BIBLIOGRAPHY MANGSI, NYZA C. APRIL 2013....
BIBLIOGRAPHY
MANGSI, NYZA C. APRIL 2013. Pantutyaan ya Panliwliwaan: Radyo Sagada as
Community media in Sagada, Mountain Province. Benguet State University, La Trinidad,
Benguet.
Adviser: Christine Grace B. Sidchogan, MDevCom
ABSTRACT
The study was conducted to get the profile of Radyo Sagada; determine the
characteristics of Radyo Sagada as a Community media; determine the nature of the
programs aired in Radyo Sagada according to source, message, receiver and feedback;
know how Radyo Sagada do the programming, management, monitoring and evaluating
schemes; know how is the sustainability of funds of Radyo Sagada.
The data were obtained through interview schedule with the key informants and the
respondents from Sagada.
Radyo Sagada is officially launched as the first community radio in Sagada, Mountain
Province.
The findings revealed that Radyo Sagada has the characteristics of a community media.
The sources of information gathered by Radyo Sagada were from researches and
interviews.
Radyo Sagada followed the principles of community media in programming, managing,
evaluating, and monitoring their programs.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Radyo Sagada sustains its funds on donations, advertisements and sponsorship.
Recommendations derived from the study were: Radyo Sagada may strive more
effort to raise funds for the maintenance and upgrading of its facilities; Radyo Sagada may
continue to establish stronger linkages with development agencies for technical assistance
and sponsorship; Radyo Sagada may strive more effort to get active participation of other
communities outside Sagada and continuously effort in encouraging the people of Sagada
to get involved in producing programs; Radyo Sagada may continue to produce more
developmental programs; Radyo Sagada broadcasters may prepare scripts or record the
important programs for important purposes and Radyo Sagada may fast track the making
of their manual of operation for the station to perform well.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
INTRODUCTION
Rationale
Information is power thus it becomes inherent for a community’s development.
Information is important in a community in order for everyone to be updated on the
happenings such on the political issues, social, economic or any kind of information that
may contribute to the development of the community.
There are several channels of acquiring information. This would include news
paper, radio, television and internet, which are now more accessible to majority of the
population.
Television is a combination of audio and visual that is why it is most preferred by
people but radio still remains to be a common medium present on automobiles, malls and
households and it is because it cost cheaper than television and with the other channels and
you can also use it while working comparing with the other channels. Thus, the emergence
of community radio in the country is revitalized.
Bruce Girard stated that there is no single definition of community media and there
are almost as many models as there are stations. Each community radio station is hybrid, a
unique communication process shaped by a few over-aching characteristics and by the
distinct culture, history and reality of the community radio stations have in common.
Among these are that they are community-based, not-for-profit, pro community and
participatory (Girard, 2005).
Community media seeks to educate and entertain, to inform and amuse and to create
a big tent under which its listeners can engage and challenge each other as well as their
political leadership.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Community media allows participation from the community; people can use the
community media as home for issues and encouragement. People have the means to
participate in democratic processes and shape their own paths to development.
In Sagada, a recently established community Radyo Sagada 104.7 FM is inching its
way to popularity among the people of the municipality and nearby places. Radyo Sagada
is an FM station but they are using AM format. Radyo Sagada is a community radio located
at Poblacion, Sagada Mountain Province. It practices grassroots journalism, move for
social change and empowerment among other similar messages (Dizon, 2011).
Despite its relatively new establishment, Radyo Sagada is already informing the
places it reaches through its promising programs. It is then interesting to look at how Radyo
Sagada was established and how it serves as a community radio, hence this study.
Statement of the Problem
The study documented the Radyo Sagada as a community radio in Sagada
Mountain Province. Specifically, the study answered the following questions:
1. What is Radyo Sagada?
2. What are the characteristics of Radyo Sagada as a Community radio?
3. What are the following aspects of the programs aired in Radyo Sagada
according to source, message, receiver and feedback?
4. How does Radyo Sagada function as a Community Radio in terms of
programming, management, monitoring and evaluating schemes and sustainability?
5. How do Radyo Sagada sustain its funds?
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Objectives of the Study
The objectives of the study were:
1. To get the profile of Radyo Sagada.
2. To get the Characteristics of Radyo Sagada as a Community Radio.
3. To determine the aspects of the programs aired in Radyo Sagada according to
source, message, receiver and feedback.
4. To determine the programming, management, monitoring and evaluating
schemes Radyo Sagada.
5. To know how Radyo Sagada sustains its funds.
Importance of the Study
Results of the study will be used by the staff of Radyo Sagada for the improvement
of the programs as a whole according to the assessment of the respondents. It could also be
helpful to the people in radio broadcast industry such as program planner, script writers
and the program implementers in making the program more effective to meet listeners’
satisfaction and it can also be helpful to incoming radio broadcasters and media volunteers.
It will also be helpful to researchers, Development communicators and extension
workers and will guide as a reference for further studies.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Scope and Limitation of the Study
The study was conducted at Sagada Mountain Province from December 2012 to
January 2013.
The study focused on the programs of Radyo Sagada and Radyo Sagada itself as a
Community radio. The radio program scripts that were available during the conduct of the
study were analyzed.
For the coverage area, it was just during the time of the gathering only. Airing was
from January 26-28, 2013.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
REVIEW OF LITERATURE
Community Media
Community as defined by Webster’s dictionary is it has two distinct commutive
meanings: community usually refers to a social unit larger than a small village that shares
common values. The term can also refer to the national community or international
community and in biology; a community is a group of interacting living organisms sharing
a populated environment. A community is a group or society, helping each other (Random
House Webster’s College Dictionary, 2001).
In addition, it is a social group of any sizes whose members resides in a specific
locality, share government and have a common characteristics or interests and perceived
or perceiving it as distinct in some respect from the large society with in which it exists
(Webster’s Encyclopaedic Unabridged Dictionary of the English Language).
A community is both a physical and a social unit reflective of the values of those
who have shaped it and who live in it. Historically settlements grew around some human
need to congregate whether it was to buy and sell goods, to worship, to learn or, in more
perilous times, to seek protection against an unknown environment. Implicit in the
arrangement was the desire to be in close contact with other people of like needs (Quebral,
1988).
In a community it is important to have communication for the development of a
community.
Communication is the act or process of communicating; fact of being
communicated, the imparting or interchange of thoughts, opinions or information by
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
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speech, writing or signs. A document or message imparting news, views, information,
passage or an opportunity or means of passage between places (Webster’s Encyclopedic
Unabridged Dictionary of the English Language, 1990 ).
Communication has elements such as the Source of information, the message, the
channel, the receiver and the feedback.
The means of communication, as radio and television, newspapers and magazines,
that reach or influence people widely (Dictionary.com).
According to Syed (2006), media denote those channels of communication that
reach large number of people such as television, Radio, Cinemas, etc. Media in relation to
communication imply tools of communication. It means that the instruments adopted or
applied in transmitting any message irrespective of its nature and significance. Media are
concerned with the forms into which the message is placed, written and oral consist of
various form as used for transmitting messages. In the communication process the sender
forms an idea or ideas or thoughts or feelings. Encoding is the process of translating
thoughts, ideas into messages. The main role and responsibility of the media is to transmit
messages t, to inform the receiver of messages. Mass media not only inform but persuade.
Media as used for entertainment and communication as non-commercial without mass
media there would be no social, economic and Political systems.
The same author also noted that the media of communication takes the form of
symbol, words, action, pictures, numbers, etc. The symbols are used as the media for
exchanging information and understanding between different persons. Among them words
are the most commonly used and the principal communication. Instrument of all
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
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employees, communication by words maybe verbal or oral and written. Both oral and
written have their own advantages and disadvantages (Syed, 2006).
Community radio. Community radio is one kind of media; it defines itself more by
its mission than its size or location. It usually evokes a grassroots attitude and bias toward
the free flow of opinions and ideas. It seeks to educate and entertain, to inform and amuse
and to create a big tent under which its listeners can engage and challenge each others as
well as their political leadership. These operations tend to be smaller, community based
and managed with a reliance on local support that may include advertising but more often
is reflects in donations and volunteerism. Community media will often fill the void left by
larger corporate media entities that operate under different imperatives that may not include
the underrepresented or marginized populations in a society.
While not always the case, women and young people will find a home for their
issues and encouragement of their participation within the community media framework.
The inclusion of women remains a challenging development issue because they are
habitually excluded from the decision-making processes within their own societies, whilst
being the first point of contact on many health and educational issues. Similarly, more
attention should be given to the inclusion of youth within the media and to developing their
media literacy skills. Over the long-term, local media can create a coherent narrative of a
region’s development and help people formulate goals and plans for how to improve their
situation. The media can help contextualize national development programs within
community frameworks and bring these goals closer to their intended beneficiaries.
Effective local media can also help people understand the history and evolution of
oppression or discrimination and give them the necessary perspective to make rational
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
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choices to emerge from it. With this information, people have the means to participate in
democratic processes and shape their own futures locally and nationally.
The CMA defines community media projects as, "a third tier of not-for profit
broadcasters, owned and run by local people, mostly volunteers, which enable communities
throughout the UK to use media to create new opportunities for regeneration, employment,
learning, social cohesion and inclusion as well as cultural and creative expression."
Bruce Girard (2007) stated that there is no single definition of community media
and there are almost as many models as there are stations. Each community radio station
is a hybrid, a unique communication process shaped by a few over-arching characteristics
and by the distinct culture, history, and reality of the community it serves. Nevertheless,
there are some characteristics that all community radio stations have in common. Among
these are that they are community-based, independent, not-for-profit, pro-community, and
participatory.
Community-based which means that the station is based in its community and
accountable to it. Usually the community is defined geographically, although its size can
range from a small town, to a city, or a vast rural area covering thousands of square
kilometers. Stations can also serve particular communities of interest such as women, youth
or linguistic and cultural minorities.
Community media are owned and controlled by the community. In some cases the
legal owner is the community itself, via an association established for the purpose. In others
the legal owner is a not-for-profit group, a cooperative, an NGO, or a municipality, acting
on behalf of the community. Regardless of the legal structure, the policies and objectives
of media are articulated with a strong input from stakeholders within the community and
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
community members have both a sense of ownership and a real ability to shape the station
to suit their wishes and needs.
Regardless of ownership, community media are independent of government,
donors, advertisers and other institutions. This does not mean that they do not have
relations with these institutions or that they cannot receive funding from them, but the
nature of their relations must be transparent and cannot compromise their independence.
Where there is a potential for independence to be compromised, which often happens when
money is involved, the relations must be governed by clear and transparent agreements that
guarantee the non-partisan community-service nature of the medium, while operating
within the boundaries defined by the law and by the constitution/guiding principles of the
station.
Community media exist to serve communities and thus cannot be independent of
the community itself. Transparent governance structures, such as an elected board of
governors, ensure that the station is responsive to community needs and interests.
Community media must also be a non-profit, to say that a community radio station
is not-for-profit doesn’t mean that it can’t carry advertising or that it has to be poor. It
means that the money it makes is reinvested into the station and the community. The Italian
Radio Poplar, for example, is financed with a combination of advertising and listener
subscriptions. With annual revenue of 1 million euro it’s one of the wealthiest community
radio stations in the world. The station’s shareholders are thousands of its listeners and
supporters and rather than expect profits, they make donations to help the station fulfill its
mandate.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Community radio stations finance themselves in many ways: advertising, listener
donations, concerts, international donors, government grants and so on. In France, where
community radio stations do not carry advertising, a tax on advertising is put into a fund to
support community radio (in 2004 the fund distributed 21 million euros among some 600
radio stations – an average of 35,000 euros each). As one Ecuadorian broadcaster put it,
“We’re not for profit, but we’re not for bankruptcy either.”
To say that community media are not-for-profit leaves open the question: What do
community media stand for? If they don’t exist to make a profit, why do they exist? The
broad answer to that question is that community media exist to support and contribute to
their communities’ social, economic and cultural development, but each station will have
its own specific answer. Many stations describe what they stand for in a mission statement,
a short text that describes why they do what they do.
Community media must be Participatory, just as all community radio stations have
a common mission to support and contribute to the community, they also all have a
common strategy that involves community participation at all levels – programming,
running and even financing the station. This can be exercised in a wide variety of ways
depending on the specific nature of the station, its objectives, and the characteristics of the
community.
Participation in programming can be assured with participatory production formats,
by encouraging and supporting program production by organizations from within the
community, by broadcasting public forums, and generally by enabling the free and open
exchange of views.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
The community must also be able to participate in the management and direction
of the station, for example through a board of governors or directors with members
representing various interests within the community.
