Category: Business Mirror

Globe Telecom Inc. said over the weekend it has submitted a proposal for a unified national policy on underground conduit infrastructure, a move aimed at eliminating fiber theft and fiber cuts after the telco recorded more than 14,000 fiber cut incidents in 2025.

The proposal, filed under the Private Sector Advisory Council (PSAC) Digital Infrastructure sector, calls for a coordinated national framework to guide the planning, construction, and governance of underground conduit systems across the country.

It seeks to address the fragmented implementation of conduit projects across local government units (LGUs) by establishing national technical standards, designating a lead agency to oversee nationwide deployment, and assigning accountability for the maintenance of digital infrastructure.

Froi Castelo, Globe general counsel and president of the Philippine Chamber of Telecommunications Operators (PCTO), said the proposal is ‘timely’ given the Dig Once Policy under Section 17 of the Konektadong Pinoy Act, or Republic Act 12234.

‘A common policy for shared use of underground conduit infrastructure will give the industry a common framework for planning, deployment and long-term management,’ he said.

‘Clear governance and consistent national standards will accelerate network rollouts, improve resilience to service disruptions and optimize investments that ultimately benefit consumers and the country’s digital economy.’

=Castelo noted that climate-related disasters, as well as accidental and intentional fiber cuts, continue to disrupt connectivity even as the country’s digital economy expands.

Globe reported that it completed more than 1,500 kilometers of underground fiber facilities, which it said contributed to a significant reduction in fiber cut incidents in covered areas.

‘Digital infrastructure is now as essential as roads infrastructure and power systems. A unified underground conduit framework can help the country build networks that are more resilient, and better equipped to support the Philippines’s growing digital economy,’ said Joel Agustin, Globe SVP for service planning and engineering. The proposed policy also encourages closer coordination between national government agencies and LGUs in developing a National Underground Conduits Master Plan, establishing common technical standards, and creating a governance framework for the long-term operation and shared use of underground infrastructure.

THE Energy Regulatory Commission (ERC) outlined its priorities for a resilient and competitive Philippine energy sector, highlighting oversight of a P3.19 trillion industry.

During the American Chamber of Commerce (AmCham) Annual 9th Energy Forum held last week, the agency shared regulatory measures and priorities during the forum, emphasizing the need for regulation to keep pace with the evolving needs of the country’s energy sector.

‘The ERC oversees an industry valued at approximately P4.19 trillion, covering generation, transmission, distribution, and supply,’ ERC Market Operations Service (MOS) Director Sharon O. Montañer said. She added that the ERC strategy focuses on strengthening grid reliability, expanding consumer choice through 100-kilowatt (kW) retain competition open access (RCOA), promoting investment, and facilitating the energy transition.

To strengthen power system reliability, the ERC is advancing measures such as the proposed Philippine Grid Code 2026, transmission development and the timely connection of new generation resources, strengthened reliability performance rules, and renewable energy (RE) integration in off-grid areas.

On competition, the ERC is expanding opportunities for consumers to participate in the competitive electricity market through the implementation of the 100-kiW contestability threshold under RCOA and the Retail Aggregation Program (RAP).

The commission is likewise pursuing reforms to promote a more predictable investment environment, including the rationalized rules for setting distribution wheeling rates and the streamlining of regulatory processes, while advancing reforms in distributed energy resources and behind-the-meter technologies to facilitate greater consumer participation in the energy transition.

Montañer emphasized that these initiatives are interconnected. They form part of the ERC’s broader objective of building an electricity sector that supports economic growth, promotes competition, attracts investment, and remains adaptable as the country transitions toward a cleaner and more resilient energy future.

‘Resilience is not simply the ability to recover from disruption. Resilience is the ability to emerge from disruption with a stronger system than before,’ Montañer said.

The ERC’s urgent tasks were broadened with the recent State of the Nation Address (Sona), where President Ferdinand Marcos Jr. directed the removal of the system loss charge from the electricity that users are billed for, as well as the value added tax imposed on it.

