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trTHICS CODtrOF'' F'ORMtrDIA

FOREWORD of to the transformation s part of our commitment to contribute public perceptions andstereotypes andthe elimination of biases we, in the Philippine about womenand men in our society,
Crjmmissionon Women (PCW), are proud to have been part in the formulation of this importantset of documents- "Towardsa GenderFair Media," - that seeks to change the patriarchalpracticesin Philippine media, contributeto the productionof more gender sensitive media and equalityin mediaorganizations. content,and promoteempowerment The documentcontainsthree key documents,namely:GenderEquality Guide, Code of Ethicsfor Media,and Guide to ProtectWomen Against of RepublicAct in Media and Film. lt was formulatedto supportthe implementation Discrimination 9710, otherwiseknownas the Magna Cartaof Women. "Towards the pivotalrole of mediaas an educatorand shaperof public a GenderFair Media"outlines documentis standardsand ethics.This milestone the importance of upholding opinionand highlights Communications Operations Office (PCOO),and a collaborative effort of the PCW the Presidential other memberagenciesof the GenderEqualityCommifteefor Media. journalismand communication students, and privatemedia practitioners, PCW invitesgovernment partiesto use "Towards a Gender Fair Media"as a guide in promotinga better and other interested of women in media in support of the goals of gender equalityand women's and fairer perspective empowerment. print ad Filipinopeople deserveto get qualityand fair news reporting,radio and TV programming, and film content,among others. Let us all do our share in making the country'smedia landscape genderfair.

4'%-d,L l.fl,ftU
Remedios lgnacio-Rikken Chairperson,PCW

FORMEDIA for the CODEOF ETHICS BACKGROUND


I. INTRODUCTION guarantees ofexpression, freedom ippine Constitution Justasthe1987Phil andshallensure it alsorecognizes the roleof womenin nation building, and men.1 before the lawof women equality thefundamental provides that,"No law shallbe passed 4 Articlelll Constitution, Section or of the press,or the of expression of speech, the freedom abridging for thegovernment andpetition assemble to peaceably right of thepeople grievances." redress of and the rightcan be subjectto is not absolute Freedom of Expression to the in that it may not be injurious order of the State someregulations equalrightof others.2 9710An Act rights, RepublicAct women's Forthe media to uphold
l 2 Constitution Sec.l4Articlell ofthe 1987Philippine PhilippineConstitutionalLaW Principlesand Cases Vol.1 by H.De Leon, 1999 Edition

providingfor the Magna Carta of Women urges, "Self-regulatory cable,film,and groups, for media, television, and associations bodies, with the Act and theseRules shallalso ensurecompliance advertising andRegulations."3 be should programming, and codesof ethics mediaproduction Policies, provisions. reviewed alongthese to keep the public Freedom of the presscarriesa big responsibility of images However, objective and fair reporting. with accurate, informed accurate andfair. womenin the mediaarefarfrombeing pressis one of the freestin the It has been said that the Philippine of women arefairgamein thevastmedia world... so freethatthe images bordering glossy men, tabloids magazines for to sleazy industry from electronic as art,whilethe unbridled on pornography and masquerading sitesand to pornographic women andchildren media traffic unsuspecting possibly intothe armsof pedophiles. - Dowe We needto askourselves is - to do no harm. Thecoreof ethics we show? we useandthe images harmin the language do women
3 RepublicAct No. 9710 Magna Carta of Women

The lmage of Women in Media by the World Project(GMMP)initiated The GlobalMediaMonitoring Association of Ctiristian Communicatorsis an overview of the of women and men in world news. lt is and portrayal representation printand the news'in of 'whomakes snapshots national on reliable based day. takenon a single newsmedia broadcast reportare basedon an analysis in this preliminary The globalfindingsa people including newssubjects 14,044 of 6,902newsitemscontaining in Africa, participating countries 130 of in 42 out news in the interviewed Europe. lslands and Pacific region, the Caribbean America Asia,Latin on women. focusspecifically of all stories Only160/o heard,seen or read about,in 24o/o of the peopleinterviewed, and printnewsarefemale' broadcast mainstream ' Almost one half (48o/o) of all news stories reinforcegender stereotypes,while 8o/o of news stories challenge gender stereotypes. all in almost women a worldin whichmenoutnumber The newspresents
PreliminaryReport of GMMP on 10 November2009

. .

