BIBLIOGRAPHY WAKING, JON RAY K. April...
BIBLIOGRAPHY
WAKING, JON RAY K. April 2013.Radio Program Preferences and Perception
on 104.7 FM Radyo Sagada in Sagada, Mt. Province.Benguet State University, La
Trinidad, Benguet.
Adviser: Anna Liza B. Wakat, MDevCom
ABSTRACT
The study was conducted to determine the radio program preferences and
perception on 104.7 FM Radyo Sagada in Sagada, Mt. Province. The specific objectives
are to determine the socio-demographic profile of the respondents, determine the
respondents‟ reason in listening to the programs, determine the frequency and length of
exposure of the listeners in listening to Radyo Sagada, determine the most liked programs
of Radyo Sagada, identify the listeners‟ language and program preferences, determine the
perceptions of the listeners towards the program and the broadcaster, identify the
information needs of the listeners aside from the information being aired and identify the
comments and suggestions of the listeners for the improvement of Radyo Sagada.
The data were gathered with the use of interview schedule. There were 60
respondents. Many of the respondents belonged to the age range of 21-30 years old,
majority was female and many of them were married.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Majority of the respondents finished collegelevel and almost all of them came from
the Kankana-ey tribe and most of them were farmers.
More than one half of the respondents listened to the station daily in three to four
hours especially the musical programs. The top three programs that the respondents most
liked were “Day-eng id Cordillera”, Music Program and Folk and Rock Music programs.
For the preferences, in terms of news programs, most of the respondents preferred midday
news. In terms of musical programs, most of the respondents claimed that they preferred
“Day-eng id Cordillera” which is the same with the most liked program. Also for the
development programs, “Kalin di Umili” program ranked first. Lastly for the spiritual
programs, most of the respondents preferred the Christianity Worldwide program and
“Timek ti Namnama”. Most of the respondents preferred mix language to be used by the
broadcaster as a medium in delivering their messages.
For the comments, many respondents said that the broadcasters used easy to
understand words, good in delivering the message and jolly in speaking. Only few said the
broadcasters talked too slowly, used technical words, talked fast. Respondents also
suggested that the program hosts must be jolly and use simple words, make and edit script,
repeat important information and practice pronunciation.
Respondents claimed that they listen to the radio station because it is entertaining,
informative and educating. Most of the respondents were listening to the radio programs
while resting, doing household chores, working at the farm or while selling at their stores.
It is concluded that the programs of Radyo Sagada catered to all regardless of age, sex,
educational, background, civil status, tribal affiliation and source of livelihood.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Programs appropriately contextualized to the preference of its listeners have high
listenership as proven in the study. Musical programs are still the preferred type of
programming for FM stations like Radyo Sagada
It is recommended that the program hosts may continue using mix language to be
easily understood by the listeners. Radyo Sagada may also consider the comments and
suggestions of the respondents. Development programs related to agriculture, health,
environment and politics may be continued and prioritized since they are the mostly
preferred topics based on the listeners information needs.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
INTRODUCTION
Rationale
Radio is one form of mass media that is being usually used by an individual because
it provides different programs that address the information needs in agriculture, health,
weather condition, current news, business news, music and many more.
Community Radio is defined by Karina Barker (2008) as one that operates in the
community, for the community, about the community and by the community. She also
added that community radio is not for profit, instead, it has community ownership and
control and has community participation. It can also be a powerful tool for addressing
social concerns and promoting social change in a community.
In Sagada, Mountain Province, 104.7 FM Radyo Sagada, a community radio station
was successfully launched on November 11, 2011 under the franchise of National Council
of Churches in the Philippines. The radio equipment were donated by MIVA, a Switzerland
based funding agency of Transportation and Communication, while the financial needs of
the station is being funded by Catholic Bishops of Germany.
Radyo Sagada aims to provide information to the community on issues and
concerns regarding environment, health, education, agriculture and spiritual aspect. Also,
it aims to provide a people to people exchange of information with a range of content and
analysis relevant to the needs and interests of the community and to the society as a whole;
to promote culture and language of the community; and to provide relevant and sensitive
entertainment to all sectors of the community.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
At present, aside from the international, national and local news that they are airing,
Radyo Sagada has programs for culture, agriculture, health, spiritual and musical
programs. They also play developmental plugs about culture, environment and health.
The station opens at 8:00 in the morning until 7:00 in the evening.
Jaime “Tigan-o” Dugao, one of the Board of Directors of Radyo Sagada
emphasized in an interview that Sagada proved once more its leadership for the people‟s
communication rights. Meanwhile, Mary Carling, the station manager urges I-Sagada and
all Cordilleran to claim the community radio as theirs. The station welcomes anyone who
wishes to broadcast on Radyo Sagada, because it is owned, managed and operated by the
people. At present, the station programs are being anchored by one regular staff, five part
time and volunteers. The signal can be reached in most of the municipalities of Mountain
Province and nearby provinces like in some parts of Benguet, Kalinga, Apayao, Ifugao, La
Union, Ilocos Sur, Isabela and Nueva Viscaya.
There is a need to study the listener‟s program preferences and perceptions for the
improvement of Radyo Sagada as a whole since it was newly established. The result of the
study could be used by the staff as a guide in planning, structuring and broadcasting their
programs.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Statement of the Problem
This study sought to identify the radio preferences and perceptions of
listeners on
104.7 FM Radyo Sagada. Specifically, it answered the following questions:
1.
What are the socio-demographic characteristics of listeners?
2.
What are the reasons in listening to the programs?
3.
What is the frequency and length of exposure of the listeners in
listening to
Radyo Sagada?
4.
What are the most liked programs of Radyo Sagada?
5.
What are the listeners‟ language and program preferences?
6.
What are the perceptions of the listeners toward the programs?
7.
What are the information needs of the listeners aside from the
information being aired in the programs?
8.
What are the comments and suggestions of the listeners for the
improvement of the broadcasters and the programs of 104.7 Radyo Sagada?
Objectives of the Study
This study aimed to know the radio program preferences and perceptions of listeners on
104.7 FM Radyo Sagada at Sagada, Mt. Province, specifically it aimed to:
1.
determine the socio-demographic profile of the respondents;
2.
determine the respondents‟ reason in listening to the programs;
3.
determine the frequency and length of exposure of the listeners in
listening to
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Radyo Sagada;
4.
determine the most liked programs of Radyo Sagada;
5.
identify the listeners‟ language and program preferences;
6.
determine the perceptions of the listeners towards the program and the
broadcaster; and,
7.
identify the information needs of the listeners aside from the information
being aired in the programs;
8.
identify the comments and suggestions of the listeners for the improvement
of the broadcasters and the programs of Radyo Sagada.
Importance of the Study
The study emphasized on the importance of information for the development of
the community. Also, the result may be used by the radio station in improving or adding
programs that address the needs of the community.
It is also important that the participatory individuals from the community of
Sagada will realize the importance of their involvement in the planning and
evaluation. Also, the community will appreciate the advantage or impact of having a
community radio station.
The study may also serve as a reference for related upcoming studies.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Scope and Limitation of the Study
The study covered the radio program preferences and perceptions of listeners on
104.7 Radyo Sagada FM. Part of the study is to seek information that is needed by the
listeners.
The study was conducted from December 2012- January 2013 and the respondents
is limited to 60 respondents who are aging from 15 to 65 years old who are listening to the
programs of 104.7 Radyo Sagada FM from the community of Sagada, Mt. Province and 10
broadcasters from Radyo Sagada, a total of 70 respondents.
However, the study will not include the staff of the radio station as my respondents.
It will concentrate mainly in the community.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
REVIEW OF LITERATURE
Socio-demographic Profile
It is very important to study the characteristics of the community or the listeners to
determine their role in the community radio and will help determine the program suitable
to the listener‟s age, sex, race, educational background and many more.
In the study of Balanggoy (2003) about the radio programs and station preferences
of AM Band Listeners in Pandayan, Tadian, Mt. Province, most of her respondents
belonged to three age brackets. These were 15-20, 21-30 and 31-40. Only 16% belonged
to 51-60 age group. Majority (60%) of the respondents were females who do work not only
in their houses but also in the farm. Majority of the respondents (80%) were married; and
only 20% were single. Among the 50 respondents, majority (52%) of the respondents were
farmers, 24% were housekeepers; 20% were students; and 4% were government
employees. Regarding their educational attainment, 42% of the respondents reached high
school level; 28% reached elementary level; and 30% reached college level. All
respondents had formal education.
However, in the study of Juan (2012) in Madaymen, Kibungan, Benguet listeners
of „Gangsan Di Tawid‟ radio program were male (70%) and females were 30% only. As
to civil status, majority (60%) of the respondents was single and 40% were married. In the
educational background of the respondents, results show that 40% among the respondents
reached high school level, 30% have been to College level, 25% went to elementary level
while 5% said to have non-formal education. Also, most of them were
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Kankana-ey with only one Ilocano. On the other hand, majority of the respondents
were farmers and 25% were paid laborers. Also, there were 30% respondents who were
students.
Reasons in Listening
In the study of Balanggoy (2003), half of the respondents (50%) said that their
favorite station has the strong signal than others; and 21 (42%) said that it has
entertainment. 20 (40%) said that the information that they aired is useful/relevant; and
only 4% said that their favorite announcer is working in that station.
Greenberg (1978) as cited by Anno (2003) lists seven reasons for watching
television that would pertain to other forms of mass communication such as radio: for
pastime, for enjoyment, for companionship, for arousal, for learning, for relaxation, and as
a source of refuge.
Dawiguey (2004) stated in her study on “Radio Program Preferences and
Perceptions of Listeners on Radio ng Bayan-Bontoc, in Five Barangays in Bontoc,
Mountain Province” that majority of the respondents claimed that they listen to the
programs because it gives information about the events around them, while the rest listened
to the program for entertainment.