The ERC has proposed a draft resolution to remove the 12-percent VAT on system loss charges, aiming to lower electricity bills for consumers.

It also required all distribution utilities to submit their system loss data from 2021 to 2025 and every year thereafter. In particular, the data required for submission include the generation purchased cost, transmission cost, energy output, energy input, sub-transmission and substation, feeder technical loss, non-technical loss, and kilowatt hour (kWh) shouldered by the DU in excess of the feeder loss cap, if any.

THE country’s poverty incidence declined further in 2025, according to preliminary estimates from the Department of Economy, Planning, and Development (DepDev).

Data presented by DepDev during the Development Budget Coordination Committee (DBCC) briefing on Monday showed the poverty rate fell to 9.7 percent in 2025 from 15.5 percent in 2023.

If finalized, the 2025 figure would mean the Marcos administration reached its goal of bringing poverty incidence below 10 percent ahead of its 2028 target.

‘Based on the country’s official poverty lines and the preliminary estimates for 2025, poverty incidence, or the proportion of the population being poor among Filipinos, fell from 18.1 percent in 2021 to 9.7 percent in 2025,’ Socioeconomic Planning Secretary Arsenio M. Balisacan said in his presentation.

‘This means that 8.8 million Filipinos were lifted out of poverty over this period,’ he added.

Based on initial estimates presented by DepDev, the 9.7-percent poverty rate was based on a national poverty threshold of P14,634 per month for a family of five, higher than the P13,873 threshold in 2023.

The preliminary threshold for the National Capital Region was higher at P16,842 per month, while the food poverty threshold was estimated at P554 per day for a family of five.

Balisacan said the poverty line is intended primarily to track changes in poverty over time as the threshold is adjusted for inflation.

He also stressed that the threshold should not be interpreted as the amount required for a decent standard of living.

‘It’s not so much to say that a threshold like P554 is enough to meet a decent living,’ he said.

DepDev said the decline in poverty reflected the recovery in incomes and employment as well as the continued implementation of social protection programs.

Balisacan cautioned, however, that the gains remain vulnerable to elevated inflation, particularly among poor and low-income households, which spend a larger share of their budgets on food.

Based on PSA data, food accounts for 51.38 percent of the inflation basket of the bottom 30 percent of income households. Rice alone carries a weight of 17.8 percent in their basket, nearly double its 8.87 percent share in the basket for all income households.

Food inflation was recorded at 5.3 percent in July, reversing the 0.5 percent deflation recorded in the same month last year. Rice inflation, meanwhile, stood at 19.3 percent, the highest since July 2024.

‘If inflation remains elevated, it could slow or even reverse our recent gains in poverty reduction,’ Balisacan said.

Preliminary results of the 2025 Family Income and Expenditure Survey (FIES), which will serve as the basis for the final poverty incidence estimates, are expected to be released later this month.

FRESH air, trees, open roads, and a simpler way of life are often the first images that come to mind when we think of the provinces. These familiar scenes reflect traditions and ways of life that continue to endure despite the rapid pace of globalization, digitalization, artificial intelligence, and constant innovation.

While society continues to evolve, our heritage and culture remain evident through local traditions, community celebrations, craftsmanship, and everyday practices passed from one generation to the next. Much of this cultural heritage continues to be preserved through the stewardship of Indigenous Peoples (IPs).

According to the United Nations (UN), there is no single universally-accepted definition of IPs in international law and policy because it may fail to capture their diversity within a narrow description. Instead, the UN emphasizes their right to self-identification, alongside key criteria including community recognition, historical continuity with pre-colonial or pre-settler societies, strong ties to ancestral lands and natural resources, distinct social, economic, political, cultural, and linguistic systems, and a commitment to preserve their ancestral environments and identities.

Latest estimates from international organizations indicate that there are approximately 476.6 million IPs worldwide. Representing only around 6.2 percent of the global population, they continue to be excluded from national and international decision-making processes.