Many communities support their stations with cash or in-kind contributions.
Financial support can come from individuals, local businesses, community organizations,
or municipal governments. In some cases the community supplies the building the station
is housed in, even contributing its own “sweat capital” to build it.
Participatory radio allows long-neglected people to be heard and to participate in
the democratic process. Having a say in decisions that shape their lives will ultimately
improve their living standards. Many stations also recognize and value the change that
volunteers often experience in their own lives as they become more confident, capable and
active members of the community as a result of their association with the station (Girard,
2007).
Community radio means radio in the community, for the community, about the
community and by the community. There is a wide participation from regular community
members with respect to management and production of programs. This involvement of
community members distinguishes it from the dominant commercial media in the
Philippines that are operated for PPPP – profit, propaganda, power, politics, privilege, etc.
Serving the big P (people or public) is a token gesture mainly to justify existence in the
government bureaucratic licensing procedures.
They are stations collectively operated by the community. Stations dedicated to
development, education and people empowerment. Stations which adhere to the principles
of democracy and participation (Tambuli, 1994).
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
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Ownership- the facilities of community radio are almost inviaribly owned by the
community through a trust, foundation, cooperative, or some similar vehicle. However,
there could be cases where formal ownership was in the hands of a body external to the
community, but which has passed the facility to the community for its independent and
exclusive use.
Even if the overall concept is that the community owns the radio, there usually
needs somebody, such as foundation or association, which represents the community’s
interests and also provides the juridical entity to apply for the license and to hold it.
Management- irrespective of formal ownership, the station policies, management
and programming must be the responsibility of the community in order for it to be
considered a true community radio. There will usually be a representative community
committee, or Board of Directors, to set overall policies, while dat-to-day administrative
and operational decisions are left to a station manager selected by community.
Funding- a community radio service is set up and runs as a non-profit organization.
It relies on financial support from diversity sources, which may include donations,, grants,
membership fees, sponsorship or advertising. A combination of these is most desirable in
order to ensure independence. Many community radios also organize fund raising events
among other audience. The overall aim is always to reach a state of financial self-
sufficiency.
Programming- anyone planning a community radio should give early thought to
programming issues, especially with regard to mechanism that will ensure the maximum
possible community access and participation (UNESCO Community Broadcasting
Handbook, 2000).
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
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Radio
Radio is the transmission of signals through free space by electromagnetic
waves with frequencies significantly below visible light, in the radio frequency range, from
about 3 kHz to 300 GHz. These waves are called radio waves. Electromagnetic
radiation travels by means of oscillating electromagnetic fields that pass through the air
and the vacuum of space.
Information, such as sound, is carried by systematically changing (modulating)
some property of the radiated waves, such as their amplitude, frequency, phase, or pulse
width. When radio waves strike an electrical conductor, the oscillating fields induce
an alternating current in the conductor. The information in the waves can be extracted and
transformed back into its original form (A História da RádioemDatasin Portuguese, 1819).
Radio knows how to reinvent itself. At present it consists largely of disc jockeys
announcing music, of talk show hosts engaging in controversial discussion and of
newscasters giving the latest information. This however has not always been the case.
During the 1930’s and 1940’s, radio was the main source of national entertainment
programming. Most of the models of entertainment and information that are common to
the media today were formed by radio during these years why television took away radios
and in the 1950’s some believed radio would die but today it is a healthy medium that
enters home, automobiles and many other places people inhabit.
We must realize that radio is only a means or a tool for reaching our audience. If
we are to make effective use of this tool, we must know how to use it. We must know its
limitations and capabilities and must always keep these in mind when we want to make use
of radio in our work. Knowing the capabilities of radio should enable us to use the medium
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
to the best advantage while an awareness of its limitations should help us avoid pitfalls and
unnecessary and costly waste of energy, manpower, time and money. At the same time,
these limitations should pose as a challenge for us to look for ways to overcome them. One
of our first tasks, therefore, as students of radio broadcasting is to determine what radio
can do, what it cannot do and what it can help to do.
We must realize that working with radio is working with sound as the medium. We
must therefore get a working knowledge of what sound is, their characteristic, its artistic
potentials, and what can be done with it (Fink, 2006).
Radio is the most accessible mass medium of communication in use. It is a
particularly effective meansof communication in communities where most people can
neither read nor write, as those people can speak and listen (AMARC, 1994).
Broadcasting
The roots of broadcasting trace back to 1832 when Michael Faraday of England
learned that electrical current flowing in one wire could cause a similar current to flow in
a nearby wire. Subsequently, he thought that there must be a relation between all forms of
energy like light and heat, although at that time he did not give any definite explanation.
In 1864, James Clerk Maxwell, a scientist from Scotland, showed by mathematical
calculation that light, magnetism, heat and electricity are actually waves in space that travel
at 186,000 miles per second. The only difference was that each had its own rate of vibration
or frequency. It was Heinreick hertz, a German scientist, who actually discovered these
waves in 1887 and proved the theory of Maxwell.hertz found the technique of producing
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
waves by means of electric current and vice-versa. This was actually the discovery of
electromagnetic induction.
Broadcasting started when Guglielmo Marconi of Italy made an important
improvement over the Branly Coherer which he used to transmit and receive messages over
a distance of about a mile. In 1896, Marconi first demonstrated his wireless apparatus. In
august of 1897, he was able to send and receive signals through his invention at a distance
of 34 miles. From its infancy in the early 20’s, radio broadcasting has developed into what
it is today. It has advanced to the use of communication satellites. There are distinct
differences in broadcasting systems used by various countries in the world. Countries either
have free enterprise systems, controlled systems, or mixed systems. There are two general
types of broadcasting: the open broadcasting type and the closed or wired broadcasting
type. The former is used extensively in the free world, while the latter is used in the USSR
and the People’s Republic of China. Broadcasting in the free world has become a lucrative
business. It has also become a way of life. It may be pointed out that radio was once used
in promoting development in the now developed countries. Today, it is being used for the
same purpose in developing countries. It is also being used to connect one country to the
other, specifically by international broadcasting. Broadcasting has become an industry
itself. More sophisticated equipment and new techniques of broadcasting are continuously
being developed. It may be pointed out that the status of broadcasting depends on the stage
of development of the country concerned. But even in the less-developed countries,
broadcasting has improved a lot over the last few decades. Today, radio broadcasting is
used not only for entertainment, but also as promoter of change especially in the developing
countries (Community Broadcasting staff, UPLB, 1979).
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
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Definition of Terms
Community radio. This pertains to Radyo Sagada, a radio station that caters to the
issues happening in Sagada and nearby municipalities of Mt. Province.
Listener-respondents. This pertains to the respondents who tuned in to some of the
radio programs of Radyo Sagada.
Anchors. This pertains to the people who broadcasted on some of the radio
programs that were aired in Radyo Sagada.
Radio script. This pertains to the written material used in broadcasting to get the
coverage area of Radyo Sagada. It also pertains to the written material that was used for
content analysis to get the aspects of the programs aired in Radyo Sagada according to
source, message and receiver.
Radio programming. This pertains to the broadcast programming of the radio
format or content that is organized for Radyo Sagada.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
METHODOLOGY
Locale and Time of the Study
The study was conducted in Sagada, Mt. Province where Radyo Sagada (104.7 FM)
is located.
Sagada is a fifth class municipality in the province of Mountain Province.
According to the latest census, it has a population of 10,930 people 1,058 households. It is
located 275 kilometres north of Manila, one hundred forty kilometres away from Baguio,
and it is adjacent to Bontoc, the provincial capital. Sagada is politically subdivided into
nineteen barangays. These are Aguid, Ambasing, Angkileng, Antadao, Balugan, Bangaan,
Dagdag (Poblacion), Demang (Poblacion), Fidelisan, Kilong, Madongo, Patay
(Poblacion), Pide, Nacagang, Suyo, Taccong, Tanulong, TetepanNorte, and Tetepan Sur.
Sagada was selected as the locale of the study because the radio station primarily
caters to the issues happening in the said area, and in nearby municipalities.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Figure 1. Map of Mountain Province showing Sagada, the locale of the study
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Respondents and Subject of the Study
For objective number one, the key informants were identified people of Radyo
Sagada. They were Mary Carling, the station manager; Bernard Makellay, a staff; and
Steve Dagacan, the chairman of the Board of Directors. They narrated the story of Radyo
Sagada since its establishment.
For objectives number two, the same key informants provided details about the
characteristics of Radyo Sagada as a community media
Moreover, 25 purposively chosen listener-respondents were interviewed to validate
the claims of the key informants. The criteria used were: they should have radio at home,
they should have listened to most of the programs of Radyo Sagada and must be 18 years
old and above as reflected on Table 1.
For objective number three, only ten scripts of aired programs for the month of
April to October 2012 were analysed to determine the sources of information, messages
covered, and receivers. These scripts were done by Bernard Makellay, Lumban Bawaan
and Sim Cataran who were among the program hosts of Radio Sagada.
Ideally, all program scripts for the said month should have been analyzed for this
aspect of the study. However, during the course of the study, the researcher found out that
most of the news program hosts did not have their scripts with them while broadcasting
According to Carling, who also handled one of the news programs; they directly read the
news reports from several newspapers and from the internet. The researcher then requested
some of the hosts through Carling, to provide a copy of the outlines or guides that they
used. However, due to unavoidable circumstances, the request was not granted. The
programs were not recorded as well since the radio station’s desktop computer can only
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
store existing files that they are using such as music. Provided that the computer has a
higher memory capacity, they could have recorded the aired programs, according to
Makellay. The researcher then supplemented the data gathering by interviewing Carling
and Makellay so as to further determine the nature of the programs aired.
For objective number four, the same key informants were interviewed about the
Programming, Management, Monitoring and Evaluating scheme of Radyo Sagada.
For objective number five, the same key informants were interviewed to provide
the details about the sustainability of funds of Radyo Sagada.
Table 1 shows the socio demographic profile of the 25 listener-respondents. Ten of
them belonged to the age bracket of 18-22 years old; six belonged to 23-27, five belonged
to 28 to 32, one belonged to 35 and three belonged to 39-53. Fifteen were females and 10
were males. Twelve were married and 13 were single.
Table1. Socio-demographic Profile of the Respondents
FREQUENCY
AGE
n=25
18-22 years old
10
23-27 years old
6
28-32 years old
5
35-38 years old
1
39-53 years old
3
TOTAL
25
GENDER
Male
10
Female
15
TOTAL
25
CIVIL STATUS
Single
13
Married
12
TOTAL
25
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Moreover, all of the respondents listened everyday to Radyo Sagada. According to
them, they listened to the different programs aired by the station.
Data Collection
An interview schedule was used to gather information from the key informants. The
questions asked were based on the principles of community media as formulated by Louie
Tabing on his handbook How to do Community Radio published by UNESCO.
A coding sheet that was adopted from a study entitled “Content Analysis of
Scientific Articles Published in Mountain Collegian” by Magsiano (2010) was used to
analyse the source, message and receivers of the aired radio programs were used. The
researcher modified the coding sheet to fit the format of radio program scripts.
For the listener-respondents, an interview schedule was used to validate the claims
of the Radyo Sagada staff.
A script (Appendix D) was aired thrice by the researcher and a program host at
Radyo Sagada on January 26-28, 2013 to know the area covered by the radio station for
the purpose of the study. It was aired at 10:00 AM, 1:00 PM and 4:00 PM. The feedback
number used was the station’s number and the researcher’s phone number
Data Gathered
The data gathered were the profile of Radyo Sagada, the characteristics of Radyo
Sagada as Community media, the aspects of the programs aired according to source,
message, receiver and feedback mechanism, the programming, management, monitoring
and evaluation schemes and the sustainability of funds of Radyo Sagada.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Data Analysis
The data gathered were consolidated, characterized, tabulated and classified by the
researcher.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
RESULTS AND DISCUSSION
The Profile of Radyo Sagada
Historical Background
Conceptualization. According to the key informants, Radyo Sagada 104.7 FM
started with the ideas and aspirations of the people of Sagada to have their own radio
station. It was initiated through the community’s interest to have their own Radio station
thus consultation with experts was done. This materialized when Station Manager Mary
Carling, International Community radio consultant Bianca Miglioretto, and Northern
Media Network editor Jun Verzola initiated the necessary procedures in putting up the
radio station.
Carling, as a project consultant with various organizations such as the St. Mary
Church, Public Schools of Sagada, Organizations of the Community and NGOs, prepared
a proposal for a radio station. She narrated that the problem was the lack of funding agency.