Frequency and Length of Exposure
In the study of Aboen (2007) of the mass media habits of the farmers of Barangay
Dalipey, Bakun and in Barangay Poblacion, Kibungan, Benguet, majority of the
respondents (74.2%) listened to the radio everyday. It showed that less than 20% of
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
respondent listened to the radio once a week and less than 20% listened to the radio once
a month. The findings showed that the radio was used on a regular basis since the farmers
can carry it to their work and they said that they can work while listening to it. For the
duration, a total of 10 or 24.67% of the respondents listened to the radio for more than four
hours in one sitting. They said that they spent those hours for listening to news in the
morning and in the evening. The rest were for drama and music.
Most Listened Programs
In United States, the total listenership for terrestrial radio in the year 2005 was
230 million.Sirius XM Radio has a base of 18.5 million subscribers as of 2009.American
Top 40 attracts over 20 million listeners per week.Rush Limbaugh's show has been the
number one commercial talk show since at least 1991 when record keeping began. “NPR's
Morning Edition and All Things Considered” were the two most popular news programs.
The highest rated local talk program was “John and Ken” in Los Angeles. (Anonymous,
2009)
Preferences
Preference is said to be the choice based on such a view. In the study of Balting
(2007), the result showed that the respondents listened to the radio station based on the
type of music being aired. According to them, they enjoyed listening to country and
vernacular songs that can easily relate their life with it compared to the other kind of music
being played in the station.
Barker and Gaut (2000) emphasized that listening habits and preferences don‟t develop in
the same ways for all people. Some people preferred to hear from only credible sources,
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
others want to be entertained, some focus on the other person‟s needs, and others want a
speaker to get to the point as quickly as possible. Listening preferences develop over
lifetime as a function of socialization and reinforcement patters.
Preferred Language
In the study of Dawiguey (2004), most of the respondents preferred Ilocano to be
the medium in delivering the program. Farmer-respondents claimed that they preferred
Kankana-eywhile most student-respondents (30%) claimed that they preferred English.
Programs aired by Radyong Bayan-Bontoc were broadcast in Ilocano.
Perceptions
From the UNESCO handbook authored by Fraser and Estrada (2001), the
people‟s views and opinions are important for strengthening democratic practice and for
arriving at a cooperative approach to community development.
In the study of Juan (2012) regarding the perceptions of listeners in Barangay
Madaymen, Kibungan, Benguet to “Gangsan di Tawid” program were beneficial to them
since the topics aired were informative and educational. This was attested by 18 of the
respondents. As emphasized in the previous result, through the topics being tackled, the
respondents claimed that they gained knowledge for listening, they learn some
indigenous practices they were not aware of and the program answers provided to their
questions they do not understand. The remaining two said the topics were able to help the
future generation to know and learn their own culture and tradition.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
From the study of Dinggo (2005), the perception on the content of the commentary
programs of the two AM stations in Baguio City, the manner of pronunciation showed that
with the total of 25 respondents, 76% stated that the commentators of DZWX has
appropriate pronunciation and 8% said that the pronunciation was not appropriate. This
finding implied that the DZWT and DZWX commentators has appropriate has
pronunciation. In manner of speaking, among the 25 respondents for each station, all of the
respondents stated that the commentators in DZWT were fair in delivering their comments
as compared to DZWX that it has 96% fair and 4% rude. This showed that the
commentators of the two AM stations in Baguio City were fair in manner of speaking.
Also, in manner of organization of the topic aired. All of the respondents said that the two
stations have organized topic aired for each of their program. This finding implied that the
commentary programs of DZWX and DZWT has organized topic aired. For the objectivity,
all of the respondents said that DZWX commentators delivered their comments fair (100%)
compared to DZWT which had 96% fair. It showed in these findings that the DZWX and
DZWT commentators were objective in delivering their comments. Meanwhile, in the
length of the program, among the 25 respondents of DZWX, 88% of the respondents
mentioned that is just enough for the programs and 4% said that it is too long. For DZWT,
80% stated that it is just for their programs and 20% mentioned that it is too short. These
findings showed that the two AM stations covered in the study have just enough length of
commentary programs.
Information Needs of the Respondents
In the study of Bantasan (2003), the farmers in Kasibu, Nueva Viscaya stated that they
need information on health (66 %); and (46 %) needed farm technology and fertilizer
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
application programs to be aired over the radio. Forty four (44%) needs livelihood
programs and 40% needed price-monitoring program. Only one (2%) needed information
on showbiz.
Listeners of Barangay Pacso, Kabayan, Benguet needed health issues (78%); 68% for
animal raising; and 38% for food processing. (Pocdo, 2003)
Dawiguey (2004) stated that in five Barangays in Bontoc, Mountain Province, some (28
%) claimed that they need information on health and nutrition such as family planning.
Twenty-two percent (22%) claimed that they needed information on agriculture such as
rice and animal production since some of the respondents were farmers. The rest of the
respondents claimed that they needed community issues as well as the prices of goods and
commodities.
Most of the radio listeners at Pandayan, Tadian, Mountain Province needed information
on controlling pest and diseases, vegetable production, environmental issues, science and
technology, animal production, health and nutrition, and orchard production (Balanggoy,
2003).
Aside from the information needs in agriculture, Sawasi (2008) pointed out that the
leading information needs of students at Atok National high School-Annex were
academic information, current events (crimes and politics), weather condition and public
service announcements.
Comments and Suggestions
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
It was emphasized by Fraser and Estrada (2001) that community radio stations normally
receives considerable numbers of letters and/or telephone calls from listeners. This process
is very useful to the station personnel, and the audience should therefore being encouraged.
In Barangay Madaymen, Kibungan, Benguet, the respondents of Juan (2012) requested that
the program should include business matters like the present economy, prices of goods and
commodities; good agricultural practices; more Igorot culture-Benguet and Mt. Province;
news update and local stories or stories of the community. All of the respondents suggested
that the program should continue to be
aired.
The respondents‟ suggested that the DZWX commentators should avoid too many
expressions and jokes; discuss the first topic properly before moving on to the next topic,
not too serious in delivering their comments, avoid unnecessary mannerisms and lastly they
should make commercials shorter. Suggestions also for the improvement of the DZWT
commentary programs and to the commentators were; they should add formats, more topics
and comments; they should open their commentary programs open to suggestions and they
should always put emphasis that were stressed on the topic being
discussed. Dinggo (2005)
In the study of Palayen (2007) on the perceptions of Baculongan Sur Vegetable Farmers
on “Boses ti Farmers” Program, the respondents commented on the program time slot was
fine for them while a few (12%) suggested that it would be aired in the morning, few (4%)
still suggested in the afternoon for them to listen regularly while working in the fields.
Also, majority (72%) of the listeners suggested that the topics were needed to be repeated
when requested. Few (40%) suggested that the host should limit reading text messages
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
while discussion is going on, few (40%) still suggested that, the host should talk
moderately. Also some of them claimed that the host needed to use layman‟s term in some
words which were too technical for them to understand.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
METHODOLOGY
Locale and Time of the Study
The study was conducted at Sagada, Mt. Province (Figure 1 & 2). Sagada is a 5th class
municipality in the Province of Mountain Province. It is located 149 kilometers north of
Baguio City within a cool highland mountainous zone. At present, the Municipal Health
Office of Sagada recorded 11, 757 total population or 2, 399 households. The municipality
is popularly known because of the “hanging coffins”, a traditional way of burying people
before. The tourists could spend their time in trekking, exploring caves and waterfalls,
spelunking, bonfires, picnics, rappelling, visiting historical sites, nature hikes, and
participating in tribal celebrations.It is dominantly mountainous in nature and has 19
barangays namely: Aguid, Ambasing, Angkileng, Antadao, Balugan, Bangaan,
Dagdag, Demang, Fidelisan, Kilong, Madongo, Patay, Pide, Nacagang, Suyo, Taccong,
Tanulong, Tetepan Norte and Tetepan Sur.
Sagada, Mt. Province was chosen as the locale of the study because most of the people
listen to the programs of Radyo Sagada aside from they were the main community who
helped in putting up the station.
The study was conducted last December 2012.
Respondents of the Study
The study had 60 respondents: 20 respondents in north zone, 20 in central zone and 20 in
south zone. North zone encloses Aguid, Antadao, Bangaan, Fidelisan, Madongo, Pide,
Tanulong, Tetepan Norte and Tetepan Sur while Patay, Demang and Dagdag belong
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
to central zone. Also, south zone are Ambasing, Angkileng, Balugan, Kilong, Nacagang,
Suyo and Taccong. The respondents were chosen using purposive quota sampling and
they were aging from 15 to 65, listener of Radyo Sagada, and a resident of Sagada, Mt.
Province.
F igure 2. Map of Sagada, Mt. Province
showing the locale of the study
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Figure 1 . Map o f Cordillera Administrative Region
showing Mt. Province as the loc ale
of the study
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Data Collection
The researcher used interview schedule. Questions were explained and
personally translated for the respondents to avoid hesitations and difficulty in answering
the questions.
Data to be Gathered
The data gathered was the socio-demographic profile of the respondents, the
reasons in listening to Radyo Sagada, the frequency and length of exposure of listeners, the
most liked programs, the program preferences and languages preferred by the listeners, the
perceptions of the listeners towards the program and the broadcaster, the information needs
of the listeners, the comments and suggestions of the listeners for the improvement of the
broadcasters and the programs of Radyo Sagada.
