By Ivana Janlee Otoc

Four Development Communication students from Xavier University – Ateneo de Cagayan joined the 20th Pinoy Media Congress (PMC) on April 24-25, 2025, at the University of Makati.

The two-day congress was participated in by third-year students Leigh Kyla Rondina (Vice President), Ivana Janlee Otoc (3rd Year Representative), Val Mathew Gabutan (Budget and Finance Officer) and Rachel Julianne Cananea.

Over a thousand communication students, educators, and media professionals from over 60 schools nationwide participated. The congress, organized by ABS-CBN Corporation in partnership with the Philippine Association of Communication Educators (PACE), marked the 20th year of PMC and the 50th anniversary of PACE.

The congress opened with a message by Mr. Mark Lester Del Mundo Chico, president of PACE, who emphasized that PMC is not just a gathering but a shared mission to use media to inspire and empower. 

Dr. Elyxzur Ramos, president of the University of Makati, formally welcomed the delegates, followed by opening remarks by Carlo Katigbak, President and CEO of ABS-CBN Corporation.

Katigbak reaffirmed the network’s mission and emphasized that nothing would stop ABS-CBN from fulfilling its role as a storyteller of Filipino lives and dreams.

“Nothing is going to stop ABS-CBN from being in service of the Filipinos,” Katigbak said, recalling the company’s resilience through adversity.

The first day featured valuable insights and lessons from 13 esteemed keynote speakers. Veteran television and radio hosts Amy Perez and Winnie Cordero shared their personal journeys and the evolution of radio amid technological advancements.

“Radio may have changed, but the soul of storytelling behind the mic remains,” Perez said.

Meanwhile, Cordero shared the importance of sharing truthful information and that radio entails a lot of hard work even in the digital age.

“Dapat kapag marunong kang magsalita, marunong ka ring makinig para alam ng mga nakikinig na pinapakinggan mo sila,” Cordero said.

Jay Bautista, the Managing Director of Kantar Media Philippines, discussed the diverse media habits of different generations, followed by discussions on lifestyle content by Metro Group Head Christina Lopez and Metro Magazine Editor-in-Chief Giolette Esguerra.

Francis Torral, Head of ABS-CBN News, and Michael Joe Delizo, Senior Reporter, highlighted the evolving landscape of journalism and serving the Filipinos in the digital age.

ABS-CBN Music Head Roxy Liquigan and songwriter-producer Jonathan Manalo shared the story behind ABS-CBN music and how it serves as a reflection of Filipino culture.

ABS-CBN Films Head Kris Gazmen and Head of Creative Carmi Raymundo discussed the evolution of film businesses from the pandemic and ways to reach audiences through digital platforms.

The second day of the congress was opened by Leo Katigbak, Head of ABS-CBN Film Restoration and Archives, highlighting the value of film restoration and ensuring its accessibility and relevance in capturing young audiences.

Jolly Estaris, Head of iWantTFC and ABS-CBN Integrated Digital Sales, spoke about the improvements of iWantTFC in providing original Filipino content for global audiences.

“…We open the Filipino more to the world through stories that celebrate the best of Filipino creativity and the full breadth of Filipino identity and culture,” Estaris stated.

Sessions on public relations, led by Kane Errol Choa, Head of ABS-CBN Integrated Corporate Communications, and Rowena Capulong Reyes, Far Eastern University Vice President, emphasized communication skills crucial to building trust and reputation.

Danie Sedilla-Cruz, Knowledge Channel Foundation’s Platforms and Partnerships Head, discussed the power of educational media and the foundation’s mission to uplift marginalized communities, especially children, in alignment with the Sustainable Development Goals (SDGs).

Meanwhile, winners of the Knowledge Channel’s “Class Project” intercollegiate mini-documentary contest were also recognized, with “Para Kay Bhie” from National University Dasmariñas earning first place.

Following the awarding was a discussion from Direk Erick Salud, the Business Unit Head of Dreamscape Entertainment, sharing his personal journey and insights on television storytelling.

Melai Cantiveros, a renowned TV Host and Actress and the PBB Big Winner in 2009 capped the discussions, highlighting the importance of authenticity in hosting and connecting with the audience. 

Cantiveros also shared practical tips with the young communicators on hosting effectively.

The congress concluded with the awarding of plaques of appreciation to resource speakers, led by ABS-CBN executives Kane Errol Choa, Cory Vidanes, and Mark Lopez.

Throughout the two-day congress, participants were encouraged to engage through open forums.

Surprise performances from MYX VJs, Filipino boy group BGYO, Anji Salvacion and Gelo Rivera, and Pinoy Big Brother Gen 11 housemates offering a preview of new projects drew excitement from the crowd.

In line with the DevCom’s mission of using communication for social transformation, the participation of XU Development Communication students in the congress equipped young communicators to continue telling stories that matter, contributing meaningfully to society through media.