CEDAW/C/PHI/5-6 b. Basic gender sensitivity briefings and seminars for media practitioners and members of media organizations and associations (broadcasters’ association, advertising board and television networks) to promote a balanced and non-stereotyped image of women; c. Production and dissemination of information education campaign materials on various women’s concerns by the Philippine Information Agency, including a briefing module on women’s rights that promote a balanced and non-stereotyped portrayal of women in media. Since 1995, it has been producing 30-second public service infomercials on its specific concerns. These are aired on the six major television networks and cable channels all over the country. The agency also integrated a briefing module on women’s rights in all its training programs; and d. The Media Guidelines on Media Reportage concerning women and children’s issues and concerns is being drafted, with the active participation of the Kapisanan ng mga Brodkaster sa Pilipinas (Broadcasters’ Association of the Philippines), print media, and the Ad Board. The continuing concern of women media practitioners and journalists to produce gendersensitive materials is manifested in broadsheets, television programs, and advertising. 169. In terms of ensuring the sharing of responsibility in the upbringing and development of children, the social welfare department has undertaken a project called ERPAT or “Empowerment and Reaffirmation of Paternal Responsibilities” (also a Filipino colloquial for “father”) that aims to develop the skills of fathers in childrearing and care giving. Part of a national program for training fathers to become trainers to other fathers in the community, it has trained a total of 186 fathers as trainers. NGOs have been engaged in this type of program in other areas. NGO and private sector efforts 170. Women NGOs and alternative media groups have coalesced to strengthen their advocacy work in the media industry. Their efforts are as follows: Mediawatch, a network of individual women and women’s groups, has produced slides and videos assessing the image of women in media, while advocates have written letters to the editor and opinion articles or columns, which called attention to the negative reporting and portrayal of women in media. Kalayaan, an NGO working against VAW, has staged mime-drama-musical projecting feminist views and values. 171. Media women continue in their efforts at highlighting women’s news and issues and in linking with women’s organizations, media-oriented NGOs and similar groups. In particular, the Philippine Center for Investigative Journalism (PCIJ) whose Executive Director was awarded the 2003 Ramon Magsaysay Award for Journalism continues its attempts to make mass media relevant in the current national situation. One of its projects seeks to create an environment of public opinion sensitive to women’s health, gender, population and development issues. PCIJ trains women media practitioners to make them more gender-sensitive in their reporting of issues. Content analyses of newspapers and magazines are also being done to encourage policymakers to design appropriate measures to improve media coverage of women issues. 172. Women’s groups and other NGOs are producing alternative media programs and undertaking other women and media projects. Some of these projects are: (a) a 24-episode television series by the Philippine Educational Theater Association (PETA) on grassroots people’s issues and 57