Data Analysis
The data gathered from the respondents was tabulated and analyzed using
percentages, frequency counts and ranking.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
RESULTS AND DISCUSSIONS
Profile of the Respondents
Table 1 shows the respondents‟ demographic profile. More than one-fourth
(33%) of the respondents belonged to the age range of 21-30 but there were 31.67% coming
from 15-20 age bracket. Only one (1.67%) among them belonged to the age range of 61-
65. This indicates that the programs of Radyo Sagada cater to all age groups. Majority
(56.67%) of the respondents were female; and 29 (48.33%) were married.
In terms of educational attainment, 29 (48.33%) of the respondents finished
college level, 26.67% finished secondary level, 18.33% finished elementary level, 5% for
post graduate and only 1.67% had no formal education. This means that not all of the
respondents had formal education but majority were literate.
Since most of the respondents have a higher leaning especially that most of the
respondents finished high school and college level there is a greater possibility that the
respondents may understood easily the topics being discussed.
Almost all of the respondents came from the tribe of Kankana-ey (93.33%)
while Iloco and Applai tribes had 3.33% each.
In terms of source of livelihood, 36.67% of the respondents were farming and
there were 25% who were not working. They were either students or housewives. The rest
were business owners, government workers, a driver and an animal breeder. This implies
that the listeners of Radyo Sagada have different characteristics and that Radyo Sagada
caters to people from different walks of life.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Table 1. Socio-demographic profile of the respondents
CHARACTERISTICS
FREQUENCY
PERCENTAGE
(n=60)
(%)
Age
15-20
19
31.67
21-30
20
33.33
31-40
12
20.00
41-50
5
8.33
51-60
3
5.00
61-65
1
1.67
Total
60
100
Sex
Female
34
56.67
Male
26
43.33
Total
60
100
Civil Status
Married
29
48.33
Single
27
45.00
Widower
3
5.00
Separated
1
1.67
Total
60
100
Educational Attainment
Elementary
11
18.33
Secondary
16
26.67
College
29
48.33
Post Graduate
3
5.00
No Formal Education
1
1.67
Total
60
100
Tribal Affiliation
Kankana-ey
56
93.33
Iloco
2
3.33
Applai
2
3.33
Total
60
100
Source of Livelihood
Farming
22
36.67
None
15
25.00
Laborer
11
18.33
Business
6
10.00
Government Worker
3
5.00
Driving
2
3.33
Animal Production
1
1.67
Total
60
100
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Reasons for Listening to Radyo Sagada
Table 2 shows the reasons of respondents in listening to the radio station. In terms
of the reason in listening, most (78.33%) of the respondents claimed that they listen to the
programs of Radyo Sagada because it is entertaining. This shows that Radyo Sagada
maintain its primary purpose which is “Mentutyaan ya Menliwliwaan”, meaning a
consensus and for entertainment. However, one respondent (1.67%) said that he listened to
Radyo Sagada because it is the only available signal in his residence.
This is quite similar to the study of Dawiguey (2004) in her study on “Radio
Program Preferences and Perceptions of Listeners on Radio ng Bayan-Bontoc, in Five
Barangays in Bontoc, Mountain Province” wherein majority of the respondents claimed
that they listen to the programs because it gives information about the events around them,
while the rest listened to the program for entertainment.
Frequency and Length of Exposure
Frequency. Table 3 shows the respondents‟ frequency and length exposure in Sagada,
Mt. Province. In terms of frequency and length of exposure of the respondents, 26
(43.33%) listened to the programs daily. These findings showed that the radio was used
on a regular basis since it was observed that laborers like the carpenters were listening
while working. For the sari-sari store owners, they said that they were listening while
selling. Sixteen (26.67%) listened to the station twice a week while 8 (13.33%) listened
once in a week. According to them, they were not listening to Radyo Sagada regularly
because they were studying or a government worker. They can just spend those hours for
listening to news in the morning and in the evening.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
This listening habit of the respondents is quite similar to the study of Aboen
(2007) where majority (74.2%) of the respondents in Barangay Dalipey, Bakun and in
Barangay Poblacion, Kibungan, Benguet listened to the radio everyday.
Length of exposure. Table 4 shows the length of exposure of the respondents in
listening to the programs of Radyo Sagada. Only half (30%) of the respondents listened
to the radio station for three to four hours. However, there were 5% who listened for less
than 1 hour only because they were either studying or government worker. According to
them, they just have time to listen at 6:00-7:00 am or 6:00-8:00 pm. Those who listened to
the programs for 14-15 hours were laborers like carpenters and store owners. This shows
that only few listened to the programs since more than one fourth only listened to the
programs daily and half of the respondents listened for three to four hours.
Table 2. Reason for listening to Radyo Sagada
REASON
FREQUENCY
PERCENTAGE RANK
n=60
(%)
To be entertained
47
78.33
1
To be informed
28
46.67
2
To be educated
26
43.33
3
Only available signal
1
1.67
5
* Multiple response
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Table 3. Respondents‟ frequency of listening to Radyo Sagada
FREQUENCY
NUMBER
PERCENTAGE
RANK
n=60
(%)
Daily
26
43.33
1
Twice a week
16
26.67
2
Once a week
8
13.33
3
Thrice a week
4
6.67
4
Once a month
2
3.33
5.33
Twice a month
2
3.33
5.33
No answer
2
3.33
5.33
Total
60
100
Table 4. Respondents‟ lengt h of exposure to Radyo Sagada
EXPOSURE
FREQUENCY
PERCENTAGE RANK
(n=60)
(%)
Less than 1 hour
3
5.00
5
1-2 hours
16
26.67
2
3-4 hours
18
30.00
1
5-6 hours
10
16.67
4
7-8 hours
11
18.33
3
14-15 hours
1
1.67
6.5
No answer
1
1.67
6.5
Total
60
100
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Most Liked Programs
Table 5 shows the most liked programs of the respondents. More than half (33.33%)
of the respondents listened to “Day-eng id Cordillera”, being anchored by Lumban and
Sim Cataran every 3:00-5:00 in the afternoon of Monday and Thursday. This was followed
by the Music Program (25%) of Gina Dizon, Brenda Fuchay and Belen Piluden every 8:00-
9:00 in the evening of Tuesday, Friday and Sunday. Also, the Folk and Rock Music
Program ranked third and it is being anchored by Belen Piluden every 2:00 to 3:00 in the
afternoon of Tuesday and Friday.
It can be noted that 78.33% of the respondents listened to Radyo Sagada to be
entertained so it was not surprising that the top three most liked programs were musical
programs.
Table 5. Most liked programs by the respondents
PROGRAM
FREQUENCY
PERCENTAGE RANK
(n=60)
(%)
Day-eng id Cordillera
20
33.33
1
Music
15
25.00
2
Folk and Rock Music
6
10.00
3
Morning News
5
8.33
4.5
Midday News
5
8.33
4.5
Basta Love Songs
4
6.67
7.33
OPM
4
6.67
7.33
Igorot Music
4
6.67
7.33
Ilaw ni Kristo
3
5.00
9.5
Gag-ay di Umili
3
5.00
9.5
* Multiple response
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
This supports the respondents‟ reason in listening to Radyo which is for them to be
entertained. However, morning news and midday news programs (8.33%) show high
percentage than the other programs. This shows that some were interested still to listen to
the news programs not only for music.
Table 6 shows the radio plugs of Radyo Sagada. The radio station has two plugs; it
talks about the preservation of the environment and promotion of regional autonomy.
Table 7 shows the development programs of Radyo Sagada. The programs under the
development programs of Radyo Sagada talks about health, agriculture, education, and
social issues.
Table 8 shows the musical programs of Radyo Sagada. These are musical programs
wherein listeners can greet their love ones, they can also request any music composed by
Igorot singers or adaptations of western music but interpreted in the local, western folk
rock and OPM.
Table 9 shows the spiritual/ religious programs of Radyo Sagada. It is a religious
program for bible reading and interpretation with religious music. Most of the programs
were being aired every Sunday.
Table 10 shows the news programs of Radyo Sagada. The news was being derived
from the local, national and international events.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Language and Program Preferences
Preferred language. Table 11 shows the preferred language of the respondent. Half
(50%) of the respondents preferred mix language to be used by the program host/s or
broadcaster. According to the respondents, mix language pertains to the different languages
or dialects like Kankana-ey, Iloco, Filipino and English for them to understand easily on
what the broadcaster is saying. However, most of the students and professionals
respondents preferred English while most the elementary and high school graduate
preferred Kankana-ey.
Radyo Sagada uses different languages in broadcasting like English, Iloco,
Kankana-ey and Filipino.
This contradicts the study of Dawiguey (2004) on the radio preferences and
perceptions of listeners on Radyong Bayan in Bontoc, Mt. Province since her respondents‟
preferred Iloco as the medium in delivering the message.
Table 11. Language preferences of the respondents
LANGUAGE
NUMBER
PERCENTAGE RANK
(n=60)
(%)
Mix language
30
50.00
1
Kankana-ey
12
20.00
2
English
10
16.67
3
No answer
4
6.67
4
Ilocano
2
3.33
5.5
Tagalog
2
3.33
5.5
Total
60
100
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Preferred programs. The programs were classified into five categories and
approved by Mary Carling, the station manager of Radyo Sagada. They were News
Program, Development Program, Musical Program, Religious/Spiritual Program and
Development Plugs.
Table 12 shows the news program preferences of the respondents. For the news
programs, midday news ranked first (53%), followed by evening news (48%), morning
news (45%), opening program (40%), and the news review (2%). Table 13 shows the
developmental preferences of the respondents.
In terms of the development programs, “Kalin di Umili” ranked first with 48.33%.
It was originally intended to cover issues and concerns of the community as expressed by
the ordinary people. This program was being anchored by Hilda Telan every 8:00 to 9:00
in the morning of Thursday. It was followed by “Gag-ay di Umili” and Provincial Report
Program with 41.67% each. The “Gag-ay di Umili” program is a commentary on LGU and
other political matters. It is being anchored by Gina Dizon every Wednesday from 9:00 to
10:00 in the morning while the Provincial Report Program is an update on the programs
and projects of the provincial government. It is being anchored by Gina Dizon every
Tuesday from 10:00 to 11:00 in the morning.
