PCTA Convention'08: Celebrating its 16th year
Philippine cable industry's most awaited annual event came to a Success! This is how the 16th Philippine Cable TV Convention held last April 22-25 at the Crowne Plaza Galleria Manila can be described.
For the 1st time, a pre-convention activity was held with the Fun Golf Tournament in the morning and sessions in the afternoon. Delegates attended the afternoon sessions which included discussion and Effective Strategies on Operations and Management presented by Sky Cable VP for Operations Rafael Aguado. He discussed Sales and Marketing, Collection and Customer Service.
It was followed by the presentations on Social Responsibility and the industry's relevant contribution towards nation-building and ergo a better community. Three vigorous and highly committed ladies presented their respective group's advocacy. Ms. Erly de Guzman, President of Galing Pilipino Movement emphasized the potential for excellence of every Filipino. Transforming the country can be achieved by delivering quality education to one student, one classroom, one school at a time. Erlinda Rina Lopez Bautista, President of the Knowledge Channel Foundation, hopes to equalize opportunities for education, livelihood and job opportunities. Ms. Bautista showed how cable television can be an effective medium for educational enrichment. Ms. Daphne Culanag, the Project Director of ABK Initiative showed the need to help marginalized children and the negative impact of child labor. The ABK Initiative aims to increase awareness on the importance of education especially the quality of and access to formal, t ransitional, and non-formal educational programs; the need to strengthen national institutions and policies on education and child labor and to establish alternative livelihood or income generating programs for the child laborers over 15 years old and their familiy.
Also for the first time a CEO Forum and Interaction was introduced. The Board of Directors, all Executive Officers in their respective cable operations, were on stage for an open discussion regarding concerns of the members. Topics included MyTV, Smart TV, bundling and splitting of channels. The pre-convention day was capped by a party hosted by CPI for the delegates at the Chef and Brewer. Entertainers were the ever "naughty", sexy but highly entertaining Giselle Sanchez and Ethel Booba and a band playing retro music. Premium items and cash prizes were raffled off for the party goers.
Unlike the previous years, the official convention day started with a welcome breakfast for the delegates sponsored by PCTA followed by the annual President's and Treasurer's Report to the members. The regional and national elections were also held in the morning (results in a separate article). Luncheon guest speaker was NTC Commissioner Ruel Canobas who informed the delegates of the task that the NTC is currently doing for the industry.
Commissioner Canobas lauded the cable industry for providing the millions of people access to more news, information, education, sports and entertainment. NTC too is faced with many challenges with the advancement of fast-growing technologies, one of which is the transition from analogue to digital, and advised the members to be prepared for such eventualities.
Mr. Canobas administered the oath taking of the newly elected board of directors. Witnessed by the delegates, the board promised to work for the attainment of the association's aims and objectives and provide better service to the members.
The formal opening of the convention and the much awaited exhibit by convention chair Philip Chien immediately followed at 2pm. Mr. Chien and PCTA President Allan Dungao assisted Senator Ramon Magsaysay Jr. and NTC Commissioner Canobas in the ribbon cutting. Guests were guided to a tour of the exhibit area which has doubled its size this year. They visited the booths of the Platinum Sponsor -Solar Entertainment, Gold Sponsors- TBN Asia, C-COR, ACCION, and HBO, Silver Sponsors - Cable Boss, EUROSPORT and TV5Monde. The exhibit area was also fun-filled and exciting because of the big number of exhibitors this year which included ACI Communications, Inc., Amity Satellite Systems, Inc. , Arirang TV, Asian Food Channel, Asia Broadcast Satellite, Bloomberg Television, Coast CATV Suply, Inc., Conax, Creative Programs, Inc. Corning Gilbert, Inc., CYO International, Daystar Network , Deutsche Welle, Aiscovery Asia, Inc. EWTN, Mabuhay Satellite, GMA Network, Inc. Interlite Corporation, MRMR, Pro Broadband, Inc., PCT International, Philips and Wire Cable Company, Ricklee Enterprises, Russia Today, Solid Broadband Corporation, Viaccess and VIVA Communications. Delegates lined-up in each exhibit booth to enjoy the snacks, join games / booth gimmicks for premium prizes and even have pictures taken with entertainment personalities. The Department of Tourism also participated this year with a booth showcasing major spots in Luzon, Visayas and Mindanao for both local and foreign tourists. HBO treated delegates to a no holds barred party at the Bagaberde Bar and Restaurant. MOCHA made the guests feel the party fever and had people giving their all at the dance floor.