- for instance, professions health(620/o are men),legal(83%), science (80%) and government (83%). But in reality, women'sshare in all professions is much higher.The news presentsa skewedpictureof a worldin whichwomenare almostabsentin positions of authority or responsibility outside the home. Thelatest Philippine analyzed Media Monitoring was in 2005,conducted by the Communication Arts Department of MiriamCollegeand the participated Communications Foundation forAsia. A totalof 76 countries in the GMMP2005.The Philippines finding and results are citedbelow, takenfrom: o 7 newspapers (75 items) r . o (205TV news) 15TV newscasts (120items) 13 radionewscasts people 1.072 in thenews

All Media oTV . Radio

23 25 23
2Q

% Women Celebritv. Arts & Soorts Science & Health


Social & Leoal

67

% Men 53
59
67

41
33

Crime& Violence Economv Politics & Government EveWitness Subiect Personal Exoerience
Sookesoerson

20 18
19
o/o Women
o/oMen

80 82
81

30 28 27
18 16 8

Expert
Pooular Ooinion

70 72 73 82 84 82
J

forNon-discriminatory 16calls Section ofWomen, Magna Carta Underthe of Womenin Mediaand Film.The State Portrayal and Non-derogatory of women for the advancement policies and programs shallformulate media-related government non-government and with in collaboration of to raisethe consciousness endeavor lt shalllikewise organizations. of womenand the roleand public the dignity in recognizing the general the through and society community, of womenin the family, contribution useof massmedia. strategic and airtime of space, allocation the Stateshallensure Forthispurpose, that production, programming, and image-making strengthen resources, in all forms and concerns present needs, issues, women's appropriately ng. nation, andadvertisi dissemi information munication, com of media, in all formsof discrimination against of the girl-children The protection bythe state.5 shallbe pursued development nutrition andskills education, that, 19(A)states Section andRegulations, Rules its lmplementing Under of all Spheres in "Thedignity of womenandtheirrolesand contributions in a of women Theportrayal private lifeshallbe promoted. and public in advertisements, man ner derogatory and/or natory, demeaning discrimi
5 Sec. 32(a) RA9710

lt shallnotinduce, shows andprograms is notallowed. andior encourage in condone violence against women anyformand/or the violation of their human rights." We realize change in culture and attitudes lt takes cannot be legislated. time to open and changemindsets that have been moldedby and in a patriarchal entrenched society. While respecting theself-regulation ofthemedia, thisCode of Ethics seeks to enhance existing codes to adhere to theMagna Carta Every of Women. publication, mediaenterprise broadcast, new mediaand advertising - is mandated agency by lawto review and revise theircodes to include the provisions of the Magna Carta of Women.
II- LAWS REGULATING MEDIA

A. Broadcast "No franchise, UnderSection 11 of ArticleXll of the '1987 Constitution, certificate, or any other form of authorization for the operationof a publicutility shallbe granted, except to citizens of the Philippines or to

corporations or associations organized under thelawsof the Philippines." 'must file their applications,. Radio companies to the National (NTC) for a Telecommunications as well as an application Commission procedures by legislative franchise, following specified administrative bothhouses of the legislature. to The powersof the NTC are limitedto the allocation of frequencies over television and radio stations, and do not extendto supervision have content. The NTC, whosemembers areappointed by the President, in the the power to administer all laws,rules, andregulations andenforce fieldof communications.6 B. Film,Television, and Video programs The regulation of film,television and videosare implemented whichcreatedthe Movieand throughPresidential DecreeNo. 1986? Television Board(MTRCB)which was Reviewand Classification placed under theOffice of the President of thePhilippines, andthe Optical
6 7

PhilippinePress Freedom Primer,CMFR, 2007. PD No. 1986Creatinsthe Movie md Telwision ReviewAnd Clssification Bo{d