Also, it shows that 25 (41.67%) of the respondents were listening to the Police
Report program of Gina Dizon every Tuesday. It is a program for crime reports and police
actions/ inaction.
Table 14 shows the musical program preferences of the respondents.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
For the musical programs, majority (73.33%) of the respondents‟ preferred
“Dayeng id Cordillera”. This is a request and dedication musical program on popular
Cordillera country folk songs as adopted by Cordilleran musicians; in the local languages
of the Cordillera. It is anchored by Lumban Bawaan and Sim Cataran from 1:00 to 3:00 in
the afternoon of Monday and Thursday.
Table 12. News program preferences of the respondents
PROGRAM FREQUENCY PERCENTAGE RANK
(n=60)
(%)
Midday News
32
53.33
1
Evening News
29
48.33
2
Morning News
27
45.00
3
Opening Program
24
40.00
4
News Review
12
2.00
5
* Multiple response
Igorot Music program also shows high percentage of preferences (71.67%). This
musical program plays songs of any original composition of Igorot singers and adapted
western music but interpreted in the local language.
The Folk and Rock music program also shows high percentage of preferences. It
has 63.33% and they play western folk rock, mostly the old favorites. It is being anchored
by Belen Piluden every 2:00 to 3:00 in the afternoon of Tuesday and Friday.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Perceptions of the Respondents
Radio programs. Table 17 shows the perceptions of the respondents. Almost (95%) all of
the respondents responded that the programs of Radyo Sagada were beneficial because
according to them they gain knowledge or information and entertainment from the news,
development program, music and plugs. Only one
respondent (1.67%) said that it was not beneficial.
In terms of the length of the program, 48 (80%) respondents said that it was appropriate.
However, seven respondents said that it was too short and only four (6.67%) claimed that
it was too long.
Program hosts. Table 18 shows the perceptions of the respondents on the performance of
the hosts.
To the program hosts, only 48.33% said that the program host uses easy to understand
words and 46.67% said that the program hosts were good in delivering the message and
jolly in speaking.
The top three perceptions on the hosts of the programs were positive. However, some of
the respondents said that some of the hosts talked to slow (15%), talk fast (5%), uses
technical words (11.67%) and boring (3.33%)
Information Needs
Health. Table 19 shows the information needs of the respondents on health.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Respondents claimed that they need information on first aid (45%), family planning
(41.67%), smoking (36.67%), dengue (28.33%), rabies (28.33%), fever (25%), sanitation
(5%), sex education (5%) and AIDS (1.67%).
Agriculture. Table 20 shows the information needs of the respondents on agriculture.
Respondents especially the farmers claimed that they need information in vegetable
production (53.33%), animal production (45%), rice production (40%), and coffee
production (33.33%). Twenty five (25%) requested to the station that they will air the price
of vegetables and basic commodities.
There is a higher percentage on information regarding agriculture compared to the other
information needs because most of the respondents are farmers and they need information
regarding rice production, vegetable production and animal production.
Cooking tips. Table 21 shows the information needs of the respondents on cooking
tips. Respondents especially the female claimed that they need information on how to bake
cake (16.67%), how to cook chicken curry (10%), how to prepare regular viand (5%), how
to bake bread (1.67%) and how to cook “Pinikpikan”.
Others. Table 22 shows the other information needs of the respondents.
Respondents said that they need information on weather update (75%) especially during
rainy season. Twenty six (43.33%) said that they need issues on politics. Only few high
school students needs topics on the history of Cordillera and in economics (1.67%)
specifically the law of demand and supply. One (1.67%) respondent also requested that the
radio station should always remind the curfew hours to the listeners during night.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Comments of Respondents to Radyo Sagada
Table 23 shows the comments of the respondents the radio station as a whole. Less than
half (31.67%) of the respondents said that it is good but some also said that the station still
lack facilities (15%), too much dead air (18.33). One (1.67%) respondent also said that
Radyo Sagada needed improvement especially in terms of pronunciation and in manner of
delivering the news. Moreover, one respondent (1.67%) commented that the station
Suggestions of the Respondents for
Radyo Sagada Program
Table 24 shows the suggestions of the listeners.
Time of airing. More than one fourth of the respondents (18.33%) suggested that the
opening must start earlier than 7:00 in the morning.
Some of the respondents suggested for earlier opening because they were leaving their
house earlier than 7:00 am since this respondents were government worker and students.
Length of the program. Few respondents (13.33%) suggested that they must add time for
the musical program. According to them, the music were playing were entertaining.
However, 5% said that the time per program were appropriate.
To the broadcaster. Respondents suggested that the program host/s must be jolly
and use simple words (38.33%), avoid dead airs and repeat important information (35%),
and, talk in moderate speed (33.33%), nineteen (31.67%) said that the hosts must practice
their pronunciation. Also, one (1.67%) respondent said that they must edit the news before
airing.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
The respondents suggested these because according to them some of the
respondents‟ uses technical words that can‟t be understood especially those respondents
who have low educational background. They also suggested that they must avoid dead airs
especially in the news programs. Some also suggested that the hosts must practice their
pronunciation because according to them their were terms being mispronounced which is
embarrassing to the listeners.
This shows that Radyo Sagada as a whole still needs improvement for the benefit
of the listeners and the station itself especially that it is new operated.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
SUMMARY, CONCLUSION AND RECOMMENDATIONS
Summary
The study was conducted at Sagada, Mt. Province to characterize the respondents,
determine the frequency and length of exposure of the listeners in listening to Radyo
Sagada; determine the most listened programs of Radyo Sagada; identify the listeners‟
language and program preferences; identify the perceptions of the listeners towards the
program and the broadcaster; identify the information needs of the listeners aside from the
information being aired in the programs; and, identify the comments and suggestions of
the listeners for the improvement of the broadcasters and the programs of Radyo Sagada.
Interview schedule was used in gathering data from the respondents. The 60 respondents
were chosen through purposive sampling.
Many of the respondents belonged to the age range of 21-30 years old, majority were
female and among them were married.
In terms of educational attainment, majority of the respondents finished college level and
almost all of them came from the tribe of Kankana-ey tribe and most of the respondents
were farmers.
More the one half of the respondents listened to the station daily in three to four hours
especially the musical programs.
The top three programs that the respondents most liked were “Day-eng id Cordillera”,
Music Program and Folk and Rock Music programs.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
For the preferences, in terms of news programs, most of the respondents preferred midday
news. In terms of musical programs, most of the respondents claimed that they preferred
“Day-eng id Cordillera” which is the same with the most liked program. Also for the
development programs, “Kalin di Umili” program ranked first. Lastly for the spiritual
programs, most of the respondents preferred the Christianity Worldwide program and
“Timek ti Namnama”.
Most of the respondents preferred mix language to be used by the broadcaster as a medium
in delivering their messages.
For the comments, many respondents said that the broadcasters use easy to understand
words, good in delivering the message and jolly in speaking. Only few said the broadcasters
talked too slowly, uses technical words, talk fast. Respondents also suggested that the
program hosts must be jolly and use simple words, make and edit script, repeat important
information and practice pronunciation.
Respondents claimed that they listen to the radio station because it is entertaining,
informative and educating. Most of the respondents were listening to the radio programs
while resting, doing household chores, working at the farm or while selling at their stores.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Conclusions
Based on the findings of the study, the following conclusions are derived:
1.
The programs of Radyo Sagada cater to all kinds of listeners regardless of
age, sex, educational background, civil status, tribal affiliation and source of livelihood.
2.
Programs appropriately contextualized to the preference of its listeners have
high listenership as proven in the study.
3.
Musical programs are still the preferred type of programming for FM
stations like Radyo Sagada.
Recommendations
1.
The program hosts may continue using mix language to be easily
understood by the listeners.
2.
Radyo Sagada may consider the comments and suggestions of the
respondents.
3.
Development programs related to agriculture, health, environment and
politics may be continued and prioritized since they are the mostly preferred topics based
on the listeners information needs.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
LITERATURE CITED
ANNO, J. B. 2003. Listenership of Radyo Natin FM Buguias in Three Barangays of
Mankayan, Benguet. BS Thesis. Benguet State University. La Trinidad. Benguet.
P. 4.
ABOEN, F. A. 2007. Mass Media Habits of the Farmers of Barangay Dalipey, Bakun, and
in Barangay Poblacion, Kibungan, Benguet. BS Thesis. Benguet State University. La
Trinidad. Benguet. Pp. 23 & 25.
ANONYMOUS. 2009. SIRIUS XM Radio Reports Third Quarter 2009 Results. Retrieved
November 22, 2012 from http:/?investors.sirius.com/releasedetail.cfm.
BALANGGOY, M. P. 2003. Radio Programs and Station Preferences of AM Band
Listeners in Pandayan, Tadian Mountain Province. BS Thesis. Benguet State
University.La Trinidad, Benguet. Pp.11-13,19.
BALTING, G. P. 2007. Factors Affecting the Choice of Radio Station among the BS
Development Communication Students at BenguetState University. BS Thesis. Benguet
State University. Pp. 3 and 17.
BANTASAN, R. T. 2003. Importance of Radio Broadcasting to the Farmers in Kasibu,
Nueva Vizcaya. BS Thesis. Benguet State University. La Trinidad, Benguet. P. 7.
BARKER, K. 2008.Community Radio Start-Up Information Guide. Retrieved September
19, 2012 from www.amarc.org/manuals/community-radio.
BARKER, L. L. and D.R. GAUT. 2000. Communication. Boston, USA. A Pearson
Education Company. Pp. 96-97.
