Issue Date

2023

Abstract

Cable TV in the Philippines was identified by the government in the 1990s as an instrument which could support information and services provided by local and international television. This study aimed to determine whether Philippine cable TV providers can serve as community media. Paulo Freire’s Pedagogy of the Oppressed and participatory communication concepts formed the theoretical framework of the study. The community-based operations and management of selected cable TV providers are described, their strengths and opportunities as community media analyzed, and the levels of community participation with partners determined. In-person interviews were conducted with six cable TV providers in Luzon which served as the case studies of the research, and phone interviews with 10 cable TV providers from Luzon, Visayas, and Mindanao. All 16 cable TV providers were privately-owned, had at least one access channel, and aired recorded content from government and nongovernment agencies. Budgetary constraints, lack of production staff, and non-prioritization in producing original content hinder them from producing their own programs. Community participation within the CTV companies was limited. The ABS-CBN Regional Network Group promoted development but enabled limited participation in its production and management. Through partnerships with schools, government and nongovernment organizations, some companies provided a platform for communities to receive local information. This study shows that cable TV in the Philippines can serve as community media although nurturing partnerships with various organizations is very crucial.

Source or Periodical Title

UP Los Baños Journal

Volume

21

Issue

1

Page

1-28

Document Type

Article

College

College of Development Communication (CDC)

Language

English

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