BIBLIOGRAPHY CAYABAS, CRYSTEL Q. April...
BIBLIOGRAPHY
CAYABAS, CRYSTEL Q. April 2012. Evaluation of Radyo Agrikultura, an
Agricultural Radio Program of DZWT. Benguet State University, La Trinidad, Benguet.
Adviser: Anna Liza B. Wakat, MDevCom
ABSTRACT
The study was conducted to evaluate Radyo Agrikultura, an agricultural radio
program of DZWT. It aimed to identify the socio-demographic profile of the farmer
respondents; determine the farmers’ preferred topics of Radyo Agrikultura; determine the
farmers’ perceptions on the Radyo Agrikultura regarding terms used, time slot, topics,
length of the program and information delivery; determine information from the Radyo
Agrikultura that are useful to the farmers; enumerate the recommendations of farmers for
the improvement of the Radyo Agrikultura regarding the language, timeslot, length of the
program and delivery of information; and determine how the station decides on the format,
production process, scheduling of topics, gathering and management of feedback of the
program and the monitoring activities.
Two sets of guide question were used during the interview schedule, one for the
farmer respondents and one for the anchorperson of the program who served as key
informant.
Many respondents were old. Both males and females listened to the program. They
spoke Kankana-ey and planted highland vegetables and rice. The farmers preferred
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
to listen to the program which is for information and for entertainment. The farmers were
satisfied with the program. Price monitoring, rice production and good agricultural
practices were relevant to the livelihood of the farmers. Regarding the decision making of
the program, it is the station management who still decides the format of a program.
With the results, it is therefore recommended that since price monitoring was the
most preferred and most useful to the farmers, it should be continued and timeslot, info
delivery, topics and length of the program should be maintained. Suggestions of farmers
may also be considered by the station management for the improvement of the program.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
INTRODUCTION
Rationale
The Philippines is an agricultural country. It has four sub-sectors in agriculture:
farming, fisheries, livestock, and forestry. The main agricultural crops are rice corn,
coconut, sugarcane, bananas, pineapple, coffee, mangoes, and abaca.
Agriculture carries an important role to daily lives of people. In the country, most
citizens still live in the rural areas and support themselves through agriculture.
Despite the fact that most of the land area is being used for agriculture, it is not
enough to support the food for the country. According to Castillo (1980), cited by Dy
(1987), based on a maximum cost of food basket, it is estimated that about 70% of Filipino
families are poor, but farmers, farm laborers, and fishermen, registered the highest
incidence of poverty among all occupational groups. Given this situation, development
communication has to deliver messages that will enable them to rise from the socio-
demographic crisis (Dy, 1987). There is a need for further research and proper deliverance
of information in order to meet development challenges.
One of the strategies that are being used for sustaining agricultural growth is
through communication services. Communication plays a vital role in the development of
society. Among the communication channels that are being used for information
deliverance is radio.
Radio is a mass medium of communication that can reach a large number of people
at one time. Among its advantage is, it is available and affordable even in remote areas or
in rural places.
Rural broadcasting system in the country dates back to 1946 when station KZRH,
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
now DZRH, started to broadcast a farm program in cooperation with the Department of
Agriculture and Industry. For a long time, this was the only radio program directed
primarily at the rural audience for disseminating agricultural information (Community
Broadcasting Staff, 1979).
Radio has always had a special place in the lives of farmers. Because of rural life,
entertainment and information brought by radio are very special to them. Weather forecast
and agricultural reports are essential to every farmer (Balio, 2004). Though there are
communication tools that are more advance such as TV and Internet, radio remains to be
the source of information of farmers because radio signal has the strongest signal that can
reach a remote place.
As a community radio, DZWT performs the information function, education, and
entertainment. It is supportive on the activities of different agencies concerned with
development. Furthermore, the radio station is more on informing agricultural matters to
rural people. Thus, DZWT included in its regular program an Agricultural radio program,
the Radyo Agrikultura.
Radyo Agrikultura was formerly known as “Boses Ti Farmers” radio program of
DZWT. “Boses Ti Farmers” was then hosted by Dominador Dongla. In an interview with
Ms Langpawan she said that when Dominador Dongla resigned and left the station, “Boses
Ti Farmers” was changed to Radyo Agrikultura in February 2011. She was asked by the
station to host the program. Langpawan added that, “Boses Ti Farmers” only focused to
the farmers of Benguet but when it was changed to Radyo Agrikultura, the scope of the
program was expanded to the farmers in the six provinces of the Cordillera. The program
tackles topics that concerns with the needs of the farmers in the six provinces of Cordillera.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Radyo Agrikultura is a radio program where issues in Agriculture are discussed in order to
inform and enlighten its listeners. Radyo Agrikultura joins forces with Department of
Agriculture and other agencies that deal on agriculture for the program. All programs
implemented by DA-CAR is being aired and discussed over on Radyo Agrikultura
including price monitoring from the La Trinidad Vegetable Trading Post. This radio
program plays an important role not only in the dissemination of agricultural information
to the farmers of its covered places in CAR but also serves as an entertainment.
In the Cordillera, specifically at Sabangan, Mountain Province, agriculture is one
of the sources of income. However, farmers may have problems in increasing their
production or harvest, income, and improving post harvest practices. There is a need
therefore for the farmers to be abreast with today's knowledge, technology, and facilities
on vegetable production.
Being indigenous mountain dwellers, farmers of this place sustain themselves
agriculturally, and they started by their own method of farming based within the limits of
their resources until radio was introduced. Based on observation, radio is their source of
information regarding agriculture. Thus, this study aims to evaluate Radyo Agrikultura
listened to by the farmers in the place.
Statement of the Problem
This study aimed to evaluate Radyo Agrikultura. Specifically, it answered the
following:
1. What is the socio-demographic profile of the farmer respondents?
2. What are the preferred topics of the farmers aired by Radyo Agrikultura?
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
3. What are the farmers’ perceptions on Radyo Agrikultura regarding the terms
used, time slot, length, topics and delivery of information of the program?
3. What information from the Radyo Agrikultura are useful to the farmers?
5. What are the suggestions of farmers for the improvement of the agricultural
radio program regarding the language, timeslot, length and delivery of information?
6. How do the management decide on the format, production process, scheduling of
topics, gathering and management of feedback of the program, and the monitoring
activities.
Objectives of the Study
The general objective of the study is to evaluate Radyo Agrikultura. Specifically, it
aimed to:
1. identify the socio-demographic profile of the farmer respondents;
2. determine the farmers’ preferred topics of Radyo Agrikultura;
3. determine the farmers’ perceptions on the Radyo Agrikultura regarding terms
used, time slot, length of the program, topics and information delivery ;
4. determine information from the Radyo Agrikultura that are useful to the farmers;
5. enumerate the recommendations of farmers for the improvement of the Radyo
Agrikultura regarding the language, timeslot, length of the program and delivery of
information; and
6. determine how the station decides on the format, production process, scheduling
of topics, gathering and management of feedback of the program and the monitoring
activities.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Importance of the Study
The importance of the study rest primarily on its potential contribution to radio
broadcasting. It may hopefully give the researchers, announcers, and information officers
both in public and private offices an idea on how to improve radio broadcast programs that
cater the needs of farmers specifically those who are living in agricultural areas like
Mountain Province and other areas in the Cordillera region.
The information gathered may help in planning broadcast programs of DZWT and
other radio stations.
Scope and Limitation
The study was limited to Radyo Agricultura aired from 6:00PM to 8:00PM every
Mondays to Fridays respectively over DZWT 540 KHz, Mountain Province Broadcasting
Corporation.
The study focused on the socio-demographic profile of the farmer respondent, the
preferred contents of Radyo Agricultura; the perceptions of farmers on the terms used,
timeslot, length and delivery of information of the program; the information useful to the
respondents; recommendations of farmers for the improvement of the agricultural radio
program regarding the language, timeslot, length and delivery of information of the
program; and the how the station decides on the format, production process, scheduling of
topics, gathering and management of feedback and the monitoring activities.
The study was limited to the topics of Radyo Agrikultura aired from Febuary 2011
to November 2011.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
REVIEW OF LITERATURE
The concept of development and communication is inexorably linked.
Communication assist in development of societies: it provides new skills, link various
sectors of society in collective drive towards development, and mobilizes citizens to take
part in nation building (Tuazon, 1980). Thus, information dissemination must be
strengthened to improve the conditions of communities as well as the life of people.
Preferred Contents of Radio Programs
Mass communication serves as a chief reporter on researches and other information
related to agriculture such as farming technologies, practices as well as programs and
projects of the government that could help farmers increase their agricultural productivity
(Balio, 2004). Thus information that must be delivered should be developmental.
There were studies showing the information preferences on radio programs that
were conducted in the province of Benguet and in Mountain Province.
In La Trinidad, Benguet, listeners preferred radio programs with the leading topics
such as strawberry production, controlling pest and diseases, vegetable and cut flower
production (Gonzales, 2005).
In Mountain Province, specifically in the four barangays of Bontoc, Mountain
Province, Waglison (2010) found out that listeners preferred local news reports that
concerns with public service. This supported with the study of Bacolong (2004) where
listeners in Baguio City were more interested in information programs that were related to
their needs and interests.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
In another study, Balio (2004) found out that most respondents in Mountain
Province preferred programs, projects and activities of the Department of agriculture, LGU
agriculture offices, and National Food Authority including the establishment of
demonstration farms, role of Department of Agriculture in waste management, and the
Government Hybrid Rice Program. On the same study, other content preferences were the
preparations of compost fertilizers, ginger, papaya extracts, control of snails and slugs in
ground vegetation, and livestock practices.
Tuazon (1980) pointed out the need to consider the government as a partner in
development rather than as a fountain of eternal goods and services.
Perceptions
Terms used in radio broadcasting. Terms used is a very important consideration in
radio broadcasting most especially in rural areas.
Balio (2004) found out in her study that almost all of the respondents perceived that
the terms used in the radio programs of DWFR, Radyo ng Bayan Bontoc regarding the
topics on agriculture was simple or easy to understand. Few respondents said that the terms
used in the radio programs were highly technical.