DAWIGUEY, A. G. 2004. Radio Pogram Preferences and Perceptions of Listeners on
RadyongBayan in Five Barangays in Bontoc, Mountain Province. BS Thesis.
BenguetState University. La Trinidad, Benguet. Pp. 14-15, 21, 24-25.
DINGGO, C. S. 2005, Perceptions on Radio Commentators of the two AM stations in
Baguio City. BS Thesis. Benguet State University. La Trinidad, Benguet. Pp. 15-
20, 21-24.
JUAN, J. T. 2012. Perceptions of Barangay Madaymen, Kibungan, Bemguet Listeners on
„Gangsan Di Tawid‟ Radio Program. BS Thesis. Benguet State University. La Trinidad,
Benguet. Pp.17-19, 30.
PALAYEN, J. A. 2007. Perceptions of Baculongan Sur Vegetable Farmers on “Bosesti
Farmers” Program. BS Thesis. Benguet State University. La Trinidad, Benguet.
P.19.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
POCDO, M. S. 2003. Attitudes and Perceptions of Farmers on BSU On the Air in
Barangay Pacso, Kabayan, Benguet. BS Thesis. Benguet State University. La Trinidad
Benguet. Pp. 20-21.
SAWASI, Z. A. 2008. Mass Media Habits of Atok National High School-Annex Students.
BSThesis. Benguet State University. La Trinidad, Benguet.Pp. 3-5, 15-17, 19-20, 20-21,
25.
FRASER C. and S. ESTRADA. Community Radio Handbook. Retrieved October 2012
from http://developin gradio.org/files/UNESCO%20CR%Handbook.pdf.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
WAKING, JON RAY K. April 2013.Radio Program Preferences and Perception
on 104.7 FM Radyo Sagada in Sagada, Mt. Province.Benguet State University, La
Trinidad, Benguet.
Adviser: Anna Liza B. Wakat, MDevCom
ABSTRACT
The study was conducted to determine the radio program preferences and
perception on 104.7 FM Radyo Sagada in Sagada, Mt. Province. The specific objectives
are to determine the socio-demographic profile of the respondents, determine the
respondents‟ reason in listening to the programs, determine the frequency and length of
exposure of the listeners in listening to Radyo Sagada, determine the most liked programs
of Radyo Sagada, identify the listeners‟ language and program preferences, determine the
perceptions of the listeners towards the program and the broadcaster, identify the
information needs of the listeners aside from the information being aired and identify the
comments and suggestions of the listeners for the improvement of Radyo Sagada.
The data were gathered with the use of interview schedule. There were 60
respondents. Many of the respondents belonged to the age range of 21-30 years old,
majority was female and many of them were married.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Majority of the respondents finished collegelevel and almost all of them came from
the Kankana-ey tribe and most of them were farmers.
More than one half of the respondents listened to the station daily in three to four
hours especially the musical programs. The top three programs that the respondents most
liked were “Day-eng id Cordillera”, Music Program and Folk and Rock Music programs.
For the preferences, in terms of news programs, most of the respondents preferred midday
news. In terms of musical programs, most of the respondents claimed that they preferred
“Day-eng id Cordillera” which is the same with the most liked program. Also for the
development programs, “Kalin di Umili” program ranked first. Lastly for the spiritual
programs, most of the respondents preferred the Christianity Worldwide program and
“Timek ti Namnama”. Most of the respondents preferred mix language to be used by the
broadcaster as a medium in delivering their messages.
For the comments, many respondents said that the broadcasters used easy to
understand words, good in delivering the message and jolly in speaking. Only few said the
broadcasters talked too slowly, used technical words, talked fast. Respondents also
suggested that the program hosts must be jolly and use simple words, make and edit script,
repeat important information and practice pronunciation.
Respondents claimed that they listen to the radio station because it is entertaining,
informative and educating. Most of the respondents were listening to the radio programs
while resting, doing household chores, working at the farm or while selling at their stores.
It is concluded that the programs of Radyo Sagada catered to all regardless of age, sex,
educational, background, civil status, tribal affiliation and source of livelihood.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Programs appropriately contextualized to the preference of its listeners have high
listenership as proven in the study. Musical programs are still the preferred type of
programming for FM stations like Radyo Sagada
It is recommended that the program hosts may continue using mix language to be
easily understood by the listeners. Radyo Sagada may also consider the comments and
suggestions of the respondents. Development programs related to agriculture, health,
environment and politics may be continued and prioritized since they are the mostly
preferred topics based on the listeners information needs.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
INTRODUCTION
Rationale
Radio is one form of mass media that is being usually used by an individual because
it provides different programs that address the information needs in agriculture, health,
weather condition, current news, business news, music and many more.
Community Radio is defined by Karina Barker (2008) as one that operates in the
community, for the community, about the community and by the community. She also
added that community radio is not for profit, instead, it has community ownership and
control and has community participation. It can also be a powerful tool for addressing
social concerns and promoting social change in a community.
In Sagada, Mountain Province, 104.7 FM Radyo Sagada, a community radio station
was successfully launched on November 11, 2011 under the franchise of National Council
of Churches in the Philippines. The radio equipment were donated by MIVA, a Switzerland
based funding agency of Transportation and Communication, while the financial needs of
the station is being funded by Catholic Bishops of Germany.
Radyo Sagada aims to provide information to the community on issues and
concerns regarding environment, health, education, agriculture and spiritual aspect. Also,
it aims to provide a people to people exchange of information with a range of content and
analysis relevant to the needs and interests of the community and to the society as a whole;
to promote culture and language of the community; and to provide relevant and sensitive
entertainment to all sectors of the community.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
At present, aside from the international, national and local news that they are airing,
Radyo Sagada has programs for culture, agriculture, health, spiritual and musical
programs. They also play developmental plugs about culture, environment and health.
The station opens at 8:00 in the morning until 7:00 in the evening.
Jaime “Tigan-o” Dugao, one of the Board of Directors of Radyo Sagada
emphasized in an interview that Sagada proved once more its leadership for the people‟s
communication rights. Meanwhile, Mary Carling, the station manager urges I-Sagada and
all Cordilleran to claim the community radio as theirs. The station welcomes anyone who
wishes to broadcast on Radyo Sagada, because it is owned, managed and operated by the
people. At present, the station programs are being anchored by one regular staff, five part
time and volunteers. The signal can be reached in most of the municipalities of Mountain
Province and nearby provinces like in some parts of Benguet, Kalinga, Apayao, Ifugao, La
Union, Ilocos Sur, Isabela and Nueva Viscaya.
There is a need to study the listener‟s program preferences and perceptions for the
improvement of Radyo Sagada as a whole since it was newly established. The result of the
study could be used by the staff as a guide in planning, structuring and broadcasting their
programs.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Statement of the Problem
This study sought to identify the radio preferences and perceptions of
listeners on
104.7 FM Radyo Sagada. Specifically, it answered the following questions:
1.
What are the socio-demographic characteristics of listeners?
2.
What are the reasons in listening to the programs?
3.
What is the frequency and length of exposure of the listeners in
listening to
Radyo Sagada?
4.
What are the most liked programs of Radyo Sagada?
5.
What are the listeners‟ language and program preferences?
6.
What are the perceptions of the listeners toward the programs?
7.
What are the information needs of the listeners aside from the
information being aired in the programs?
8.
What are the comments and suggestions of the listeners for the
improvement of the broadcasters and the programs of 104.7 Radyo Sagada?
Objectives of the Study
This study aimed to know the radio program preferences and perceptions of listeners on
104.7 FM Radyo Sagada at Sagada, Mt. Province, specifically it aimed to:
1.
determine the socio-demographic profile of the respondents;
2.
determine the respondents‟ reason in listening to the programs;
3.
determine the frequency and length of exposure of the listeners in
listening to
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Radyo Sagada;
4.
determine the most liked programs of Radyo Sagada;
5.
identify the listeners‟ language and program preferences;
6.
determine the perceptions of the listeners towards the program and the
broadcaster; and,
7.
identify the information needs of the listeners aside from the information
being aired in the programs;
8.
identify the comments and suggestions of the listeners for the improvement
of the broadcasters and the programs of Radyo Sagada.
Importance of the Study
The study emphasized on the importance of information for the development of
the community. Also, the result may be used by the radio station in improving or adding
programs that address the needs of the community.
It is also important that the participatory individuals from the community of
Sagada will realize the importance of their involvement in the planning and
evaluation. Also, the community will appreciate the advantage or impact of having a
community radio station.
The study may also serve as a reference for related upcoming studies.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Scope and Limitation of the Study
The study covered the radio program preferences and perceptions of listeners on
104.7 Radyo Sagada FM. Part of the study is to seek information that is needed by the
listeners.
The study was conducted from December 2012- January 2013 and the respondents
is limited to 60 respondents who are aging from 15 to 65 years old who are listening to the
programs of 104.7 Radyo Sagada FM from the community of Sagada, Mt. Province and 10
broadcasters from Radyo Sagada, a total of 70 respondents.
However, the study will not include the staff of the radio station as my respondents.
It will concentrate mainly in the community.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
REVIEW OF LITERATURE
Socio-demographic Profile
It is very important to study the characteristics of the community or the listeners to
determine their role in the community radio and will help determine the program suitable
to the listener‟s age, sex, race, educational background and many more.
In the study of Balanggoy (2003) about the radio programs and station preferences
of AM Band Listeners in Pandayan, Tadian, Mt. Province, most of her respondents
belonged to three age brackets. These were 15-20, 21-30 and 31-40. Only 16% belonged
to 51-60 age group. Majority (60%) of the respondents were females who do work not only
in their houses but also in the farm. Majority of the respondents (80%) were married; and
only 20% were single. Among the 50 respondents, majority (52%) of the respondents were
farmers, 24% were housekeepers; 20% were students; and 4% were government
employees. Regarding their educational attainment, 42% of the respondents reached high
school level; 28% reached elementary level; and 30% reached college level. All
respondents had formal education.