In 2009, they submitted the proposal to the MESSERIOR in Germany, a Catholic
Bishop’s organization. On the same year, the said organization agreed to fund the
establishment of Radyo Sagada.
Acquisition of station facilities, equipment and staff. In order for the radio station
to deliver effectively the necessary information to its target audience, Radyo Sagada
acquired several equipment from MIVA.
At present, the station has one radio link that connects it to the transmitter in Mt.
Ampakaw. The transmitter serves as the main antenna. The yagi antenna also links the
transmitter to the radio link found in the radio station.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
They also have one studio system, one mixer that is used in combining, routing, and
changing the level, timbre and/or dynamics of audio signals. The radio is equipped with
300 kilowatt transmitter but they are only using 200 kilowatt that can reach 100 kilometres.
Figure 2 shows the two desktop computers, the three microphones, the cellular
phone and the mixer.
They are currently renting a radio booth (Figure 3) in Sitio Patay, Poblacion,
Sagada.
The pools of broadcasters were composed of five paid staffs and 15 volunteers from
Sagada. These volunteers are mixtures of youth, pastors and mothers. Their work is usually
centred in gathering data for their own programs.
Figure 2. These are some of the equipment of Radyo Sagada that are
being used to deliver their programs
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Figure 3. Radyo Sagada station booth in Sitio Patay, Poblacion, Sagada
As stated by Tabing (nd), one of the Distinct Features of Community Radio is
facilities. A community radio often uses the basic production and transmission equipment
appropriate for the size, needs and capability of the community. Usual transmission
equipment is comprised of a low-power FM transmitter of 20 to 100 watts. The production
facility can range from a simple tape recorder or a karaoke playback machine to a simple
studio that consists of an audio-mixer, tape decks, CD player and microphones.
Creation of board of directors. On February 10, 2009, Carling invited an initial
audience, composed of locals, public school teachers of Sagada, and NGO representatives,
for a meeting. During the meeting, the name Radyo Sagada was established. The Vision,
Mission and Objectives were also formulated. The Board of Directors was elected as well.
A primary qualification of a Board of Director is he or she must have leadership
experiences.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Steve Dagacan also said that the Board of Directors are the ones who are setting
the policies of the radio station and the ones who are establishing the programming
priorities. They are also in charge of the budgeting of the funds of the station.
The station manager guides the staffs and volunteers of the radio station and is also
in charge of checking the programs to be aired. She is also responsible to be reporting
updates about the radio station to the Board of Directors.
The staffs are the regular broadcasters in the Radio Station.
BOARD OF DIRECTORS
Steve Dagacan
CHAIRMAN
Folrence Daguitan
SECRETARY
Ben Capuyan
TREASURER
Jaime Dugao
Bishop Brent Alawas
Fr. Rex Reyes
Fr. Princel Balitog
Thomas Killip
Yakee Tumbaga
Esteban Solang
Domingo Manalog
Gwen Gaongen
Rose Bataan
MEMBERS
Figure 4. The organizational chart of Board of Directors of Radyo Sagada
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Figure 4 presents the organizational chart of the Board of Directors of Radyo
Sagada.
Creation of vision, mission and objectives. The vision of the Radyo Sagada is “A
well informed people living in a harmonious community; with a rich culture and tradition
working for sustainable environment, good governance, and community development;
people enjoying equality and the benefit of social justice, a community collectively
working for the common good.”
Moreover, the mission of the radio is to be a voice of the community of Sagada and
Mt. Province, involving the people in producing and disseminating information, and
entertainment; to provide a forum for issues and concerns, creating a critical awareness for
a meaningful social change.
Further, the objectives of the radio station are, it will provide information to the
community on issues and concerns such as Sanitation and waste management, education
including history of Sagada, out of school youth , awareness on gender sensitivity and
women’s rights, environmental issues like climate change, traditional forest management,
religion with the coexistence of Christian and traditional beliefs, agriculture: organic and
sustainable agriculture, eco- friendly tourism which is culturally sensitivity, good cultural
practices, peace and order, safety of the community, promotion of peoples organizations,
good governance and transparency in fight against corruption, human rights and indigenous
peoples rights. It also aims to provide a people to people exchange of information with a
range of content and analysis relevant to the needs and interests of the community and to
the society as a whole. It also promotes the Culture and Language of the Community,
promoting the indigenous culture and use of local languages and collective cultural
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
expressions to preserve identity and diversity and to provide relevant and sensitive
entertainment to all sectors of the community.
The vision, mission and objectives imply that Radyo Sagada is catering to the
information needs of Sagada and nearby communities.
As what Girard (2007) said, the community media must be participatory and that
community radio stations have common mission to support and contribute to the
community.
By February 2010, a community assembly was organized that was facilitated by the
Board of Directors. Those who attended the assembly affirmed the establishment of Radyo
Sagada.
On April 2010, a 10-day basic training on Radio Broadcasting was held, and was
attended by interested people of Sagada. Notable participants were coming from the youth
and women’s sectors.
A basic journalism seminar was also conducted by the station manger and some
people in the locality who have knowledge on broadcasting among students in the public
schools while elders and other members of the community were oriented about Radyo
Sagada.
Those who attended the basic training in planning for the programs have already
thought of the programs they would produce.
Test-broadcasting. A test broadcast on the last week of July 2011 was done. The
programs were purely musical and greetings just to introduce the newly established radio
station. The test broadcast lasted for three months. It went this long in order for the staff to
come up with appropriate programs based on the feedback of the listeners.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
According to the key informants, everybody was happy to hear music and
information through the radio since everybody cannot afford an internet connection and
television. During the test broadcast, listeners welcomed Radyo Sagada since the staff
constantly received more than 300 text messages for the first couple of weeks of airing.
Some programs became instantly very popular especially musical programs like the ‘Day-
eng id Cordillera’.
According to Mary Carling, in some villages during meetings, they identified issues
and concerns on environment and culture, and also some elders- women and men expressed
their desire to share the history of their village.
Before the broadcast launching, villages invited the radio coordinators in their
traditional activities and harvest rituals like the “Begnas” and other indigenous knowledge
and practices.
With the given length of the test broadcast, the development of the programs was
somehow finalized. Carling stated that at the start of the test broadcast, programs were
purely musical. However, during the course of the test broadcast, they received helpful
suggestions to improve their programming.
This led them to come up with developmental programs such as news, commentary
and religious programs.
On September 2011, these developmental programs became part of their regular
programs. Some of the first few programs were morning and evening news, ‘Timek ti
Mannalon’, and musical programs like Oldies Goodies, Igorot music, OPM, Jazz and Blues
and Day-eng id Cordillera. Some of the programs were aired up to this day.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
The series of consultations with the community also provided Radyo Sagada a
guide on what programs should be developed. These consultations were in the form of face
to face conversations with the listeners.
Launching. The Radyo Sagada, 104.7 FM was officially launched on November
11, 2011 as the first community radio in Sagada.
The celebration was attended by almost one hundred people from the community.
Taking place on the grounds of Cafe St. Joseph next to the radio station, the launching was
also done live on air. At the time, the speakers in the premises reached as far as the market
area of the town centre. There are cultural presentations from public schools of Sagada
during the launching.
The launching included guest speakers from the Local Government Unit as well as
Radyo Sagada’s partners and affiliates. All of those who talked acknowledged the
important role of the community radio in Sagada and even in the region.
After launching, Radyo Sagada formally aired their regular programs. Just like any
other community media, the station experienced several challenges on this onset stage.
According to the key informants, there were problems encountered during the
establishment of the radio station. One of the main problems was the participation of the
people of Sagada during meetings. Because of the minimal number of participants, they
had a difficult time in encouraging a larger pool of volunteers. The main reason noted why
the community did not attend the said meeting was they did not believe that a radio station
can survive in a rural area due to financial reasons.
In response to this problem, aside from conducting meetings, they also did house-
to-house visits in some Barangays of Sagada just to communicate with the locals to become
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
volunteers. They also announced the message during their radio programs just to encourage
more people to participate by volunteering.
Moreover, during the first few months of airing their regular programs, they had a
problem on scheduling the programs. This is due to some programs that were extended
unintentionally. The respondents cited the example of the Health Hour program, which has
one-hour segment. Since there were several questions sent by listeners, the program has to
be extended just to accommodate these. Agriculture programs have to be extended as well
due to several queries from listeners. Due to these extended programs, some programs were
not aired.
Another challenge was some programs were not being aired due to the
unpreparedness of some hosts. Because of this, the entry of programs was described by the
key informants as slow in the sense that there were instances wherein there were no
programs aired on its time slot.
This led the station to come up with a fixed scheduling of programs; and the conduct
of training and meeting for the staff and volunteers to enhance their time management
skills.
They were also affected by brownouts since they did not have emergency power
supply way back then. To date, the station has already a generator used as emergency
power supply.
They had also problems on what language to use on their radio programs. At first,
they used a combination of Ilokano and English. However, some listeners requested that
Kankana-ey be used in the programs. With this dilemma, a meeting was held among the
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
staff, volunteers, and BOD to decide on the matter. They decided to use mixed languages,
which can be Ilokano, Filipino, English or Kankanaey, as long as it will fit the program.
For instance, if a commentary program has something to do with a local topic, they
used Ilokano language. Community reports, on the other hand, were delivered using the
Kankana-ey language. The Tourism Program, which was primarily meant for tourists and
locals, was delivered in the English language in order for the foreign visitors to understand
it. As Carlos Carrion Torres (1998) stated in his article, English is without a doubt the
actual universal language. It is the world's second largest native language, the official
language in 70 countries.
Further, previously, the clarity of the reception was another challenge to the radio
station. According to Carling, this was because of the antenna that they once used. The
management decided to acquire a new antenna by tapping donors. Eventually, they found
a donor for alternative broadcast system sphere transmitter that allowed them to move the
transmitter for the continual of programs and also for the nearby places.
The lack of other radio station equipment was another problem they had to face,
thus they are continually accepting donations.
In terms of human resources, the primary challenge was the lack of skills among
the staffs and volunteers. Carling mentioned that majority of the personnel are not equipped
with communication skills professionally. That is why Radyo Sagada conducted trainings
for the personnel in order to capacitate them further.
Radio programs of Radyo Sagada. As of February 2013, Radyo Sagada has four
News programs, seven Spiritual Programs, sixteen Musical Programs and twenty
developmental programs, with a total of forty seven programs as reflected in Table 3.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
According to Carling, Radyo Sagada is an FM station but they are using the AM
format because they want to give entertainment and more information for the listeners.
The news programs are to give information on current events on local, national and
international events. Most of the news programs were community reports. Spiritual
programs focused on prayer requests, sharing of problems and sharing of stories about the
blessings of God from listeners through sending text messages.
Musical programs were for entertainment; the host of the programs play the
requested music and read the dedication sent through text messages by the listeners.
On the other hand, the developmental programs were composed of commentary
programs and informational programs such as agriculture and health issues.
Among the programs of Radyo Sagada, there are more informational programs.
Radyo Sagada is willing to disseminate free access of information to the community.
The new programs added were based on the suggestions of the listeners and on the
preferences of the volunteer host. These programs were also added based on the timely
information needs such as the Election watch.
Table 3. Radyo Sagada programs as of February 2013
RADIO PROGRAMS
ANCHOR/HOSTS
SCHEDULE
News Programs
Morning news
Mary Carling & Bernard Mon-Sat: 7am to8am
Makellay
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Midday news
LumbanBawaan
Fri & Sat: 12 noon to 1pm
Evening news
Brenda Fuchay
Mon-Fri: 6pm to 7 pm
*
News review
Bernard Makellay&
Saturday: 6pm to 7pm
Brenda Fuchay
Spiritual Programs
*
Moral recovery
Pastors
Wednesday: 1pm to 2 pm
*
Timek t iNamnama Pastors
Sunday: 3pm to 4pm
*
Daily Bread
Mrs.Sanao
Sunday: 8 am to 9am
*
Harmony
Bernard Makellay&
Sunday: 12 noon to 2pm
Belen Piluden
*
Shalom Beharim
Belen
Piluden&
Bernard Sunday: 5 pm to 6 pm
Makellay
Musical Programs
*
Samiweng
Santos
Saturday: 10 am to 11 am
*
Diamonds in tunes Bernard Makellay
Tuesday: 1 pm to 2pm
*
Dance party on air Bernard Makellay
Mon & Sat: 11 am to 12 noon
*
Jazz and Blues
Dag-on Fowler
Sunday: 2 pm to 3pm
Day-eng
Lumban
Bawaan
and Mon, Thu & Sat: 2 pm to 4 pm
id Cordillera
SimCataran
Folk and rock
Brenda Fuchay
Tue & Fri: 2 pm to 3 pm
Music
Basta love songs
Dag-on Fowler
Tuesday: 3 pm to 4 pm
OPM
Belen Piluden
Tue & Sun: 4 pm to 5 pm
Kalkalimusta ni
Bernard Makellay
Wed & Sat: 7 pm to 8 pm
ayat
Planet in blue
Lumban Bawaan
Tuesday: 11 am to 12 noon
Tagalog songs
Lumban Bawaan & Sim Thursday: 5 pm to 6 pm
Cataran
*
Pinoy artists
Bernard Makellay
Saturday: 5 pm to 6 pm
Table 3. Continued...
