ASC ED Takes Part in MediaBai, Driving Culture-Based Communications

ASC ED takes part in MediaBai, driving culture-based communications

Recently at White Space Makati City, MediaBai 2024 was held to highlight the Visayas-Mindanao region. The south of the Philippines is known for its cuisine, art, local language and culture, and their presence has pervaded NCR through migration, media and communications.

Reversely, brands long to reach the VisMin consumer. According to Kantar Worldpanel report Vis-Min accounts for 43% of the Philippine population, where almost 70% of TV and radio reach VisMin consumers.

MediaBai’s timing is just right. Organized and led by Republiq Group of Companies (RGC) CEO Bryan Yap, in partnership with the Cebu Chamber of Commerce, and Radio Mindanao Network (RMN), the top digital transformation agency in Cebu, MediaBai evangelizes hyperlocalization, the use of culture-based communications to tap into the subtle differences of the market culture and consumer mindset to recreate materials beyond mere translations.

RGC is also known for its content creation agency BaiTV, and its adman CEO, also a co-founder of the Creator and Influencer Council of the Philippines, is no stranger to the Ad Standards Council (ASC).

At MediaBai, Robbie Aligada, Ad Standards Council Executive Director joined the panel titled, How national brands can navigate the VisMin market and the importance of leveraging hyperlocal media insights for impactful storytelling.

Asked about the Ad Standards Council perspective on the general rule with hyperlocal messaging, Aligada replied, “As an example, when I say something that I thought to mean one thing, but turns out to be another, that’s when the value of self-regulation—not censorship—comes in. A wise person once told me, First be clear, then be clever. Being clear also means you need to tell what is honest, what is truthful, what is fair.”

Content creation, and its creators and influencers are top specialization of RGC. With digital, creators post on their own turf like Cebu or Davao, but their content is accessed nationwide, thus possibly posing a challenge to content self-regulation.

Aligada commented, “I’m lucky to hear that when (content creators) post they consider the mandatories of the brand where others don’t. At the end of the day, we want to achieve a level playing field, and prioritize protection of consumers.”

Another challenge is when advertisers use local language translations thus making screening for accuracy the first hurdle.

As Aligada shares, “As a former screener, I have come across a translation to Visayan that does not correspond to the Filipino script. Currently, the ASC is in talks with the Kapisanan ng Brodkasters ng Pilipinas (KBP) to help us ensure the veracity and truthfulness of scripts.”

Just as MediaBai partnered with KBP member RMN, Aligada makes a fine point. “People from the provinces know what exactly the words are being used, and the (broadcast stations) can be a mighty help to (ASC).”