Velasco (2000) as cited by Balio (2004) stated that technological advances
produced in scientific words needed to be explained in simple terms for lay users, otherwise
this work goes to waste.`
Time slot. Waglison (2010) found on her study that residents in selected barangays
of Bontoc, Mountain Province claimed that the time allotted for the program corresponds
with their free time which was during lunch time, so they listened to DWFR while they
were eating.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
In addition, Pocdo (2003) found that 90% of the respondents in Pacso, Kabayan,
Benguet said that the time slot was appropriate for the BSU-on-the Air program; 6%
claimed that the program was too late, and only 4% claimed that it was too early.
Also in the study of Buyagan (2003), farmers in Tabaan Sur, Tuba, Benguet
claimed that the timeslot of DA-Charm-On-Thei Air was appropriate. According to the
interviews to the farmersit is appropriate because they were preparing their things in going
to their farms and so they were able to listen to the program.
But in Barangay Alno, La Trinidad, Benguet farmers of claimed that the timeslot
of Voice of America (VOA) news program in Magic 99.9 Country FM was too late.
According to their interviews, during the time of this program which is 9:00AM to
11:00AM, they were in their work so they did not listened well to the program (Linggoden,
2004).
Topics. In the Voice Of America (VOA) news programs of Magic 99.9 Country
FM, almost all respondents of Barangay Alno, La Trinidad, Benguet mentioned that the
topics of the program was informative because they gained knowledge on the events around
the world and it also gives detailed international news (Linggoden, 2004).
It was also found out in Pacso, Kabayan, Benguet that BSU-On-The-Air program
that the topics were informative practical, and it can be applied in their locality. Findings
showed that multiple response of the respondents was an indicator that topics are helpful
to their farming activities and also on improving their livelihood (Pocdo, 2003).
Information delivery. Some host of programs of DWFR Radyo ng Bayan Bontoc
was ranked as good in delivering the message. Respondents claimed that the host used
words that were easy to understood (Dawiguey, 2004).
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
In the study of Linggoden (2004), respondents claimed that the host of Voice of
America (VOA) news program delivered message in a fast way (80.43%), 63% told that
the voice of the host was not good because most of the pronunciation was slang which
made the respondents confused. This finding showed that delivery of information affected
the listeners so they did not understand some of the topics of the program. Length of the
program. According to Dawiguey (2004), 80% of her respondents in Bontoc, Mountain
Province claimed that the length of the radio programs in DWFR were appropriate. Eight
percent of the respondents mentioned that the length of the programs that tackles
agriculture was too short while few (6%) said that it was too long. And in Barangay Alno,
La Trinidad, Benguet, results showed that the respondents did not want too long news
because there was a possibility that they will get bored.
Information Useful to Farmers
According to the study of Waglison (2004), respondents in Bontoc, Mountain
Province needed more information on health and nutrition which include rice production,
fruit and vegetable production, ornamental production, inland fish production and animal
production. Dawiguey (2004) and Balio (2004) had similar results wherein the information
which were useful to the respondents were more on rice production and vegetable
production since most of them were engaged in farming works.
Suggestions of Listeners
The leading suggestions of listeners in Bontoc, Mountain Province towards the
programs of DWFR were on enriching the programs with more issues on health and
nutrition, agriculture, community issues, and prices of goods and commodities (Dawiguey,
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
2004). In addition, from the study of Waglison (2010), respondents from the same place
suggested that repetition of topics should be avoided especially when it was already
mentioned in the earlier programs. They also suggested that topics should be aired on time
since most of the news aired were old. Simple words should be used so that people of all
level can grasp. They also suggested that the newscasters should make the delivery style
more alive. Furthermore, they suggested more topics on environment issues and Protection
of Women and Children.
On the Voice of America (VOA) news program, people of Barangay Alno, La
Trinidad, Benguet suggested that VOA news should be translated in simpler terms, and the
anchorperson should deliver message in a simple style so listeners can understand
(Linggoden, 2004).
Program Format
Writer-producers of a development radio program must bear in mind the
preferences of their audience. They should know that what information the audience prefers
(Balio, 2004).
There are different types of radio programs such as musical program, talk program,
news program, magazine program, and variety program. Musical program generally aims
to entertain. Second is talk program, this is preferred by adults audiences who have
knowledge of and interest in the subject since this type of program lacks variety, the
broadcasting must compensate for it by making it informative, interesting, amusing and
humorous (Balio, 2004). The third is news program. News program uses direct, concise,
and told with simple words. Fourth is the magazine program which contains a variety of
either related or unrelated items or segments that are linked together by narration, music,
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
or sounds effects Lastly is the variety program. The term “variety show” implies a
combination of more elements of entertainment and arts, It has a combination of various
types of performances and techniques (Community Broadcasting Staff, 1979).
Production Process
Program production includes planning the program which includes planning of
subject matter, format, concreteness, and variety; gathering and organizing the materials;
and the actual production which includes making of scripts, assembling of resources,
directing and editing (Community Broadcasting Staff, 1979).
Scheduling of Topics
Another important consideration in program planning especially for technical
programs is subject matter coverage and time allotment for the resource speakers and the
topic. The radio producer should determine the extent and scope of the subject matter
content, its length and limitation. How long will be the topics on air and how many days in
a week will it take on air (Community Broadcasting Staff, 1979).
Gathering of Feedback
Feedback is one of the more reliable means of gauging the reactions of listeners. In
radio and television, the speaker has no immediate feedback from his audience. In such
cases, the cycle of communication is not complete until letters, postcards, telephone calls
or programs ratings provide some understanding as to the reaction of the audience.
Agencies cooperating with the radio station can gauge the audience feedback, too. They
should be encouraged to inform the station of whatever feedback they gather from their
contacts in the rural areas (Community Broadcasting Staff, 1979).
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
METHODOLOGY
Locale and Time of the Study
The study was conducted in Baguio City (Figure.1) and in Data, Sabangan,
Mountain Province (Figure.2). The study was conducted in Baguio City where DZWT is
located. Also the study was conducted in Data, Sabangan, Mountain Province where the
farmer respondents are residing.
Barangay Data is one of the fifteen barangays of Sabangan. It is located at the
boundary between Sagada and Sabangan and is seven kilometers from the national road. It
has an area of 670 hectares and a total population of 803 and total number of 175
households.
Creeks and mountain ridges indicate boundaries of Barangay Data. It has
pronounced dry and wet season. Heavy rain is on the month of August.
In terms of income, rice and vegetable farming is where most people take their
profit.
Base on the observation of the researcher, Barangay Data was chosen as the area of
study because it was observed that majority of the people use radio as main source of
information regarding farming. The area was also selected because it was observed that
DZWT is the AM station listened to by the people, though there is one AM station in the
province, according to Dona Kawis-Balio, broadcaster of DWFR-Bontoc, the frequent “off
the air” of the station is due to obsolete and pro-to-lightning transmitter.
The study was conducted on December 2011 to January 2012.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Figure 1. Map of Baguio City showing the locale of study
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Figure 2. Map of Mountain Province showing the locale of study
Respondents of the Study
The respondents of this study were Mary Langpawan, the host/anchorperson of
Radyo Agrikultura who served as key informant, and 40 farmers of Barangay Data,
Sabangan, Mountain Province. The 40 farmers were chosen purposively. They were chosen
using the following criteria: (a) must be using radio as source of information regarding
agriculture; and (b) must be listening to Radyo Agrikultura.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Data Collection
Data from the key informant was gathered through key informant interview using
guide questions and data from the farmer respondents were gathered through interview
schedule using guide questions. On the actual interview with the farmers, the questions
were translated into the dialect used by the community to facilitate understanding between
researcher and respondents.
Data Gathered
The data gathered were socio-demographic profile of the respondents, preferred
content of the agriculture-related radio program by the farmers, the perceptions of farmers
on the language, timeslot, anchor person, and length of the program; the information useful
to the respondents; suggestions of farmers for the improvement of the agricultural radio
programs; and the decision making of the station regarding the format, production process,
scheduling of topics, gathering and managing of feedback and the monitoring activities.
Data Analysis
All information gathered were consolidated, tabulated, presented, and analyzed
using descriptive statistics such as frequency count, ranks, and percentages. The frequency
count was used to determine the number of respondents who responded to a certain item.
Rank was used to indicate the order of frequencies.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
RESULTS AND DISCUSSION
Socio-demographic Profile of the Respondents
Table 1 shows the socio-demographic profile of the respondents. The profile
includes the age, sex, civil status, dialect, educational attainment, number of children, and
the crops they planted.
Age. As shown in Table 1, many of the respondents’ age ranged from 60 and above
(27.5%), followed by respondents with the age ranging from 20-29 (22.5%). The rest were
30-39 years old and 40-49, and few respondents at the bracket of 50-59 years.
The findings imply that older respondents were more active in farming works. Next
were the youngest respondents within the given age bracket (20-29 years old) were engaged
in farming compared to the respondents within 30 to 50 years of age. Interviews with them
showed that the young respondents relied on farming as their source of livelihood because
they cannot find jobs in other sectors. On the other hand, the older respondents who were
aged 60 and above said that they had no choice but to do farming because they were too
old to work in other sectors and because they lacked the needed education for jobs. Among
respondents who belonged to the age bracket of 30 to 39 and
40 to 49, they preferred to choose other work aside from farming because they have enough
strength and skills to do other jobs.
