Getting down to business with Ces

The ABS-CBN News Channel (ANC) Business Night marked the launch of ANC’s expanded business coverage. The new programming thrust is ANC’s response to the clamor for mass media to adopt a more developmental approach in its delivery of the news. It is an answer to calls for media to focus on the "good news," especially in business and the economy. But it is not to say that ANC will blur its vision to wrongdoings in government and business. There is a responsible way of doing this.

The ANC Business Night heeded the President’s call for the business community to help create long-term jobs, hasten progress, create economic growth that benefits not just the few and powerful, and in the process root out the causes of crime and unrest. It also heeded the clamor of the business community for media to report the positive developments that are happening in our country but are lost in the headline – grabbing stories of crime and politicking.

Already, the ANC Business Group has begun to forge partnership with these two sectors in producing interstitials, advertorials and specialized business segments that will run in ANC’s 24-hour programming and shout to everyone that good news deserves to be heard?

Congratulations to Ces Oreña-Drilon, ABS-CBN Business Group director for a successful launch at the Shangri-La Makati. The biggest names in business and government were present, led by President Gloria Macapagal-Arroyo, Senate President Frank Drilon, Oscar Lopez, our bosses Freddie Garcia and Gabby Lopez.

Bravo, Ces!

Following is a conversation with Ces Oreña-Drilon.

B.A. (Boy Abunda): Is "good news" really news? Isn’t it relative depending on who is watching/broadcasting?

C.O.D. (Ces Oreña-Drilon): Yes! Especially during these times when newspapers and newscasts are simply awash with bad news. The reality that there is scarcely any space for good news these days, makes "good news" more extraordinary. That’s why there is so much hunger for it! It is not necessarily relative; there are news stories that are "good news" to everyone! Especially in business and the economy. We marvel at success stories, rags to riches accounts. These inspire us and lift our spirits and leave us with good feeling.

Does good news sell?

Judging by our experience, I strongly believe it does! Part of the ABS-CBN Business Group’s mission is precisely to disprove the notion that good news does not sell. Of course, it doesn’t mean drowning out the bad news or sugarcoating it! It just means providing the avenue for good news, giving it some airtime. We have corporate partners now who are doing just that!

Tabloid news sells. How will you make people pay attention to good news?

I think Filipinos are already exasperated with the onslaught of negative news, politicking, intrigue, and crime. Of course it still sells, it’s human nature. This has got to be a measured gradual effort. For instance, on Alas Singko y Medya, the ABS-CBN Business Group is producing a twice-a-week segment called Hanap: Buhay, which matches job seekers and employers and offers features on small successful entrepreneurs. Though airing for less than a month, I am happy to report that we have been deluged with calls and positive feedback! It’s one thing to gripe about the country’s ten percent unemployment rate but it’s another to do something about it. We have to tap media’s immense power and reach to produce something positive for the country. Let’s give the people some solutions!

Other than a more developmental approach in delivering news, what else can viewers expect in the new programming thrust of ANC?

The ABS-CBN Business Group provides content not only to ANC, but to all platforms of ABS-CBN (free-to-air Channel 2, Studio 23, DZMM, Pinoy Central), ANC however is our main platform. Viewers can expect stronger and more expansive coverage of business and the economy. We are about to launch within the year, two new programs, a weekend magazine business program much like Usapang Business, and an early morning business program from 7 to 8 a.m. Viewers will also see advocacy messages in partnership with corporations on topics like successful entrepreneurs, agribusiness ventures, corporate social responsibility, governance and transparency. We also pledge not to shirk from our duty to expose wrongdoing in both government and the corporate world. Viewers can expect more analytical, investigative pieces from our group relating to government and business relations. Our group is very lean, so it will be a difficult task to accomplish our aims, but we are also committed and dynamic. We are going on a slow but sure path, I think.

How is business news relevant to Juan dela Cruz?

Very, very relevant! Different surveys show that the number one concern of Filipinos is the economy. The challenge is a matter of being able to communicate to different audiences and to bring down the language of business to the masa. On ABS-CBN, we communicate to the mass audience and our content is designed to appeal to their concerns like where can I find a job, how can I budget my meager earnings, where do I go for bargains and what small businesses can I go into. We also want to inspire them by airing stories of successful small entrepreneurs. In TV Patrol for instance, we began a segment called Palengke Patrol in partnership with William Go’s Price Smart. We show comparative prices of basic goods with an accompanying report on consumer issues. We intend to work on more segments like Palitan ng Piso that should teach our audience how they can stretch their peso’s purchasing power. Making money is everybody’s business! That’s our tagline.

What is your prognosis on the economy?

We have many things working for us. Our President for instance is very well-perceived internationally. We had stunning growth rate in the first quarter, compared to our neighbors. But there is still a lot of work to be done. We have to improve our infrastructure, we have to have an honest-to-goodness effort to address corruption, we have to reduce the cost of food for Filipinos and that means strengthening agriculture.

In your opinion, do media affect the economy? If yes, how much?

Definitely! Our country and we Filipinos are perceived locally and internationally by the way media portray us. And this perception affects investor confidence, both local and international.

If there is a surfeit of bad news, then this impression creates a negative image about us. But at the same time, it is not all bad news happening around us, we have to acknowledge that.

By giving this space in the airwaves, people will have a more realistic and balanced appreciation of the Philippines. Many foreigners and locals alike have observed that media have a tendency to follow a certain issue or scandal for a few weeks and then drops interest or attention on it, in favor of the next, without showing any resolution or solution on the issue. So people get this sense of drift about our country.

What we want to do is show that there are thousands of people out there sweating it out and making a success out of their businesses, careers or endeavors and in effect making a difference. Slowly, this approach will lift the spirit and in the end boost confidence. We all like to say that Filipinos love to shoot themselves in the foot. In a sense, it’s true! We love to belittle ourselves. Let’s have a paradigm shift!