PTV-4 set for reorganization

People’s Television network (PTV-4) is gearing up for the digital broadcast revolution with a reorganization that will create an organizational structure capable of responding “to the changing realities and challenges in public communication and broadcasting,” a Malacañang official said recently.

Presidential Communications Operations Office (PCOO) Secretary Herminio Coloma Jr. said the Governance Commission for Government-owned or -Controlled Corp. (GCG) has approved the state-owned network’s new organizational structure, which would allow it to fill up key positions and infuse “new blood” into the organization.

“The approval of the reorganization by the GCG ushers in a new era for PTV-4 as it transforms into a competitive, responsive and reliable public broadcasting network that caters to the information needs of the Filipino people,” Coloma said.

Under Republic Act 10390, or the PTV Revitalization Act, which was signed by President Benigno Aquino III in 2013, the network will now be allowed to accept commercial advertising to sustain its operations and to modernize its broadcasting capability through the acquisition of state-of-the-art equipment.

Coloma called on all government agencies and the private sector to support PTV-4’s operations through advertising placements, adding that “the network now has the capacity to provide optimum mileage for potential advertisers through its expanded operations and improved programming.”

PTV-4s new programming will focus on “education, science and technology, arts, culture, and sports to foster patriotism and nationalism,” while the manpower com- position will be revamped to accommodate fresh talents who can “ride the digital wave” and readily adapt to the latest trends and innovations in the TV industry.

“We want a network that can impress and inspire Filipinos, while enabling them to make enlightened decisions for the improvement of their lives,” PCOO Undersecretary for Operations Jan Co Chua said.

“We know that today’s audience are very discerning. Our bosses should be able to switch to PTV and say ‘this is very relevant to me,’” she added. PNA