Media Actof 20038 whichintroduced forthefirsttimetheideaof regulating production the of all optical discs, regardless of theircontent. The MTRCBis ostensibly a classificatory body.The boardis empowered to approve or disapprove, portions delete fromor prohibit the importation, export,production, copying, distribution, sale, lease,exhibition, and/or television broadcast of motion pictures, television programs and publicity materials whichin the opinion of the Boardare objectionable for being immoral, indecent, contrary to law and/or goodcustoms, injurious to th6 prestige of thePhilippines or itsownpeople, or witha dangerous tendency to encourage the commission of violence oi-ofa wrongoi crime.s Decisions of the Board classifying a filmor television program as ,,X,, or notfor public exhibition is appealable piesident. to the officeof the ln Soriano vs. Laguardia,lo the supremecourt held that the powerof reviewand priorapproval of MTRCBextendsto all television programs andis validdespite thefreedom of speech guaranteed by theconstitution.
8 9 t0 RA 9239 An Acl Regulatingoptical Media, Reorganizing for this purpose the videogram RegulatoryBoard, providing PenattiesTherefor,And for Other purposes,iebruJry t o z[Oi.'-, Section3(C) pD 1986. Soriano vs. Laguardia, G.R. No. 164795, ADnt29.2009

Thus,all broadcast networks are regulated by the MTRCBsincethey are required to get a permitbeforethey air theirtelevision programs. Consequently, their?ightto enjoytheir freedomof speechis subjectto thatrequirement. The Optical Media Board (OMB) has the power to evaluatethe qualifications of any individual, establishment or otherentityto engage in the mastering, manufacture or replication of opticalmedia.For this purpose, the oMB shallrequire suchperson to substantiate itscapability to engage in saidactivities. power lt alsohasthe to supervise regulate, grant, periods, or renew licenses for specific or deny, suspend, or cancel thesame, subject to suchconditions as it mayimpose.l1
III.SOME EXISTING CODESAND PROPOSED GHANGES Below are existingcodes of media. Some already have provisionson genderequalily(originaltext in blueand itafbs)and are mentioned forother mediato emulate,with suggestions/additions in bold text.A supplement to this Code of Ethics is an excerpt of definitionsand alternative terms of
ll

Ssction 10 RA 9239'Ootical MediaAct of 2003'

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non-sexist or gender-fair language fromthe InterPressService Gender andDevelopment Glossary. A. The Philippine Godeof Ethics Journalist's Drafted by the Philippine PressInstitute andthe National PressClub,the Code of Ethicsstates that, "Vll. I shallnot in any mannerridicule, cast asperslons on, or degradeany person by reasonof (sex),creed,religious political belief, conviction, culturalor ethnicorigin. SuggestedEdit: / shallnot in any manner ridicule, on, or casfaspersion gender degrade any person reason by of and sexualorientation,creed, religious belief,politicalconviction, culturalor ethnicorigin. B. PhilippineDailyInquirerManualof EditorialPolicies SecfionlllAccuracy 1. How to ensurethe accuracy of a story 1.2Authoritafive Sources- Whendirectobseruation is mpossible,the storya reportergefs is a second-hand or thirdhandaccountof an event.

or third-hand 1.2.1 Whenimportantmattersare raisedin second-hand and recqrdsthat confirmor the reporter looksfor documents accounts, the account. support 1.2.2 lMhen only human resourcesare availablefor verification,the for credibility. reputation the person's repofterchecks of an event,the 1.2.3The farthera reporteris from a directobseruation he or sheshouldbe abouta report. Thereporterhasto moreconcerned it. checkand double-check womenexpertsand sourceswhen relevant. 1.2.4Use 3. Accuracyin the use of words A reportercan commitan inaccuracyby using the wrongwordor wordsin a reportercannotreportan event in language, a story.Withoutprecision can be fhe sense of a sentence For instance, correctlyand accurately. changedentirelyif one uses fhe word adverse when what he meansrs
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averse or whenhe useseffect, whenwhathe meansisaffect. suggestededit : Accuracy includesthe use of non-sexistranguage that does not eiclude women and does not reinforce stereotyped roles of women and men. Section Xll. Canons of Taste for Journalists 1.3 Rapeand sexcrimes 1.5 Slurs on people 1.5.1 Avoidlanguage that stereotypes and insults womenor ignores the changing role of women.Languagethat stereotypes womenis falseand demeaning. Journalists shouldkeep in mind that women,like men, are human beings, not primarilyhousewives and sex obiecfs. C. Kapisanan ng mga Brodkaster ng pilipinas(KBp) The Kapisanan ng mga Brodkaster ng piripinas (KBp or Association of Broadcasters of the Philippines) is a self-reguratory bodyfor the broadcast industry.