Urbanization, industrialization, and infrastructure projects have frequently overlooked their rights to ancestral lands, territories, and natural resources, proceeding without proper consultation and collaboration. This places them at greater risk of poverty and social marginalization, often leading to disruptions in their way of life, such as loss of livelihood, forced relocation, and the potential loss of cultural practices and identity. Similarly, as the Philippines is home to an estimated 17 million IPs, they also experience these unfortunate circumstances. In the country, there are notable cases involving the construction of dam projects, opposition to mining activities, and other business-related disputes.

Guided by international policies, the government has protected their rights through the implementation of Republic Act (RA) 8371, or the I Indigenous Peoples’ Rights Act (Ipra) of 1997, which recognizes and promotes the rights of Indigenous Cultural Communities/IPs (ICCs/IPs). The main purpose of this law is to safeguard their rights to ancestral lands and domains, respect their customs, traditions, and economic and political systems, and ensure equal access to basic government services such as education, employment, and health.

An important provision of RA 8371 secures the right of IPs to ‘free, prior and informed consent,’ ensuring that before any activity that may affect their lives, communities, lands, territories, natural resources, or traditional knowledge commences, they are provided with all relevant information and are able to give their voluntary consent free from coercion, manipulation, or intimidation. The law also enables IPs to participate in decision-making and policymaking through the ‘Indigenous Peoples Mandatory Representative’ mechanism, ensuring their representation in local government. One example of this was the successful implementation of the FPIC process during the Angat Water Transmission Improvement Project, where approximately hundred members of the Indigenous Dumagat community and representatives of the Philippine government participated in six consultation meetings before reaching a consensus. The agreed terms included community benefits and livelihood support, demonstrating that infrastructure development can uphold IPs’ rights while contributing to socio-economic development.

Protecting the rights of IPs extends beyond promoting fairness and respect-it also recognizes their important contributions to the country’s culture and environment. Despite their relatively small population, IPs have played a significant role in preserving cultural heritage and sustainably managing natural resources for future generations. Their long-standing stewardship of forests, mountains, and marine ecosystems has enabled them to develop traditional ecological knowledge that supports biodiversity conservation and sustainable resource management. One example is the traditional lapat system practiced by Indigenous communities in the Cordillera region, which regulates natural resource use through temporary area closures. This demonstrates how traditional environmental stewardship can complement modern efforts to address climate change and conserve biodiversity.

As business operations increasingly overlap with ancestral domains, companies are expected to assess the social and cultural impact of their activities on indigenous communities. This requires conducting appropriate due diligence and stakeholder engagements to understand how operations may impact their rights, territories and communities. Failure to respect these rights may expose businesses to legal, regulatory, and reputational risks, as well as potential disruptions to business operations.

R.G. Manabat and Co. (KPMG in the Philippines) can support organizations in navigating these challenges by identifying affected communities across the value chain, evaluating actual and potential risks and impacts, and providing guidance on relevant regulatory and disclosure requirements. The firm can also assist in developing strategies to strengthen collaboration with IPs and mitigate potential community impacts.

There are still many efforts needed to achieve a better life for the Indigenous people. While modernization is essential for societal growth, it should not come at the expense of Indigenous Communities as it can never replace their value and contributions to the world. Business expansion and modernization should be pursued responsibly to help create an environment where tradition and innovation can coexist and support sustainable development.

© 2026 R.G. Manabat and Co., a Philippine partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Ltd., a private English company limited by guarantee. All rights reserved. This article is for general information purposes only and should not be considered as professional advice to a specific issue or entity. The views and opinions expressed herein are those of the author and do not necessarily represent KPMG International, R.G. Manabat and Co. or the BusinessMirror. For more information, you may reach out through ph-kpmgmla@kpmg.com, social media or visit www.home.kpmg/ph.

The 600-megawatt (MW) Wawa pumped storage hydroelectric power plant (PSHPP) project of Olympia Violago Water and Power Inc. (OVWPI) will be ready in the first quarter of 2030.

‘Before the due date, the due date is 2030. We hope to finish earlier than that.

Hopefully, sometime, no later, in the first quarter of 2030. We are trying to be pragmatic about these things.

