Advocacy TV starts broadcast next week

What would happen if the latest media technologies were harnessed to develop an atmosphere in the public domain conducive to the flourishing of efforts towards national reconciliation, recovery and renewal?

A group of communication specialists are endeavoring to find out the answer with their conceptualization and launching of a channel on cable television dedicated to broadcasting advocacy for a better Philippines.

Isla (The Advocacy Channel) will go on premier telecast on Jan. 21, eve of the 1st anniversary of People Power II. The channel has been airing from 6 p.m. to 12 p.m. on Home Cable Channel 68 since its soft-launch last Dec. 31. On Jan. 20, it will go full telecast from 12 noon to 12 midnight. With the participation of Philippine Cable to Television Association (PCTA) members in key cities, the channel will now be seen in Cebu, Davao, Cagayan de Oro and Puerto Princesa City. Eventually, the channel will be beamed via satellite for nationwide coverage plus a footprint of 80 countries.

"Rapid developments in information technology have engendered a media environment where power has shifted from the media text producers and providers to viewers, readers and other end-users," said Carlos Abrera, chairman of CCI Asia Television, the same group that created Lakbay TV, the dedicated travel channel on cable TV.

"With the advent of digital technology and the convergence of cable television, the Internet and satellite communication, media text consumers armed with zappers, personal computers, cable TVs, and cellular phones now have the unprecedented capability to choose what media text best suits their needs, and where, when and how to access them," Abrera stressed.

This changed media environment, Abrera said, comes at a juncture of Philippine history where people are continually yearning and working for a better country. Despite and most probably because of the pervading economic and political uncertainties, a lot of Filipinos are thinking of, if they are not already implementing, ways and means to improve their specific social, economic and political situations.