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lt is It is the foremostbroadcast mediaorganization in Jhe country. stations, of ownersand operators of the radioand television composed The KBPwas as well as the radio'and television stations themselyes. professional organized to elevate andethical standards of the Philippine promotesocial responsibility, of the broadcasts, work in advancement broadcast industry and protect the rightsand interests of broadcasters. TheCodeis extremely in enforcing detailed butthe KBPfacesa problem them due to lack of personnel to monitor all the radioand television in the Philippines. The following stations are just someof the existing provisions thatreferto gender equality andsomesuggestions. (1) Broadcast 2007(KBP) Codeof the Philippines "A person's race,religion,color,ethnic, Article22 Discrimination. genderand physicalor mentaldisabilityshall not be usedin a way that could embarrass, denigrate or ridicule him." gender race,religion, Suggestededit: "Aperson's color,ethnicity, physical in way that or mentaldisabilityshallnot be used a and denigrate or ridiculeanyone." could embarrass,
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I t

Article27 On-AirLanguage. Section 1. Vulgar, obscene or indecent language is prohibited. tendingto indicateviolence, sedition Secflon2. Language rebellion is prohibited. or areprohibited. Secfion 3. Name-calling and personal insults language Section4. Use non-sexist (2) Self-regulation in the KBP or selfThe authority discipline fromwithinits ranks, of KBPto enforce and regulation, hasbeenhonored by government authorities since'1975 and upheld by a 1987Supreme Court decision. A ruling by the Securities (SEC)in January KBP's 1992likewise upheld Exchange Commission of all broadcasters. authority to require the accreditation The KBPcontinually and reinforces Code,Radio updates the Television whicharerecognized by government Code, andtheTechnical Standards, and authorities. Rulesare enforced througha systemof reprimands sanctionsl2.
12 PhilippinePress Freedom Primer,CMFR,2007

The KBP has a StandardsAuthoritythat enforcesstandardsin throughits Radio and programming, and trade practice advertising, procedures in Codes. fhe Authorityobservesestablished Television of the violations casesinvolving and adjudicating hearing, investigating, or permanent penalties suspension that can include Codes.lt imposes of radioand A number andfines. fromKBPmembership disqualification but becausethe by the Authority, TV stationshave been sanctioned of the so violations havebeenminimal, penalties, thefines13, in particular Codecontinue. CouncilInc' (2010) of Advertisingof theAd Standards D. Standards of Presentation Article 1 GeneralStandards and Vulgarity. Obscenity Secfion4 Sex,Profanity, and as sex obiects not depictor exploitpersons shoutd c) Advertisements profane vulgar and blasphemous, obscene, not containoffensive, shoutd wordsor any sexualdoubleentendres. or stereotyping innuendo themes,sexual violentor indecent e) Salacious, likelyto causeseriousor generaloffenceshouldbe avoided.
13 for individualsand Php 10,000for stationswho commit a First Offense Php. 5,OOO

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of presentation ArticlelV Other standards Secfion1 Disparagement. : shall not directly or indirectly disparage,ridicule, b) Advertisements groupsof persons or any criticize or attackany naturalorjuridical person, gender, or economic social on the basis of secforof societyespecially c/ass,religion,race or nationality. provisions intheBroadcastandAdvertising many Asself-regulating bodies, it is the code is one, implementing Enhancing Codesare not followed. the is essential and moreso, educating another. Thatis why monitoring public. Mechanisms E. OtherSelf-Regulatory complaints of handling whois in charge haveanOmbud Most newspapers "Letters to to the Edito/'alsoserveas a forumfor readers from readers. issues. on various airtheirviewsandopinions is a regulatory bodywithinthe Philippine PressCouncil The Philippine which (PPl),the national organization of newspapers, PressInstitute

guarantees rightof redress. everynewssubject's by accepting Press Councils (PCs) promote press accountability wereorganized councils Initially, threepress thepress. complaints against and Palawan. in Cebu,Baguio, issues, forthediscussion of media andrelated forum a public PCsprovide and of newsprograms of reports and usefulness including the relevance keyrepresentatives publications Apartfrom theyserve. to thecommunities include members fromthe academe in the localmedia,presscouncils membershas been of non-journalist The inclusion and civil society. process The regional moreaccessible. to makethe grievance designed areas of for replication in different models as growing PCsareenvisioned and complaints a venuefor hearing The PC can provide the Philippines. parties. for offended recourse "Where the presscouncil shouldalsobe mostuseful, the pressis freest, press to to the public it haspledged the thatconnects at least, as a venue Director. CMFRExecutive de Jesus, noted Melinda serve," Quintos "Publicinvolvement she added"pavesthe way for in presscouncils,"
L8