There’s a lot of work to be done. Our goal is very simple: to deliver on our promise. We are doing well so far,’ Prime Infrastructure Capital Inc. President Guillaume Lucci said during a site visit at the pumped storage facility over the weekend.

OVWPI is a subsidiary of Razon-led Prime Infra. The $2.57-billion PSHPP project in Rizal province is currently 18 percent complete. The construction includes dams, an upper reservoir, an underground powerhouse, tunnel water conveyance systems, and a switchyard.

Essentially, the project integrates with the Upper Wawa Dam to provide 6,000 megawatt-hours (MWh) of daily energy storage capacity, intended to supply mid-merit and peak power to the Luzon grid, reduce reliance on fossil-fuel generation, and improve grid flexibility.

‘The bulk water is completed and has been operating for a while. The pumped storage is about 17 (percent) to 18 percent completed,’ said Lucci. ‘The pumped storage facility started construction about a year and a half ago. We have another three and a half years to go.’

Department of Energy (DOE) Secretary Sharon Garin, who joined the site visit, said the PSHPP project is ‘ambitious, impressive, and high-tech.’

A high-tech pumped storage plant acts as a giant water battery for the electrical grid. It uses two water pools at different heights. When power is cheap, it pumps water up. When power is needed, it lets water fall through smart turbines to make electricity

‘This is one of the most impressive projects that we’ve seen, because it’s not just about power. The efficiency of the civil works is quite impressive. It’s a feat of engineering, actually,’ said Garin. ‘Only one year and a half into construction and yet so much has been accomplished for a project this big, especially on time, or even earlier than due date.’

Prime Infra noted that pumped storage hydro absorbs energy at times of low demand and releases it when demand is high. It stands as a significant player in the energy landscape by enabling the continued dispatch of variable renewable energy as it stores excess capacity when there’s an oversupply and dispatching the same when the supply goes back down.

‘Whenever you need more power, you can call on the pumped storage to bring it. So, it’s like a battery, you can store the excess and bring it in when it is needed. It complements the renewable energy,’ added the energy chief.

This project is part of Prime Infra’s 2-gigawatt (GW) PSHPP portfolio. Another subsidiary, Ahunan Power Inc., is currently constructing the 1,400-MW Pakil PSHPP in Laguna.

The projects, which are both certified Energy Projects of National Significance, support the government’s target to increase the share of renewable energy in the Philippines’ generation mix to 35 percent by 2030 and 50 percent by 2040.

Prime Infra secured last March two financing agreements amounting to P273.47 billion, featuring P214.87-billion project loan and a P58.6-billion letter of credit facility, to finance the Pakil and Wawa PSHPP projects.

AirAsia Philippines said Sunday that a Manila-bound flight from Da Nang, Vietnam, was temporarily diverted to Clark International Airport due to adverse weather conditions in the capital.

Flight Z2 823 departed Da Nang International Airport Sunday morning for Manila but was rerouted to Clark as bad weather affected the flight’s destination.

AirAsia said the diversion was made to ensure the safety of passengers and crew.

Upon landing in Clark, passengers were assisted and accommodated at the boarding gate provided by airport authorities. Two passengers who required medical attention were attended to by the airport medical team.

The airline said snacks had been distributed to passengers while hot meals were being prepared as they waited for the flight to continue to Manila.

AirAsia said it was coordinating with authorities to secure the necessary flight clearances, permits and gate arrangements before the aircraft could depart Clark.

Flight arrangements and the estimated departure time have been communicated to affected passengers but remain subject to operational and weather conditions, the airline said.

‘We understand the inconvenience this has caused our guests. However, given the prevailing weather conditions, safety remains our priority,’ AirAsia Philippines said.

The airline thanked passengers for their patience and understanding as it worked to safely bring them to Manila.

Compose Coffee has officially opened its first Philippine branch at Market! Market! in Bonifacio Global City.

A favorite among coffee and non-coffee drinkers in South Korea, the brand has built its reputation on serving quality beverages, generous portions, and great value, proving that enjoying good coffee does not have to come at a premium.