However, in the study of Juan (2012) in Madaymen, Kibungan, Benguet listeners
of „Gangsan Di Tawid‟ radio program were male (70%) and females were 30% only. As
to civil status, majority (60%) of the respondents was single and 40% were married. In the
educational background of the respondents, results show that 40% among the respondents
reached high school level, 30% have been to College level, 25% went to elementary level
while 5% said to have non-formal education. Also, most of them were
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Kankana-ey with only one Ilocano. On the other hand, majority of the respondents
were farmers and 25% were paid laborers. Also, there were 30% respondents who were
students.
Reasons in Listening
In the study of Balanggoy (2003), half of the respondents (50%) said that their
favorite station has the strong signal than others; and 21 (42%) said that it has
entertainment. 20 (40%) said that the information that they aired is useful/relevant; and
only 4% said that their favorite announcer is working in that station.
Greenberg (1978) as cited by Anno (2003) lists seven reasons for watching
television that would pertain to other forms of mass communication such as radio: for
pastime, for enjoyment, for companionship, for arousal, for learning, for relaxation, and as
a source of refuge.
Dawiguey (2004) stated in her study on “Radio Program Preferences and
Perceptions of Listeners on Radio ng Bayan-Bontoc, in Five Barangays in Bontoc,
Mountain Province” that majority of the respondents claimed that they listen to the
programs because it gives information about the events around them, while the rest listened
to the program for entertainment.
Frequency and Length of Exposure
In the study of Aboen (2007) of the mass media habits of the farmers of Barangay
Dalipey, Bakun and in Barangay Poblacion, Kibungan, Benguet, majority of the
respondents (74.2%) listened to the radio everyday. It showed that less than 20% of
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
respondent listened to the radio once a week and less than 20% listened to the radio once
a month. The findings showed that the radio was used on a regular basis since the farmers
can carry it to their work and they said that they can work while listening to it. For the
duration, a total of 10 or 24.67% of the respondents listened to the radio for more than four
hours in one sitting. They said that they spent those hours for listening to news in the
morning and in the evening. The rest were for drama and music.
Most Listened Programs
In United States, the total listenership for terrestrial radio in the year 2005 was
230 million.Sirius XM Radio has a base of 18.5 million subscribers as of 2009.American
Top 40 attracts over 20 million listeners per week.Rush Limbaugh's show has been the
number one commercial talk show since at least 1991 when record keeping began. “NPR's
Morning Edition and All Things Considered” were the two most popular news programs.
The highest rated local talk program was “John and Ken” in Los Angeles. (Anonymous,
2009)
Preferences
Preference is said to be the choice based on such a view. In the study of Balting
(2007), the result showed that the respondents listened to the radio station based on the
type of music being aired. According to them, they enjoyed listening to country and
vernacular songs that can easily relate their life with it compared to the other kind of music
being played in the station.
Barker and Gaut (2000) emphasized that listening habits and preferences don‟t develop in
the same ways for all people. Some people preferred to hear from only credible sources,
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
others want to be entertained, some focus on the other person‟s needs, and others want a
speaker to get to the point as quickly as possible. Listening preferences develop over
lifetime as a function of socialization and reinforcement patters.
Preferred Language
In the study of Dawiguey (2004), most of the respondents preferred Ilocano to be
the medium in delivering the program. Farmer-respondents claimed that they preferred
Kankana-eywhile most student-respondents (30%) claimed that they preferred English.
Programs aired by Radyong Bayan-Bontoc were broadcast in Ilocano.
Perceptions
From the UNESCO handbook authored by Fraser and Estrada (2001), the
people‟s views and opinions are important for strengthening democratic practice and for
arriving at a cooperative approach to community development.
In the study of Juan (2012) regarding the perceptions of listeners in Barangay
Madaymen, Kibungan, Benguet to “Gangsan di Tawid” program were beneficial to them
since the topics aired were informative and educational. This was attested by 18 of the
respondents. As emphasized in the previous result, through the topics being tackled, the
respondents claimed that they gained knowledge for listening, they learn some
indigenous practices they were not aware of and the program answers provided to their
questions they do not understand. The remaining two said the topics were able to help the
future generation to know and learn their own culture and tradition.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
From the study of Dinggo (2005), the perception on the content of the commentary
programs of the two AM stations in Baguio City, the manner of pronunciation showed that
with the total of 25 respondents, 76% stated that the commentators of DZWX has
appropriate pronunciation and 8% said that the pronunciation was not appropriate. This
finding implied that the DZWT and DZWX commentators has appropriate has
pronunciation. In manner of speaking, among the 25 respondents for each station, all of the
respondents stated that the commentators in DZWT were fair in delivering their comments
as compared to DZWX that it has 96% fair and 4% rude. This showed that the
commentators of the two AM stations in Baguio City were fair in manner of speaking.
Also, in manner of organization of the topic aired. All of the respondents said that the two
stations have organized topic aired for each of their program. This finding implied that the
commentary programs of DZWX and DZWT has organized topic aired. For the objectivity,
all of the respondents said that DZWX commentators delivered their comments fair (100%)
compared to DZWT which had 96% fair. It showed in these findings that the DZWX and
DZWT commentators were objective in delivering their comments. Meanwhile, in the
length of the program, among the 25 respondents of DZWX, 88% of the respondents
mentioned that is just enough for the programs and 4% said that it is too long. For DZWT,
80% stated that it is just for their programs and 20% mentioned that it is too short. These
findings showed that the two AM stations covered in the study have just enough length of
commentary programs.
Information Needs of the Respondents
In the study of Bantasan (2003), the farmers in Kasibu, Nueva Viscaya stated that they
need information on health (66 %); and (46 %) needed farm technology and fertilizer
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
application programs to be aired over the radio. Forty four (44%) needs livelihood
programs and 40% needed price-monitoring program. Only one (2%) needed information
on showbiz.
Listeners of Barangay Pacso, Kabayan, Benguet needed health issues (78%); 68% for
animal raising; and 38% for food processing. (Pocdo, 2003)
Dawiguey (2004) stated that in five Barangays in Bontoc, Mountain Province, some (28
%) claimed that they need information on health and nutrition such as family planning.
Twenty-two percent (22%) claimed that they needed information on agriculture such as
rice and animal production since some of the respondents were farmers. The rest of the
respondents claimed that they needed community issues as well as the prices of goods and
commodities.
Most of the radio listeners at Pandayan, Tadian, Mountain Province needed information
on controlling pest and diseases, vegetable production, environmental issues, science and
technology, animal production, health and nutrition, and orchard production (Balanggoy,
2003).
Aside from the information needs in agriculture, Sawasi (2008) pointed out that the
leading information needs of students at Atok National high School-Annex were
academic information, current events (crimes and politics), weather condition and public
service announcements.
Comments and Suggestions
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
It was emphasized by Fraser and Estrada (2001) that community radio stations normally
receives considerable numbers of letters and/or telephone calls from listeners. This process
is very useful to the station personnel, and the audience should therefore being encouraged.
In Barangay Madaymen, Kibungan, Benguet, the respondents of Juan (2012) requested that
the program should include business matters like the present economy, prices of goods and
commodities; good agricultural practices; more Igorot culture-Benguet and Mt. Province;
news update and local stories or stories of the community. All of the respondents suggested
that the program should continue to be
aired.
The respondents‟ suggested that the DZWX commentators should avoid too many
expressions and jokes; discuss the first topic properly before moving on to the next topic,
not too serious in delivering their comments, avoid unnecessary mannerisms and lastly they
should make commercials shorter. Suggestions also for the improvement of the DZWT
commentary programs and to the commentators were; they should add formats, more topics
and comments; they should open their commentary programs open to suggestions and they
should always put emphasis that were stressed on the topic being
discussed. Dinggo (2005)
In the study of Palayen (2007) on the perceptions of Baculongan Sur Vegetable Farmers
on “Boses ti Farmers” Program, the respondents commented on the program time slot was
fine for them while a few (12%) suggested that it would be aired in the morning, few (4%)
still suggested in the afternoon for them to listen regularly while working in the fields.
Also, majority (72%) of the listeners suggested that the topics were needed to be repeated
when requested. Few (40%) suggested that the host should limit reading text messages
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
while discussion is going on, few (40%) still suggested that, the host should talk
moderately. Also some of them claimed that the host needed to use layman‟s term in some
words which were too technical for them to understand.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
METHODOLOGY
Locale and Time of the Study
The study was conducted at Sagada, Mt. Province (Figure 1 & 2). Sagada is a 5th class
municipality in the Province of Mountain Province. It is located 149 kilometers north of
Baguio City within a cool highland mountainous zone. At present, the Municipal Health
Office of Sagada recorded 11, 757 total population or 2, 399 households. The municipality
is popularly known because of the “hanging coffins”, a traditional way of burying people
before. The tourists could spend their time in trekking, exploring caves and waterfalls,
spelunking, bonfires, picnics, rappelling, visiting historical sites, nature hikes, and
participating in tribal celebrations.It is dominantly mountainous in nature and has 19
barangays namely: Aguid, Ambasing, Angkileng, Antadao, Balugan, Bangaan,
Dagdag, Demang, Fidelisan, Kilong, Madongo, Patay, Pide, Nacagang, Suyo, Taccong,
Tanulong, Tetepan Norte and Tetepan Sur.
Sagada, Mt. Province was chosen as the locale of the study because most of the people
listen to the programs of Radyo Sagada aside from they were the main community who
helped in putting up the station.
The study was conducted last December 2012.
