N.B. – This was published in The Lobbyist (December 28) where I write a column (Subtext).

Just like other corporations, I’m sure broadcast media organizations use the month of December for their assessment and planning. They all try to review what went right (and what went wrong) in their news, public affairs and entertainment programs. They also use the occasion to identify new programming content that can attract more viewers and make loyal followers out of them.

I think it’s obvious why I’d like to focus more on broadcast media (television and radio). Numerous studies show the strong influence of broadcast media on the people.

For example, the July 1-11, 2010 study of Pulse Asia (http://pulseasia.com.ph/resources/documents/Relevant%20tables_UB1007.pdf) shows that the leading networks, ABS-CBN and GMA Network, were perceived to be “more often credible” in covering the May 2010 election campaigns by 72 percent and 63 percent, respectively, of those surveyed nationwide. This simply gives evidence to the obvious: Television and radio are now decisive in choosing the current national and local leaders! Or to stretch the argument further, broadcast media have a strong effect on how the people decide given their everyday exposure to television and radio.

Just like other audiences, I have a wishlist for the broadcast media. I share my list to you not with the illusion that this will be taken into account by the powers-that-be in media, but with the hope that we can someday be united in pushing for a responsive and responsible media.

Here are my 10 “no more” wishes, unmindful if the “broadcast genie” will actually grant them:

1. No more product placement! Don’t you get irritated whenever a radio announcer would broadcast the news and then creatively shift the listeners’ attention to a product he or she is endorsing? I notice this in morning radio programs. Some public affairs programs on television are also guilty of product placements as they start the segment as a “legitimate” story and then move toward “soft selling” a product or service, usually by flashing it on screen or giving testimonials to its usefulness. Product placement is unacceptable: Audiences should clearly distinguish between the advertisement and the program they’re listening to or watching.
2. No more excess ad spots! At present, you don’t know when your favorite TV program starts, especially during primetime. A TV program is advertised to start not at a specific time but “after” the one that precedes it. The reason is simple: There is an overload of advertisements in highly rated TV programs, even if the big bosses of the broadcast networks are wont to deny it. In case you don’t know yet, a one-hour program should have only 15 minutes of ad spots.
3. No more nocturnal reporters who become ambulance chasers! Just like the real “ambulance chasers” (i.e., trial lawyers who frequent hospitals to convince accident victims to hire them), many nocturnal reporters seemingly wait for an accident to happen in the streets of Manila (as well as in hospitals and morgues) to get that “exclusive” story. And once they do, the viewers are treated to the blood and gore as they report particular incidents with all the sensationalism and the bragging rights that go with “outscooping” the competition.
4. No more gossip! Entertainment news stories should not be synonymous with rumors, in the same way that entertainment is not just about showbusiness. Instead of enlightening viewers and listeners with the significance of a film’s story, audiences get stories about who is hooking up or breaking up with whom. Instead of having a healthy debate on an auteur’s intended message in a recent documentary or feature film, what we get are “word wars” among celebrities.
5. No more trivia! Why should some “journalists” report in a “sing-song” or “pseudo-poetic” manner to the point where issues (and even some aspects of Philippine culture) get trivialized? Instead of reporting the issue, these journalists end up mainly entertaining the viewers. There are times when their news reports make fun of the poor, the senior citizens and even the differently abled people. In journalism, there is no such thing as a “light treatment” of an issue because of the risk of trivialization, which these “journalists” do as they try to do their assignments. Of course, the blame should be mainly on the network bosses for tolerating this manner of reporting.
6. No more limited news reports! It’s not the audiences who requested that TV news reports be limited to about 1.5 to 2.0 minutes. The limited time is obviously imposed by the “gatekeepers” of the broadcast media so that they could squeeze in as much news as possible even if the context is wanting. By putting premium on quantity instead of quality, audiences are given the illusion that their time is not wasted. But I’m sure you’ll agree that reporting world events in just, say, one minute (as what an early primetime TV news program does and boasts) is limiting to say the least. In order to put context to a specific issue, there should be more time allotted for analysis and it should not be divided into various segments. The purpose of the latter is to give the story in installments within the news program to force audiences to stay tuned. This obviously does not help in the shaping of public opinion.
7. No more telenovela-like reporting of important issues! Yes, we already know that Hubert Webb et al. were acquitted in the controversial Vizconde massacre. But television cameras don’t have to follow Webb to the mall as he shops for new clothes. While his case is a legitimate story that must be followed up, it doesn’t have to be done in a way that resembles reality TV or a telenovela. This is just a recent example of how some news stories encourage audiences to stay tuned in the next few days for more developments. News reports are supposed to be comprehensive and informative and should not be packaged with an invisible tagline: “Abangan ang susunod kabanata…”
8. No more politicians who become news anchors or actors! If politicians want to re-invent themselves after years of “public service,” they could still help the people even without the presence of media, especially TV cameras. For those with very obvious political connections (either as a former elected official or spouse of a defeated politician), being news anchors of a leading primetime TV program presents several awkward moments, as in the case of interviewing sources who were (or still are) their allies or opponents. As regards politicians who become actors, I think this one is self-explanatory: It is bad enough that there are celebrities who force their lack of talent on hapless viewers every day. Politicians should not make things worse.
9. No more sitcoms that mainly use slapstick and formulaic plots! There was a time when TV had room for political satire like Barrio Balimbing and Sic O’Clock News. Right now, all we have are situational comedies (sitcoms) that have predictable stories where the actors engage in “laglagan,” blurring the lines between their real persona and the character they’re portraying. The current programs also find it convenient to engage in cheap laughs via slapstick which is mainly characterized by physically hurting each other. The gains of the feminist movement are also pushed decades backward as women are reduced to mere sex objects. Instead of raising social discourse to a higher level, these programs end up appealing only to the lowest common denominator. This situation is not at all funny as it helps dumb down the audience.
10. No more sex and violence on primetime! Are the network bosses aware that there are children watching during early primetime? Even if they’re sometimes pixelized, it is simply unacceptable for early primetime news programs to show footage of blood and gore. In addition, there should be no graphic description of an accident or tragedy that happened. This is the time when children are watching, most likely while having dinner with the family. As regards a game show that is directly competing with early primetime news programs, it should re-think its use of scantily-clad women dancing (i.e., gyrating) provocatively in the background. As in the case of sitcoms, the women here get reduced to mere sex objects, forever subservient to the master (in this case, the male host).

I’m sure you could think of other pet peeves as regards the broadcast media. At any rate, it is up to all of us to engage in more active media advocacy so that we can get the media that we deserve. Though our concerted action, we can force the network bosses to act positively on our wishlist.