ABS-CBN president and CEO Charo Santos-Concio reminded over 1,000 communication students on the importance of having good values in her keynote address at the Pinoy Media Congress (PMC) Year 9, held recently at St. Paul University Manila.

After discussing how technology has changed the way media content is created and consumed, Santos-Concio advised the next generation of mass communicators to be responsible communicators, and to use media not to destroy but to inspire.

“Your talent may win you your dream. But only your good values that will make you feel proud of yourself,” she said.

Santos-Concio is one of the speakers who shared wisdom and inspiration in the event organized by ABS-CBN and the Philippine Association of Communication Educators Foundation (PACEF) to help prepare communication students for their future roles in the media.

Students indeed gained understanding of the industry they are about to enter as they learned how digital television works, found out how the radio, film, and publishing outfits can use technology to push their platforms, and also how to create and distribute content based on the audiences behavior, and many more.

Resource speakers were ABS-CBN executives Fernando Villar, Maria Concepcion Alcedo, March Ventosa, Marah Faner-Capuyan, Roxy Liquigan, Ging Reyes, Donald Lim, Leo Katigbak, Enrico Santos, Vivian Tin, and Laurenti Dyogi. Asian Institute of Journalism and Communication president Prof. Ramon R. Tuazon, ABS-CBN News correspondent Atom Araullo, and Movie and Television Review & Classification Board chairman Atty. Eugenio H. Villareal. Among the congress’ panelists were ABS-CBN Publishing Inc. president Ernie Lopez, ABS-CBN Film Productions Inc. (AFPI) creative director Vanessa Valdez, AFPI consultant Angie Yu-Pineda, and ABS-CBN business units heads Linggit Tan-Marasigan, Deo Endrinal, Julie Ann Benitez, Ginny Ocampo, Lui Andrada, Joyce Liquicia, and Reily Santiago.

After learning about the current and future trends and practices in the industry, the students also had a dialogue with the ABS-CBN bosses led by head of Free TV Cory Vidanes. Apart from answering the delegates’ questions, they also gave them advice on how to make it in the industry.

Vidanes said balancing media work and one’s personal life requires a lot of hard work and sacrifice. Reyes said critical-thinking and passion is a must. Tin said it is a combination of having great skills and a good disposition and spirit. Dyogi, meanwhile, urged them to learn to tell good stories, which they can practice in their own families.

The delegates, some of them coming from as far as Baguio, Tacloban, and Cagayan de Oro, took to social media to express their satisfaction with the event, which also featured surprise performances from Kapamilya stars.

On Twitter, Ysabel Bonifacio tweeted “It was the best congress I have attended for this school year, while Majji Porcalla posted I feel so honored to be a part of the event. I learned a lot!”

Via Instagram, Jonah Garcia said “It was nice to hear it all from the professionals of the Communication Industry,” while Angelica Gallardo posted “We got the chance to hear the insights and experiences of the prominent people in the industry and we also got the chance to see artists perform.”

With another successful staging of the PMC, ABS-CBN Integrated Corporate Communications Division officer in charge Kane Errol Choa said the best is yet to come for Pinoy Media Congress.

“We are very happy to say that there’s a rise in the number of delegates every year. Were also honored that other institutions have come up with events similar to the PMC. With the partnership, ABS-CBN will continue to engage and educate students in the years to come to ensure a better and brighter media in the future for all of us.