Respondents of the Study
The study had 60 respondents: 20 respondents in north zone, 20 in central zone and 20 in
south zone. North zone encloses Aguid, Antadao, Bangaan, Fidelisan, Madongo, Pide,
Tanulong, Tetepan Norte and Tetepan Sur while Patay, Demang and Dagdag belong
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
to central zone. Also, south zone are Ambasing, Angkileng, Balugan, Kilong, Nacagang,
Suyo and Taccong. The respondents were chosen using purposive quota sampling and
they were aging from 15 to 65, listener of Radyo Sagada, and a resident of Sagada, Mt.
Province.
F igure 2. Map of Sagada, Mt. Province
showing the locale of the study
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Figure 1 . Map o f Cordillera Administrative Region
showing Mt. Province as the loc ale
of the study
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Data Collection
The researcher used interview schedule. Questions were explained and
personally translated for the respondents to avoid hesitations and difficulty in answering
the questions.
Data to be Gathered
The data gathered was the socio-demographic profile of the respondents, the
reasons in listening to Radyo Sagada, the frequency and length of exposure of listeners, the
most liked programs, the program preferences and languages preferred by the listeners, the
perceptions of the listeners towards the program and the broadcaster, the information needs
of the listeners, the comments and suggestions of the listeners for the improvement of the
broadcasters and the programs of Radyo Sagada.
Data Analysis
The data gathered from the respondents was tabulated and analyzed using
percentages, frequency counts and ranking.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
RESULTS AND DISCUSSIONS
Profile of the Respondents
Table 1 shows the respondents‟ demographic profile. More than one-fourth
(33%) of the respondents belonged to the age range of 21-30 but there were 31.67% coming
from 15-20 age bracket. Only one (1.67%) among them belonged to the age range of 61-
65. This indicates that the programs of Radyo Sagada cater to all age groups. Majority
(56.67%) of the respondents were female; and 29 (48.33%) were married.
In terms of educational attainment, 29 (48.33%) of the respondents finished
college level, 26.67% finished secondary level, 18.33% finished elementary level, 5% for
post graduate and only 1.67% had no formal education. This means that not all of the
respondents had formal education but majority were literate.
Since most of the respondents have a higher leaning especially that most of the
respondents finished high school and college level there is a greater possibility that the
respondents may understood easily the topics being discussed.
Almost all of the respondents came from the tribe of Kankana-ey (93.33%)
while Iloco and Applai tribes had 3.33% each.
In terms of source of livelihood, 36.67% of the respondents were farming and
there were 25% who were not working. They were either students or housewives. The rest
were business owners, government workers, a driver and an animal breeder. This implies
that the listeners of Radyo Sagada have different characteristics and that Radyo Sagada
caters to people from different walks of life.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Table 1. Socio-demographic profile of the respondents
CHARACTERISTICS
FREQUENCY
PERCENTAGE
(n=60)
(%)
Age
15-20
19
31.67
21-30
20
33.33
31-40
12
20.00
41-50
5
8.33
51-60
3
5.00
61-65
1
1.67
Total
60
100
Sex
Female
34
56.67
Male
26
43.33
Total
60
100
Civil Status
Married
29
48.33
Single
27
45.00
Widower
3
5.00
Separated
1
1.67
Total
60
100
Educational Attainment
Elementary
11
18.33
Secondary
16
26.67
College
29
48.33
Post Graduate
3
5.00
No Formal Education
1
1.67
Total
60
100
Tribal Affiliation
Kankana-ey
56
93.33
Iloco
2
3.33
Applai
2
3.33
Total
60
100
Source of Livelihood
Farming
22
36.67
None
15
25.00
Laborer
11
18.33
Business
6
10.00
Government Worker
3
5.00
Driving
2
3.33
Animal Production
1
1.67
Total
60
100
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Reasons for Listening to Radyo Sagada
Table 2 shows the reasons of respondents in listening to the radio station. In terms
of the reason in listening, most (78.33%) of the respondents claimed that they listen to the
programs of Radyo Sagada because it is entertaining. This shows that Radyo Sagada
maintain its primary purpose which is “Mentutyaan ya Menliwliwaan”, meaning a
consensus and for entertainment. However, one respondent (1.67%) said that he listened to
Radyo Sagada because it is the only available signal in his residence.
This is quite similar to the study of Dawiguey (2004) in her study on “Radio
Program Preferences and Perceptions of Listeners on Radio ng Bayan-Bontoc, in Five
Barangays in Bontoc, Mountain Province” wherein majority of the respondents claimed
that they listen to the programs because it gives information about the events around them,
while the rest listened to the program for entertainment.
Frequency and Length of Exposure
Frequency. Table 3 shows the respondents‟ frequency and length exposure in Sagada,
Mt. Province. In terms of frequency and length of exposure of the respondents, 26
(43.33%) listened to the programs daily. These findings showed that the radio was used
on a regular basis since it was observed that laborers like the carpenters were listening
while working. For the sari-sari store owners, they said that they were listening while
selling. Sixteen (26.67%) listened to the station twice a week while 8 (13.33%) listened
once in a week. According to them, they were not listening to Radyo Sagada regularly
because they were studying or a government worker. They can just spend those hours for
listening to news in the morning and in the evening.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
This listening habit of the respondents is quite similar to the study of Aboen
(2007) where majority (74.2%) of the respondents in Barangay Dalipey, Bakun and in
Barangay Poblacion, Kibungan, Benguet listened to the radio everyday.
Length of exposure. Table 4 shows the length of exposure of the respondents in
listening to the programs of Radyo Sagada. Only half (30%) of the respondents listened
to the radio station for three to four hours. However, there were 5% who listened for less
than 1 hour only because they were either studying or government worker. According to
them, they just have time to listen at 6:00-7:00 am or 6:00-8:00 pm. Those who listened to
the programs for 14-15 hours were laborers like carpenters and store owners. This shows
that only few listened to the programs since more than one fourth only listened to the
programs daily and half of the respondents listened for three to four hours.
Table 2. Reason for listening to Radyo Sagada
REASON
FREQUENCY
PERCENTAGE RANK
n=60
(%)
To be entertained
47
78.33
1
To be informed
28
46.67
2
To be educated
26
43.33
3
Only available signal
1
1.67
5
* Multiple response
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Table 3. Respondents‟ frequency of listening to Radyo Sagada
FREQUENCY
NUMBER
PERCENTAGE
RANK
n=60
(%)
Daily
26
43.33
1
Twice a week
16
26.67
2
Once a week
8
13.33
3
Thrice a week
4
6.67
4
Once a month
2
3.33
5.33
Twice a month
2
3.33
5.33
No answer
2
3.33
5.33
Total
60
100
Table 4. Respondents‟ lengt h of exposure to Radyo Sagada
EXPOSURE
FREQUENCY
PERCENTAGE RANK
(n=60)
(%)
Less than 1 hour
3
5.00
5
1-2 hours
16
26.67
2
3-4 hours
18
30.00
1
5-6 hours
10
16.67
4
7-8 hours
11
18.33
3
14-15 hours
1
1.67
6.5
No answer
1
1.67
6.5
Total
60
100
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Most Liked Programs
Table 5 shows the most liked programs of the respondents. More than half (33.33%)
of the respondents listened to “Day-eng id Cordillera”, being anchored by Lumban and
Sim Cataran every 3:00-5:00 in the afternoon of Monday and Thursday. This was followed
by the Music Program (25%) of Gina Dizon, Brenda Fuchay and Belen Piluden every 8:00-
9:00 in the evening of Tuesday, Friday and Sunday. Also, the Folk and Rock Music
Program ranked third and it is being anchored by Belen Piluden every 2:00 to 3:00 in the
afternoon of Tuesday and Friday.
It can be noted that 78.33% of the respondents listened to Radyo Sagada to be
entertained so it was not surprising that the top three most liked programs were musical
programs.
Table 5. Most liked programs by the respondents
PROGRAM
FREQUENCY
PERCENTAGE RANK
(n=60)
(%)
Day-eng id Cordillera
20
33.33
1
Music
15
25.00
2
Folk and Rock Music
6
10.00
3
Morning News
5
8.33
4.5
Midday News
5
8.33
4.5
Basta Love Songs
4
6.67
7.33
OPM
4
6.67
7.33
Igorot Music
4
6.67
7.33
Ilaw ni Kristo
3
5.00
9.5
Gag-ay di Umili
3
5.00
9.5
* Multiple response
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
This supports the respondents‟ reason in listening to Radyo which is for them to be
entertained. However, morning news and midday news programs (8.33%) show high
percentage than the other programs. This shows that some were interested still to listen to
the news programs not only for music.
Table 6 shows the radio plugs of Radyo Sagada. The radio station has two plugs; it
talks about the preservation of the environment and promotion of regional autonomy.
Table 7 shows the development programs of Radyo Sagada. The programs under the
development programs of Radyo Sagada talks about health, agriculture, education, and
social issues.
Table 8 shows the musical programs of Radyo Sagada. These are musical programs
wherein listeners can greet their love ones, they can also request any music composed by
Igorot singers or adaptations of western music but interpreted in the local, western folk
rock and OPM.
Table 9 shows the spiritual/ religious programs of Radyo Sagada. It is a religious
program for bible reading and interpretation with religious music. Most of the programs
were being aired every Sunday.
Table 10 shows the news programs of Radyo Sagada. The news was being derived
from the local, national and international events.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Language and Program Preferences
Preferred language. Table 11 shows the preferred language of the respondent. Half
(50%) of the respondents preferred mix language to be used by the program host/s or
broadcaster. According to the respondents, mix language pertains to the different languages
or dialects like Kankana-ey, Iloco, Filipino and English for them to understand easily on
what the broadcaster is saying. However, most of the students and professionals
respondents preferred English while most the elementary and high school graduate
preferred Kankana-ey.
Radyo Sagada uses different languages in broadcasting like English, Iloco,
Kankana-ey and Filipino.