This new store marks the brand’s third international location outside South Korea, after the successful launch in Taiwan earlier this year.

According to Jollibee Group’s Allan Tan, Business Development Head of Compose Coffee Philippines, they were inspired to bring the brand to the country because coffee has become more than just a caffeine fix for Filipinos.

‘We are excited and proud to bring Compose Coffee to the Philippines because we know that for many, it is where mornings begin, routines become a highlight , and friends catch up. Whether you are a coffee enthusiast or someone who enjoys the occasional sweet, refreshing drink, we are confident there is a drink at Compose Coffee that is just your type,’ said Tan.

While Compose Coffee has gained attention for its rapid growth and partnership with BTS’ V, what truly made the brand a favorite is its belief that a good coffee should be accessible to everyone.

By combining quality ingredients, carefully crafted beverages, and affordable prices, Compose Coffee has redefined what a value coffee experience can be.

Meet Compose Coffee

The brand’s story began in Busan, South Korea, in 2014 with a simple mission: to make high-quality coffee more accessible to everyone. Today, it has grown into South Korea’s second-largest value coffee chain, known for serving quality beverages without the premium price tag.

Behind every cup is the brand’s commitment to quality. Compose Coffee, in 2016, established its first in-house roasting facility before opening the country’s largest coffee roasting factory in 2022.

This allowed the brand to produce its signature Bitterholic Blend in-house, ensuring consistency and quality in every cup.

Planning your first visit? Start with these drinks

At Compose Coffee, there is a drink to match your every craving and preference. From bold espresso classics to creamy lattes and refreshing non-coffee options, there is something on the menu that is just your type.

Here are drinks you should not miss on your first visit.

Of course, no visit to a Korean coffee brand is complete without trying one of Korea’s most iconic coffee orders – Iced Americano (PhP 90). The brand’s version features bold espresso over ice, delivering a nutty profile with bittersweet chocolate notes – a classic choice for those who enjoy their coffee strong and straightforward.

If you are not into bold coffee flavors but still want to live your K-drama fantasies, you may want to try Orange Americano (PhP 150), a Philippine-exclusive offering. Bright orange citrus meets bold espresso, creating a refreshing cup that is perfect for warm afternoons.

If you prefer your coffee smooth, creamy, and comforting, Vienna Cream Latte (PhP 160) is a must-try. This bold cafe latte is topped with Compose Coffee’s signature silky cream, creating a rich, velvety texture that balances the espresso’s boldness.

But if you are someone who enjoys a sweet coffee experience, Dalgona Latte (PhP 170) offers a delightful twist on a cafe classic. Finished with a generous layer of crunchy, caramelized dalgona, every sip offers a satisfying blend of sweet, creamy, and bold flavors – definitely a treat for those with a sweet tooth.

Staying true to its promise of making great-tasting coffee accessible, all beverages are served in a generous 20oz size, giving customers more coffee and even greater value in every cup.

More than just a coffee shop

Beyond its signature beverages, Compose Coffee hopes to become the new coffee spot where Filipinos can create their own coffee rituals – whether it is a quick morning pick-me-up, an afternoon work break, or a catch-up session with friends.

As the brand begins its journey in the Philippines, it sets its sights on becoming a familiar part of Filipinos’ daily coffee routine.

‘We believe great coffee should be exactly as it should be – consistently delicious, accessible, and something everyone can enjoy every day. From our signature Bitterholic Blend and carefully crafted beverages to our affordable prices and fast service, every part of the Compose Coffee experience is designed to make quality coffee an easy part of our customers’ daily routine,’ said Nicole Tan, Marketing Manager.

Whether you are a coffee enthusiast, a curious first-time visitor, or simply missing a taste of Seoul, Compose Coffee invites you to discover a drink that is just your type.

Visit the brand’s first branch at Market! Market! in Bonifacio Global City and experience coffee as it should be. You may also follow Compose Coffee Philippines on Instagram and Facebook for promos and other updates.

THE past few days, two young lady golfers have been making waves-although for completely opposite reasons.

