"It's the end of the world as we know it," said Manuel "Manny" V. Pangilinan, quoting a song by the rock band R.E.M.

The TV5 chairman gave a speech—as did ABS-CBN Corp. chairman Eugenio Lopez III and GMA Network Inc. chairman Felipe Gozon—at the 22nd Philippine Ad Congress held at the CamSur Watersports Complex in Camarines Sur on November 18.

This was held a day after TV5 hosted a grand party for media and advertising delegates.

Soprano Rachel Gerodias and Jett Pangan performed musical numbers while award-winning hip hop group Philippine All-Stars wowed spectators with its high-flying dance moves.

The Kapatid network's most iconic star, Nora Aunor, graced the event and picked the raffle winners of a brand new Mini Cooper and four brand new Toyota Vios.

Also present were TV5 artists such as Dina Bonnevie, Edu Manzano, Alice Dixson, James and Phil Younghusband, Paolo Bediones, JC De Vera...

Plus Arci Munoz, Alex Gonzaga, Ritz Azul, Luchi Cruz-Valdez, Lourd de Veyra, Solomon Mercado, Beatbox Gor, Makata, and many others.

MVP'S SPEECH. After quoting a line from a song by R.E.M., the TV5 owner said on Friday that the Philippine media are on their way to bigger changes in the future.

He sees TV5 collaborating with his other businesses to create an all-encompassing media provider for Filipinos.

Citing U.S. websites Netflix, Hulu, and Amazon as his pegs, Pangilinan said TV5 could become not just a media content provider, but more of a dynamic digital leader. 

Following is the full transcription of Pangilinan's 15-minute speech on the Ad Congress theme, "Change the Game":

"I thought telecommunications was a difficult business until I got involved with television. I used to sleep five hours before, usually after a late game of badminton. Now with TV5, I have become a certified insomniac.

"Earlier I was telling Sandy [Prieto-Romualdez, Ad Congress Chairwoman] that neither Channel 2 nor Channel 7 should worry about us because we are clearly the undisputed Number 3. However, just thinking of being stuck in third place has made me extremely paranoid. Television is dangerous to your health.

"Well it's nearly 2012 and if the Mayans are to be believed, we should all be quitting our jobs to prepare for Doomsday. But seriously, something excites me about 2012 and this song "It's The End Of The World as we know it" by the rock band R.E.M. readily comes to mind.

"The music video was broadcast by TV stations across the U.S. on the 12th of June 2009 as they signed off on their last analog broadcast completing the switch to digital as required by federal law. I feel that we stand here today at a very similar precipice—one not designed by law but compelled by a rapidly shifting landscape.

"Let me share you a story today. Please think of it as a storyline for a narrative advertisement.

"Here's Christine, a typical young city girl. She's 22, fresh out of college, works as a copywriter in an ad agency and still lives with her parents. The first thing Christine does when she awakens is, of course, open her Facebook. She quickly changes her status to 'I got a feeling tonight's gonna be a good night.'