NCCA, TMT sign deal to promote culture, arts

THE National Commission for Culture and the Arts (NCCA) and The Manila Times signed a memorandum of understanding Tuesday to promote Filipino culture and the arts. The agreement, formalized by Victorino Mapa Manalo, chairman of the NCCA, and Blanca Mercado, president and COO of The Manila Times, aims to amplify the visibility and accessibility of cultural initiatives and artistic endeavors across the country. The signing of the agreement, held at the NCCA Building in Intramuros, Manila, signals a collaborative effort to integrate media and culture in disseminating crucial information about the arts to Filipinos nationwide. "This is our way of reaching out to the public. It is important for the NCCA to have defined coverage of our future events," said Manalo as he emphasized the importance of the partnership. He said The Manila Times would serve as the primary platform for publicizing NCCA announcements and providing media coverage for cultural events. Mercado said that through this partnership, The Manila Times will play a pivotal role in creating widespread awareness about cultural programs, exhibitions and performances. She said by offering a mainstream platform, the media company will ensure that the richness of Filipino culture reaches a broader audience, thereby fostering greater appreciation and participation. The Manila Times has long been a steadfast supporter of arts and culture, consistently covering stories that highlight Filipino heritage and creativity. "Through detailed event coverage, feature articles and announcements, our newspaper seeks to inform and inspire Filipinos about the dynamic cultural landscape of the country," Mercado said. "This partnership is an extension of our dedication to supporting and celebrating the arts. We are honored to be the NCCA's partner in showcasing the vibrant tapestry of Filipino culture," she added. Mercado further pointed out that the partnership underscores the media's influential role in shaping public discourse and engagement with culture. She said by leveraging its reach and editorial expertise, The Manila Times will spotlight not only major events but also lesser-known cultural initiatives, giving voice to grassroots artists and organizations. The collaboration between The Manila Times and the NCCA is expected to lead to a more informed citizenry regarding the state of the country's cultural and artistic endeavors. "A well-informed public can better appreciate the value of preserving cultural heritage and participating in artistic endeavors, which are vital to strengthening national identity," said Mercado. She pointed out that in a time when cultural promotion faces challenges from globalization and diminishing traditional platforms, "partnerships like this demonstrate how media and cultural institutions can work hand-in-hand to preserve and celebrate the nation's soul." "Together, the NCCA and The Manila Times aim to ensure that the nation's stories, traditions, and creative expressions continue to thrive and resonate for generations to come," said Mercado.