This contradicts the study of Dawiguey (2004) on the radio preferences and
perceptions of listeners on Radyong Bayan in Bontoc, Mt. Province since her respondents‟
preferred Iloco as the medium in delivering the message.
Table 11. Language preferences of the respondents
LANGUAGE
NUMBER
PERCENTAGE RANK
(n=60)
(%)
Mix language
30
50.00
1
Kankana-ey
12
20.00
2
English
10
16.67
3
No answer
4
6.67
4
Ilocano
2
3.33
5.5
Tagalog
2
3.33
5.5
Total
60
100
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Preferred programs. The programs were classified into five categories and
approved by Mary Carling, the station manager of Radyo Sagada. They were News
Program, Development Program, Musical Program, Religious/Spiritual Program and
Development Plugs.
Table 12 shows the news program preferences of the respondents. For the news
programs, midday news ranked first (53%), followed by evening news (48%), morning
news (45%), opening program (40%), and the news review (2%). Table 13 shows the
developmental preferences of the respondents.
In terms of the development programs, “Kalin di Umili” ranked first with 48.33%.
It was originally intended to cover issues and concerns of the community as expressed by
the ordinary people. This program was being anchored by Hilda Telan every 8:00 to 9:00
in the morning of Thursday. It was followed by “Gag-ay di Umili” and Provincial Report
Program with 41.67% each. The “Gag-ay di Umili” program is a commentary on LGU and
other political matters. It is being anchored by Gina Dizon every Wednesday from 9:00 to
10:00 in the morning while the Provincial Report Program is an update on the programs
and projects of the provincial government. It is being anchored by Gina Dizon every
Tuesday from 10:00 to 11:00 in the morning.
Also, it shows that 25 (41.67%) of the respondents were listening to the Police
Report program of Gina Dizon every Tuesday. It is a program for crime reports and police
actions/ inaction.
Table 14 shows the musical program preferences of the respondents.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
For the musical programs, majority (73.33%) of the respondents‟ preferred
“Dayeng id Cordillera”. This is a request and dedication musical program on popular
Cordillera country folk songs as adopted by Cordilleran musicians; in the local languages
of the Cordillera. It is anchored by Lumban Bawaan and Sim Cataran from 1:00 to 3:00 in
the afternoon of Monday and Thursday.
Table 12. News program preferences of the respondents
PROGRAM FREQUENCY PERCENTAGE RANK
(n=60)
(%)
Midday News
32
53.33
1
Evening News
29
48.33
2
Morning News
27
45.00
3
Opening Program
24
40.00
4
News Review
12
2.00
5
* Multiple response
Igorot Music program also shows high percentage of preferences (71.67%). This
musical program plays songs of any original composition of Igorot singers and adapted
western music but interpreted in the local language.
The Folk and Rock music program also shows high percentage of preferences. It
has 63.33% and they play western folk rock, mostly the old favorites. It is being anchored
by Belen Piluden every 2:00 to 3:00 in the afternoon of Tuesday and Friday.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Perceptions of the Respondents
Radio programs. Table 17 shows the perceptions of the respondents. Almost (95%) all of
the respondents responded that the programs of Radyo Sagada were beneficial because
according to them they gain knowledge or information and entertainment from the news,
development program, music and plugs. Only one
respondent (1.67%) said that it was not beneficial.
In terms of the length of the program, 48 (80%) respondents said that it was appropriate.
However, seven respondents said that it was too short and only four (6.67%) claimed that
it was too long.
Program hosts. Table 18 shows the perceptions of the respondents on the performance of
the hosts.
To the program hosts, only 48.33% said that the program host uses easy to understand
words and 46.67% said that the program hosts were good in delivering the message and
jolly in speaking.
The top three perceptions on the hosts of the programs were positive. However, some of
the respondents said that some of the hosts talked to slow (15%), talk fast (5%), uses
technical words (11.67%) and boring (3.33%)
Information Needs
Health. Table 19 shows the information needs of the respondents on health.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Respondents claimed that they need information on first aid (45%), family planning
(41.67%), smoking (36.67%), dengue (28.33%), rabies (28.33%), fever (25%), sanitation
(5%), sex education (5%) and AIDS (1.67%).
Agriculture. Table 20 shows the information needs of the respondents on agriculture.
Respondents especially the farmers claimed that they need information in vegetable
production (53.33%), animal production (45%), rice production (40%), and coffee
production (33.33%). Twenty five (25%) requested to the station that they will air the price
of vegetables and basic commodities.
There is a higher percentage on information regarding agriculture compared to the other
information needs because most of the respondents are farmers and they need information
regarding rice production, vegetable production and animal production.
Cooking tips. Table 21 shows the information needs of the respondents on cooking
tips. Respondents especially the female claimed that they need information on how to bake
cake (16.67%), how to cook chicken curry (10%), how to prepare regular viand (5%), how
to bake bread (1.67%) and how to cook “Pinikpikan”.
Others. Table 22 shows the other information needs of the respondents.
Respondents said that they need information on weather update (75%) especially during
rainy season. Twenty six (43.33%) said that they need issues on politics. Only few high
school students needs topics on the history of Cordillera and in economics (1.67%)
specifically the law of demand and supply. One (1.67%) respondent also requested that the
radio station should always remind the curfew hours to the listeners during night.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Comments of Respondents to Radyo Sagada
Table 23 shows the comments of the respondents the radio station as a whole. Less than
half (31.67%) of the respondents said that it is good but some also said that the station still
lack facilities (15%), too much dead air (18.33). One (1.67%) respondent also said that
Radyo Sagada needed improvement especially in terms of pronunciation and in manner of
delivering the news. Moreover, one respondent (1.67%) commented that the station
Suggestions of the Respondents for
Radyo Sagada Program
Table 24 shows the suggestions of the listeners.
Time of airing. More than one fourth of the respondents (18.33%) suggested that the
opening must start earlier than 7:00 in the morning.
Some of the respondents suggested for earlier opening because they were leaving their
house earlier than 7:00 am since this respondents were government worker and students.
Length of the program. Few respondents (13.33%) suggested that they must add time for
the musical program. According to them, the music were playing were entertaining.
However, 5% said that the time per program were appropriate.
To the broadcaster. Respondents suggested that the program host/s must be jolly
and use simple words (38.33%), avoid dead airs and repeat important information (35%),
and, talk in moderate speed (33.33%), nineteen (31.67%) said that the hosts must practice
their pronunciation. Also, one (1.67%) respondent said that they must edit the news before
airing.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
The respondents suggested these because according to them some of the
respondents‟ uses technical words that can‟t be understood especially those respondents
who have low educational background. They also suggested that they must avoid dead airs
especially in the news programs. Some also suggested that the hosts must practice their
pronunciation because according to them their were terms being mispronounced which is
embarrassing to the listeners.
This shows that Radyo Sagada as a whole still needs improvement for the benefit
of the listeners and the station itself especially that it is new operated.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
SUMMARY, CONCLUSION AND RECOMMENDATIONS
Summary
The study was conducted at Sagada, Mt. Province to characterize the respondents,
determine the frequency and length of exposure of the listeners in listening to Radyo
Sagada; determine the most listened programs of Radyo Sagada; identify the listeners‟
language and program preferences; identify the perceptions of the listeners towards the
program and the broadcaster; identify the information needs of the listeners aside from the
information being aired in the programs; and, identify the comments and suggestions of
the listeners for the improvement of the broadcasters and the programs of Radyo Sagada.
Interview schedule was used in gathering data from the respondents. The 60 respondents
were chosen through purposive sampling.
Many of the respondents belonged to the age range of 21-30 years old, majority were
female and among them were married.
In terms of educational attainment, majority of the respondents finished college level and
almost all of them came from the tribe of Kankana-ey tribe and most of the respondents
were farmers.
More the one half of the respondents listened to the station daily in three to four hours
especially the musical programs.
The top three programs that the respondents most liked were “Day-eng id Cordillera”,
Music Program and Folk and Rock Music programs.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
For the preferences, in terms of news programs, most of the respondents preferred midday
news. In terms of musical programs, most of the respondents claimed that they preferred
“Day-eng id Cordillera” which is the same with the most liked program. Also for the
development programs, “Kalin di Umili” program ranked first. Lastly for the spiritual
programs, most of the respondents preferred the Christianity Worldwide program and
“Timek ti Namnama”.
Most of the respondents preferred mix language to be used by the broadcaster as a medium
in delivering their messages.
For the comments, many respondents said that the broadcasters use easy to understand
words, good in delivering the message and jolly in speaking. Only few said the broadcasters
talked too slowly, uses technical words, talk fast. Respondents also suggested that the
program hosts must be jolly and use simple words, make and edit script, repeat important
information and practice pronunciation.
Respondents claimed that they listen to the radio station because it is entertaining,
informative and educating. Most of the respondents were listening to the radio programs
while resting, doing household chores, working at the farm or while selling at their stores.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
Conclusions
Based on the findings of the study, the following conclusions are derived:
1.
The programs of Radyo Sagada cater to all kinds of listeners regardless of
age, sex, educational background, civil status, tribal affiliation and source of livelihood.
2.
Programs appropriately contextualized to the preference of its listeners have
high listenership as proven in the study.
3.
Musical programs are still the preferred type of programming for FM
stations like Radyo Sagada.
Recommendations
1.
The program hosts may continue using mix language to be easily
understood by the listeners.
2.
Radyo Sagada may consider the comments and suggestions of the
respondents.
3.
Development programs related to agriculture, health, environment and
politics may be continued and prioritized since they are the mostly preferred topics based
on the listeners information needs.
Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013
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Radio Program Preferences and Perception on 104.7 FM Radyo Sagada in Sagada, Mt.
Province | WAKING, JON RAY K. APRIL 2013