Afternoon delight
Belen Piluden
Wednesday : 3 pm to 4 pm
Oldies goodies
Belen Piluden
Wednesday: 4 pm to 5 pm
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Igorot music
Belen Piluden
Saturday: 11 am to 12 noon
Music
Lumban Bawaan
Tue, Fri, Sat & Sun: 11 am to 12
noon
Developmental programs
*
Commentary w/
Gina Dizon
Tuesday: 9 am to 10 am
Dizon
*
Provincial report
Gina Dizon
Tuesday: 10 am to 11 am
Talk of the town
Bernard Makellay
Mon & Wed: 8 am to 9 am
Community report Lumban Bawaan &
Monday:4 pm to 5 pm
Sim Cataran
CHARMP
Mary Carling and co.
Friday: 5 pm to 6 pm
*
FITS-Sagada
Aida Abaya
Thursday: 10 am to 11 am
*
Sagada-LGU
Gina Dizon
Monday: 10 am to 11 am
*
MP-LGU
Gina Dizon
Monday: 9 am to 10 am
Kalin di umili
P. Hilda Telan
Thursday: 8 am to 9 am
Gag-ay di umili
Gina Dizon
Wednesday: 9 am to 10 am
Tourism
Lumban Bawaan
Wednesday: 12 am to 1 pm
DEP-ED
Milton Marrero
Wednesday: 10 am to 11 am
Ag-agong
Lumban Bawaan and Brenda Friday: 10 am to 11 am
Fuchay
Sapit di Sang - Rose Wangdali
Thursday: 4 pm to 5 pm
adom
*
Election watch
Mary Carling
Saturday: 8 am to 9 am
Barangay Talent
Bernard and Gina Dizon
Saturday: 2 pm to 3 pm
10 Bags Signature Belen Piluden
Mon, Wed, Fri & Sat:6am to 7 am
Tongtongan
Gina Dizon and
Tuesday: 12 noon to1 pm
Bobby Cazan
*New programs that were added since Radyo Sagada was officially launched
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Characteristics of Radyo Sagada as a Community media
The principles used were based on Louie Tabing’s principles of Community Radio
Operation.
Ownership and control. The strategies that make the community to be involved are
the election of leadership, policy making for the station, management of the station,
selection and provision of programming, production of programs and external
representation of the station.
According to the key informants, Radyo Sagada is owned by the community of
Sagada because it is community based, and is managed by Sagada locals.
Carling, for instance, hails from Sagada. The Board of Directors are all from Sagada
and most volunteers are from Sagada.
Sagada locals have great influence in terms of source, message, receiver and
feedback mechanism, according to Carling.
Moreover, although Radyo Sagada is managed by the station manager and the
Board of Directors, their role is only bound in making policies and day to day
administrative operational decisions. This is according to Carling and BOD chairman Steve
Dagacan.
Carling also said that the people of Sagada own the Radio station because they are
free to be involved on the some levels of management, such on the production of programs.
The locals can do this by applying as volunteers as long as they are 18 years old
and above and must speak well in front of a microphone.
As Tabing indicated, a community radio station is one that is operated in the
community, for the community, about the community and by the community. What
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
distinguishes community radio from other media is the high level of people’s participation,
both in management and program production aspects. Furthermore, individual community
members and local institutions are the principal sources of support for its operation.
One of the main characteristic of community Radio is it offers the opportunity to
any member of the community to initiate communication and participate in program
making, management and ownership of the station. In the case of Radyo Sagada, anyone
who is qualified to air a radio program may volunteer thus participation from the
community increases.
Purpose. The primary objectives of Radyo Sagada are to provide information to the
community on issues and concerns. It is also to provide the people exchange of information
with a range of content and analysis relevant to the needs and interests of the community
and to the society as a whole, to promote the culture and language of the community,
promoting the indigenous culture and use of local languages and collective cultural
expressions to preserve identity and diversity and to provide relevant and sensitive
entertainment to all sectors of the community.
The key informants claimed that Radyo Sagada is a non-profit organization.
Although it accommodates some advertisers, the money generated from it is invested on
the sustainability of the radio station. According to Carling, the money goes to the rent of
the station booth and upgrading of station facilities.
Girard (2007) noted that if community media exists for non-profit, then it stands
on why they do and what they do.
Tabing also pointed out that community radio gives community members access to
information because it gives them access to the means of communication. The most
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
relevant information - educational and developmental - is disseminated and exchanged.
Important local issues are aired. A free market place of ideas and opinions is opened up
and people are given the opportunity to express themselves socially, politically and
culturally. Community radio helps to put the community members in charge of their own
affairs.
Accessibility. Based on the broadcast aired by the researcher, the areas covered by
Radyo Sagada were six Municipalities of Mt. Province.
Based on the Table 4, among the six municipalities, most of the texters were from
the municipality of Bauko. It is followed by Sabangan, Tadian and Sadanga. Aside from
the six municipalities, there were two texters from Suagayan and Madapoy, Quirino, Ilocos
Sur.
According to Carling, Radyo Sagada can cover the Municipalities of Bauko,
Sagada, Sabangan, Tadian, Bontoc, Besao and some parts of Ilocos Sur, Sadanga and
Buguias.
The researcher also validated this by interviewing 25 listeners from Sagada.
According to them, they claimed that there is a clear signal in their community that
is why they can clearly hear the voice of the program host and also the music being played.
All of them also stated that they listened to Radio Sagada everyday for information and
entertainment.
One of the principles of Community Radio Operation as pointed out by Tabing (nd)
is the access to the facility towards the full democratization of the communication system.
People have access not only to the media products but also to the media facilities. The
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
feedback channel is always open and full interaction between the producers and receivers
of messages is maintained.
Table 4. Areas covered by Radyo Sagada during the conduct of the study
MUNICIPALITY
BARANGAY
Sabangan
Bun-ayan Sabangan Mountain province
Poblacion Sabangan, Mountain Province
Napua Sabangan Mountain Province
Data Sabangan Mountain Province
Bauko
Guinzadan Bauko, Mountain Province
Lagawa Bauko, Mountain Province
Otucan Bauko, Mountain Province
Poblacion Bauko, Mountain Province
Sadsadan Bauko Mountain Province
Bagnen Bauko Mountain Province
Tadian
Bantey Tadian, Mountain Province
Besao
Kin-iway
Besao,
Bauko
Mountain
Province
Proper Besao Mountain province
Banguitan Besao Mountain Province
Sadanga
Poblacion Sadanga Mountain Province
Bontoc
Samoki Bontoc Mountain Province
Gonogon Bontoc Mountain Province
Alab Bontoc Mountain Province
Participation. According to the key informants, the local community is encouraged
to participate for the improvement of Radyo Sagada programs by providing their
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
suggestions. They are also allowed to have their own program for Radyo Sagada. Some of
the programs being hosted by volunteers are Samiweng, Jazz and Blues, Basta love songs,
which are musical program. Moreover, FITS-Sagada, DeP-Ed and Tongtongan which are
developmental programs handled by volunteer host.
These claims were validated by the researcher by interviewing the listener-
respondents. According to the respondents, they claimed that they are being encouraged to
participate on any program since the Radyo Sagada hosts keep on announcing in their
programs that the locals can also have their own programs.
Having heard the announcements, three of the respondents applied as volunteers in
Radyo Sagada. Dag-on Fowler hosted “Basta Love Songs,” Bobby Cazan hosted
“Tongtongan,” and Rose Wangdali hosted “Sapit di Sang-adom.”
The other respondents participated through listening and sending comments and
requests through text messages. Most of them said that they usually sent text messages in
the program “Day-eng id Cordillera,” a musical program that airs Cordilleran songs.
According to Girard (2007), community radios have their common strategy that
involves community participation at all levels, where it can be exercised in a wide variety
of ways.
They are also involved in the election of leadership of the station, policy making,
and selection of programs and external representation of the station. One proof showing
that they are involved in the management is all of the Board of Directors are from Sagada
and they were elected by the people of Sagada.
Tabing (nd) specified that participation in the production and management of media
is the logical step after access. Citizen’s participation in radio is allowed at all levels from
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
planning to implementation and evaluation of the project. It involves the citizens in the
decision-making process, including making decisions about the contents, duration and
program schedule. The citizens, or their representatives, also have a voice in the
management and financing of radio program projects.
Aspects of the Programs Aired by Radyo Sagada a
according to Source, Message, Receiver and
Feedback
The nature of the program aired in Radyo Sagada was determined through
analyzing the available ten scripts and based on the interviews with the station manager
and two anchors.
Ideally, all program scripts for the month of October should have been analyzed for
this aspect of the study. However, during the course of the study, the researcher found out
that most of the news program hosts did not have their scripts with them while
broadcasting. According to Carling, who also handled one of the news programs, they
directly read the news reports from several newspapers and from the internet also. The
researcher then requested some of the hosts through carling to provide a copy of the outline
or guides that they used. However, due to unavoided circumstances, the request was not
granted. The programs were not recorded as well, since the radio station’s desktop
computer can only store existing files that they are using such as music.
Source. According to Carling, the examples of newspapers that she used were the
Baguio Midland Courier and the Mountain Province Exponent. The said newspapers
served as her basis in reporting latest events happening in the locality and in the region.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Carling also mentioned that reporters of Radyo Sagada conducts live and field
interviews. For the live interviews, they invited significant personality in the community
such as local artists, specialists, and politicians. On the other hand, common people such
as farmers, youths and participants during community events such as fiestas are asked
during field interviews.
More over Makellay added that he used Reader’s Digest and Lifestyle magazines
for his program“10 Bags Signature” where he gave beauty and fashion tips.
Based on the scripts that were analyzed, the sources of information were
newspapers, magazines, books, internet and interviews.
Messages. Table 5 presents the topics aired during the month of April to October
2012 based on the ten scripts available.
Health program was aired to help promote health awareness in a form of exercise
on air. This program was also used to air Department of Health advisories.
Under lifestyle program, tips on beauty and fashion were being broadcasted.
Makellay explained that listeners of such program can acquire tips for free rather than
buying books or surfing the internet.
Issues concerning women and children and programs for their protection were aired
under gender sensitivity program.
Entertainment program is for playing of requested songs and reading of greetings
to the loved ones of the sender. It also includes giving of trivia about the requested songs
and their singers and promotion of Cordilleran music. Local and international artists who
happen to visit Sagada are also interviewed under such program.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Another program is the election watch that gives updates about election. It includes
pre-election, election day and post-election period.
Another is the events program in which the host talk about events within Sagada
and its neighbouring communities. Community affairs, seminars or conferences and charity
works were also plugged during this program.
And the talk show program was allotted for invited municipal mayors from the
different municipalities in the Cordillera to share their plans with regards to community
development. This is for the listeners to know the aspirations of their municipal mayors for
their community.
The topics and programs are being changed because in some instances, some hosts
can no longer provide information for their programs. On this case, the topics are changed
based on the needs of the listeners.
Table 5. Topics aired by Radyo Sagada from the ten scripts
CLASSIFICATION
TOPIC
PROGRAM
Exercise on air
Health
Midday News
Health advisories
Beauty and fashion tips
Lifestyle
Developmental program
Women and children protection
Gender
Developmental program
sensitivity
Playing of requested songs and interviews
Entertainment Musical Program
with personalities (local and international)
Updates on election and concerning issues
Election
News Program
Special events happening in the Region
Events
News Program
Allotted for Municipal Mayors of Cordillera Talk show
Developmental Program
for them to give their plans for the
Community’s development.
Receiver . Based on the scripts, the different programs of Radyo Sagada are meant
to cater to the different sectors of the municipality and nearby places. According to Carling,
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
each program has different target audience since it would depend on the topic. Target
audience would include the farmers, youth, women, elders, and the general public.
