Forgot your password?
  • Increase font size
  • Default font size
  • Decrease font size
  • default color
  • green color
  • red color


Mar 28th
Home Columns JGL Eye “Third Screen” Gives Community Media Run for Their Money
“Third Screen” Gives Community Media Run for Their Money PDF Print E-mail
User Rating: / 1
Columns - JGL Eye
Thursday, 28 July 2011 18:47



JGL Eye Column


(© 2011 Journal Group Link International)


C HICAGO (jGLi) – In 2007, Larry Wert, bossman of the NBC Universal affiliate in Chicago, Illinois, told the officers and members of our NPC Phil. U.S.A. that as far as television industry was concerned, “We are no longer in charge."

Mr. Wert explained that “(w)hen I started, there were only three networks (NBC, ABC and CBS). Now, there are 500 cable and satellite channels, and Internet. Wireless and Mobile are just starting. And the “third screen” becomes alive on your telephones, PDA’s etc. People have more devices.”

That was four years ago when there were no Facebook, Twitter, Flickers, YouTube, blogs, websites and other social media network, Blackberry, iPad, iPod Touch, iPhone, etc.

Also four years ago, the number of Filipino American ethnic media in Chicago area had remained constant – Philippine Weekly, The Fil Am Weekly Megascene (which later shrunked its frequency from weekly to bimonthly), and monthlies such as Via Times, Pinoy, The Filipino American Community Builder, One Philippines, Asean Tribune and the occasional Planet Philippines monthly, and the other occasional Manila Headline from Texas.

Of course, there are also weekly local TV programs – Chicago Philippine Reports TV, Fil Am TV and Hataw Pinoy Chicago.

With very limited hardcopy media outlets and TV programs, the growing Filipino-American community, which is producing more organizations in geometric progression by month (except for the Philippine Independence celebration which "plateaued" (sic) at four organizations hosting it separately and has remained constant), public relations officers of these organizations are struggling to see their activities and photos in these outlets.



U nless these publicity officers would buy advertising space or airtime, which are tax deductible if the not-for-profit outfits are registered “Section 501(c)(3) organizations,” some of these NFP’s are resorting to constructing their own websites or are posting their photos on Facebook or Youtubes.

The advantage of causing their events published in traditional hardcopy outlets such as community newspapers and TV programs is that their events can be noticed by the community at large in a given area.


But the disadvantage of ethnic hardcopy publications is that the community PRO’s can only have their press release and one or a couple of photos published. Their videos can also be aired on local TV programs one time only. Although, taking videos appears piece of cake, organizing and editing clips and saving them into a DVD for delivery or for emailing them to these TV programs is still a challenge for now. Still a financial challenge, that is, in hiring a videographer, who can do the shooting and editing of the clips.


Because of the ubiquitous digital cameras, all event participants now want to validate their attendance at the event by seeing their faces as well, which a community publication will be hard put to do without charging payment for advertising space. I don’t blame the hardcopy publishers. They also want to survive!


And to satisfy event participants, event organizers are being prompted to publish hundreds of photos, not just two, in such social networks as Facebook and their websites, and their videos on YouTube.


One of these leading organizers who is making full use of Facebook in publishing its photos is Evelyn de la Rosa Tolledo, president of Bikol U.S.A. of the Midwest, which is gaining more members because they were able to see themselves online right after they held their induction last May.


On Saturday, July 30, the same group is going to hold its Hawaiian Dance at 3859 N. Kedzie in Chicago starting at 5 p.m. until 1 a.m. Parking space for the event will be available at nearby Immaculate Conception Catholic Church at 3834 N. Spaulding.




T he same group will be regrouping at its annual picnic/sportsfest at Bunker hill Grove 2 on Aug. 14, which I will be missing since I will be attending the four-day Asian American Journalists Association convention in Detroit, Michigan, from Aug. 10 to 14.


Editor’s Note: To read the author’s sponsored trip to Detroit, Michigan, please click on this hyperlink: Ford Foundation Awards Joseph Lariosa a Fellowship and Trip to AAJA's Detroit National Convention


Only last Saturday, another group, The Filipinos of St. Gregory headed by Dr. Dona L. Hernandez, a veterinarian, held its induction of officers and Hawaiian Dinner Dance at St. Gregory The Great Gym at 1609 West Gregory, Chicago.


Its event was documented by its Vice President Angie G. Lariosa, who posted photos of the event using Smilebox, a Redmond, Washington state-based global photo-service company, offering unique photo sharing by distributing photos and videos thru mass emails.


On Aug. 7, the same group will be holding its annual picnic from noon to Sundown at Grove 6, Bunker Hills, near Caldwell, Devon and Touhy Avenue in Chicago.


Even without the announcement of the Hawaiian Dinner Dance in Chicago’s community publications, The Filipinos of St. Gregory was able to attract more than 200 participants and guests.


Two distinct advantages of social media over community hardcopy outlets – the community event organizers can easily notify their members of last-minute changes and they can publish their photos and videos as soon as possible, without waiting for a week or sometimes a month to see their smiling faces in print or on TV.


But some of the local print media have also come up with their own websites and are also trying to be “current” with their contents. But because a big portion of the community is still trying to be familiar with the online editions, these media outlets are not yet focusing too much of their resources on their websites as they have yet to attract online advertisers, which would be the source of their income to pay their webmasters. # # #


Editor’s Note: To contact the author, please e-mail him at: (

Last Updated on Monday, 29 October 2012 01:24

Add your comment

Your name:
Your email:
Comment (you may use HTML tags here):

Who's Online

We have 203 guests online


Please consider supporting the "ReVOTElution of Hope" for Sorsogon as the Pilot Province. Please see "ReVOTElution" Banner on this page for details.


Quote of the Day

"I don't know what's wrong with my television set. I was getting C-Span and the Home Shopping Network on the same station. I actually bought a congressman."--Bruce Baum