« Mission Statement » « PCTA's Birth »« The Pioneers »« The Leaders »« Milestones »
THE PHILIPPINE CABLE TELEVISION ASSOCIATION INC. (PCTA) is the umbrella organization of cable television operators in the Philippines. Its membership roster includes the biggest cable operators in the country as well as the medium and small cable operators who, through their pain-staking efforts, have succeeded in bringing up-to-date programs, information, and technology to the farthest island in the country. To date, the PCTA has 269 regular members and 24 affiliate members. Together, the PCTA member-cable operators are serving 85% of the total cable TV subscribers in the Philippines.
MISSION STATEMENT
We, the Association of cable TV operators in the Philippines, stand united in the pursuit of a common vision: an Industry run by professionals, providing the highest standards of cable TV service to the Philippine public.
We aim, above all else, to become true professionals, with the specialized knowledge and sufficient academic preparation required in the practice of our profession. As a result, we shall operate optimally in the service of our subscribers and the general public. We shall continue to update our cable TV systems and service, as we learn the latest trends and innovations. We shall make full use of our cable TV systems in the effective dissemination of news, information and knowledge.
As part of our pursuit of professionalism, we offer the Association as a forum to all cable TV operators, government representatives and other parties for the discussion and deliberation of relevant issues, existing and proposed laws, policies, rules and regulations that affect the members of the Cable TV Industry. We shall meaningfully work for the protection of their lawful interests and support them fully on matters affecting their cable TV operations and the Industry as a whole.
We, therefore, work together for this three-fold mission: adequate protection and assistance to the members of the Industry, active participation in the national efforts towards progress and development, and commitment to the significant upliftment of the industry.
PCTA’S BIRTH
In 1987, the change in national leadership emboldened small independent cable television operators to organize themselves to promote and protect their interests, and to delibly put the infant cable television industry in the map of respected Philippine business. Thus was born the PCTA.
Under the leadership of Ramon Magsaysay, Jr., the association first worked for the repeal of the presidential decree granting exclusive national franchise to only one company. The association’s efforts paid off on June 30, 1987, when President Corazon C. Aquino signed Executive Order No. 205 amending the decree and in effect, democratizing the Industry.
Taking the cue from President’s Aquino’s issuance of the Executive Order, the National Telecommunications Commission promulgated in April 1988, after numerous hearings, the rules and regulations that would govern the installation, operation and maintenance of cable television systems in the Philippines.
The Filipinos’ entrepreneurial spirit, suppressed for a long time by the constricting decree of then President Ferdinand Marcos, finally burst free, inspiring many entrepreneurs and businessmen to take strong interest in the technology and create a new market for cable television.
Their instincts plus the global thirst for new and powerful technologies proved them correct, with a significant number of Filipino consumers readily embracing what cable operators have to offer. But what really whetted the interest of a good portion of the populace in cable television was the Gulf War in 1991 when cable giant CNN brought to Filipino households a gallery view and blow by blow account of the war.
THE PIONEERS
Although incorporated in May 1987 with businessman and former Senator Ramon Magsaysay, Jr. as its founding chairman, PCTA’s beginnings could be traced to 1969 when American expatriate Russel Swartley -- together with some Filipino businessmen, including Engr. Fernando Morales -- set up the first cable television system in Baguio City.
Being a new technology, not to mention its high cable infrastructure cost, only a visionary like the young Magsaysay, upon Swartley’s prodding, would dare take up the challenge to put up other cable systems in Olongapo City in 1973, in Subic in 1976 and in Lucena City in 1977.
But the development of cable television came to a halt when in June 1977, Presidential Decree No. 1512 granted a 25 years exclusive franchise to install, operate and maintain cable television systems in the Philippines to only one Cable Company. Despite its nationwide franchise, the company operated mainly in San Juan, Makati and Manila.
THE LEADERS
The growth of the cable television industry would not be as dramatic as what it experienced the past few years without the able and selfless stewardship of succession of PCTA officers. They labored to guide it through innumerable hurdles and bring it to what it is now.
From Magsaysay, Reuel Dominguez, Fernando Morales, Leo San Miguel, Teddy Cruz, Jose Lobregat, Elpidio Paras, Francisco Magsaysay, J. Manuel Dabao, Antonio Selda, and the incumbent Allan Dungao hustled and cajoled to advance cable operators’ rights and interests, and acted as effective intermediaries with third parties.
Realizing the need to create a major forum whereby operators, programmers and other industry people could meet to exchange views, discuss issues, forge action plans, and avail of the latest technological advances, PCTA launched the first annual Philippine Cable Television Convention and Exhibition at the Hotel Nikko Manila Garden.
It was also during this time rules, policies, regulations and norms governing cable operations began to take from while the more daunting and challenging issues started to unsettle the industry. Issues such as overbuilding of cable systems, right to air advertising, and foreign investments in Philippine cable companies.
Thus emerged the need to put order into this jumble of rules, policies and regulations, bringing into life the proposed Cable Television Law. In 1999, the Senate Committees on Public Services, Public Information and Mass Media; and Ways and Means filed Senate Bill No. 1611, also known as the “Cable Television Act of 1998.”
MILESTONES
- 1969 – “NUVUE”, the first cable television system,
was set up in Baguio City spearheaded by American expatriate Russel Swartley.
- 1987 – Philippine Cable Television Association was organized
with businessman and former Senator Ramon B. Magsaysay, Jr. as founding chairman.
- 1987 – President Corazon Aquino promulgated Executive Order
No. 205 making cable television a deregulated and non exclusive industry.
- 1989 – The NTC promulgated a memorandum declaring cable television
operations as part of the deregulated broadcast media industry.
- 1993 – First Annual Philippine Television Convention and Exhibition
organized.
- 1993 – First issue of quarterly Head End News released.
- 1994 – Start of drafting of proposed “Cable Policy Act
of the Philippines.”
- 1995 – Filing of House Bill No. 4729 authored by Rep. Herminio
Aquino and Senate Bill No. 1365 introduced by Senator Leticia Ramos-Shahani
or the proposed Cable Policy Act.
- 1995 – The first issue of Cable line released.
- 1996-1997 – Made its presence felt in the Asia Pacific region,
as active participants, speakers and chairpersons in numerous regional conventions
and fora, and as a major organizer of the Asia-Pacific Cable and Multichannel
Union (ACMU).
- 1997- President Ramos issued Executive Order 436, recognizing CATV
separate from Broadcast and Telecomms, also allowing advertising in CATV.