Based on some of the scripts, it was mentioned that the program was primarily
meant for women. Some programs are also meant to cater to those who wanted to lose
weight, as reflected in Appendix E.
Feedback mechanism. According to the staff of Radyo Sagada, they accepted
feedbacks such as requests, greetings, comments and suggestions and public service
announcements from their listeners. These were done in different ways.
For the requests, greetings, and comments and suggestions, most of the listeners
sent text messages. There were also comments sent to their email messages and through
their Face book account as reflected in Figure 5.
For public service announcements, the listeners did actual visitations at the radio
station booth. Carling mentioned that those who have PSAs should visit the radio station
personally for verification purposes.
Figure 5. The Facebook account of Radyo Sagada
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Radyo Sagada in Terms of Programming, Management,
Monitoring and Evaluating Schemes
Programming. Table 6 presents the different programs with their description and
with the names of the Programs of Radyo Sagada as of February 2013.
Radyo Sagada has News program, Developmental program, Spiritual program and
Musical program. Radyo Sagada is an FM station but according to the key informants, it is
using the AM format because it has several development programs aside from the musical
programs.
Most of the news programs are about the community issues and including the whole
region of the Cordillera. Developmental programs were mostly about the concerns of the
community and they are also using the local language in some of their programs as
discusses in the previous objectives.
As a community Radio, the volunteers who are all from Sagada are free to produce
their programs but were screened by the station manager. Some of the programs are
produced by staffs. There are also local agencies such as LGU and Dep-ed providing
programs but are not regular ones. Some of the topics came from the suggestions of the
community and by the listeners.
According to the UNESCO Community Radio Handbook (2001), as a tactic for
starting community radio programs, it is useful to find out what people enjoy and appreciate
about other radio programs they listen to and why they like them. As reflected on the
previous objective before the launching, some programs were identified by the community
are about cultures.
Tabing stated that community radio’s program format is similar to that of a
mainstream radio including news, drama, talk shows, interviews and magazine. However,
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
in community radio programs, there is a heavy emphasis on local contents. News content
focuses on events coming from the municipality, villages and local organizations. There is
a dominance of local language, color and personality in the manner in which programs are
presented. Cultural and neighbourhood programs are prepared with a wider involvement
from villagers who may not have formal training in production.
Table 6. Types, description and names of programs of Radyo Sagada
TYPE
OF DESCRIPTION
NAMES OF PROGRAMS
PROGRAM
News Programs
To give listeners information and -Morning News
updates about happenings that are -Midday News
done and to be done in their -Evening News
community.
-News Review
Table 6. Continued...
- MP-LGU
-Kalin di Umili
- Gag-ay di Umili
- TimektiManalon
- Tourism
-Health Hour
- Dep-Ed
- Ag-agong
- Women
- Sapit di Sang-adom
- Election watch,
-Barangay
- Talent
-Lifestyle
Spiritual
This program are for listeners who are - Moral Recovery
Programs
most specially the people who cannot - Timek ti Namnama
attend mass, they can send text - Daily Bread
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
messages as a way of sharing their - Ilaw ni Kristo
blessings from God and also problems -
Christianity
Worldwide-
and they can send request prayers on Religious songs
the certain program.
-Harmony
- Shalom Beharim
Musical Programs
This is to give the listeners - Samiweng
entertainment. They can request -Diamonds in Tunes
any songs and send text -Dance Party-on-air
messages for greetings.
-Jazz and Blues
- Day-eng id Cordillera
-Folk and Rock Music
- Basta love songs
- OPM
-Kalkalimusta ni ayat
-Planet in Blue
-Tagalog songs
-PinoyArtist
-Afternoon delight
- Oldies Goodies
-Igorot Music
-Mixed Music
-Music
Management. The management is open to all areas outside Sagada aside from their
comments but as of now, there are no people coming from outside Sagada. The community
of Sagada support the Radyo Sagada by volunteering. The volunteers are the life blood of
station according to Steve Dagacan because they produce their own programs for free.
Radyo Sagada committee is handled by the station manager and the Board of
Directors.
As it was discussed in the creation of Board of Directors in the previous objectives,
the BOD were the ones establishing the programming priorities. They were also in charge
of the budgeting of the funds of the station.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
The station manager guides the staffs and volunteers of the radio station and is also
in charge of checking the programs to be aired. She is also responsible to be reporting
updates about the radio station to the Board of Directors.
According to the UNESCO Community Radio Hand Book (2001), a community
media committee is created to assume the management role. But the decision regarding the
running of the station and its programming must be democratic and transparent.
Management is crucial issue that need careful thought. The concept of community radio is
that the community itself should be in over all control. However the community cannot be
involved all the time, and therefore some sort of management body needs to be formed that
represents the different sectors in the community.
Evaluating and Monitoring Schemes. According to the key informants, they
conducted evaluation for Radyo Sagada by asking the listeners about their comments and
suggestions for the improvement of the programs. These include the comments to the
broadcasters and some important comments concerning the programs such as dead air,
sound effects and background music. Aside from interviewing listeners, comments and
suggested can also be sent through text messages. Staffs and volunteers conduct meeting
if there is any important comments and suggestions from listeners, they are conducting
meetings to give solutions about the comments and suggestions.
The official text line number they are using is offered by SMART network which
is 09999991047. They have also e-mail account which is radyosagada@gmail.com and
there facebook account RadyoSagada104.7@facebook.com.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
According to Carling, they also conduct monitoring schemes for Radyo Sagada
through text messages. One example of text message is “Hello, I’m Maydan from Bontoc
and I want to greet my friends there are at Bauko, thank you.”
In this way, they have monitored the places of listeners because of the text messages
they have received.
The Sustainability of Funds of Radyo Sagada
According to the key informants, the funding agency of Radyo Sagada is the
MESSERIOR from Germany, a Catholic Bishop organization who donates fund for
operational expense. This year, majority of the funds for Radyo Sagada comes from his
organization. The MIVA from Switzerland donates the radio equipment.
Local donors such as the Public schools in Sagada donate some references that are
being used in some developmental programs. Advertisements such as those coming from
Mt. Data Hotel, Rollins wellness center, Regional Development Council, Philippine
Information Agency of CAR and Department of Agriculture are used for radio
equipments.
The NCCP Church of Sagada allowed Radyo Sagada to use its operation license
since the station cannot yet afford to acquire its own license.
They are accepting any donations like radio equipment from any people and
organization for the improvement of the radio station. They are also conducting a Concert
for a cause to raise funds.
As the resource guide published by AMARC (1994) noted, the definition of funding
for community broadcasting services includes a range of sources, such as donations,
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
member’s subscription fees, fundraising events such as concerts and IGPs, levy such as
fee, sponsorship from politicians and some organizations, advertising income from
advertisements from different agencies. Such a variety of funding sources is of immense
importance to the viability and sustainability of any community radio.
Tabing (nd) stated that community radio is not an expensive operation to maintain
for the following reasons such as: The operating cost is very low, mostly related to
electrical consumption, spare parts and maintenance and office supplies. Management is
trained in how to raise money from local, national and international sources for example
through donations other fundraising activities.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted in Sagada Mountain Province. The location of Radyo
Sagada, 104.7 FM to prepare the profile of the radio station, to know the characteristics of
Radyo Sagada as Community media, to determine the aspects of the programs aired in
Radyo Sagada according to source, message, receiver and feedback, to know how radio
does the programming, management, monitoring and evaluating schemes and to know
howe Radyo Sagada sustains its funds.
Purposive sampling was used to choose 25 respondents based on the criteria that
they must be eighteen years old and above, must have radio and must have listen to the
programs of Radyo Sagada. An interview schedule were used during the interview with the
respondents and with the key informants, a coding sheet was used to determine the sources
of information, messages covered receivers and a script was used to air at Radyo Sagada
to know the area that Radyo Sagada can reach.
Majority of the respondents claimed that Radyo Sagada has a clear signal in their
community. Radyo Sagada can reach the whole Sagada, some parts of Bauko, Tadian,
Bontoc, Sabangan and Quirino Province.
Radyo Sagada has the characteristics of a community radio in terms of ownership
and control, purpose, accessibility and participation.
Radyo Sagada’s sources of information are coming from both primary and
secondary sources of information. These are gathered through researches, interviews and
field activities.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Radyo Sagada has musical programs, religious programs, developmental programs
and musical programs. Most of the programs of Radyo Sagada are development-oriented
because these provide information that are considered important and helpful to its listeners.
Conclusions
Based on the findings the following conclusions are derived:
1. The establishment of a community radio can only be done through the efforts of
the community people and technical experts.
2. Participation of listeners is greatly solicited all throughout the enhancement of a
community radio’s framework.
3. A community radio maximizes local resources to deliver the information
needs of its listeners.
4. Aside from advertisements, a community radio sustains its funds through a
range of sources such as sponsorships and fundraising events.
Recommendations
Based on the conclusion the following recommendations were formulated:
1. Radyo Sagada should continue soliciting the participation of its listeners in and
out of Sagada.
2. Radyo Sagada should continue establishing stronger linkages with
development agencies for technical assistance and sponsorship.
3. Radyo Sagada should continue to produce more developmental programs.
4. Radyo Sagada broadcasters must enhance their skills in preparing scripts and
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
document it for significant purposes.
5. Radyo Sagada may fast track the making of their Manual of Operation for
further enhancement.
6. Radyo Sagada may strive more effort to raise funds for the maintenance and
upgrading of its facilities.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
LITERATURE CITED
AMARC Africa and Panos Southern Africa.1994. What is a community Radio? A
resource
Guide.Retrieved
October
2012
from
http://www.amarc.org/documents/manuals/What_is_CR_english.pdf.
ANONYMOUS.
1818.
Radio.
Retrieved
October
2012
from
http://en.wikipedia.org/wiki/Radio.
ANONYMOUS.2000. Map of SagadaPhilippines. Retrieved October 2012 from
http://www.maplandia.com/philippines/car/mountain/sagada/.
COMMUNITY BROADCSATING STAFF. 1979. A manual on Radio Broadcasting.
University of the Philippines as Los Banos.Benguet State University. Pp.1-5, 31-
39 and 136-137.
DIZON, G. 2011. Radio Sagada as voice of the people.Retrieved October 2012 from
http://bulatlat.com/main/2011/11/17/first- cordillera-community-radio-station-
launched-in-sagada/
FINK, EJ. 2006. Telecommunication: radio, television and movies in digital age.
Newyork.McGraw Hill. P.11
GIRARD, B. 2005. Definition of Community Media. Retrieved October 2012 from
http://transition.usaid.gov/our_work/democracy_and_governance/publications/pdf
s/Community_Media_Sustainability_Guide.pdf
QUEBRAL, N. 1998. Development Communication. University of the Philippines at
Los Banos, Laguna. Pp. 32-41
SYED, M.H. 2006.Mass Media and Journalism.NewDelhi.Anmol Publications Pvt.
Ltd. Pp.1-11.
TAMBULI.1994. Definition of Communty Radio. Retrieved October 2012 from
http://www.unesco-ci.org/ipdcprojects/content/tambuli-community-radio-stations
TABING. Nd. How to do Community Radio. Retrieved March 2013 from
UNESCO. 2001. Community Radio handbook. Retrieved October 2012 from
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
MANGSI, NYZA C. APRIL 2013. Pantutyaan ya Panliwliwaan: Radyo Sagada as
Community media in Sagada, Mountain Province. Benguet State University, La Trinidad,
Benguet.
Adviser: Christine Grace B. Sidchogan, MDevCom
ABSTRACT
The study was conducted to get the profile of Radyo Sagada; determine the
characteristics of Radyo Sagada as a Community media; determine the nature of the
programs aired in Radyo Sagada according to source, message, receiver and feedback;
know how Radyo Sagada do the programming, management, monitoring and evaluating
schemes; know how is the sustainability of funds of Radyo Sagada.
The data were obtained through interview schedule with the key informants and the
respondents from Sagada.
Radyo Sagada is officially launched as the first community radio in Sagada, Mountain
Province.
The findings revealed that Radyo Sagada has the characteristics of a community media.
The sources of information gathered by Radyo Sagada were from researches and
interviews.
Radyo Sagada followed the principles of community media in programming, managing,
evaluating, and monitoring their programs.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Radyo Sagada sustains its funds on donations, advertisements and sponsorship.
