The Philippine media industry is now at the forefront of advancing the country’s progress through the information it disseminates, a modern-day reality underscored by Tourism Secretary Ramon Jimenez, Jr. yesterday in his keynote speech during the opening of the Confluence Media Congress 2015 in Pasay City.
The event gathered some 1,700 delegates comprised of media suppliers, advertisers, marketers at the Newport Performing Arts Theater at Resorts World Manila.
“The meeting of the strategic objectives and the public’s feelings happen every day,” Jimenez said. “[The] media provide the avenues, the public provides the message.”
The advent of technology, social media in particular, according to Jimenez, has played a big role in the success of the Department of Tourism’s “It’s More Fun in the Philippines” campaign.
Organized by the Media Specialists Association of the Philippines (MSAP), the biennial confab urges today’s media practitioners that rethinking and reshaping the future of media today is an indispensable part of engaging the general public. The first congress was held in 2013.
“The focus is on media and development,” MSAP Media Congress 2015 Chairman Nic Gabunada Jr. told Manila Bulletin (MB). “At the turn of the century, we can see that the media have become more like above the line.”
The game is now all about content and how the media engage the consumer via content, according to Gabunada, who delivered the welcome remarks and introduced Jimenez.
“It’s no longer just the straightforward use of your advertisement by being on television, radio, or print. Now, you have to consider that there are digital, online, [and] mobile platforms. We call this ‘new distribution’,” he said.
The consumer has changed because he has more control over content now, he said.
Manila Bulletin
