Corporate Social Responsibility and the Broadcast Media: The Case of ABS-CBN, GMA7, and TV5

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The study explored the emergence of corporate social responsibility (CSR) in the three major Philippine broadcast companies through tracing its history and the companies’ driving force to establish it. It also briefly described the forms of CSR which are currently being practiced, and the relationship of these individual CSRs in the form of foundations to the TV networks. Utilizing Mark Schwartz and Archie Carroll’s Three-Domain Model of Corporate Social Responsibility, the study discussed the factors that compelled the TV networks to institutes their own CSR. The rationale of CSR in broadcast companies was extracted from focus interviews of key players, practitioners, and academicians in the field of business and broadcast media. The three-domain model categorized these “obligations and responsibilities” into three main domains – economic, ethical, and legal. The research found that the reports mentioned by networks themselves put a heavy leaning on the ethical domain, followed by economic domain as intentions in creating the CSR. The legal domain of their activities did not greatly influence their decisions. A wider social, economic, and political context of being in a “developing” country also greatly affected the existence of these CSR institutions.

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