Recommendations derived from the study were: Radyo Sagada may strive more
effort to raise funds for the maintenance and upgrading of its facilities; Radyo Sagada may
continue to establish stronger linkages with development agencies for technical assistance
and sponsorship; Radyo Sagada may strive more effort to get active participation of other
communities outside Sagada and continuously effort in encouraging the people of Sagada
to get involved in producing programs; Radyo Sagada may continue to produce more
developmental programs; Radyo Sagada broadcasters may prepare scripts or record the
important programs for important purposes and Radyo Sagada may fast track the making
of their manual of operation for the station to perform well.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
INTRODUCTION
Rationale
Information is power thus it becomes inherent for a community’s development.
Information is important in a community in order for everyone to be updated on the
happenings such on the political issues, social, economic or any kind of information that
may contribute to the development of the community.
There are several channels of acquiring information. This would include news
paper, radio, television and internet, which are now more accessible to majority of the
population.
Television is a combination of audio and visual that is why it is most preferred by
people but radio still remains to be a common medium present on automobiles, malls and
households and it is because it cost cheaper than television and with the other channels and
you can also use it while working comparing with the other channels. Thus, the emergence
of community radio in the country is revitalized.
Bruce Girard stated that there is no single definition of community media and there
are almost as many models as there are stations. Each community radio station is hybrid, a
unique communication process shaped by a few over-aching characteristics and by the
distinct culture, history and reality of the community radio stations have in common.
Among these are that they are community-based, not-for-profit, pro community and
participatory (Girard, 2005).
Community media seeks to educate and entertain, to inform and amuse and to create
a big tent under which its listeners can engage and challenge each other as well as their
political leadership.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Community media allows participation from the community; people can use the
community media as home for issues and encouragement. People have the means to
participate in democratic processes and shape their own paths to development.
In Sagada, a recently established community Radyo Sagada 104.7 FM is inching its
way to popularity among the people of the municipality and nearby places. Radyo Sagada
is an FM station but they are using AM format. Radyo Sagada is a community radio located
at Poblacion, Sagada Mountain Province. It practices grassroots journalism, move for
social change and empowerment among other similar messages (Dizon, 2011).
Despite its relatively new establishment, Radyo Sagada is already informing the
places it reaches through its promising programs. It is then interesting to look at how Radyo
Sagada was established and how it serves as a community radio, hence this study.
Statement of the Problem
The study documented the Radyo Sagada as a community radio in Sagada
Mountain Province. Specifically, the study answered the following questions:
1. What is Radyo Sagada?
2. What are the characteristics of Radyo Sagada as a Community radio?
3. What are the following aspects of the programs aired in Radyo Sagada
according to source, message, receiver and feedback?
4. How does Radyo Sagada function as a Community Radio in terms of
programming, management, monitoring and evaluating schemes and sustainability?
5. How do Radyo Sagada sustain its funds?
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Objectives of the Study
The objectives of the study were:
1. To get the profile of Radyo Sagada.
2. To get the Characteristics of Radyo Sagada as a Community Radio.
3. To determine the aspects of the programs aired in Radyo Sagada according to
source, message, receiver and feedback.
4. To determine the programming, management, monitoring and evaluating
schemes Radyo Sagada.
5. To know how Radyo Sagada sustains its funds.
Importance of the Study
Results of the study will be used by the staff of Radyo Sagada for the improvement
of the programs as a whole according to the assessment of the respondents. It could also be
helpful to the people in radio broadcast industry such as program planner, script writers
and the program implementers in making the program more effective to meet listeners’
satisfaction and it can also be helpful to incoming radio broadcasters and media volunteers.
It will also be helpful to researchers, Development communicators and extension
workers and will guide as a reference for further studies.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Scope and Limitation of the Study
The study was conducted at Sagada Mountain Province from December 2012 to
January 2013.
The study focused on the programs of Radyo Sagada and Radyo Sagada itself as a
Community radio. The radio program scripts that were available during the conduct of the
study were analyzed.
For the coverage area, it was just during the time of the gathering only. Airing was
from January 26-28, 2013.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
REVIEW OF LITERATURE
Community Media
Community as defined by Webster’s dictionary is it has two distinct commutive
meanings: community usually refers to a social unit larger than a small village that shares
common values. The term can also refer to the national community or international
community and in biology; a community is a group of interacting living organisms sharing
a populated environment. A community is a group or society, helping each other (Random
House Webster’s College Dictionary, 2001).
In addition, it is a social group of any sizes whose members resides in a specific
locality, share government and have a common characteristics or interests and perceived
or perceiving it as distinct in some respect from the large society with in which it exists
(Webster’s Encyclopaedic Unabridged Dictionary of the English Language).
A community is both a physical and a social unit reflective of the values of those
who have shaped it and who live in it. Historically settlements grew around some human
need to congregate whether it was to buy and sell goods, to worship, to learn or, in more
perilous times, to seek protection against an unknown environment. Implicit in the
arrangement was the desire to be in close contact with other people of like needs (Quebral,
1988).
In a community it is important to have communication for the development of a
community.
Communication is the act or process of communicating; fact of being
communicated, the imparting or interchange of thoughts, opinions or information by
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
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speech, writing or signs. A document or message imparting news, views, information,
passage or an opportunity or means of passage between places (Webster’s Encyclopedic
Unabridged Dictionary of the English Language, 1990 ).
Communication has elements such as the Source of information, the message, the
channel, the receiver and the feedback.
The means of communication, as radio and television, newspapers and magazines,
that reach or influence people widely (Dictionary.com).
According to Syed (2006), media denote those channels of communication that
reach large number of people such as television, Radio, Cinemas, etc. Media in relation to
communication imply tools of communication. It means that the instruments adopted or
applied in transmitting any message irrespective of its nature and significance. Media are
concerned with the forms into which the message is placed, written and oral consist of
various form as used for transmitting messages. In the communication process the sender
forms an idea or ideas or thoughts or feelings. Encoding is the process of translating
thoughts, ideas into messages. The main role and responsibility of the media is to transmit
messages t, to inform the receiver of messages. Mass media not only inform but persuade.
Media as used for entertainment and communication as non-commercial without mass
media there would be no social, economic and Political systems.
The same author also noted that the media of communication takes the form of
symbol, words, action, pictures, numbers, etc. The symbols are used as the media for
exchanging information and understanding between different persons. Among them words
are the most commonly used and the principal communication. Instrument of all
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
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employees, communication by words maybe verbal or oral and written. Both oral and
written have their own advantages and disadvantages (Syed, 2006).
Community radio. Community radio is one kind of media; it defines itself more by
its mission than its size or location. It usually evokes a grassroots attitude and bias toward
the free flow of opinions and ideas. It seeks to educate and entertain, to inform and amuse
and to create a big tent under which its listeners can engage and challenge each others as
well as their political leadership. These operations tend to be smaller, community based
and managed with a reliance on local support that may include advertising but more often
is reflects in donations and volunteerism. Community media will often fill the void left by
larger corporate media entities that operate under different imperatives that may not include
the underrepresented or marginized populations in a society.
While not always the case, women and young people will find a home for their
issues and encouragement of their participation within the community media framework.
The inclusion of women remains a challenging development issue because they are
habitually excluded from the decision-making processes within their own societies, whilst
being the first point of contact on many health and educational issues. Similarly, more
attention should be given to the inclusion of youth within the media and to developing their
media literacy skills. Over the long-term, local media can create a coherent narrative of a
region’s development and help people formulate goals and plans for how to improve their
situation. The media can help contextualize national development programs within
community frameworks and bring these goals closer to their intended beneficiaries.
Effective local media can also help people understand the history and evolution of
oppression or discrimination and give them the necessary perspective to make rational
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
choices to emerge from it. With this information, people have the means to participate in
democratic processes and shape their own futures locally and nationally.
The CMA defines community media projects as, "a third tier of not-for profit
broadcasters, owned and run by local people, mostly volunteers, which enable communities
throughout the UK to use media to create new opportunities for regeneration, employment,
learning, social cohesion and inclusion as well as cultural and creative expression."
Bruce Girard (2007) stated that there is no single definition of community media
and there are almost as many models as there are stations. Each community radio station
is a hybrid, a unique communication process shaped by a few over-arching characteristics
and by the distinct culture, history, and reality of the community it serves. Nevertheless,
there are some characteristics that all community radio stations have in common. Among
these are that they are community-based, independent, not-for-profit, pro-community, and
participatory.
Community-based which means that the station is based in its community and
accountable to it. Usually the community is defined geographically, although its size can
range from a small town, to a city, or a vast rural area covering thousands of square
kilometers. Stations can also serve particular communities of interest such as women, youth
or linguistic and cultural minorities.
Community media are owned and controlled by the community. In some cases the
legal owner is the community itself, via an association established for the purpose. In others
the legal owner is a not-for-profit group, a cooperative, an NGO, or a municipality, acting
on behalf of the community. Regardless of the legal structure, the policies and objectives
of media are articulated with a strong input from stakeholders within the community and
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
community members have both a sense of ownership and a real ability to shape the station
to suit their wishes and needs.
Regardless of ownership, community media are independent of government,
donors, advertisers and other institutions. This does not mean that they do not have
relations with these institutions or that they cannot receive funding from them, but the
nature of their relations must be transparent and cannot compromise their independence.
Where there is a potential for independence to be compromised, which often happens when
money is involved, the relations must be governed by clear and transparent agreements that
guarantee the non-partisan community-service nature of the medium, while operating
within the boundaries defined by the law and by the constitution/guiding principles of the
station.
Community media exist to serve communities and thus cannot be independent of
the community itself. Transparent governance structures, such as an elected board of
governors, ensure that the station is responsive to community needs and interests.
Community media must also be a non-profit, to say that a community radio station
is not-for-profit doesn’t mean that it can’t carry advertising or that it has to be poor. It
means that the money it makes is reinvested into the station and the community. The Italian
Radio Poplar, for example, is financed with a combination of advertising and listener
subscriptions. With annual revenue of 1 million euro it’s one of the wealthiest community
radio stations in the world. The station’s shareholders are thousands of its listeners and
supporters and rather than expect profits, they make donations to help the station fulfill its
mandate.
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Community radio stations finance themselves in many ways: advertising, listener
donations, concerts, international donors, government grants and so on. In France, where
community radio stations do not carry advertising, a tax on advertising is put into a fund to
support community radio (in 2004 the fund distributed 21 million euros among some 600
radio stations – an average of 35,000 euros each). As one Ecuadorian broadcaster put it,
“We’re not for profit, but we’re not for bankruptcy either.”
To say that community media are not-for-profit leaves open the question: What do
community media stand for? If they don’t exist to make a profit, why do they exist? The
broad answer to that question is that community media exist to support and contribute to
their communities’ social, economic and cultural development, but each station will have
its own specific answer. Many stations describe what they stand for in a mission statement,
a short text that describes why they do what they do.
Community media must be Participatory, just as all community radio stations have
a common mission to support and contribute to the community, they also all have a
common strategy that involves community participation at all levels – programming,
running and even financing the station. This can be exercised in a wide variety of ways
depending on the specific nature of the station, its objectives, and the characteristics of the
community.
Participation in programming can be assured with participatory production formats,
by encouraging and supporting program production by organizations from within the
community, by broadcasting public forums, and generally by enabling the free and open
exchange of views.
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The community must also be able to participate in the management and direction
of the station, for example through a board of governors or directors with members
representing various interests within the community.
Many communities support their stations with cash or in-kind contributions.
Financial support can come from individuals, local businesses, community organizations,
or municipal governments. In some cases the community supplies the building the station
is housed in, even contributing its own “sweat capital” to build it.
Participatory radio allows long-neglected people to be heard and to participate in
the democratic process. Having a say in decisions that shape their lives will ultimately
improve their living standards. Many stations also recognize and value the change that
volunteers often experience in their own lives as they become more confident, capable and
active members of the community as a result of their association with the station (Girard,
2007).
Community radio means radio in the community, for the community, about the
community and by the community. There is a wide participation from regular community
members with respect to management and production of programs. This involvement of
community members distinguishes it from the dominant commercial media in the
Philippines that are operated for PPPP – profit, propaganda, power, politics, privilege, etc.
Serving the big P (people or public) is a token gesture mainly to justify existence in the
government bureaucratic licensing procedures.
They are stations collectively operated by the community. Stations dedicated to
development, education and people empowerment. Stations which adhere to the principles
of democracy and participation (Tambuli, 1994).
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Ownership- the facilities of community radio are almost inviaribly owned by the
community through a trust, foundation, cooperative, or some similar vehicle. However,
there could be cases where formal ownership was in the hands of a body external to the
community, but which has passed the facility to the community for its independent and
exclusive use.
Even if the overall concept is that the community owns the radio, there usually
needs somebody, such as foundation or association, which represents the community’s
interests and also provides the juridical entity to apply for the license and to hold it.