Sex. The number of females (50%) was the same as males (50%). The findings
indicated that both females and males were listening to Radyo Agrikultura of DZWT Radio
Totoo. In the interviews, it was found out that both females and males were engaged in
farming thus they both seek information regarding agriculture through radio, and other
channels of communication.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Table 1. Socio-demographic profile of the respondents
PROFILE
FREQUENCY
PERCENTAGE (%) RANK
(N=40)
Age
20-29
9
22.5
2
30-39
7
17.5
3.5
40-49
7
17.5
3.5
50-59
6
15.0
5
60 and above
11
27.5
1
Total
40
100
Sex
Female
20
50.0
1.5
Male
20
50.0
1.5
Total
40
100
Civil Status
Married
27
67.5
1
Single
6
15.0
2
Widower
5
12.5
3
Separated
2
5.0
4
Total
40
100
Dialect
Kankana-ey
40
100
1.0
Total
40
100
Educational Attainment
College
14
35.0
1
Vocational
2
5.0
5
Secondary
12
30.0
2
Elementary
6
15.0
3.5
Never attended school
6
15.0
3.5
Total
40
100
Number of Children
None
6
15.0
4
1-2
10
25.0
2.5
3-4
11
27.5
1
5-6
3
7.5
5
7 and above
10
25.0
2.5
Total
40
100
Civil status. There were 67.5% of the respondents who were married. Fifteen
percent were single, followed by widowers, 12.5%; and the rest were separated. According
to the respondents, married individuals had to work hard to provide for their
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
family. On the other hand, single respondents had no other choice but to do farming and
help their parents because they cannot find other jobs outside.
Dialect. All of the respondents spoke Kankana-ey, the native language of most
people in Mountain Province. Nevertheless, results of interviews revealed that although
they speak in their mother tongue or dialect, they comprehend and speak in Iloco.
Educational attainment. Many of the respondents (35%) reached college level,
followed by the secondary level which was 30%. While 15% reached elementary level and
another 15% have not undergone schooling. The rest attended vocational school where they
finished Basic Automotive Mechanics.
The respondents revealed that those who have reached college, secondary, and
vocational schools can easily understand information aired over Radyo Agrikultura. Most
even have adopted the practices from the radio program. On the other hand, respondents
who have reached elementary and those who have not attended school have comprehension
difficulty in the words used during discussion of the topics. They said that such terms must
be translated in Iloco. Nevertheless, they claimed that the program taught them some new
agriculture practices, and some agriculture tips were likewise applied to their farms.
Number of children. As shown in Table 1, many of the respondents had three to
four children followed by one to two children and seven children. Some had four to five
children and few have five to six children. Some had no children because they were still
single.
Crops planted. Table 2 shows the distribution of respondents in terms of the crops
they planted. The major crops planted by the respondents were highland vegetables (90%)
followed by rice (80%). Beans, highland tamato, bellpepper, cabbage, Chinese cabbage,
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
and pechay were the highland vegetables they planted. Next to rice were legumes (67.5%)
which includes peanut, black beans white beans and other dried beans. Followed by root
crops (65%) such as camote, cassava, gabi, ginger and potato. They also panted fruits
(37.5%) which include banana, papaya and pineapple. There were 14% respondents who
planted lowland vegetables such as eggplant. Another 14% respondents planted fruit tress
which includes citrus and coffee. Some also planted corn and sugarcane.
In interviews with them they said that the kinds of crops grown in a certain area
depend on the climate of the place and the location of the land area. They also explained
that rice was one of their main crop because there were more rice fields in the place than
Table 2. Crops planted by the respondents
CROPS PLANTED
FREQUENCY (n) PERCENTAGE (%) RANK
Highland vegetables
36
90.0
1
Rice
32
80.0
2
Legumes
27
67.5
3
Root crops
26
65.0
4
Fruits
15
37.5
5
Lowland vegetables
14
35.0
6.5
Fruit trees
14
35.0
6.5
Corn
9
22.5
8
Sugarcane
2
5.0
9
*Multiple responses
swidden farms, so sometimes farmers drain the water on their rice fields so they can plant
vegetables while waiting again for the next planting season of rice. They added that
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
because they also needed an extra income so they plant vegetables like they do in the
Benguet Province purposely for trading.
Respondents’ Preferred Contents of Radyo Agrikultura
Table 3 shows the distribution of respondents according to the preferred contents
of Radyo Agrikultura. The contents of the said program include price monitoring, fish
farming, organic agriculture, composting, livestock, good agricultural practices or
agriculture tips, production of variety of plants, some programs of DA-CAR, and music.
The preferred contents follow a descending order were price monitoring good
agricultural practices or agriculture tips, music, livestock and poultry, organic agriculture,
composting, fish farming, production of plant varieties, and DA-CAR programs.
Price monitoring. Price monitoring was the most preferred content of the
respondents. It was found out that respondents who preferred price monitoring were those
who planted highland vegetables such as cabbage, beans, tomato, bell pepper, and others
which were purposely for selling. In interviews with them, they said that price monitoring
was very important because it helps in their decision making during near harvest and
decision making whether to bring to the La Trinidad trading post or to the town market.
Good agricultural practices/ agricultural tips. Maintaining and restoring soil
organic content was important to the respondents. In an interview with them, they said that
good agricultural practices were important to them because they want to restore the
unproductive lands that were damaged by the use of artificial fertilizers. Under good
agricultural practices, the topics they preferred were maintaining and restoring soil
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Table 3. Respondents’ preferred contents of Radyo Agrikultura
CONTENT
FREQUENCY(n) PERCENTAGE (%) RANK
Price monitoring
25
62.5
1
Good agricultural
24
60.0
2.5
practices/Agriculture Tips
Music
24
60.0
2.5
Livestock
22
55.0
3
Organic agriculture
20
50.0
4
Composting
18
45.0
5
Fish farming
17
42.5
6
Production of plant varieties
11
27.5
7
DA-CAR programs
8
20.0
8
organic content, upland vegetable farming, reducing soil erosion, proper application of
fertilizer, intercropping, green manuring, farm sanitation, backyard gardening and practice
of crop rotation.
Music. More than half of the farmers (60%) preferred music as a content of the
program aside from contents regarding agriculture. This is an indication that including
music in a program is also important to the farmers. According to them, music is important
because it served as their entertainment after a whole day work. In addition, the
respondents said that they preferred country songs and local songs.
Livestock and poultry. Fifty five percent of the respondents preferred livestock and
poultry. This is expected since the respondents were hog and poultry raisers.
This implies that respondents were interested and mostly engaged in chicken
production and hog raising aside from farming. Topics under this were tips on chicken
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
production, hog raising, hog diseases, hog feeding, chicken duck raising, how to raise
native chicken, and upgrading the breed of native chicken.
Organic agriculture. Half of the respondents preferred organic agriculture. In
interviews they said that they were more on topic about organic farming because they do
not apply artificial fertilizers. Aside from the introduction of organic farming and its
advantages,were the topics on sustainable agriculture, discussion on the standards of
certified organic and how to certify organic products.
Composting. There were 45% respondents who preferred composting.
Respondents said that listening to radio about composting improved their knowledge and
traditional way of composting. Introduction of compost, how to use and make compost,
advantages, and use of pig and chicken manure as fertilizers were topics they preferred.
Fish farming. There were 42.5 % respondents who preferred fish farming. Under
fish farming, the most preferred topic was the fish culture especially tilapia culture.
Many respondents revealed that some respondents had backyard fishpond where
they raise tilapia that was from the Municipal Agriculture Office.
Production of plant varieties. Majority of the respondents preferred rice production.
Other content preferences were the fruit trees production, root crops production, and the
short term vegetable farming. Least preferred was the strawberry production. Most
respondents preferred rice production in terms of the production of plant varieties because
according to them, they need more information about rice to improve their traditional
varieties and to have a greater harvest.
As an overall result, farmers’ content preferences have differences and similarities.
Farmers who were engaged in planting purposely for the market mostly preferred price
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
monitoring and other topics related to vegetables while those farmers do farming purposely
for consumption preferred organic agriculture. Interviews with the farmers revealed that
what they preferred most were the topics applicable/adoptable and were of great help to
their farming activities.
Perceptions of the Respondents
Table 4 presents the perception of respondents regarding the words used, timeslot,
topics, information delivery, and the length of the program.
Words used. The table shows that majority of the respondents (75%) claimed that
the words used in the program was simple. Twenty five percent of the respondents claimed
that it was technical.
It was observed that among the 75% who claimed that the words used were simple,
most have attended college or high school. While those belonged to the 25% have not
attended school so they experienced difficulty in understanding some terms. The language
used in the program was Ilocano, however, English and some technical words or terms
were not avoided but some were explained in Ilocano or Kankana-ey.
Timeslot. Majority (76.5%) of the respondents perceived that the timeslot of Radyo
Agrikultura, which is 6:00 to 8:00 PM, was appropriate to the farmers. The rest (35%)
perceived that it was not appropriate. The respondents revealed that the timeslot was
appropriate because during the time of the program is their resting hours. Some even
claimed that it was appropriate because while resting and doing other chores, they listened
to the program.
On the other hand, those who perceived that it was not appropriate said that during
that time, they would rather sleep because of tiredness.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Table 4. Perceptions of respondents
PERCEPTION
FREQUENCY
PERCENTAGE (%)
(N=40)
Words used
Simple
30
75.0
Technical
10
25.0
Total
40
100
Timeslot
Appropriate
27
67.5
Not appropriate
13
32.5
Total
40
100
Length
Sufficient
25
62.5
Too long
13
32.5
Not sufficient
2
5.0
Total
40
100
Topics
Useful
40
100
Total
40
100
Information delivery
Easy to understand
38
95.0
Difficult to understand
2
5.0
Total
40
100
They added that while they listened to radio, they fall asleep easily.
Length of the program. More than half of the respondents claimed that in terms of
the length of the programs, it was sufficient for them. There were 32.3% who claimed that
it was too long. Few (5%) answered that it was not sufficient.
Majority claimed that it was sufficient because in two hours, they were able to get
the full details of the topics they preferred. On the other hand, there were respondents who
claimed that it was too long so they mostly listened for the first hour of the program.
Based on the age of the respondents, it was observed that most who claimed that
the length was sufficient belonged to the age bracket of 20 to 49, while those who claimed
that it was too long belonged to the age bracket of 50 and above. This is an indication that
the old respondents may have a short listening capacity so they either get bored or fall
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
asleep in the middle of the program. Because of short listening capacity, they missed other
information.
