History

CMMA HISTORY

Tribute to those who are serving God through media

Jaime L. Cardinal Sin described the Catholic Mass Media Awards (CMMA) as “a tribute to those who are serving God through media” when he launched the awards-giving body in 1978 in observance of the International Social Communications Day, established by the Universal Church to stress the importance of mass media and to instill a sense of responsibility in communicators.

On his fifth year as Archbishop of Manila, Cardinal Sin gathered a group of media practitioners at the Pius XII Catholic Center and, in simple rites, honored men and women in media who had made outstanding contributions to the country and to the Church through their respective fields of communication.

The early operations of the CMMA were modest and family-type in nature. The organization was handled by the Archdiocese of Manila’s M.E.D.I.A. (Metropolitan Department of Institutional Affairs) Office, the precursor of what is now known as the Archdiocesan Office of Communications. Cardinal Sin formed a committee with himself as chairman, together with several prominent personalities, among them                   Fr. James B. Reuter.

Initially, the CMMA recognized excellence in four media fields: Print, Television, Radio, and Film. In 1979, Advertising was added as the fifth category. In 1980, the Music category was introduced, further expanding the Awards’ recognition of creative excellence in communication.

From the beginning, awardees were selected by a distinguished body of jurors chosen for their competence, impartiality, and integrity. The strict selection of judges continues to this day and includes communication practitioners, academicians, civic and religious leaders, and members of the clergy.

The CMMA has since been held annually. In 1981, His Holiness Pope John Paul II graced the awarding ceremonies and personally handed the trophies to the winners. He emphasized the significant role of mass media in shaping society and reminded communicators of their responsibility: that what people see and hear through media greatly influence the way they think and act.

In 1984, the awards were opened to entries from all over the country. In 1986, in light of the historic events that unfolded in the Philippines, the CMMA recognized the vital role of communicators—particularly in radio, print, and television—in reporting the triumph of peace and democracy during the EDSA Revolution. Outstanding communicators, regarded as among the heroes of that period, were awarded the distinctive CMMA rock trophy or plaque of merit.

In 1992, the CMMA strengthened its focus on honoring media products that exemplify both technical excellence and the transmission of human values. While rooted in Christian inspiration, the Awards have consistently emphasized that winning productions need not be explicitly Christian, nor must awardees be Catholic, affirming its commitment to total human development.

In 1995, during his second visit to the Philippines for the World Youth Day, Pope John Paul II once again graced the CMMA awarding ceremonies at the Philippine International Convention Center (PICC), personally handing out awards and congratulating the winners.

The CMMA experienced a brief hiatus in 1998 and 1999 but was revitalized in 2000 when Cardinal Sin appointed Ambassador Antonio L. Cabangon Chua as President and Chairman of the Board of Trustees. He served faithfully until his passing on March 11, 2016.

In 2001, the CMMA expanded beyond being solely an award-giving body and strengthened its advocacy for responsible and values-oriented media. The first CMMA Media Fair was launched as part of this renewed mission. Recognizing the rapid evolution of communication technologies, the Internet was also included among its award categories that same year.

That same year marked another milestone with the establishment of the Student CMMA, aimed at encouraging young communicators to pursue excellence in media practice guided by Christian and human values, thereby nurturing the next generation of responsible media practitioners.

In 2004, the Serviam Award was established in tribute to Cardinal Sin, whose episcopal motto was Serviam (“I will serve”). The award honors individuals and institutions that promote and transmit sound values through media-based programs and initiatives.

In 2011, the Pope John Paul II Award was launched to recognize innovative use of mass media in effectively communicating messages to the broader community, inspired by the late Pontiff’s profound engagement with modern communication tools.

Through the years, the CMMA has continued to evolve within the rapidly changing media landscape, steadfast in its commitment to promoting excellence and values-filled communication, receiving thousands of entries from various fields nationwide.

As an organization under the Archdiocese of Manila, the Honorary Chairmanship of the CMMA is traditionally held by the Archbishop of Manila. In 2003, following the resignation of Jaime L. Cardinal Sin due to health reasons, Gaudencio B. Cardinal Rosales assumed the role of Honorary Chairman.

Luis Antonio G. Cardinal Tagle later served as Honorary Chairman until his appointment in 2020 as Prefect of the Congregation for the Evangelization of Peoples (now the Dicastery for Evangelization). During this period, Most Rev. Broderick S. Pabillo served as Apostolic Administrator of the Archdiocese of Manila and provided oversight to the CMMA.

In 2021, upon the installation of Jose F. Cardinal Advincula as Archbishop of Manila, he likewise assumed the position of Honorary Chairman of the CMMA.

At present, His Eminence Jose F. Cardinal Advincula serves as Honorary Chairman of the CMMA, with           D. Edgard A. Cabangon as Chairman of the Board of Trustees, continuing the organization’s enduring mission of honoring those who serve God and the nation through media.