President Ferdinand "Bongbong" Marcos Jr. has asked the Actors Guild of the Philippines leaders to raise the standards of the country's movies and shows as they promote the well-being of creative industry practitioners.

PHILIPPINE ACTORS GUILD — President Marcos administers the oath of office to the new officers of the Actors Guild of the Philippines or the Katipunan ng mga Artistang Pilipino sa Pelikula at Telebisyon (KAPPT) in a ceremony at the President’s Hall in Malacañang on Aug. 3, 2023. (RTVM Screenshots)

Marcos said this as he administered the oath of office to new officers of the Actors Guild of the Philippines or the Katipunan ng mga Artistang Pilipino sa Pelikula at Telebisyon (KAPPT) in Malacañang on Thursday, Aug. 3.

In his speech, the President recognized that the creative industry, particularly film and television, suffered due to the Covid-19 pandemic. He hoped that the Guild's officers would not only take care of their colleagues but make sure that they raise the bar for Filipino entertainment.

"I hope that as you secure the well-being of your colleagues, you will continue to strive to raise the standards of our films and our shows at the same time," Marcos said.

"Thank you for your desire to create a better industry that future generations can appreciate, enjoy, and be proud of," he added.

According to the President, Filipino artistry would have more opportunities if creatives would take advantage of new tools.

"It is also my wish that you make use of and maximize the advantages brought about by new tools, new technologies, and new platforms to showcase Filipino excellence and artistry on the world stage," he said.

"Through the effective combinations of these technological developments in your craft, you have greater opportunities to share our tradition and values further than ever, even as you continue to mold, to influence, and to shape the society that we live in," he added.

Among the actors and celebrities present during the ceremony were Rez Cortez, Jeffrey Santos, former Laguna Governor E.R. Ejercito, and singer Imelda Papin.

Meanwhile, President Marcos praised the KAPPT for upholding the welfare of local film and television industry workers, giving Filipinos job opportunities, and bringing dynamism to the economy.

"Over the years, the KAPPT has fostered unity amongst its members, enabling the organization to embark on many noteworthy projects and endeavors amidst the challenges of the times," he said.

"As we remain steadfast in improving the environment and condition for our workers in all sectors, I urge you all to continue to take the lead through your meaningful initiatives," he added.