Topic. All respondents perceived that the topics were useful. When they were asked
for their reason, they said that the topics were useful because most information from the
program were applicable on their farms. Some reasoned that aside from the knowledge
gained, the topics also helped in decision making of the farmers in terms of selling their
production. Others also claimed that the topics helped in finding solutions to problems
encountered in their field and in improving traditional practices into new practices.
Information delivery by the host. Almost all respondents (95%) claimed that in
terms of information delivery, it was easy to understand. Only 5% claimed that it was
difficult to understand.
The respondents revealed that the host was very good in delivering the message.
Some have even said that though there were technical terms still it was easy to understand
because aside from delivering in a convincing and smart deliverance, the host was good in
translating technical terminologies into a simple term through giving examples.
In an interview to Langpawan, she told that she had been a host of different
programs not only on radio but outside radio such as seminars, and trainings for many years
so she had the idea on how to deliver information to the farmers that they would be able to
understand such topics. So when she was asked to host Radyo Agrikultura, she applied all
these ideas she learned from her past experiences. She added that, since one of the
objectives of the program was to cater all the farmers in the Cordillera, the literate or
illiterate farmers, it is her job to do her best to make them all understand the topics.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Useful Information to Respondents from Radyo Agrikultura
Table 5 shows that the most useful information to the farmers was the price
monitoring, followed by the rice production and the good agricultural practices, livestock,
organic agriculture, composting, pet raising and coffee growing.
Based on interviews with them, these topics were important to them because they
were applicable to their garden, rice fields, piggery, poultry and fishpond. Price monitoring
was useful to them when harvest time was near because it served as guide or basis.
Table 5. Useful information to respondents from Radyo Agrikultura
TOPIC
FREQUENCY (n) PERCENTAGE (%)
RANK
Price monitoring
21
52.5
1
Rice production
20
50.0
2.5
Good agricultural practices
20
50.0
2.5
Livestock & poultry
18
45.0
4
Organic agriculture
13
32.5
5
Fish culture
10
25.0
6
Composting
4
10.0
7
Pet raising
3
7.5
8
Coffee growing
2
5.0
9
*multiple responses
A farmer told that when he heard that the price cabbage was only three pesos per kilogram,
he did not brought it at the La Trinidad Trading post, rather at Bontoc Public Market.
Some also answered that they applied the information to have a good harvest, have
a healthy and productive poultry and piggery. Others also answered that they apply good
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
agriculture practices to protect their land from damage such as soil erosion, loss of soil
nutrients and others.
Recommendation of the Respondents in the Program
Table 6 presents the recommendation of the farmer respondents regarding the
language, timeslot, length, delivery of information, and the recommended topics.
Language. There were 35% of the respondents who recommended Kankanaey as
a language for discussion. There were 5% respondents who recommended Filipino.
Results showed that respondents who did not enter school recommended Kankana-
ey as the medium for discussion. Though they understood Iloco, they also suggested the
use of Kankana-ey will be used for discussion. The rest who did not recommend said that
Ilocano was good enough for them.
Timeslot. There were respondents who recommended timeslot during day time.
Thirty five percent recommended early in the morning (5:00 to 6:00 AM or 6:00 t0 7:00
AM) as timeslot followed by 5:00 to 7:00 AM which was recommended by 12.5%
respondents. They also recommended during lunch time. Ten percent recommended from
12:00 to 2:00 PM followed by 12:00 to 1:00 which was recommended by 7.5%. Twenty
six respondents only say that the others did not recommend any timeslot because the
timeslot was appropriate for them.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Table 6. Recommendations of the respondents in the program
RECOMMENDATIONS
FREQUENCY
PERCENTAGE (%)
(N=40)
Langauge
Kankana-ey
14
35.0
Filipino (Tagalog)
2
5.0
Timeslot
6:00-7:00AM
7
17.5
5:00-6:00AM
7
17.5
5:00-7:00AM
5
12.5
12:00-1:00PM
4
10.0
12:00-2:00PM
3
7.5
Delivery of information
Make it slower
1
2.5
Length
1 and half hours
12
30.0
1 hour
6
16.0
Topics
Rice production
14
35.0
Pest and disease management
11
27.5
Tips on highland veg.
8
20.0
farming
Fertilizer and farm supply price
6
15.0
monitoring
Animal health care and
4
10.0
management
Fruit trees and fiber plant
3
7.5
production
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
According to them, they preferred lunch break because while they ate and rested,
they listened to radio before proceeding to their farms. Some recommended a morning
schedule so that they also do morning chores like cooking for breakfast, so that in the
evening they will watch television.
Length of the program. Thirty percent of the respondents recommended that one
hour would be better for them because they still had many things to do than to spend two
hours in listening to radio. Sixteen percent recommended one hour and a half is enough.
Delivery of information. Almost all of the respondents said that the delivery was
good so there was no need for them to recommend. An old respondent said that the host
should make it slower for she was old and she had difficulty in catching up.
Topics. There were 6 topics suggested by the farmers. Many recommended tips on
rice production (35%), followed by pest and disease management (27.5%). Then followed
by tips on highland vegetable farming (20%). The rest respondents also recommended
fertilizer and farm supply price monitoring (15%), animal health care and management
(10%), and fruit trees and fiber plant production (7.5%)
Respondents claimed that they needed more topics about rice since almost all
respondents were engaged in rice farming. In addition the respondents said that they were
having difficulty in pest management especially the golden kohol.
Decision Making of the Station
Format. Since Radyo Agrikultura is a station program, regarding its format, it was
the decision of the management of Mountain Province Broadcasting Corporation (MPBC)
DZWT-Radyo Totoo with the program host.
The radio format of Radyo Agrikultura was a magazine program. Interviews,
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
plugs, and music were included in the said program. Within a week there is a format they
follow. On Mondays the topic focused on high value crops and development programs of
the Department of Agriculture. Every Tuesdays the topics focused on livestock and poultry.
For Wednesday the topic focused on healthy lifestyle about the importance of vegetables.
On Thursdays, topics were any concern and requests from municipalities and barangays.
Then on Fridays, a recap of all the subject matters are tackled within the
week.
There was also a sequence they follow in a day showed in a rundown sheet below.
The program begins with greetings to all the intended audience. Next is the introduction of
the main topics followed by the discussion of sub topics including the situations of the
concerned places where topics are suited or applicable. Then followed by airing interviews
from the fields concerning the present topics. Followed by airing of the
Table 7. Sample rundown sheet of Radyo Agrikultura
SEQUENCE OF CONTENT
TREATMENT
LENGTH
(MIN)
Greetings
Live
1:00
Introduction of the main topic
Live
10:00
Sub topic 1
Live
5:00
Plug
Recorded
2:00
MSC1
Taped
4:00
Sub topic 2
Live
15:00
Commercial
Taped
4:00
MSC2
Taped
3:00
Sub topic 3
Live
15:00
Commercial
Taped
5:00
MSC3
Taped
4:00
Subtopic 4
Live
15:00
Commercial
Taped
3:00
Sub topic 5
Live
15:00
Plug
Recorded
1:30
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
MSC4
Taped
3:00
Interviews from field
Recoded
7:00
Vegetable prices
Live
8:00
Closing
Live
30 seconds
vegetable prices from La Trinidad trading post. Commercial breaks are every fifteen
minutes followed by music such as country songs and local songs.
According to the host of the program, they have chosen this program format so that
they will be able not only to cater to the information needs of the intended audience
but also to reach out to their concerns and requests so they do field interviews.
Topic. In terms of the decision making regarding the topics of the program, it was
up to the anchorperson or the host of the program. When asked how she decided on the
topics to be aired, she said that, it depends on what fits the present situation or topic relevant
in the community or society, or if there was a current campaign on agriculture just like
organic farming campaign.
Production process. When the anchorperson decided on the subject matter, next
was research about the topic. She did this by reading, internet search and most of all,
personal interview with the resource person concerned with the topic since the program did
not do live interviews on the program. When the information was processed, it was time
now to prepare all the materials for the actual production such as the equipment (tapes,
microphones, recording device) and the program material (processed information, music,
sound effects).
Actual production includes directing that involves planning and control of talent
and equipment during broadcast. After recording was the editing to get the program time
right, and cutting out portions which are irrelevant to the subject matter.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Scheduling of topics. Scheduling of topics was done depending on what was the
present need or campaign for the month. Every topic was scheduled in a week. For
example, for organic agriculture which has many subtopics, the sub topics were divided
per day. Scheduling also depended on how long a certain topic will take.
Gathering feedback on the program. The anchorperson got feedback through
personal interviews to farmers. Sometimes during field visits there were request from the
farmers. The host researched for their concerns and requests. Then these requests were
aired during Thursdays where it was allotted for the concerns and requests of the farmers.
Managing of feedback on the program. They manage feedback by considering their
request, suggestions and recommendations. If they suggested for topics, they grouped it
according to its categories and include it on the schedules every Thursday.
Monitoring activities. They do monitoring when they go on field for research about
a certain topic. They usually monitored through interviews to the farmers about their
activities if they do or practice the tips discussed in the program. At the same time they
gathered feedback.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
LITERATURE CITED
BACOLONG, A.N. 2004. Evaluation of the Educational Radio Programs or the four AM
Stations in Baguio City. BS Thesis. Bemguet State University. Pp. 17-26.
BALIO, D. K. 2004. The Agriculture-Related Radio Programs in Mountain Province: An
Assessment. MS Thesis. Benguet State University, La Trinidad, Benguet. Pp. 8-
29, 54-91.
COMMUNITY BROADCASTING STAFF. 1979. A Manual on Community
Broadcasting. UP Los Baños, Laguna. Pp. 85-97, 199-133.
DAWIGUEY, A. G. 2004. Radio Program Preferences and Perceptions of Listeners on
Radyo Ng Bayan-Bontoc in Five Barangays of Bontoc, Mountain Province. BS
Thesis. Benguet State University, La Trinidad, Benguet. Pp. 6,7, 12-25.
DY, M.Y. 1987. Introduction to Development Communication Materials. Marcos State
University, Batac, Ilocos Norte. Pp.63.
