Peter MusngiABS-CBN Manila Radio Division head Peter Musngi, concurrent managing director of ABS-CBN Sports, is in overdrive as he works toward institutionalizing a legacy consistent with the network’s credo of being “In the Service of the Filipino” and DZMM’s dual mission, “Una sa Balita, Una sa Public Service.”

Since 2010, Musngi’s team has embarked on TLC (Teaching, Learning and Caring), a classroom-cum-clinic on wheels that aims to serve the needs of those who cannot afford medical care and give a taste of the joy of learning to the 6- to 11-year-old children who are unable to go to school. Twice a month, the TLC van visits depressed communities bringing volunteer doctors, dentists and nurses along with anchors, reporters and network stars, resulting in an integrated public service effort of ABS-CBN.

TLC follows through on the highly successful Kapamilya, Shower Na project, an idea borne out of the desire to help the typhoon Ondoy victims initiated by DZMM anchor Ted Failon and adopted by the entire DZMM staff, partners and donors. It provided free shower facilities and toiletries to victims of typhoon Ondoy in 2009 in the different evacuation centers.

Facing up to credo
“I think somehow, we’re not only talking about CSR (corporate social responsibility), but also a legacy. Not my legacy, but of ABS-CBN as a whole. It is symbolic of the fact that we’re facing up to our credo,” said Musngi.

Aside from being available to other ABSCBN divisions or platforms, the TLC van is at the heart of an emergency preparedness system that is ready to provide help in crises such as fire, flood, earthquake and other natural disasters. TLC is equipped to go at a moment’s notice and can be deployed together with the Kapamilya, Shower Na van to priority areas.

Grateful to institutional partners like ABS-CBN Foundation Inc., the United Architects of the Philippines, the Filipino- Chinese Charity Clinic, St. Luke’s Medical Center, Lingkod ER Foundation and the Philippine Charity Sweepstakes Office, Musngi said the overwhelming response of DZMM listeners and TeleRadyo viewers makes for a solid base on which to build the ABS-CBN legacy.

Moving on to sports programming, Musngi is proud of ABS-CBN’s emergence as the country’s top sports content and events broadcaster.

Number one network
“What seemed to be an impossibility 10 years ago is now a reality. We are the number one network in terms of hours devoted to sports content, as well as the quality of sports properties and coverage or production. ABS-CBN is the first network that covered and delivered sports events in full high definition. ABS-CBN gave the NBA (National Basketball Association) the highest ratings the franchise has ever had in the Philippines. And I must give credit to our chairman (Eugenio L. Lopez III) for bringing the Azkals (Philippine soccer team) to ABS-CBN at a time when they were practically unknown,” Musngi said.

He admitted that Filipinos were not soccer fans. “This is why the Azkals’ success is phenomenal.”

At first, Azkals games only rated highly in the Visayas and Mindanao, with Barotac Nuevo town being the football capital of the country. Subsequent games also took Metro Manila by storm. But it was the July 3, 2011 match in Rizal Memorial Stadium that made local sports TV history. “At that point, I believe we broke the imaginary threshold of the Filipinos’ affection for football,” Musngi said.

Opportunity to keep innovating
With the breakthrough, sports programming has been recognized as one of the pillars for ABS-CBN to become a total entertainment company. And though success does breed copycats, Musngi welcomes competition as an opportunity to keep innovating in order to offer something fresh to listeners on radio and viewers on TV.

“I came from the ABS-CBN of old. At that time, it was already well identified with the Lopez Group and it was part of the brand equity that it was a privilege and well worth your time working for the Lopez Group,” Musngi said. “The company took care of you, not out of entitlement but because you deserve it as a positive contributor to the business. You give value added to the company, constantly changing and improving to keep your business ahead, because competition is not sitting idly by. How do you maintain that leadership? You have the rare opportunity and the responsibility to impact audiences, listeners and fans in a very positive way. Use that position to innovate, evolve and bring value to your work.”