a publicthat can an emergent community that is truly medialiterate, inaccurate, biased and unfairreporting become morecritical of flawed, That public will, in the longterm,be the one to force and commentary. itselfto be held to a public members of the pressand the institution accounting."t4 - FAIRSTORIES IV.DEVELOPING GENDER intoall issues that are A genderlensallowsone to gaindeeperinsight politics, and business coveredby media,becauseevents,policies, just as theydo the richandthe poor. impact menandwomen differently, of a story Understanding the difference can help us to see dimensions thatwouldbe otherwise overlooked. "ln developing them,it is useful to remember stories, as well as editing story. Beloware some questionsthat thatgenderis partof everyquality help makea genderfair story: . in thisstory? Wherearethe womenin Howvaried are the voices it?
PhilippinePress Freedom Primer,CMFR, 2007

. .

(ls it in a mannerthat reinforces Howare the womenportrayed? stereotypes thatunduly shows themas victims?) Whatrolesdo thesemen and womenhave(thinking alsoabout age,class,race,and ethnicity) and how do thesefactors shape the issueand story? Whatare the powerrelationships between menand womenand the how do theserolesand powerrelationships furtherexplain issuebeing addressed? Howare the impacts for women of events and processes different andmen?15

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IPS Gender and DevelopmentGlossary3d edition

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FORMEDIA CODEOF ETHICS


passedRepublic This Codeof Ethicsis offeredin view of the recqntly Under knownas the MagnaCartaof Women. Act No. 9710,othenrvise and non-derogatory 16 of RA9710it callsfor non-discriminatory Section portrayal in media andfilmof women "The Stateshallformul ate policies of and programsfor the advancement withgovernment women in collaboration and non-government media-related lt shallI ikewise endeavor organizations. to raise the consciousnessof the generalpublic in recognizingthe dignity of womenand the role and contribution and of womenin the family,community, society through the strategic use of massmedia". "For this purpose, the State shall of space,airtimeand ensureallocation
A

resources, strengthen programming, production, and image-making that appropriatelypresentwomen's needs, issues, and concerns in all forms of media, communication, information rtising." mination,and adve di sse 19 B(3)states Section Rulesand Regulations, Underthe lmplementing that: "TheOfficeof the PressSecretary (OPS) and its attachedagencies shall of policiesand ensurethe formulation pursuant programs of implementation to the Act and fhese Rules and lt shall a/so...createa Regulations. gender equality committeecomposed from OPS, PCW, of representatives various self-regulatory bodies and the NTC, MTRCB, FAe FDC7 OMB, NCCA, representative of women's
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media NGOs to promote gender formulate the gender mainstreaming, and Codeof EJhics equalityguidelines the for media,andmonitorand evaluate thereof." implementation thisCodeof Ethics function of media, In recognition of the self-regulatory to the provisions of media in adherence codes existing seeks to enhance of the MagnaCartaof Women. PREAMBLE age, of any race, ethnicity, We respectthe dignityof all persons political and gender orientation, religious and sexual disability, beliefs; We believein the equalityof men and womenand fundamental in the political,economic,social,cultural,and civil and freedoms any otherfield;

inherentin all human beings we betievein the fundamentalrights human rights are women's that and recognize ,rights; We recognize the international instruments and national commitmentsthat set direction and standardsfor addressing and discrimination; issuesof genderinequality A. Content wayand in a different women impact thatall issues 1. Recognize included be of the world,they needto as halfthe population in the publicdebateand their voicesheard.All issuesare issues; women's 2. Storiesand reportsmust be basedon verifiedfacts.lnclude and contextso the audiencecan information background better; the issues understand 3. Encourage stories and reports on women and other groupssuch as but not limitedto -- children, marginalized - to peoples persons and indigenous withdisabilities, elderly, diversity; celebrate
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Focus or commodity. notbetreated as anobject 4. Women should to community contribution and substantive on her expertise and society. B . Balance bothor all sidesof the issue 1. Present anyonebased insultor disrespect 2. Do not malign,destroy, race, gender, orientation, sexual age,language, on ethnicity, political, social, or national, or otheropinion, color,religion, property, geographical birth,or otherstatus origin, disability, rights standardsl by human as established 3. Provideairtimeand spaceto women'sneeds,issuesand concerns.