GONZALES, M.V. 2005. The Potential of VIACOMM as a Means of Communication
for Agricultural Development in La Trinidad, Benguet. BS Thesis. Benguet State
University, La Trinidad, Benguet. P. 28.
LINGGODEN, L. 2004. Attitudes of Barangay Alno, La Trinidad, Benguet Farmers on
Voice of America (VOA) News Program on Magic 99.9 Country FM.BS Thesis.
Benguet State University. Pp. 10-25.
POCDO, M. S. 2003. Attitides and Perceptions of Farmers on BSU-On-The-Air in
Barangay Pacso, Kabayan, Benguet. BS Thesis. Benguet State University, La
Trinidad, Benguet. P. 22.
TUAZON, R. R. 1980. Communication for Rural Mobilization and Development. UP
Los Baños. Manila Asian Institute of Journalism. Pp.56-78.
WAGLISON, R.B. 2010. Preferences and Perceptions of Bontoc Residentsnon News and
Public Affairs Programsof DWFR Radyo Ng Bayan-Bontoc. BS Thesis. Benguet
State University, La Trinidad, Benguet. Pp. 12-25.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
CAYABAS, CRYSTEL Q. April 2012. Evaluation of Radyo Agrikultura, an
Agricultural Radio Program of DZWT. Benguet State University, La Trinidad, Benguet.
Adviser: Anna Liza B. Wakat, MDevCom
ABSTRACT
The study was conducted to evaluate Radyo Agrikultura, an agricultural radio
program of DZWT. It aimed to identify the socio-demographic profile of the farmer
respondents; determine the farmers’ preferred topics of Radyo Agrikultura; determine the
farmers’ perceptions on the Radyo Agrikultura regarding terms used, time slot, topics,
length of the program and information delivery; determine information from the Radyo
Agrikultura that are useful to the farmers; enumerate the recommendations of farmers for
the improvement of the Radyo Agrikultura regarding the language, timeslot, length of the
program and delivery of information; and determine how the station decides on the format,
production process, scheduling of topics, gathering and management of feedback of the
program and the monitoring activities.
Two sets of guide question were used during the interview schedule, one for the
farmer respondents and one for the anchorperson of the program who served as key
informant.
Many respondents were old. Both males and females listened to the program. They
spoke Kankana-ey and planted highland vegetables and rice. The farmers preferred
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
to listen to the program which is for information and for entertainment. The farmers were
satisfied with the program. Price monitoring, rice production and good agricultural
practices were relevant to the livelihood of the farmers. Regarding the decision making of
the program, it is the station management who still decides the format of a program.
With the results, it is therefore recommended that since price monitoring was the
most preferred and most useful to the farmers, it should be continued and timeslot, info
delivery, topics and length of the program should be maintained. Suggestions of farmers
may also be considered by the station management for the improvement of the program.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
INTRODUCTION
Rationale
The Philippines is an agricultural country. It has four sub-sectors in agriculture:
farming, fisheries, livestock, and forestry. The main agricultural crops are rice corn,
coconut, sugarcane, bananas, pineapple, coffee, mangoes, and abaca.
Agriculture carries an important role to daily lives of people. In the country, most
citizens still live in the rural areas and support themselves through agriculture.
Despite the fact that most of the land area is being used for agriculture, it is not
enough to support the food for the country. According to Castillo (1980), cited by Dy
(1987), based on a maximum cost of food basket, it is estimated that about 70% of Filipino
families are poor, but farmers, farm laborers, and fishermen, registered the highest
incidence of poverty among all occupational groups. Given this situation, development
communication has to deliver messages that will enable them to rise from the socio-
demographic crisis (Dy, 1987). There is a need for further research and proper deliverance
of information in order to meet development challenges.
One of the strategies that are being used for sustaining agricultural growth is
through communication services. Communication plays a vital role in the development of
society. Among the communication channels that are being used for information
deliverance is radio.
Radio is a mass medium of communication that can reach a large number of people
at one time. Among its advantage is, it is available and affordable even in remote areas or
in rural places.
Rural broadcasting system in the country dates back to 1946 when station KZRH,
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
now DZRH, started to broadcast a farm program in cooperation with the Department of
Agriculture and Industry. For a long time, this was the only radio program directed
primarily at the rural audience for disseminating agricultural information (Community
Broadcasting Staff, 1979).
Radio has always had a special place in the lives of farmers. Because of rural life,
entertainment and information brought by radio are very special to them. Weather forecast
and agricultural reports are essential to every farmer (Balio, 2004). Though there are
communication tools that are more advance such as TV and Internet, radio remains to be
the source of information of farmers because radio signal has the strongest signal that can
reach a remote place.
As a community radio, DZWT performs the information function, education, and
entertainment. It is supportive on the activities of different agencies concerned with
development. Furthermore, the radio station is more on informing agricultural matters to
rural people. Thus, DZWT included in its regular program an Agricultural radio program,
the Radyo Agrikultura.
Radyo Agrikultura was formerly known as “Boses Ti Farmers” radio program of
DZWT. “Boses Ti Farmers” was then hosted by Dominador Dongla. In an interview with
Ms Langpawan she said that when Dominador Dongla resigned and left the station, “Boses
Ti Farmers” was changed to Radyo Agrikultura in February 2011. She was asked by the
station to host the program. Langpawan added that, “Boses Ti Farmers” only focused to
the farmers of Benguet but when it was changed to Radyo Agrikultura, the scope of the
program was expanded to the farmers in the six provinces of the Cordillera. The program
tackles topics that concerns with the needs of the farmers in the six provinces of Cordillera.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Radyo Agrikultura is a radio program where issues in Agriculture are discussed in order to
inform and enlighten its listeners. Radyo Agrikultura joins forces with Department of
Agriculture and other agencies that deal on agriculture for the program. All programs
implemented by DA-CAR is being aired and discussed over on Radyo Agrikultura
including price monitoring from the La Trinidad Vegetable Trading Post. This radio
program plays an important role not only in the dissemination of agricultural information
to the farmers of its covered places in CAR but also serves as an entertainment.
In the Cordillera, specifically at Sabangan, Mountain Province, agriculture is one
of the sources of income. However, farmers may have problems in increasing their
production or harvest, income, and improving post harvest practices. There is a need
therefore for the farmers to be abreast with today's knowledge, technology, and facilities
on vegetable production.
Being indigenous mountain dwellers, farmers of this place sustain themselves
agriculturally, and they started by their own method of farming based within the limits of
their resources until radio was introduced. Based on observation, radio is their source of
information regarding agriculture. Thus, this study aims to evaluate Radyo Agrikultura
listened to by the farmers in the place.
Statement of the Problem
This study aimed to evaluate Radyo Agrikultura. Specifically, it answered the
following:
1. What is the socio-demographic profile of the farmer respondents?
2. What are the preferred topics of the farmers aired by Radyo Agrikultura?
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
3. What are the farmers’ perceptions on Radyo Agrikultura regarding the terms
used, time slot, length, topics and delivery of information of the program?
3. What information from the Radyo Agrikultura are useful to the farmers?
5. What are the suggestions of farmers for the improvement of the agricultural
radio program regarding the language, timeslot, length and delivery of information?
6. How do the management decide on the format, production process, scheduling of
topics, gathering and management of feedback of the program, and the monitoring
activities.
Objectives of the Study
The general objective of the study is to evaluate Radyo Agrikultura. Specifically, it
aimed to:
1. identify the socio-demographic profile of the farmer respondents;
2. determine the farmers’ preferred topics of Radyo Agrikultura;
3. determine the farmers’ perceptions on the Radyo Agrikultura regarding terms
used, time slot, length of the program, topics and information delivery ;
4. determine information from the Radyo Agrikultura that are useful to the farmers;
5. enumerate the recommendations of farmers for the improvement of the Radyo
Agrikultura regarding the language, timeslot, length of the program and delivery of
information; and
6. determine how the station decides on the format, production process, scheduling
of topics, gathering and management of feedback of the program and the monitoring
activities.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Importance of the Study
The importance of the study rest primarily on its potential contribution to radio
broadcasting. It may hopefully give the researchers, announcers, and information officers
both in public and private offices an idea on how to improve radio broadcast programs that
cater the needs of farmers specifically those who are living in agricultural areas like
Mountain Province and other areas in the Cordillera region.
The information gathered may help in planning broadcast programs of DZWT and
other radio stations.
Scope and Limitation
The study was limited to Radyo Agricultura aired from 6:00PM to 8:00PM every
Mondays to Fridays respectively over DZWT 540 KHz, Mountain Province Broadcasting
Corporation.
The study focused on the socio-demographic profile of the farmer respondent, the
preferred contents of Radyo Agricultura; the perceptions of farmers on the terms used,
timeslot, length and delivery of information of the program; the information useful to the
respondents; recommendations of farmers for the improvement of the agricultural radio
program regarding the language, timeslot, length and delivery of information of the
program; and the how the station decides on the format, production process, scheduling of
topics, gathering and management of feedback and the monitoring activities.
The study was limited to the topics of Radyo Agrikultura aired from Febuary 2011
to November 2011.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
REVIEW OF LITERATURE
The concept of development and communication is inexorably linked.
Communication assist in development of societies: it provides new skills, link various
sectors of society in collective drive towards development, and mobilizes citizens to take
part in nation building (Tuazon, 1980). Thus, information dissemination must be
strengthened to improve the conditions of communities as well as the life of people.
Preferred Contents of Radio Programs
Mass communication serves as a chief reporter on researches and other information
related to agriculture such as farming technologies, practices as well as programs and
projects of the government that could help farmers increase their agricultural productivity
(Balio, 2004). Thus information that must be delivered should be developmental.
There were studies showing the information preferences on radio programs that
were conducted in the province of Benguet and in Mountain Province.
In La Trinidad, Benguet, listeners preferred radio programs with the leading topics
such as strawberry production, controlling pest and diseases, vegetable and cut flower
production (Gonzales, 2005).