Management- irrespective of formal ownership, the station policies, management
and programming must be the responsibility of the community in order for it to be
considered a true community radio. There will usually be a representative community
committee, or Board of Directors, to set overall policies, while dat-to-day administrative
and operational decisions are left to a station manager selected by community.
Funding- a community radio service is set up and runs as a non-profit organization.
It relies on financial support from diversity sources, which may include donations,, grants,
membership fees, sponsorship or advertising. A combination of these is most desirable in
order to ensure independence. Many community radios also organize fund raising events
among other audience. The overall aim is always to reach a state of financial self-
sufficiency.
Programming- anyone planning a community radio should give early thought to
programming issues, especially with regard to mechanism that will ensure the maximum
possible community access and participation (UNESCO Community Broadcasting
Handbook, 2000).
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Radio
Radio is the transmission of signals through free space by electromagnetic
waves with frequencies significantly below visible light, in the radio frequency range, from
about 3 kHz to 300 GHz. These waves are called radio waves. Electromagnetic
radiation travels by means of oscillating electromagnetic fields that pass through the air
and the vacuum of space.
Information, such as sound, is carried by systematically changing (modulating)
some property of the radiated waves, such as their amplitude, frequency, phase, or pulse
width. When radio waves strike an electrical conductor, the oscillating fields induce
an alternating current in the conductor. The information in the waves can be extracted and
transformed back into its original form (A História da RádioemDatasin Portuguese, 1819).
Radio knows how to reinvent itself. At present it consists largely of disc jockeys
announcing music, of talk show hosts engaging in controversial discussion and of
newscasters giving the latest information. This however has not always been the case.
During the 1930’s and 1940’s, radio was the main source of national entertainment
programming. Most of the models of entertainment and information that are common to
the media today were formed by radio during these years why television took away radios
and in the 1950’s some believed radio would die but today it is a healthy medium that
enters home, automobiles and many other places people inhabit.
We must realize that radio is only a means or a tool for reaching our audience. If
we are to make effective use of this tool, we must know how to use it. We must know its
limitations and capabilities and must always keep these in mind when we want to make use
of radio in our work. Knowing the capabilities of radio should enable us to use the medium
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to the best advantage while an awareness of its limitations should help us avoid pitfalls and
unnecessary and costly waste of energy, manpower, time and money. At the same time,
these limitations should pose as a challenge for us to look for ways to overcome them. One
of our first tasks, therefore, as students of radio broadcasting is to determine what radio
can do, what it cannot do and what it can help to do.
We must realize that working with radio is working with sound as the medium. We
must therefore get a working knowledge of what sound is, their characteristic, its artistic
potentials, and what can be done with it (Fink, 2006).
Radio is the most accessible mass medium of communication in use. It is a
particularly effective meansof communication in communities where most people can
neither read nor write, as those people can speak and listen (AMARC, 1994).
Broadcasting
The roots of broadcasting trace back to 1832 when Michael Faraday of England
learned that electrical current flowing in one wire could cause a similar current to flow in
a nearby wire. Subsequently, he thought that there must be a relation between all forms of
energy like light and heat, although at that time he did not give any definite explanation.
In 1864, James Clerk Maxwell, a scientist from Scotland, showed by mathematical
calculation that light, magnetism, heat and electricity are actually waves in space that travel
at 186,000 miles per second. The only difference was that each had its own rate of vibration
or frequency. It was Heinreick hertz, a German scientist, who actually discovered these
waves in 1887 and proved the theory of Maxwell.hertz found the technique of producing
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waves by means of electric current and vice-versa. This was actually the discovery of
electromagnetic induction.
Broadcasting started when Guglielmo Marconi of Italy made an important
improvement over the Branly Coherer which he used to transmit and receive messages over
a distance of about a mile. In 1896, Marconi first demonstrated his wireless apparatus. In
august of 1897, he was able to send and receive signals through his invention at a distance
of 34 miles. From its infancy in the early 20’s, radio broadcasting has developed into what
it is today. It has advanced to the use of communication satellites. There are distinct
differences in broadcasting systems used by various countries in the world. Countries either
have free enterprise systems, controlled systems, or mixed systems. There are two general
types of broadcasting: the open broadcasting type and the closed or wired broadcasting
type. The former is used extensively in the free world, while the latter is used in the USSR
and the People’s Republic of China. Broadcasting in the free world has become a lucrative
business. It has also become a way of life. It may be pointed out that radio was once used
in promoting development in the now developed countries. Today, it is being used for the
same purpose in developing countries. It is also being used to connect one country to the
other, specifically by international broadcasting. Broadcasting has become an industry
itself. More sophisticated equipment and new techniques of broadcasting are continuously
being developed. It may be pointed out that the status of broadcasting depends on the stage
of development of the country concerned. But even in the less-developed countries,
broadcasting has improved a lot over the last few decades. Today, radio broadcasting is
used not only for entertainment, but also as promoter of change especially in the developing
countries (Community Broadcasting staff, UPLB, 1979).
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Definition of Terms
Community radio. This pertains to Radyo Sagada, a radio station that caters to the
issues happening in Sagada and nearby municipalities of Mt. Province.
Listener-respondents. This pertains to the respondents who tuned in to some of the
radio programs of Radyo Sagada.
Anchors. This pertains to the people who broadcasted on some of the radio
programs that were aired in Radyo Sagada.
Radio script. This pertains to the written material used in broadcasting to get the
coverage area of Radyo Sagada. It also pertains to the written material that was used for
content analysis to get the aspects of the programs aired in Radyo Sagada according to
source, message and receiver.
Radio programming. This pertains to the broadcast programming of the radio
format or content that is organized for Radyo Sagada.
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METHODOLOGY
Locale and Time of the Study
The study was conducted in Sagada, Mt. Province where Radyo Sagada (104.7 FM)
is located.
Sagada is a fifth class municipality in the province of Mountain Province.
According to the latest census, it has a population of 10,930 people 1,058 households. It is
located 275 kilometres north of Manila, one hundred forty kilometres away from Baguio,
and it is adjacent to Bontoc, the provincial capital. Sagada is politically subdivided into
nineteen barangays. These are Aguid, Ambasing, Angkileng, Antadao, Balugan, Bangaan,
Dagdag (Poblacion), Demang (Poblacion), Fidelisan, Kilong, Madongo, Patay
(Poblacion), Pide, Nacagang, Suyo, Taccong, Tanulong, TetepanNorte, and Tetepan Sur.
Sagada was selected as the locale of the study because the radio station primarily
caters to the issues happening in the said area, and in nearby municipalities.
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Figure 1. Map of Mountain Province showing Sagada, the locale of the study
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Respondents and Subject of the Study
For objective number one, the key informants were identified people of Radyo
Sagada. They were Mary Carling, the station manager; Bernard Makellay, a staff; and
Steve Dagacan, the chairman of the Board of Directors. They narrated the story of Radyo
Sagada since its establishment.
For objectives number two, the same key informants provided details about the
characteristics of Radyo Sagada as a community media
Moreover, 25 purposively chosen listener-respondents were interviewed to validate
the claims of the key informants. The criteria used were: they should have radio at home,
they should have listened to most of the programs of Radyo Sagada and must be 18 years
old and above as reflected on Table 1.
For objective number three, only ten scripts of aired programs for the month of
April to October 2012 were analysed to determine the sources of information, messages
covered, and receivers. These scripts were done by Bernard Makellay, Lumban Bawaan
and Sim Cataran who were among the program hosts of Radio Sagada.
Ideally, all program scripts for the said month should have been analyzed for this
aspect of the study. However, during the course of the study, the researcher found out that
most of the news program hosts did not have their scripts with them while broadcasting
According to Carling, who also handled one of the news programs; they directly read the
news reports from several newspapers and from the internet. The researcher then requested
some of the hosts through Carling, to provide a copy of the outlines or guides that they
used. However, due to unavoidable circumstances, the request was not granted. The
programs were not recorded as well since the radio station’s desktop computer can only
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store existing files that they are using such as music. Provided that the computer has a
higher memory capacity, they could have recorded the aired programs, according to
Makellay. The researcher then supplemented the data gathering by interviewing Carling
and Makellay so as to further determine the nature of the programs aired.
For objective number four, the same key informants were interviewed about the
Programming, Management, Monitoring and Evaluating scheme of Radyo Sagada.
For objective number five, the same key informants were interviewed to provide
the details about the sustainability of funds of Radyo Sagada.
Table 1 shows the socio demographic profile of the 25 listener-respondents. Ten of
them belonged to the age bracket of 18-22 years old; six belonged to 23-27, five belonged
to 28 to 32, one belonged to 35 and three belonged to 39-53. Fifteen were females and 10
were males. Twelve were married and 13 were single.
Table1. Socio-demographic Profile of the Respondents
FREQUENCY
AGE
n=25
18-22 years old
10
23-27 years old
6
28-32 years old
5
35-38 years old
1
39-53 years old
3
TOTAL
25
GENDER
Male
10
Female
15
TOTAL
25
CIVIL STATUS
Single
13
Married
12
TOTAL
25
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Moreover, all of the respondents listened everyday to Radyo Sagada. According to
them, they listened to the different programs aired by the station.
Data Collection
An interview schedule was used to gather information from the key informants. The
questions asked were based on the principles of community media as formulated by Louie
Tabing on his handbook How to do Community Radio published by UNESCO.
A coding sheet that was adopted from a study entitled “Content Analysis of
Scientific Articles Published in Mountain Collegian” by Magsiano (2010) was used to
analyse the source, message and receivers of the aired radio programs were used. The
researcher modified the coding sheet to fit the format of radio program scripts.
For the listener-respondents, an interview schedule was used to validate the claims
of the Radyo Sagada staff.
A script (Appendix D) was aired thrice by the researcher and a program host at
Radyo Sagada on January 26-28, 2013 to know the area covered by the radio station for
the purpose of the study. It was aired at 10:00 AM, 1:00 PM and 4:00 PM. The feedback
number used was the station’s number and the researcher’s phone number
Data Gathered
The data gathered were the profile of Radyo Sagada, the characteristics of Radyo
Sagada as Community media, the aspects of the programs aired according to source,
message, receiver and feedback mechanism, the programming, management, monitoring
and evaluation schemes and the sustainability of funds of Radyo Sagada.
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Data Analysis
The data gathered were consolidated, characterized, tabulated and classified by the
researcher.
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RESULTS AND DISCUSSION
The Profile of Radyo Sagada
Historical Background
Conceptualization. According to the key informants, Radyo Sagada 104.7 FM
started with the ideas and aspirations of the people of Sagada to have their own radio
station. It was initiated through the community’s interest to have their own Radio station
thus consultation with experts was done. This materialized when Station Manager Mary
Carling, International Community radio consultant Bianca Miglioretto, and Northern
Media Network editor Jun Verzola initiated the necessary procedures in putting up the
radio station.
Carling, as a project consultant with various organizations such as the St. Mary
Church, Public Schools of Sagada, Organizations of the Community and NGOs, prepared
a proposal for a radio station. She narrated that the problem was the lack of funding agency.
In 2009, they submitted the proposal to the MESSERIOR in Germany, a Catholic
Bishop’s organization. On the same year, the said organization agreed to fund the
establishment of Radyo Sagada.
Acquisition of station facilities, equipment and staff. In order for the radio station
to deliver effectively the necessary information to its target audience, Radyo Sagada
acquired several equipment from MIVA.
At present, the station has one radio link that connects it to the transmitter in Mt.
Ampakaw. The transmitter serves as the main antenna. The yagi antenna also links the
transmitter to the radio link found in the radio station.
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They also have one studio system, one mixer that is used in combining, routing, and
changing the level, timbre and/or dynamics of audio signals. The radio is equipped with
300 kilowatt transmitter but they are only using 200 kilowatt that can reach 100 kilometres.
Figure 2 shows the two desktop computers, the three microphones, the cellular
phone and the mixer.
They are currently renting a radio booth (Figure 3) in Sitio Patay, Poblacion,
Sagada.
The pools of broadcasters were composed of five paid staffs and 15 volunteers from
Sagada. These volunteers are mixtures of youth, pastors and mothers. Their work is usually
centred in gathering data for their own programs.
Figure 2. These are some of the equipment of Radyo Sagada that are
being used to deliver their programs
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Figure 3. Radyo Sagada station booth in Sitio Patay, Poblacion, Sagada
As stated by Tabing (nd), one of the Distinct Features of Community Radio is
facilities. A community radio often uses the basic production and transmission equipment
appropriate for the size, needs and capability of the community. Usual transmission
equipment is comprised of a low-power FM transmitter of 20 to 100 watts. The production
facility can range from a simple tape recorder or a karaoke playback machine to a simple
studio that consists of an audio-mixer, tape decks, CD player and microphones.
