structural weaknesses, a Miss World crown, after 52 years, finally, can be, even symbolically, a source of great national pride from which there will be no turning back!

Hey, in fact, here’s to two things we can truly be proud of – the Filipina’s world-renowned beauty, and the Great Philippine Texting Scene!

* * *

To repeat, the keywords to text: MW Philippines or MW Pilipinas or MW RP. Send to 246 (Smart and Talk N Text) or 2342 (Globe and Touch Mobile). Text as many times as you want until Dec. 6, 2359 GMT (Dec. 7, 7:59 a.m. Manila). The pageant will be shown on RPN 9 on Dec. 8.

* * *

Patrick R. Garcia is the managing director of Bidshot Wireless Services. For comments or suggestions, text your message to 233011 (Globe) or 243011(Smart), or e-mail [email protected].