In Mountain Province, specifically in the four barangays of Bontoc, Mountain
Province, Waglison (2010) found out that listeners preferred local news reports that
concerns with public service. This supported with the study of Bacolong (2004) where
listeners in Baguio City were more interested in information programs that were related to
their needs and interests.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
In another study, Balio (2004) found out that most respondents in Mountain
Province preferred programs, projects and activities of the Department of agriculture, LGU
agriculture offices, and National Food Authority including the establishment of
demonstration farms, role of Department of Agriculture in waste management, and the
Government Hybrid Rice Program. On the same study, other content preferences were the
preparations of compost fertilizers, ginger, papaya extracts, control of snails and slugs in
ground vegetation, and livestock practices.
Tuazon (1980) pointed out the need to consider the government as a partner in
development rather than as a fountain of eternal goods and services.
Perceptions
Terms used in radio broadcasting. Terms used is a very important consideration in
radio broadcasting most especially in rural areas.
Balio (2004) found out in her study that almost all of the respondents perceived that
the terms used in the radio programs of DWFR, Radyo ng Bayan Bontoc regarding the
topics on agriculture was simple or easy to understand. Few respondents said that the terms
used in the radio programs were highly technical.
Velasco (2000) as cited by Balio (2004) stated that technological advances
produced in scientific words needed to be explained in simple terms for lay users, otherwise
this work goes to waste.`
Time slot. Waglison (2010) found on her study that residents in selected barangays
of Bontoc, Mountain Province claimed that the time allotted for the program corresponds
with their free time which was during lunch time, so they listened to DWFR while they
were eating.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
In addition, Pocdo (2003) found that 90% of the respondents in Pacso, Kabayan,
Benguet said that the time slot was appropriate for the BSU-on-the Air program; 6%
claimed that the program was too late, and only 4% claimed that it was too early.
Also in the study of Buyagan (2003), farmers in Tabaan Sur, Tuba, Benguet
claimed that the timeslot of DA-Charm-On-Thei Air was appropriate. According to the
interviews to the farmersit is appropriate because they were preparing their things in going
to their farms and so they were able to listen to the program.
But in Barangay Alno, La Trinidad, Benguet farmers of claimed that the timeslot
of Voice of America (VOA) news program in Magic 99.9 Country FM was too late.
According to their interviews, during the time of this program which is 9:00AM to
11:00AM, they were in their work so they did not listened well to the program (Linggoden,
2004).
Topics. In the Voice Of America (VOA) news programs of Magic 99.9 Country
FM, almost all respondents of Barangay Alno, La Trinidad, Benguet mentioned that the
topics of the program was informative because they gained knowledge on the events around
the world and it also gives detailed international news (Linggoden, 2004).
It was also found out in Pacso, Kabayan, Benguet that BSU-On-The-Air program
that the topics were informative practical, and it can be applied in their locality. Findings
showed that multiple response of the respondents was an indicator that topics are helpful
to their farming activities and also on improving their livelihood (Pocdo, 2003).
Information delivery. Some host of programs of DWFR Radyo ng Bayan Bontoc
was ranked as good in delivering the message. Respondents claimed that the host used
words that were easy to understood (Dawiguey, 2004).
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
In the study of Linggoden (2004), respondents claimed that the host of Voice of
America (VOA) news program delivered message in a fast way (80.43%), 63% told that
the voice of the host was not good because most of the pronunciation was slang which
made the respondents confused. This finding showed that delivery of information affected
the listeners so they did not understand some of the topics of the program. Length of the
program. According to Dawiguey (2004), 80% of her respondents in Bontoc, Mountain
Province claimed that the length of the radio programs in DWFR were appropriate. Eight
percent of the respondents mentioned that the length of the programs that tackles
agriculture was too short while few (6%) said that it was too long. And in Barangay Alno,
La Trinidad, Benguet, results showed that the respondents did not want too long news
because there was a possibility that they will get bored.
Information Useful to Farmers
According to the study of Waglison (2004), respondents in Bontoc, Mountain
Province needed more information on health and nutrition which include rice production,
fruit and vegetable production, ornamental production, inland fish production and animal
production. Dawiguey (2004) and Balio (2004) had similar results wherein the information
which were useful to the respondents were more on rice production and vegetable
production since most of them were engaged in farming works.
Suggestions of Listeners
The leading suggestions of listeners in Bontoc, Mountain Province towards the
programs of DWFR were on enriching the programs with more issues on health and
nutrition, agriculture, community issues, and prices of goods and commodities (Dawiguey,
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
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2004). In addition, from the study of Waglison (2010), respondents from the same place
suggested that repetition of topics should be avoided especially when it was already
mentioned in the earlier programs. They also suggested that topics should be aired on time
since most of the news aired were old. Simple words should be used so that people of all
level can grasp. They also suggested that the newscasters should make the delivery style
more alive. Furthermore, they suggested more topics on environment issues and Protection
of Women and Children.
On the Voice of America (VOA) news program, people of Barangay Alno, La
Trinidad, Benguet suggested that VOA news should be translated in simpler terms, and the
anchorperson should deliver message in a simple style so listeners can understand
(Linggoden, 2004).
Program Format
Writer-producers of a development radio program must bear in mind the
preferences of their audience. They should know that what information the audience prefers
(Balio, 2004).
There are different types of radio programs such as musical program, talk program,
news program, magazine program, and variety program. Musical program generally aims
to entertain. Second is talk program, this is preferred by adults audiences who have
knowledge of and interest in the subject since this type of program lacks variety, the
broadcasting must compensate for it by making it informative, interesting, amusing and
humorous (Balio, 2004). The third is news program. News program uses direct, concise,
and told with simple words. Fourth is the magazine program which contains a variety of
either related or unrelated items or segments that are linked together by narration, music,
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
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or sounds effects Lastly is the variety program. The term “variety show” implies a
combination of more elements of entertainment and arts, It has a combination of various
types of performances and techniques (Community Broadcasting Staff, 1979).
Production Process
Program production includes planning the program which includes planning of
subject matter, format, concreteness, and variety; gathering and organizing the materials;
and the actual production which includes making of scripts, assembling of resources,
directing and editing (Community Broadcasting Staff, 1979).
Scheduling of Topics
Another important consideration in program planning especially for technical
programs is subject matter coverage and time allotment for the resource speakers and the
topic. The radio producer should determine the extent and scope of the subject matter
content, its length and limitation. How long will be the topics on air and how many days in
a week will it take on air (Community Broadcasting Staff, 1979).
Gathering of Feedback
Feedback is one of the more reliable means of gauging the reactions of listeners. In
radio and television, the speaker has no immediate feedback from his audience. In such
cases, the cycle of communication is not complete until letters, postcards, telephone calls
or programs ratings provide some understanding as to the reaction of the audience.
Agencies cooperating with the radio station can gauge the audience feedback, too. They
should be encouraged to inform the station of whatever feedback they gather from their
contacts in the rural areas (Community Broadcasting Staff, 1979).
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
METHODOLOGY
Locale and Time of the Study
The study was conducted in Baguio City (Figure.1) and in Data, Sabangan,
Mountain Province (Figure.2). The study was conducted in Baguio City where DZWT is
located. Also the study was conducted in Data, Sabangan, Mountain Province where the
farmer respondents are residing.
Barangay Data is one of the fifteen barangays of Sabangan. It is located at the
boundary between Sagada and Sabangan and is seven kilometers from the national road. It
has an area of 670 hectares and a total population of 803 and total number of 175
households.
Creeks and mountain ridges indicate boundaries of Barangay Data. It has
pronounced dry and wet season. Heavy rain is on the month of August.
In terms of income, rice and vegetable farming is where most people take their
profit.
Base on the observation of the researcher, Barangay Data was chosen as the area of
study because it was observed that majority of the people use radio as main source of
information regarding farming. The area was also selected because it was observed that
DZWT is the AM station listened to by the people, though there is one AM station in the
province, according to Dona Kawis-Balio, broadcaster of DWFR-Bontoc, the frequent “off
the air” of the station is due to obsolete and pro-to-lightning transmitter.
The study was conducted on December 2011 to January 2012.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Figure 1. Map of Baguio City showing the locale of study
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Figure 2. Map of Mountain Province showing the locale of study
Respondents of the Study
The respondents of this study were Mary Langpawan, the host/anchorperson of
Radyo Agrikultura who served as key informant, and 40 farmers of Barangay Data,
Sabangan, Mountain Province. The 40 farmers were chosen purposively. They were chosen
using the following criteria: (a) must be using radio as source of information regarding
agriculture; and (b) must be listening to Radyo Agrikultura.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Data Collection
Data from the key informant was gathered through key informant interview using
guide questions and data from the farmer respondents were gathered through interview
schedule using guide questions. On the actual interview with the farmers, the questions
were translated into the dialect used by the community to facilitate understanding between
researcher and respondents.
Data Gathered
The data gathered were socio-demographic profile of the respondents, preferred
content of the agriculture-related radio program by the farmers, the perceptions of farmers
on the language, timeslot, anchor person, and length of the program; the information useful
to the respondents; suggestions of farmers for the improvement of the agricultural radio
programs; and the decision making of the station regarding the format, production process,
scheduling of topics, gathering and managing of feedback and the monitoring activities.
Data Analysis
All information gathered were consolidated, tabulated, presented, and analyzed
using descriptive statistics such as frequency count, ranks, and percentages. The frequency
count was used to determine the number of respondents who responded to a certain item.
Rank was used to indicate the order of frequencies.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
RESULTS AND DISCUSSION
Socio-demographic Profile of the Respondents
Table 1 shows the socio-demographic profile of the respondents. The profile
includes the age, sex, civil status, dialect, educational attainment, number of children, and
the crops they planted.
Age. As shown in Table 1, many of the respondents’ age ranged from 60 and above
(27.5%), followed by respondents with the age ranging from 20-29 (22.5%). The rest were
30-39 years old and 40-49, and few respondents at the bracket of 50-59 years.
The findings imply that older respondents were more active in farming works. Next
were the youngest respondents within the given age bracket (20-29 years old) were engaged
in farming compared to the respondents within 30 to 50 years of age. Interviews with them
showed that the young respondents relied on farming as their source of livelihood because
they cannot find jobs in other sectors. On the other hand, the older respondents who were
aged 60 and above said that they had no choice but to do farming because they were too
old to work in other sectors and because they lacked the needed education for jobs. Among
respondents who belonged to the age bracket of 30 to 39 and
40 to 49, they preferred to choose other work aside from farming because they have enough
strength and skills to do other jobs.