The first one is a story of resilience, of a young lady who overcame crushing losses and meltdowns to finally bag one of the biggest trophies in amateur golf.

The second lady, kept anonymous but whispers have made their way to ‘marites’ middle-aged golfers, made news due to accusations of cheating in a collegiate golf tournament.

Let me start with the second lady golfer, Ms. Wrong Card. Playing college golf is one of the most fun times a young golfer can have. Getting to represent your school in competitions, experiencing team play in a mostly individual sport is quite a treat. I know this personally since I was fortunate enough to experience playing college golf during my time at Ateneo.

College golf

I WASN’T your typical junior golfer. I took up the game relatively late, at 15 years old. Competitive juniors my age were already scoring in the low 70s and the better ones, already breaking par routinely.

But at 15, I was a complete beginner at golf, having played mostly basketball and tennis growing up. Although I come from a golfing family, I was never forced into it and only got interested in high school.

Luckily, with my dad’s guidance and funding, I had access to golf and coaching and by the time I was 17-two years into golf, I was already breaking 80 on good days. I still remember signing up for varsity team tryouts. I was a 12 handicap then, and I saw a few dozen names on the tryout sheet.

The venue was Valley Golf’s South Course and there were eight slots on the team up for grabs-four players on Team A and another four slots on Team B. Now eight slots isn’t too bad, but I found out that we all had to play against current team members too, as being on the team isn’t guaranteed. Every year, we had to battle for our slot on the roster.

I have to admit it was the most pressure I’ve experienced on a golf course in my life. That day, I shot 83, not spectacular but respectable for my skill level. Surprisingly, I made the team and I even made Team A, barely.

I think on my freshman year, there were four of us who joined the teams and four former members who kept their slots. Those four years of college golf were just plain fun. We competed against young men our age, some members of the national team.

Our squad kept a steady third best among universities that competed, but we were never a threat to schools who had standout amateurs and national players in their rosters.

Anyway, back to Ms. Wrong Card. The Junior Golf Federation of the Philippines (JGFP) has been doing a great job of promoting the game and in cooperation with the University Athletic Association of the Philippines, has provided a venue for golfers from different colleges and universities to compete.

In a recent tournament of the JGFP College Series at Mimosa, a competitor submitted a different scorecard from the official one in the hopes of maybe improving her team’s chances. Luckily, the cheating attempt was foiled with the help of the marker who took a photo of the official card she marked for Ms. Wrong Card.

That was enough proof for the organizers to disqualify Ms. Wrong Card and it may also get her expelled from her team. Whispers are circulating that the Ms. Wrong Card is from a top university and belongs to a golfing family who were active in junior golf development.

Was it pressure? Was there too much pride on the line? Who knows? What is clear is that at such a young age, and in such a wholesome competitive environment, kids or young adults can already get the temptation to cheat. Hopefully, this serves as a learning experience for this young lady.

Asterisk does it

THE next young lady needs no introduction if you follow amateur golf. Asterisk Talley first became a familiar name when she competed in the finals of the US Girl’s Amateur against our very own Rianne Malixi.

Rianne won that one over the younger Talley. Just weeks after that US Girl’s loss, it was again Talley vs Malixi in the US Women’s Amateur. Rianne won that one again. Asterisk Talley was just 15 then, and she would have many chances for redemption.

At last year’s Augusta National Women’s Amateur (ANWA), Asterisk was at it again, getting herself in contention by the final round and finished second. This year, Talley was looking good, leading heading into the back nine at Augusta.

But hole 12 had different plans and Asterisk made a disastrous quadruple bogey to end her chances. Those heartbreaking close calls served as fuel and never deterred the feisty Talley.

At this year’s US Women’s Amateur, she dominated top seed Anna Iwanaga convincingly. Talley made sure she won’t need to claw her way to a win. She dispatched Iwanaga 8 up with six holes to go.

These two tales from two young ladies demonstrate what’s great and what’s wrong with golfers, no matter the age. Resilience, grit and glory vs entitlement and cheating. I hope fellow golfers, regardless of age and gender can learn from these stories.

