Just this past month mobile phone users including Senate President Juan Ponce Enrile filed complaints against National Telecommunication Commission, NTC, due to vanishing of prepaid phone credits few days after loading and unwanted messages that automatically being sent to phone user and gradually charge “illegally” by their network. And now, subscribers’ wish were granted when the NTC released yesterday the new regulatory order that extends the validity period of prepaid mobile phone credits, though their other complaints failed to bestow, still this new order heap praises to the text savvy Pinoys.
Gratitude praise for the TV Patrol and 24 Oras as well as to other news program that aired this breaking news for Pinoy texters. Well, this new rule could be pain reliever to those hearts that sank after texting of important matter and would surprisingly realize that his load gone with the wind without being notice at all.
As I had watched both TV Patrol and 24 Oras with the same news, TV Patrol really knows how to weigh the level of impact of news in able to catch the attention of viewers. They placed the NTC extension of prepaid load validity as the first segment knowing that two billion people with handy dandy phones are concern to this issue. Moreover, as one of these huge numbers of subscriber, they won my attention. The news was delivered with the right amount of information as if they fed me and made my stomach fully loaded of foods that I needed. In TV Patrol News, there was this chart that shown the amount of load and how long does the load valid. ABS-CBN News interviewed several students, who comply big population of cell phone users and according to them it became a welcome relief from the experience of instantly vanishing prepaid load. On the other hand, Senate President Juan Ponce Enrile is not yet on satisfaction on this move of NTC. Instead, he still want to make high cost per text message lower.
On the contrary, 24 Oras placed the issue near the ending of the segment, which made me baffled if they set it there for the televiewers to standby on their channel and watch the entire program, or it was just they found the issue less important for the viewers? On their news delivery, they also shown the chart of load and expiration, they also got public views and opinion about the issue were also cited, many agree while some do not especially the load retailers.
When it comes to lightning set up, ABS-CBN always, use the eye-friendly lighting that made their TV Patrol fastidious to watch for. Of course, GMA 7 got this concept of strengthening the colors of their lights not knowing that their set up look peculiar for some viewers, no wonder why 24 Oras could be eye-hurting too.
Upon thinking of the news that I have watched and observed, different mass communication theories popped-up on every neurons of my squashed meat inside of my skull. And these are:
Attitude Change Theory. This theory says that audience are well informed the more active they are; change of attitude depends on information that audience perceives and orient about a particular issue. In this case, audience changed their attitude toward the vanishing load and now they already knew that their load might last longer than the usual, sooner, until July 19, 2009 comes; same as with Sen. Enrile who is not yet contented on what he knew about the failure of NTC to grant the low text message tax.
Social Responsibility Theory. It is the right of people to know what should be done and what are the things to be done by giving them the right information.
Magic Bullet Theory. The news that have been delivered were directly send to the audience and it created powerful effects especially to those mobile phone users.
Agenda-Setting Theory. TV Patrol and 24 Oras both chose the stories that are newsworthy to air and to give to their audience. They found that NTC decision to extend the validity of load is something that will bite by the masses.
Media System Dependency Theory. Audience are definitely mass-media dependents, because cell phone subscribers depends on the decision of NTC which aired by the news programs.
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