Sex. The number of females (50%) was the same as males (50%). The findings
indicated that both females and males were listening to Radyo Agrikultura of DZWT Radio
Totoo. In the interviews, it was found out that both females and males were engaged in
farming thus they both seek information regarding agriculture through radio, and other
channels of communication.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Table 1. Socio-demographic profile of the respondents
PROFILE
FREQUENCY
PERCENTAGE (%) RANK
(N=40)
Age
20-29
9
22.5
2
30-39
7
17.5
3.5
40-49
7
17.5
3.5
50-59
6
15.0
5
60 and above
11
27.5
1
Total
40
100
Sex
Female
20
50.0
1.5
Male
20
50.0
1.5
Total
40
100
Civil Status
Married
27
67.5
1
Single
6
15.0
2
Widower
5
12.5
3
Separated
2
5.0
4
Total
40
100
Dialect
Kankana-ey
40
100
1.0
Total
40
100
Educational Attainment
College
14
35.0
1
Vocational
2
5.0
5
Secondary
12
30.0
2
Elementary
6
15.0
3.5
Never attended school
6
15.0
3.5
Total
40
100
Number of Children
None
6
15.0
4
1-2
10
25.0
2.5
3-4
11
27.5
1
5-6
3
7.5
5
7 and above
10
25.0
2.5
Total
40
100
Civil status. There were 67.5% of the respondents who were married. Fifteen
percent were single, followed by widowers, 12.5%; and the rest were separated. According
to the respondents, married individuals had to work hard to provide for their
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
family. On the other hand, single respondents had no other choice but to do farming and
help their parents because they cannot find other jobs outside.
Dialect. All of the respondents spoke Kankana-ey, the native language of most
people in Mountain Province. Nevertheless, results of interviews revealed that although
they speak in their mother tongue or dialect, they comprehend and speak in Iloco.
Educational attainment. Many of the respondents (35%) reached college level,
followed by the secondary level which was 30%. While 15% reached elementary level and
another 15% have not undergone schooling. The rest attended vocational school where they
finished Basic Automotive Mechanics.
The respondents revealed that those who have reached college, secondary, and
vocational schools can easily understand information aired over Radyo Agrikultura. Most
even have adopted the practices from the radio program. On the other hand, respondents
who have reached elementary and those who have not attended school have comprehension
difficulty in the words used during discussion of the topics. They said that such terms must
be translated in Iloco. Nevertheless, they claimed that the program taught them some new
agriculture practices, and some agriculture tips were likewise applied to their farms.
Number of children. As shown in Table 1, many of the respondents had three to
four children followed by one to two children and seven children. Some had four to five
children and few have five to six children. Some had no children because they were still
single.
Crops planted. Table 2 shows the distribution of respondents in terms of the crops
they planted. The major crops planted by the respondents were highland vegetables (90%)
followed by rice (80%). Beans, highland tamato, bellpepper, cabbage, Chinese cabbage,
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
and pechay were the highland vegetables they planted. Next to rice were legumes (67.5%)
which includes peanut, black beans white beans and other dried beans. Followed by root
crops (65%) such as camote, cassava, gabi, ginger and potato. They also panted fruits
(37.5%) which include banana, papaya and pineapple. There were 14% respondents who
planted lowland vegetables such as eggplant. Another 14% respondents planted fruit tress
which includes citrus and coffee. Some also planted corn and sugarcane.
In interviews with them they said that the kinds of crops grown in a certain area
depend on the climate of the place and the location of the land area. They also explained
that rice was one of their main crop because there were more rice fields in the place than
Table 2. Crops planted by the respondents
CROPS PLANTED
FREQUENCY (n) PERCENTAGE (%) RANK
Highland vegetables
36
90.0
1
Rice
32
80.0
2
Legumes
27
67.5
3
Root crops
26
65.0
4
Fruits
15
37.5
5
Lowland vegetables
14
35.0
6.5
Fruit trees
14
35.0
6.5
Corn
9
22.5
8
Sugarcane
2
5.0
9
*Multiple responses
swidden farms, so sometimes farmers drain the water on their rice fields so they can plant
vegetables while waiting again for the next planting season of rice. They added that
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
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because they also needed an extra income so they plant vegetables like they do in the
Benguet Province purposely for trading.
Respondents’ Preferred Contents of Radyo Agrikultura
Table 3 shows the distribution of respondents according to the preferred contents
of Radyo Agrikultura. The contents of the said program include price monitoring, fish
farming, organic agriculture, composting, livestock, good agricultural practices or
agriculture tips, production of variety of plants, some programs of DA-CAR, and music.
The preferred contents follow a descending order were price monitoring good
agricultural practices or agriculture tips, music, livestock and poultry, organic agriculture,
composting, fish farming, production of plant varieties, and DA-CAR programs.
Price monitoring. Price monitoring was the most preferred content of the
respondents. It was found out that respondents who preferred price monitoring were those
who planted highland vegetables such as cabbage, beans, tomato, bell pepper, and others
which were purposely for selling. In interviews with them, they said that price monitoring
was very important because it helps in their decision making during near harvest and
decision making whether to bring to the La Trinidad trading post or to the town market.
Good agricultural practices/ agricultural tips. Maintaining and restoring soil
organic content was important to the respondents. In an interview with them, they said that
good agricultural practices were important to them because they want to restore the
unproductive lands that were damaged by the use of artificial fertilizers. Under good
agricultural practices, the topics they preferred were maintaining and restoring soil
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Table 3. Respondents’ preferred contents of Radyo Agrikultura
CONTENT
FREQUENCY(n) PERCENTAGE (%) RANK
Price monitoring
25
62.5
1
Good agricultural
24
60.0
2.5
practices/Agriculture Tips
Music
24
60.0
2.5
Livestock
22
55.0
3
Organic agriculture
20
50.0
4
Composting
18
45.0
5
Fish farming
17
42.5
6
Production of plant varieties
11
27.5
7
DA-CAR programs
8
20.0
8
organic content, upland vegetable farming, reducing soil erosion, proper application of
fertilizer, intercropping, green manuring, farm sanitation, backyard gardening and practice
of crop rotation.
Music. More than half of the farmers (60%) preferred music as a content of the
program aside from contents regarding agriculture. This is an indication that including
music in a program is also important to the farmers. According to them, music is important
because it served as their entertainment after a whole day work. In addition, the
respondents said that they preferred country songs and local songs.
Livestock and poultry. Fifty five percent of the respondents preferred livestock and
poultry. This is expected since the respondents were hog and poultry raisers.
This implies that respondents were interested and mostly engaged in chicken
production and hog raising aside from farming. Topics under this were tips on chicken
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
production, hog raising, hog diseases, hog feeding, chicken duck raising, how to raise
native chicken, and upgrading the breed of native chicken.
Organic agriculture. Half of the respondents preferred organic agriculture. In
interviews they said that they were more on topic about organic farming because they do
not apply artificial fertilizers. Aside from the introduction of organic farming and its
advantages,were the topics on sustainable agriculture, discussion on the standards of
certified organic and how to certify organic products.
Composting. There were 45% respondents who preferred composting.
Respondents said that listening to radio about composting improved their knowledge and
traditional way of composting. Introduction of compost, how to use and make compost,
advantages, and use of pig and chicken manure as fertilizers were topics they preferred.
Fish farming. There were 42.5 % respondents who preferred fish farming. Under
fish farming, the most preferred topic was the fish culture especially tilapia culture.
Many respondents revealed that some respondents had backyard fishpond where
they raise tilapia that was from the Municipal Agriculture Office.
Production of plant varieties. Majority of the respondents preferred rice production.
Other content preferences were the fruit trees production, root crops production, and the
short term vegetable farming. Least preferred was the strawberry production. Most
respondents preferred rice production in terms of the production of plant varieties because
according to them, they need more information about rice to improve their traditional
varieties and to have a greater harvest.
As an overall result, farmers’ content preferences have differences and similarities.
Farmers who were engaged in planting purposely for the market mostly preferred price
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
monitoring and other topics related to vegetables while those farmers do farming purposely
for consumption preferred organic agriculture. Interviews with the farmers revealed that
what they preferred most were the topics applicable/adoptable and were of great help to
their farming activities.
Perceptions of the Respondents
Table 4 presents the perception of respondents regarding the words used, timeslot,
topics, information delivery, and the length of the program.
Words used. The table shows that majority of the respondents (75%) claimed that
the words used in the program was simple. Twenty five percent of the respondents claimed
that it was technical.
It was observed that among the 75% who claimed that the words used were simple,
most have attended college or high school. While those belonged to the 25% have not
attended school so they experienced difficulty in understanding some terms. The language
used in the program was Ilocano, however, English and some technical words or terms
were not avoided but some were explained in Ilocano or Kankana-ey.
Timeslot. Majority (76.5%) of the respondents perceived that the timeslot of Radyo
Agrikultura, which is 6:00 to 8:00 PM, was appropriate to the farmers. The rest (35%)
perceived that it was not appropriate. The respondents revealed that the timeslot was
appropriate because during the time of the program is their resting hours. Some even
claimed that it was appropriate because while resting and doing other chores, they listened
to the program.
On the other hand, those who perceived that it was not appropriate said that during
that time, they would rather sleep because of tiredness.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Table 4. Perceptions of respondents
PERCEPTION
FREQUENCY
PERCENTAGE (%)
(N=40)
Words used
Simple
30
75.0
Technical
10
25.0
Total
40
100
Timeslot
Appropriate
27
67.5
Not appropriate
13
32.5
Total
40
100
Length
Sufficient
25
62.5
Too long
13
32.5
Not sufficient
2
5.0
Total
40
100
Topics
Useful
40
100
Total
40
100
Information delivery
Easy to understand
38
95.0
Difficult to understand
2
5.0
Total
40
100
They added that while they listened to radio, they fall asleep easily.
