MANILA, Philippines?The unprecedented popularity of television is both a boon and a bane. That the biggest TV networks now command an audience of millions is a testament to the medium?s utter viewability and vitality.

On the other hand, that very viewability and 24/7 accessibility have often resulted in a stultifyingly ?least common denominator? kind of programming, with many popular shows providing the video equivalent of popcorn?momentarily yummy, but offering little in terms of substance and sustenance.

The industry mantra seems to be: ?Keep it simple, stupid; that?s all the simpletons out there want, need?or deserve.?

For this reason, some TV shows attract similarly ?stupid? or ?stupid-making? workers, and lack of depth and sensitivity is in fact preferred, because the simpletons ?know? what viewers go for. The dumb leading the dumber? You bet?and, as the ?stupid? shows? robust ratings reveal, they?re pretty smart and savvy, after all.

Of course, some viewers find them really shallow and, in fact, downright demeaning to watch. Unfortunately, they?re in the distinct and churlish minority, so the channels can do spectacularly well without them and their stuffy, snitty ilk. And the situation remains as ?hopeless? as ever.

Is there any way out of this desultory conundrum and downward spiral of ever diminishing returns? Well-meaning do-gooders and reformists mistakenly believe that errant or irresponsible TV workers can be ?shamed? into more responsible behavior. They forget that TV is a game of numbers, and thus far, the least-common-denominator guys are winning the battle by a mile. They have the numbers, because their ?stupid? shows appeal to the many simpletons out there. So, dumb yourself down and join the fun!

But that can?t be the way to go, because therein lies perdition and retardation. That?s why TV is supposed to be a public trust that?s protected by all sorts of pledges of responsible and balanced programming?except that, the rules aren?t followed or enforced, and the pledges remain unfulfilled.

One way out of this quagmire of pap is for government regulators and industry self-regulators to do their job. But, if they fall short, who can compel them? The country?s more concerned, demanding and enlightened viewers?only, there aren?t enough of them to make a big difference.

Which is why media education is so important, but who will teach it? Our teachers? Not likely, because they too are watching those least-common-denominator shows and enjoying them.

The real solution can be arrived at only if both concerned TV workers and viewers join forces to produce and support more substantial TV programs. And work together they must, because young Filipinos? mental and moral prospects hang in the balance.

That?s the common denominator that should motivate and inform their concerted efforts to reform and redeem what is now the viewing nation?s most popular, persuasive and powerful medium of expression, communication and entertainment.