Day 2's Plenary Sessions focused on the year's theme CABLE NO LIMITS: CONSUMERS WIN. Vice-chairman Engr. Elpidio Paras started the day with his general overview of the new emerging technologies and the numerous opportunities they bring to consumers. The shift to a digital technology in the next 2 or 3 years is where the future is going and it will provide the cable subscribers more choices. Presentations of the new products and the business opportunities they provide included: VOIP/Telephony by Ryan Ricardo, Marketing Manager of Data One Asia, VOD and Pay-per-view by Mr. Lincoln Owens, Director of Broadband Sales, Sea Change International, Headend Digitalization by Chris Giacomelli , Regional Sales Director of Harmonic Sales Pacific Ltd, and IPTV by John Goddard, President of C-Cor Broadband Phils. This segment was moderated by business news anchor David Celdran.
The next topic was the highlight of this year's theme: THE FUTURE OF CABLE TELEVISION. Four well-known and knowledgeable individuals were asked to give their perspective of what the future holds for the industry. Speakers included Senator Ramon Magsaysay Jr., Chairman, RMJ Development Corp., Mr. Eugenio Lopez III, Chairman ABS-CBN Broadcasting Corp, representing a big cable operator, Mr. Leo Wong, President, Camiguin Island Cable, representing the small cable operators and Mr. Simon Twiston Davies, CEO of CASBAA.
So what does the future holds for us? Senator Magsaysay shared his thoughts as the man who helped start this industry. He noted that the future is broadband. Operators should put its act together to raise its industry's standards for the full utilization of the market. Cable operators especially the small ones, should work together to maximize opportunities and investment.
One of the most awaited speakers also was Mr. Gabby Lopez, speaking as the biggest cable operator in the country. Mr. Lopez sees that smaller cable companies should go into digital encryption and be competitive enough for the future market. He added that operators cannot be competitive as an analogue provider in a world that is becoming digital. He further encouraged them to be ready for investment that will allow innovation and applications that will be ready for the digital lifestyle demand.
Mr. Wong on the other hand said that since cable is a technology business, the future is near. He made the following assessment: Technology will not adversely affect business. Regulation will surely catch up with development, programming will bring more opportunities and resiliency in entrepreneurial spirit will ensure survival. Mr. Davies of CASBAA observed that there is only 1% digitalization in the Philippines. There so much work to do and so much opportunity for the industry. PCTA needs to work together with other industries both in the country and outside to be able to find common goals. He also highlighted digital development which includes voice and broadband investment, On Demand Services, High Definition (HD), and many more.
While the morning sessions provided inputs on what cable operators can do, the afternoon sessions centered on what the government agencies are doing and can do for the industry.
Leading the discussion on the role of the state and its laws and guidelines was Senator Ramon Revilla Jr. speaking as Chairman of the Senate Committee on Public Information and Mass Media. Revilla recognizes the importance of the industry and the need to support it. There is twice the number of illegal connections than the legal ones and it certainly does not only affect the operators but the government as well. He will not let the cable industry die and that is why he is working on the immediate approval of the Senate Bill 2180 which punishes all forms of cable signal theft and destruction of cable tv infrastructure.
Engr. Ariel Padilla, head of the Broadcast Divisions of NTC, discussed topics such as the Classification of Cable Operation, Overbuilding of Networks and Issue of Theft and Program Piracy was tackled by the Consultant and Project Director Policy Strategy of the IPO, Atty. Eugene Lopez III. In his response, Director Manuel Dabao challenged the regulators to set the rules and guidelines for the industry. Intermission was provided by Philippine Tourism Chorale, courtesy of the Department of Tourism.
The programming portion THE OLD, THE NEW AND IN BETWEEN followed with the participation of programmers and distributors composed of Nigel Cummings of Australia Network, Jun Zafra of Solar Entertainment, Timothy Bautista of Cable Boss, Rene Esguerra of Accion and Mark Yambot of CPI. They have specifically discussed conceptualizing and building good program line-up, creating new programs and demand while supporting small operators and satisfying audience demand at the same time.
Realizing a cable company's primary concern of survival and growth, the convention not only included sessions on technology and programming but the financial aspect of the business as well. The topic MAKING A REAL RETURN ON INVESTMENT, Director and Treasurer Mr. Felipe Bince and Mr. Charles Rodriguez of Banco De Oro shared their ideas on how to make good returns on one's investment and be a part of the growing future of the industry.
After a whole day's information and education overload, delegates were ready for a whole night of partying again at fellowship night with this year's major sponsor Solar Entertainment.
The third day was dedicated to the technical and different product presentations. Different kinds of television sets were introduced by Mr. Bong Raz, Audio Video Manager of Panasonic Manufacturing Phils. Corp. A digital headend presentation was made by Mr. Roland Wuerth of BKTEL-ASTRO. Our very own Technical Committee demonstrated techniques on how to detect cable theft. Raffle prizes were also given out.
Home TV Shopping hosted an afternoon party. This year's cable convention was filled with fun, excitement, information and education for everyone. The success, as shown by the big number of participants, is all due to the full and continuous support of the members, sponsors, exhibitors and speakers. PCTA deeply expresses its wholehearted gratitude. The future is near and whatever the future holds is in our hands. Together we can achieve our goals. With cable being limitless, our consumers win with all its benefits.