Length of the program. More than half of the respondents claimed that in terms of
the length of the programs, it was sufficient for them. There were 32.3% who claimed that
it was too long. Few (5%) answered that it was not sufficient.
Majority claimed that it was sufficient because in two hours, they were able to get
the full details of the topics they preferred. On the other hand, there were respondents who
claimed that it was too long so they mostly listened for the first hour of the program.
Based on the age of the respondents, it was observed that most who claimed that
the length was sufficient belonged to the age bracket of 20 to 49, while those who claimed
that it was too long belonged to the age bracket of 50 and above. This is an indication that
the old respondents may have a short listening capacity so they either get bored or fall
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
asleep in the middle of the program. Because of short listening capacity, they missed other
information.
Topic. All respondents perceived that the topics were useful. When they were asked
for their reason, they said that the topics were useful because most information from the
program were applicable on their farms. Some reasoned that aside from the knowledge
gained, the topics also helped in decision making of the farmers in terms of selling their
production. Others also claimed that the topics helped in finding solutions to problems
encountered in their field and in improving traditional practices into new practices.
Information delivery by the host. Almost all respondents (95%) claimed that in
terms of information delivery, it was easy to understand. Only 5% claimed that it was
difficult to understand.
The respondents revealed that the host was very good in delivering the message.
Some have even said that though there were technical terms still it was easy to understand
because aside from delivering in a convincing and smart deliverance, the host was good in
translating technical terminologies into a simple term through giving examples.
In an interview to Langpawan, she told that she had been a host of different
programs not only on radio but outside radio such as seminars, and trainings for many years
so she had the idea on how to deliver information to the farmers that they would be able to
understand such topics. So when she was asked to host Radyo Agrikultura, she applied all
these ideas she learned from her past experiences. She added that, since one of the
objectives of the program was to cater all the farmers in the Cordillera, the literate or
illiterate farmers, it is her job to do her best to make them all understand the topics.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Useful Information to Respondents from Radyo Agrikultura
Table 5 shows that the most useful information to the farmers was the price
monitoring, followed by the rice production and the good agricultural practices, livestock,
organic agriculture, composting, pet raising and coffee growing.
Based on interviews with them, these topics were important to them because they
were applicable to their garden, rice fields, piggery, poultry and fishpond. Price monitoring
was useful to them when harvest time was near because it served as guide or basis.
Table 5. Useful information to respondents from Radyo Agrikultura
TOPIC
FREQUENCY (n) PERCENTAGE (%)
RANK
Price monitoring
21
52.5
1
Rice production
20
50.0
2.5
Good agricultural practices
20
50.0
2.5
Livestock & poultry
18
45.0
4
Organic agriculture
13
32.5
5
Fish culture
10
25.0
6
Composting
4
10.0
7
Pet raising
3
7.5
8
Coffee growing
2
5.0
9
*multiple responses
A farmer told that when he heard that the price cabbage was only three pesos per kilogram,
he did not brought it at the La Trinidad Trading post, rather at Bontoc Public Market.
Some also answered that they applied the information to have a good harvest, have
a healthy and productive poultry and piggery. Others also answered that they apply good
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
agriculture practices to protect their land from damage such as soil erosion, loss of soil
nutrients and others.
Recommendation of the Respondents in the Program
Table 6 presents the recommendation of the farmer respondents regarding the
language, timeslot, length, delivery of information, and the recommended topics.
Language. There were 35% of the respondents who recommended Kankanaey as
a language for discussion. There were 5% respondents who recommended Filipino.
Results showed that respondents who did not enter school recommended Kankana-
ey as the medium for discussion. Though they understood Iloco, they also suggested the
use of Kankana-ey will be used for discussion. The rest who did not recommend said that
Ilocano was good enough for them.
Timeslot. There were respondents who recommended timeslot during day time.
Thirty five percent recommended early in the morning (5:00 to 6:00 AM or 6:00 t0 7:00
AM) as timeslot followed by 5:00 to 7:00 AM which was recommended by 12.5%
respondents. They also recommended during lunch time. Ten percent recommended from
12:00 to 2:00 PM followed by 12:00 to 1:00 which was recommended by 7.5%. Twenty
six respondents only say that the others did not recommend any timeslot because the
timeslot was appropriate for them.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Table 6. Recommendations of the respondents in the program
RECOMMENDATIONS
FREQUENCY
PERCENTAGE (%)
(N=40)
Langauge
Kankana-ey
14
35.0
Filipino (Tagalog)
2
5.0
Timeslot
6:00-7:00AM
7
17.5
5:00-6:00AM
7
17.5
5:00-7:00AM
5
12.5
12:00-1:00PM
4
10.0
12:00-2:00PM
3
7.5
Delivery of information
Make it slower
1
2.5
Length
1 and half hours
12
30.0
1 hour
6
16.0
Topics
Rice production
14
35.0
Pest and disease management
11
27.5
Tips on highland veg.
8
20.0
farming
Fertilizer and farm supply price
6
15.0
monitoring
Animal health care and
4
10.0
management
Fruit trees and fiber plant
3
7.5
production
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
According to them, they preferred lunch break because while they ate and rested,
they listened to radio before proceeding to their farms. Some recommended a morning
schedule so that they also do morning chores like cooking for breakfast, so that in the
evening they will watch television.
Length of the program. Thirty percent of the respondents recommended that one
hour would be better for them because they still had many things to do than to spend two
hours in listening to radio. Sixteen percent recommended one hour and a half is enough.
Delivery of information. Almost all of the respondents said that the delivery was
good so there was no need for them to recommend. An old respondent said that the host
should make it slower for she was old and she had difficulty in catching up.
Topics. There were 6 topics suggested by the farmers. Many recommended tips on
rice production (35%), followed by pest and disease management (27.5%). Then followed
by tips on highland vegetable farming (20%). The rest respondents also recommended
fertilizer and farm supply price monitoring (15%), animal health care and management
(10%), and fruit trees and fiber plant production (7.5%)
Respondents claimed that they needed more topics about rice since almost all
respondents were engaged in rice farming. In addition the respondents said that they were
having difficulty in pest management especially the golden kohol.
Decision Making of the Station
Format. Since Radyo Agrikultura is a station program, regarding its format, it was
the decision of the management of Mountain Province Broadcasting Corporation (MPBC)
DZWT-Radyo Totoo with the program host.
The radio format of Radyo Agrikultura was a magazine program. Interviews,
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
plugs, and music were included in the said program. Within a week there is a format they
follow. On Mondays the topic focused on high value crops and development programs of
the Department of Agriculture. Every Tuesdays the topics focused on livestock and poultry.
For Wednesday the topic focused on healthy lifestyle about the importance of vegetables.
On Thursdays, topics were any concern and requests from municipalities and barangays.
Then on Fridays, a recap of all the subject matters are tackled within the
week.
There was also a sequence they follow in a day showed in a rundown sheet below.
The program begins with greetings to all the intended audience. Next is the introduction of
the main topics followed by the discussion of sub topics including the situations of the
concerned places where topics are suited or applicable. Then followed by airing interviews
from the fields concerning the present topics. Followed by airing of the
Table 7. Sample rundown sheet of Radyo Agrikultura
SEQUENCE OF CONTENT
TREATMENT
LENGTH
(MIN)
Greetings
Live
1:00
Introduction of the main topic
Live
10:00
Sub topic 1
Live
5:00
Plug
Recorded
2:00
MSC1
Taped
4:00
Sub topic 2
Live
15:00
Commercial
Taped
4:00
MSC2
Taped
3:00
Sub topic 3
Live
15:00
Commercial
Taped
5:00
MSC3
Taped
4:00
Subtopic 4
Live
15:00
Commercial
Taped
3:00
Sub topic 5
Live
15:00
Plug
Recorded
1:30
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
MSC4
Taped
3:00
Interviews from field
Recoded
7:00
Vegetable prices
Live
8:00
Closing
Live
30 seconds
vegetable prices from La Trinidad trading post. Commercial breaks are every fifteen
minutes followed by music such as country songs and local songs.
According to the host of the program, they have chosen this program format so that
they will be able not only to cater to the information needs of the intended audience
but also to reach out to their concerns and requests so they do field interviews.
Topic. In terms of the decision making regarding the topics of the program, it was
up to the anchorperson or the host of the program. When asked how she decided on the
topics to be aired, she said that, it depends on what fits the present situation or topic relevant
in the community or society, or if there was a current campaign on agriculture just like
organic farming campaign.
Production process. When the anchorperson decided on the subject matter, next
was research about the topic. She did this by reading, internet search and most of all,
personal interview with the resource person concerned with the topic since the program did
not do live interviews on the program. When the information was processed, it was time
now to prepare all the materials for the actual production such as the equipment (tapes,
microphones, recording device) and the program material (processed information, music,
sound effects).
Actual production includes directing that involves planning and control of talent
and equipment during broadcast. After recording was the editing to get the program time
right, and cutting out portions which are irrelevant to the subject matter.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
Scheduling of topics. Scheduling of topics was done depending on what was the
present need or campaign for the month. Every topic was scheduled in a week. For
example, for organic agriculture which has many subtopics, the sub topics were divided
per day. Scheduling also depended on how long a certain topic will take.
Gathering feedback on the program. The anchorperson got feedback through
personal interviews to farmers. Sometimes during field visits there were request from the
farmers. The host researched for their concerns and requests. Then these requests were
aired during Thursdays where it was allotted for the concerns and requests of the farmers.
Managing of feedback on the program. They manage feedback by considering their
request, suggestions and recommendations. If they suggested for topics, they grouped it
according to its categories and include it on the schedules every Thursday.
Monitoring activities. They do monitoring when they go on field for research about
a certain topic. They usually monitored through interviews to the farmers about their
activities if they do or practice the tips discussed in the program. At the same time they
gathered feedback.
Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012
LITERATURE CITED
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Evaluation of Radyo Agrikultura, an Agricultural Radio Program of DZWT
CAYABAS, CRYSTEL Q. APRIL 2012