The winds of change are blowing in the direction of RPN 9. The embattled station, fighting for privatization since its sequestration over two decades and three Philippine Presidents ago, made a monumental and strategic move by filling most of its airtime with Solar Entertainment’s Crime/Suspense. Even its internally-produced content, mostly news and public affairs, is being reshaped.
Anchoring the First Edition of Newswatch every 5:30 p.m. on weekdays with Marigold Haber-Dungca is veteran broadcaster Orly Mercado. The three-time senator and former Secretary of Defense quietly slipped out of the limelight some years back to enjoy private citizenship and a second chance at fatherhood (to now six-year-old son Renzo by second wife Dr. Susan Pineda with whom he co-hosted the public service program Kapwa Ko Mahal Ko). His return to broadcasting via RPN 9 last year, after leading a life as a college professor in Japan, has gotten mixed reactions.
At nearly 62, Orly has had to defend his decision to take on the challenge of leading the problem-laden station. “RPN 9 has its back against the wall. I’m not taking over a network awash with cash,” he says, confirming the obvious. “But there are exciting things to do. Actually, coming into this network has been relatively smooth. I owe it to the industry to share my knowledge.”
Standing by him is his wife who, Orly swears, fully understands what this job means to him. Their partnership spans longer than their 13-year marriage and evident in how he gamely packed his bags for Kobe, Japan where the World Health Organization assigned Dr. Susy for three years. Aside from being an active member of their son’s PTA at an international school, Orly joined the faculty of Kobe College where he taught global communication classes. Towards the end of the family’s stay there, he became a board member of IBC 13, flying in and out of the country for board meetings. It was during those occasions when the self-deprecating veteran broadcaster admits his kayabangan (boasting) probably convinced the powers that be that he had much more to contribute. Pretty soon, he was asked to head RPN 9 as president and CEO.
“People here call me the exciter of this network,” says Orly, displaying the kind of overconfidence he believes got him this job. Then the teacher in him goes on to explain: “It’s that part of the transmitter which, when you change, can actually magnify your signal.”
Orly began his career as a broadcaster in the 1960s. He did the unexpected when he quit law school for a job at ABS-CBN, inadvertently breaking his father’s heart. Always an over-achiever, Orly became so influential that Marcos tagged him a subversive. He was kept in Fort Bonifacio for nine months, an experience that earned him the public’s respect. Further strengthening his public image was his devotion to the public service program Kapwa Ko Mahal Ko.
In 1984, shortly after the assassination of Ninoy Aquino and towards the end of the Marcos reign, Orly was asked to run for public office. “Alam ko matatalo lang ako. Pero makaganti lang ako sa nine months na yun, amanos na kami ni Marcos. Kahit matalo na ako,” he laughs.
Contrary to expectations, he was elected to the Batasang Pambansa. This public school teacher’s son would later surpass his father’s dream by not only becoming a teacher (to the likes of Loren Legarda and Ces Drilon) but also getting elected as Philippine lawmaker. “My father was still alive then. I remember apologizing to him for my having quit law school. But I told him that I was soon going to be a lawmaker. He died a happy man. But my success in politics would not have been possible if not for broadcasting,” he admits gratefully. “Broadcasting became my shortcut to politics. I’m proud that the first law I passed, the generics act, is still being discussed today. The main issue now is Generics Only which is the next step to what we passed. Kalaban din namin noon ang PMA (Philippine Medical Association). I believe the government should not agree to their demands.”
That, however, is now part of his past. Orly swears he will never run for public office again. In fact, his rejoining media proves he is over politics. “This is the best job for someone who has finished a career in politics and wants to come back to broadcasting. No way am I going back to politics,” he states firmly. “I have figured in one of the more important points in the history of this country, EDSA 2, and as a consequence the masa may have written me off because of what I did to Erap (Orly was among several government officials who turned their backs to then President Estrada. Editor). I have accepted that as the reality. Hindi ko na pipilitin pang tumakbo. This is a great media job. RPN 9 is a troubled network. If I can help ease its problems, I can retire happily.”