Ask a teen what they want to be when they grow up, and there’s a fair chance being an influencer is on their list.

Digital media and the people who star in it have been cultural mainstays for teens’ entire lives, so creating social media, video or podcast content seems a natural, albeit nontraditional, career path. And now they can earn a college degree in that very field.

Arizona State University recently launched a new bachelor’s degree in content creation, offered through its Walter Cronkite School of Journalism and Mass Communication. The curriculum overlaps with that of ASU’s mass communication and media studies degree, with the major departure being a slate of specialized electives on podcasting, studio production and on-camera presence.

ASU’s announcement was met with swift criticism from many sides – from people who feel content creation is not a legitimate profession to those who question the value of a college degree in launching a social media career.

But the ASU program is not the first of its kind.

And the university, which declined an interview request about the new program, is not the first to offer content creation courses.

Universities, eager to compete for a shrinking student population, are rolling out new majors intended to prepare students for today’s careers. Whether they lead to jobs can be up for debate.

College courses in content creation have riled critics

Many higher education institutions have started offering classes focused on the burgeoning content creation industry over the past couple years, and several have certificate or minor programs. Syracuse University, Quinnipiac University and Colorado State University offer minors, and St. Bonaventure University announced a content creation major last winter.

To Brooke Erin Duffy, a communication professor at Cornell University, these college programs represent an inflection point. During the past year, Duffy said, institutions in education and beyond have been acknowledging content creation as a viable career path – even if the term ‘influencer’ itself hits a nerve.

On social media, influencers are everywhere, sharing shopping recommendations and lifestyle content or promoting beliefs about health or politics. Because even influencers with relatively small followings have loyal audiences, brands also often pay them to talk about products.

The image of a prototypical influencer, Duffy said, is usually a ‘young girl who is snapping selfies and just reaping in tremendous rewards for seemingly not doing anything.’

But that’s not the reality for many content creators, who are working on media production, audience retention strategies, brand partnerships and business relationships associated with their online presence.

‘It is a time-consuming, labor-intensive job that often doesn’t pay well – at least in the beginning,’ Duffy said. ‘But a lot of that gets concealed behind … this assumption that it’s a dream job.’

The creator economy is booming, but not everyone reaps the riches

Even if someone has the skills to make it in content creation, it isn’t easy to break in.

Social media is already a crowded field, and it’s going to get even more competitive in the coming years, said Max Willens, a principal analyst at Emarketer who covers the creator economy.

Emarketer forecasts that social media creator revenue in the US will climb above $20 billion this year, but Willens said it’s important to contextualize what that means for individual creators.

‘The overwhelming majority of that money is not going into creators’ pockets,’ he said, even though their content and their followers form the foundation of the lucrative field.

Influencers can earn money from social media platforms, which reward high engagement, and some earn commission if people buy a product they’re promoting. But the largest share of influencers’ earnings comes from sponsored content – getting paid to talk about a brand or product. Willens said he expects the amount brands spend distributing and amplifying creator content will eventually surpass the amount creators earn making it.

The idea that a specialized college degree will ‘suddenly turn people into viral content machines deserves a bit of a reality check,’ Willens said.

Duffy noted that becoming an influencer often is perceived, incorrectly, as a path to get rich quick. Colleges that introduce content creation degrees may be hoping to attract new students – and their parents – who are looking for ‘a job that will pay off,’ Duffy said. ‘Whether or not it does is another story.’

A degree’s price is also a factor: At ASU, base tuition for Arizona residents is about $12,000 per academic year, excluding scholarships, but the total cost of attendance can exceed $37,000 after factoring in room, board and other fees. For students from outside of Arizona, tuition is more than $35,000 and the total cost of attendance is around $60,000 before scholarships.

Creators see value and transferable skills in these programs

While many content creation students may be hoping to become viral sensations, Phoenix-based creator Aiesha Beasley said she could see programs like ASU’s being valuable even to those without that dream.

‘Having a digital presence and a personal brand is very important nowadays,’ Beasley said. Building a platform and sharing that personal brand online can help a person network and gain entry to settings they may not have had access to otherwise, she said.