Pil. 4, Section 3, Chapter I of RA 9710,

?5

G. Accuracy trialby PublicitY. 1. Avoid "advertorials" andadvertisements. 2. Label 3. Press releasesmay be used as news sourcesonly after are authentic.2 thatsources verification 4. Use realistic images and photos without resortingto techniques. computerized the news. 5. Do noteditorialize D. Sources L Do notPlagiarize. information. andcorroborate checksources 2. Double - if findings of a study or results source the reference 3. Indicate
2 Sec,4(F) Art.l, News Sources,News md Public Affairs KBP

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or survey, identify whomade the studyandthe yearit wasdone. 4. Consult of sources. Include women as experts a broadrange and sources of news. E. Language 1. Avoidstereotypes. both 2. Usegender inclusive language andterms, whichinclude fairlanguage. sexesor gender that 3. Avoid the use of offensive language. Avoid messages are vulgar, indecent,promotesubstanceabuse, gender perversion racism, Satanism, violence or sexual discrimination, or demean a member of any sectorof society. innuendos. 4. Avoid meaning words withsexual theuseof double 5. Avoid the useof labels.

F. lmagesof Women of women. the image 1. Do notexploit portrayals of women. 2. Showrealistic violence. encourage 3. Never interest. to theprurient thatappeal andportrayals visuals 4. Avoid G. From the eye of the camerato the screen/page of of womenand survivors and privacy the identity 1. Protect at all times. violence to decide of violence the right of the survivors 2. Recognize or not. to be identified whether in death' especially of persons, the dignity 3. Respect disasters. in covering on the issues 4. Focus
?a

yoursubject. a picture or filming before taking 5. Ask permission H. Integrity in anygiftsor otherconsiderations or accepting 1. Avoidoffering andtheirpractitioners. organizations newsmedia immediately. mistakes 2. Admitand correct of interest. 3. Avoidconflicts

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ACKNOWLEDGEMENT
$

Anita Estrera-Baleda,PCW PCOO SonnyColoma, Secretary PCW PCW Franz MoniqueMray-EucaPor, Rikken, "Remmy" lgnacio Remedios Chairperson KristineMichaelaM. Tuban,PCW MTRCB H. Villareal, Eugenio Chairperson Enriquez,PCW Ma. FerlyPalaganasNTC A. Cordoba, Gamaliel Commissioner Pefiera, PIA Lou Betty Director Rickefts, OMB N. Ronald Chairperson CMFR KathrynRaYmundo, FAP LeoMartinez, Director-General Jose Carreon, FAP FDCP G. Santos, Briccio Chairperson MctorinoSimon,Jr., OMB Jr.,NCCA M. De Leon, Felipe Chairperson Coronel,OMB Esperanza CMFR Jesus, Melinda Director Quintos-De Executive SophiaLumantod,NTC Director OliviaH. Tripon, Executive OCS ChrisAngelicaLumanlan, Philippines Feature Service Women's MTRCB Atty. Christine LovelYE. Red, OCS MaryGracePoeLlamanzares, Former Chairperson GilbertRemi B. Lacsina,OCS PCOO Y.Cordero, Lesley Jeanne Undersecretiary PCOO RonabelNavarro-Novero, Q. Yu,PCOO JessAnthony Secretary Assistant Atty. Ann Marie L. Nemenzo, PCOO BCS Director JohnS. Manalili, D. Cortes,PCOO PhilipPe KBP Jularbal, Atty.Rodulfo F. Josue,BGS Darius PCW L. Versoza, Emmeline Director Executive Joel S. Pelingon,BCS

Gender Equality Committee

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$:dib.ndrt onnunltili0nl @D.rati0ni@ilitr SERVICES BUREAU OF COMMUNICATIONS PCS Blds.,310 Su Rafael St., San Miguel, Mmila 1005 Tsl. No. 7342120/ Fax 7342118 c-mil: plming*bcs@yahoo.com rebsite: w.bcs.gov.ph

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