First day of work for RPN’s new boss was last December, the day before the Christmas party. By then, everything was set for the launch of Crime/Suspense on RPN. He emphasized two principles he was going to implement as the station’s new leader: Transparency and equality between management and staff. “There has been a long history of labor problems here. Hindi ko na hahalukayin ang away nila sa kung kaninong management dati. The point here is walang pagtitiis ng mga trabahador dito na hindi mararanasan ng mga nasa taas,” he insists.
Where does RPN 9 stand on the ratings debate? Orly notes that the station was in the fourth or fifth place in the ratings before Crime/Suspense came in. “It’s not our concern. We will not waste energy on that issue since it’s not our battle,” he clarifies. “We know that, in the advertising pie, wala kaming laban dyan. Sa niche na lang kami lalaban.”
It is precisely this decided move to focus on a narrower market that impresses Orly about Solar Entertainment’s Crime/Suspense. Having taught classes on global communication in Kobe has made him fully aware of the need to broadcast more English programs to foreigners visiting or living in the Philippines as well as to Filipinos seeking jobs in call centers or in various places abroad. Says he: “They know what they’re doing. They have been in the business for a long time. Obviously, they are choosing their battlefield and I think that’s smart. The target now of Solar, through RPN 9, is the AB and Upper C markets.”
RPN 9 employes may finally see the light at the end of the dark and perilous tunnel. Orly acknowledges that the deal with Solar allows salaries to finally be given on time, on a regular basis. However, the six-month contract is up for renewal in June. Hopes are high that privatization will soon be realized. As a leader, Orly would welcome such. However, he is also quick to warn against complacency: “In explaining to them RPN’s agreement with Solar, I told them: ‘Hindi pa tayo kasal. Nakiki-live in lang tayo. Sumisiping na tayo pero wala pang marriage contract. Ang goal natin, pakasalan tayo. Maski Solar pa yan or ibang kumpanya. Paano naman tayo pakakasalan kung hindi tayo naliligo, mukha tayong losyang? Kaya ang gagawin natin magpapaganda tayo.’”
Instead of viewing Solar as a giant swallowing a tiny station, he chooses to see it as a worthy ally to RPN 9. He sees CS on RPN 9 as more than just Crime/Suspense. CS also stands for Conservation and Survival—the twin causes now espoused by the awakening network. Orly, an advocate for disaster-risk reduction since his days as Defense Secretary and chairman of the National Disaster Coordinating Council, believes RPN’s image should be founded on a concern for disaster preparedness.
Such is clearly seen in the remaining three hours of shows aired by the network daily. In particular, Newswatch features stories on disaster management as well as environmental concerns. Soon to follow is a youth-oriented show on conservation and survival. Orly is convinced that addressing a niche market could work to their favor. “Since our market is AB, we hope to reach out to opinion leaders, policy makers and influential people who get things done. If we succeed in making our message interesting to our audience, we will also encourage IBC 13 to become equally green. We may be small networks but we have a cause. We may have smaller airtime but we’re making it meaningful. The motto in show business is that there are no small roles, only small actors. We’ll be making 30-seconder spots. Every time there is a vacant slot, we’ll be airing those spots 24 hours a day,” says Orly who, while in Kobe, helped write the disaster bill of the Republic of Maldives.
Knowing full well that news is “the flagship of any network,” he personally runs the news department. Newscasts are done in English in a more formal manner. The veteran broadcaster reminds RPN reporters about considering the newsworthiness of stories. Sensationalism and pitting politicians against each other like fighting cocks are things to be avoided.
Another project that excites him is documenting RPN 9’s colorful past. With all the vacant time afforded by the airing of Crime/Suspense shows, he has assigned each department to revisit RPN’s history. Products of their efforts will be proudly displayed in revolving exhibits in the compound. He explains: “RPN was once a leader. The best shows were produced here. But there is no more pride in that. When I first met the management team here, my singular conclusion was that I have a damn good team.
These are people who have run this network in the best of times. But now, they have become dispirited. Leadership should give them the inspiration and excitement for the future.”