Beasley, who has been a full-time content creator for three years after more than a decade posting online, works with small businesses to help optimize their social media presence. She noted that ASU’s courses would teach several transferable skills in fields such as communications and marketing.

Content creator and actor Sammy Cristerna graduated from Arizona State University this spring with a degree in sociology and political science, but said he ‘absolutely’ would have taken classes in the content creation program and considered the major if it had been available.

The courses, Cristerna said, would have been useful in learning how to negotiate brand deals, maximize monetization opportunities and cultivate and keep an audience. Some of those skills can be self-taught through experience, he added. Still, ‘it’s nice to have that formal education.’

The one thing Cristerna said he isn’t sure will translate in the classroom is personality.

To connect on camera, a person needs to have ‘good energy,’ he said. ‘That’s hard to teach.’

FRANCINE WONG continued her torrid run on the Palawan Junior Tennis Series, fashioning contrasting victories in the girls’ 14- and 16-and-under divisions to claim MVP honors in the Mayor Edwin Olivarez Juniors Age Group Tennis Championships in Sucat, Parañaque last Thursday.

The rising Cagayan de Oro City star barely broke stride in the 14-and-under division, dropping just seven games in her first four matches before stopping the giant-killing run of unranked Kyla Caguioa, 7-5, 6-3, in the final.

Caguioa had stunned top seed Amanda Barrido, 6-3, 3-6, 11-9, in the second round and followed it with two more victories to earn a shot at the crown. But Wong survived a tight opening set before asserting her class in the second to seal the title.

Wong then battled through another test in the 16-and-under final, overcoming Barrido, 3-6, 6-3, 6-2, to complete her two-title romp.

The twin victories mirrored Wong’s impressive sweep in the opening leg of the Palawan Junior Luzon Series and further underlined her growing credentials as one of the country’s promising young players looking to follow the path blazed by Alex Eala onto the international stage.

Eala’s breakthrough on the world circuit has helped fuel renewed interest in junior tennis in the Philippines, with the Parañaque tournament drawing a full field of 256 players competing for titles and ranking points in four age-group divisions, each featuring 32-player draws.

The Group 2 tournament, presented by Dunlop and sanctioned by the Philippine Tennis Association and Universal Tennis Ranking, is part of the Olivarez family’s continuing grassroots tennis program, providing young players with a high-level competitive platform. It also served as the second stop of the three-leg Luzon Junior Series following successful circuits in Mindanao and the Visayas.

The Luzon swing concludes at the Colegio de San Agustin Tennis Stadium in San Jose del Monte, Bulacan, from Aug. 20 to 30. Registration remains open. For details and registration, contact tournament director Bobby Mangunay at 0915-4046464.

In the boys’ division, Jan Caleb Villeno matched Wong’s feat by sweeping the 14-and-U and 16-and-U singles titles to share MVP honors.

The San Pablo City standout edged Djokovic Garcia, 7-6(4), 6-0, in the 14-and-U final before dominating Yuan Torrente, 6-2, 6-3, for the 16-and-U crown.

Villeno then completed a three-title haul by teaming with Anthony Cosca to defeat Garcia and Vivaan Garg in the 18-and-U doubles final of the event supported by ICON Golf and Sports and Palawan Group of Companies.

In other singles results, Melatiah Pascua dominated Jasmine Sardona, 6-0, 6-2, while Garg subdued Cosca, 6-2, 6-2, to split the 18-and-U titles. Eilythia Comia edged Jaynelle Castro, 7-5, 6-0, and Raven Licayan beat Liam Harrow, 6-3, 6-3, for the 12-and-U crowns.

In doubles, Castro and Barrido defeated Abrielle Asistio and Julia Bermejo, 8-3, while Rafael Cablitas and Tyronne Caro edged Licayan and Lance Recto, 8-6, for the 14-and-U titles. Agatha Asistio and Pascua claimed the girls’ 18-and-U doubles crown with an 8-4 victory over Claire Alcala and Sardona.