Peru. Peru's Local Media Coordinator, Medios Perú, sent a letter to broadcasters taking stock of the industry over the past year. The full text of the letter is as follows:
Radio Broadcasters of Peru
We have just finished a new annual day. The hard work in the realization of the National Congress of Broadcasters has yielded positive results for the country's radio and television. The Executive Committee and the professionals of the Coordinator of Local Media of Peru (MEDIOS PERÚ) inform the broadcasters of Peru and the public opinion of the following:
The institutionality of local broadcasting
Local broadcasting, is no longer a person or a company with authorization from the MTC, local broadcasting is an institution of civil society, which has obligations and rights, which is part of the State and together contributes to the country, democracy and its development. Today local broadcasting is a whole and not an individual.
The consistent, dedicated and serious work carried out day by day in the last 7 years by the Coordinator of Local Media of Peru (MEDIOS PERÚ), has allowed local broadcasting to be recognized institutionally by national authorities, public and private organizations; advertisers, advertising agencies and media centres; industrial and financial enterprises; professionals and civil society in general.
Local broadcasting on the government's agenda
The recent National Congress of Broadcasters of Peru has served to put local broadcasting on the agenda of the government (Executive) and the Congress of the Republic. The presence of high authorities of the Central Government, Congressmen of the Republic, State officials and representatives of civil society, has allowed them to understand that in Peru there is a local broadcasting different from national broadcasting, promoted by the large corporations of Lima, therefore its legal, administrative and economic treatment must be differentiated, for example, in the distribution of state advertising, in the implementation of Digital Terrestrial Television (DTT), in the migration of the bands tendered for telecommunications and in the implementation of digital radio, among other aspects.
Local broadcasting as a company
Local broadcasting is in the crosshairs of the country's biggest advertiser: El Estado. And also from advertising companies such as Claro, Entel, Backus and others. However, everyone has a problem to place their ads directly on local radio stations, that problem is THE BUSINESS INFORMALITY of most of these stations. Only a few are efficient and work fulfilling all the formalities within the framework of the advertising business.
This year, as Coordinator of Local Media of Peru (MEDIOS PERÚ) we have proposed to train and disseminate information related to the commercial activities of radio stations, so that more stations are ELIGIBLE to advertise and disseminate advertising of the State and large brands. The goal is to break the doubt that some local radios are informal and that local media are not in the media "standard" to advertise.
Before you ask for state publicity, be prepared to be ELIGIBLE.
Note: Medios Perú will NOT be an intermediary or venture into the advertising business, we only prepare the way for this to happen directly or through advertising agencies, media centers or brokers.
Attention to procedures and files in the MTC
The Coordinator of Local Media of Peru (MEDIOS PERÚ), has managed to achieve important objectives and goals for the benefit -not only of our affiliates-, but of broadcasting in general, serving with our efforts all the broadcasters of Peru, including national and local operators.
One of the permanent battles we gave was against the bureaucracy and state secrecy within the MTC, especially in the previous administration, however that has allowed the current authorities to improve the attention in the broadcasting services.
We know that the current authorities make strenuous efforts and that it is difficult to attend to all the procedures, however to the extent of their possibilities they are doing so, therefore, we value and recognize the effort of the Deputy Minister of Communications, Carlos Valdez Velaquez-López and his officials of the General Directorate of Authorizations in Telecommunications (DGAT) and the General Directorate of Control and Supervision in Telecommunications (DGCSC). Transfers, renewals and new authorizations that had been trapped for years have been attended. Not everyone, but progress is being made, so it is natural to thank and recognize good deeds.
Medios Perú already has a representative in ConcorTV
Ministerial Resolution No. 825-2016 MTC/01.03 was published in the official gazette El Peruano, by which Eduardo Martín Piaggio Farfán was appointed at the proposal of the Coordinator of Local Media of Peru (MEDIOS PERÚ), member of the Radio and Television Advisory Council (CONCORTV). The resolution is signed by Minister Martín Vizcarra Cornejo.
Piaggio Farfán is currently President of the Coordinator of Local Media of Peru (MEDIOS PERÚ) and has the mission of working intensively to improve good practices in local radio and television.
We moved, we have our own place!
The growth of local broadcasting has not only been institutional and union, but also material. The Coordinator of Local Media of Peru (MEDIOS PERÚ), since October 10 has its own offices to serve the broadcasters of Peru and continue working from the Executive Committee, made up of regional delegates and specialist professionals.
Thanks to the credibility, the constant work and the contribution of our strategic partners, we have been subject to mortgage credit and obtained an apartment located inside the condominium "Fernando Belaunde", Jr. Zorritos 1399, Block N° 29, Interior 203, (next to the MTC). There we will continue to serve and support broadcasters throughout Peru.
Multiple agenda for broadcasting
The agenda for broadcasting is broad, we would like to work on all issues, but our logistical and personnel capacity is limited; however, we try to give emphasis and priority to issues of common need for the largest number of broadcasters.
Finally, we reiterate our thanks to all the broadcasters of Peru for their support and collaboration with our institution, their institution. Register at no cost or payment and be part of us. UNITED WE ARE MORE!, UNITED WE CAN MORE!
Campaign: listen to radio from here!
Within the framework of the National Congress of Broadcasters, the campaign "Listen to radio from here... LISTEN! The objectives are: 1) Unify the voice of local broadcasting into a single message. 2) Promote the audience, consumption and tuning of local radios. 3) Ratify that the strength of local radios is stronger throughout Peru. In that same sense we will soon do it with a spot for television.
From today to all the broadcasters of Peru -affiliates and non-affiliates- we invite you to join this advertising campaign, for which we put at your disposal the three versions (there is one with images for those who have radio and television, if you wish you can edit the images, according to your location).