Creation of board of directors. On February 10, 2009, Carling invited an initial
audience, composed of locals, public school teachers of Sagada, and NGO representatives,
for a meeting. During the meeting, the name Radyo Sagada was established. The Vision,
Mission and Objectives were also formulated. The Board of Directors was elected as well.
A primary qualification of a Board of Director is he or she must have leadership
experiences.
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Steve Dagacan also said that the Board of Directors are the ones who are setting
the policies of the radio station and the ones who are establishing the programming
priorities. They are also in charge of the budgeting of the funds of the station.
The station manager guides the staffs and volunteers of the radio station and is also
in charge of checking the programs to be aired. She is also responsible to be reporting
updates about the radio station to the Board of Directors.
The staffs are the regular broadcasters in the Radio Station.
BOARD OF DIRECTORS
Steve Dagacan
CHAIRMAN
Folrence Daguitan
SECRETARY
Ben Capuyan
TREASURER
Jaime Dugao
Bishop Brent Alawas
Fr. Rex Reyes
Fr. Princel Balitog
Thomas Killip
Yakee Tumbaga
Esteban Solang
Domingo Manalog
Gwen Gaongen
Rose Bataan
MEMBERS
Figure 4. The organizational chart of Board of Directors of Radyo Sagada
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
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Figure 4 presents the organizational chart of the Board of Directors of Radyo
Sagada.
Creation of vision, mission and objectives. The vision of the Radyo Sagada is “A
well informed people living in a harmonious community; with a rich culture and tradition
working for sustainable environment, good governance, and community development;
people enjoying equality and the benefit of social justice, a community collectively
working for the common good.”
Moreover, the mission of the radio is to be a voice of the community of Sagada and
Mt. Province, involving the people in producing and disseminating information, and
entertainment; to provide a forum for issues and concerns, creating a critical awareness for
a meaningful social change.
Further, the objectives of the radio station are, it will provide information to the
community on issues and concerns such as Sanitation and waste management, education
including history of Sagada, out of school youth , awareness on gender sensitivity and
women’s rights, environmental issues like climate change, traditional forest management,
religion with the coexistence of Christian and traditional beliefs, agriculture: organic and
sustainable agriculture, eco- friendly tourism which is culturally sensitivity, good cultural
practices, peace and order, safety of the community, promotion of peoples organizations,
good governance and transparency in fight against corruption, human rights and indigenous
peoples rights. It also aims to provide a people to people exchange of information with a
range of content and analysis relevant to the needs and interests of the community and to
the society as a whole. It also promotes the Culture and Language of the Community,
promoting the indigenous culture and use of local languages and collective cultural
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expressions to preserve identity and diversity and to provide relevant and sensitive
entertainment to all sectors of the community.
The vision, mission and objectives imply that Radyo Sagada is catering to the
information needs of Sagada and nearby communities.
As what Girard (2007) said, the community media must be participatory and that
community radio stations have common mission to support and contribute to the
community.
By February 2010, a community assembly was organized that was facilitated by the
Board of Directors. Those who attended the assembly affirmed the establishment of Radyo
Sagada.
On April 2010, a 10-day basic training on Radio Broadcasting was held, and was
attended by interested people of Sagada. Notable participants were coming from the youth
and women’s sectors.
A basic journalism seminar was also conducted by the station manger and some
people in the locality who have knowledge on broadcasting among students in the public
schools while elders and other members of the community were oriented about Radyo
Sagada.
Those who attended the basic training in planning for the programs have already
thought of the programs they would produce.
Test-broadcasting. A test broadcast on the last week of July 2011 was done. The
programs were purely musical and greetings just to introduce the newly established radio
station. The test broadcast lasted for three months. It went this long in order for the staff to
come up with appropriate programs based on the feedback of the listeners.
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According to the key informants, everybody was happy to hear music and
information through the radio since everybody cannot afford an internet connection and
television. During the test broadcast, listeners welcomed Radyo Sagada since the staff
constantly received more than 300 text messages for the first couple of weeks of airing.
Some programs became instantly very popular especially musical programs like the ‘Day-
eng id Cordillera’.
According to Mary Carling, in some villages during meetings, they identified issues
and concerns on environment and culture, and also some elders- women and men expressed
their desire to share the history of their village.
Before the broadcast launching, villages invited the radio coordinators in their
traditional activities and harvest rituals like the “Begnas” and other indigenous knowledge
and practices.
With the given length of the test broadcast, the development of the programs was
somehow finalized. Carling stated that at the start of the test broadcast, programs were
purely musical. However, during the course of the test broadcast, they received helpful
suggestions to improve their programming.
This led them to come up with developmental programs such as news, commentary
and religious programs.
On September 2011, these developmental programs became part of their regular
programs. Some of the first few programs were morning and evening news, ‘Timek ti
Mannalon’, and musical programs like Oldies Goodies, Igorot music, OPM, Jazz and Blues
and Day-eng id Cordillera. Some of the programs were aired up to this day.
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The series of consultations with the community also provided Radyo Sagada a
guide on what programs should be developed. These consultations were in the form of face
to face conversations with the listeners.
Launching. The Radyo Sagada, 104.7 FM was officially launched on November
11, 2011 as the first community radio in Sagada.
The celebration was attended by almost one hundred people from the community.
Taking place on the grounds of Cafe St. Joseph next to the radio station, the launching was
also done live on air. At the time, the speakers in the premises reached as far as the market
area of the town centre. There are cultural presentations from public schools of Sagada
during the launching.
The launching included guest speakers from the Local Government Unit as well as
Radyo Sagada’s partners and affiliates. All of those who talked acknowledged the
important role of the community radio in Sagada and even in the region.
After launching, Radyo Sagada formally aired their regular programs. Just like any
other community media, the station experienced several challenges on this onset stage.
According to the key informants, there were problems encountered during the
establishment of the radio station. One of the main problems was the participation of the
people of Sagada during meetings. Because of the minimal number of participants, they
had a difficult time in encouraging a larger pool of volunteers. The main reason noted why
the community did not attend the said meeting was they did not believe that a radio station
can survive in a rural area due to financial reasons.
In response to this problem, aside from conducting meetings, they also did house-
to-house visits in some Barangays of Sagada just to communicate with the locals to become
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volunteers. They also announced the message during their radio programs just to encourage
more people to participate by volunteering.
Moreover, during the first few months of airing their regular programs, they had a
problem on scheduling the programs. This is due to some programs that were extended
unintentionally. The respondents cited the example of the Health Hour program, which has
one-hour segment. Since there were several questions sent by listeners, the program has to
be extended just to accommodate these. Agriculture programs have to be extended as well
due to several queries from listeners. Due to these extended programs, some programs were
not aired.
Another challenge was some programs were not being aired due to the
unpreparedness of some hosts. Because of this, the entry of programs was described by the
key informants as slow in the sense that there were instances wherein there were no
programs aired on its time slot.
This led the station to come up with a fixed scheduling of programs; and the conduct
of training and meeting for the staff and volunteers to enhance their time management
skills.
They were also affected by brownouts since they did not have emergency power
supply way back then. To date, the station has already a generator used as emergency
power supply.
They had also problems on what language to use on their radio programs. At first,
they used a combination of Ilokano and English. However, some listeners requested that
Kankana-ey be used in the programs. With this dilemma, a meeting was held among the
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staff, volunteers, and BOD to decide on the matter. They decided to use mixed languages,
which can be Ilokano, Filipino, English or Kankanaey, as long as it will fit the program.
For instance, if a commentary program has something to do with a local topic, they
used Ilokano language. Community reports, on the other hand, were delivered using the
Kankana-ey language. The Tourism Program, which was primarily meant for tourists and
locals, was delivered in the English language in order for the foreign visitors to understand
it. As Carlos Carrion Torres (1998) stated in his article, English is without a doubt the
actual universal language. It is the world's second largest native language, the official
language in 70 countries.
Further, previously, the clarity of the reception was another challenge to the radio
station. According to Carling, this was because of the antenna that they once used. The
management decided to acquire a new antenna by tapping donors. Eventually, they found
a donor for alternative broadcast system sphere transmitter that allowed them to move the
transmitter for the continual of programs and also for the nearby places.
The lack of other radio station equipment was another problem they had to face,
thus they are continually accepting donations.
In terms of human resources, the primary challenge was the lack of skills among
the staffs and volunteers. Carling mentioned that majority of the personnel are not equipped
with communication skills professionally. That is why Radyo Sagada conducted trainings
for the personnel in order to capacitate them further.
Radio programs of Radyo Sagada. As of February 2013, Radyo Sagada has four
News programs, seven Spiritual Programs, sixteen Musical Programs and twenty
developmental programs, with a total of forty seven programs as reflected in Table 3.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
According to Carling, Radyo Sagada is an FM station but they are using the AM
format because they want to give entertainment and more information for the listeners.
The news programs are to give information on current events on local, national and
international events. Most of the news programs were community reports. Spiritual
programs focused on prayer requests, sharing of problems and sharing of stories about the
blessings of God from listeners through sending text messages.
Musical programs were for entertainment; the host of the programs play the
requested music and read the dedication sent through text messages by the listeners.
On the other hand, the developmental programs were composed of commentary
programs and informational programs such as agriculture and health issues.
Among the programs of Radyo Sagada, there are more informational programs.
Radyo Sagada is willing to disseminate free access of information to the community.
The new programs added were based on the suggestions of the listeners and on the
preferences of the volunteer host. These programs were also added based on the timely
information needs such as the Election watch.
Table 3. Radyo Sagada programs as of February 2013
RADIO PROGRAMS
ANCHOR/HOSTS
SCHEDULE
News Programs
Morning news
Mary Carling & Bernard Mon-Sat: 7am to8am
Makellay
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Midday news
LumbanBawaan
Fri & Sat: 12 noon to 1pm
Evening news
Brenda Fuchay
Mon-Fri: 6pm to 7 pm
*
News review
Bernard Makellay&
Saturday: 6pm to 7pm
Brenda Fuchay
Spiritual Programs
*
Moral recovery
Pastors
Wednesday: 1pm to 2 pm
*
Timek t iNamnama Pastors
Sunday: 3pm to 4pm
*
Daily Bread
Mrs.Sanao
Sunday: 8 am to 9am
*
Harmony
Bernard Makellay&
Sunday: 12 noon to 2pm
Belen Piluden
*
Shalom Beharim
Belen
Piluden&
Bernard Sunday: 5 pm to 6 pm
Makellay
Musical Programs
*
Samiweng
Santos
Saturday: 10 am to 11 am
*
Diamonds in tunes Bernard Makellay
Tuesday: 1 pm to 2pm
*
Dance party on air Bernard Makellay
Mon & Sat: 11 am to 12 noon
*
Jazz and Blues
Dag-on Fowler
Sunday: 2 pm to 3pm
Day-eng
Lumban
Bawaan
and Mon, Thu & Sat: 2 pm to 4 pm
id Cordillera
SimCataran
Folk and rock
Brenda Fuchay
Tue & Fri: 2 pm to 3 pm
Music
Basta love songs
Dag-on Fowler
Tuesday: 3 pm to 4 pm
OPM
Belen Piluden
Tue & Sun: 4 pm to 5 pm
Kalkalimusta ni
Bernard Makellay
Wed & Sat: 7 pm to 8 pm
ayat
Planet in blue
Lumban Bawaan
Tuesday: 11 am to 12 noon
Tagalog songs
Lumban Bawaan & Sim Thursday: 5 pm to 6 pm
Cataran
*
Pinoy artists
Bernard Makellay
Saturday: 5 pm to 6 pm
Table 3. Continued...
Afternoon delight
Belen Piluden
Wednesday : 3 pm to 4 pm
Oldies goodies
Belen Piluden
Wednesday: 4 pm to 5 pm
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Igorot music
Belen Piluden
Saturday: 11 am to 12 noon
Music
Lumban Bawaan
Tue, Fri, Sat & Sun: 11 am to 12
noon
Developmental programs
*
Commentary w/
Gina Dizon
Tuesday: 9 am to 10 am
Dizon
*
Provincial report
Gina Dizon
Tuesday: 10 am to 11 am
Talk of the town
Bernard Makellay
Mon & Wed: 8 am to 9 am
Community report Lumban Bawaan &
Monday:4 pm to 5 pm
Sim Cataran
CHARMP
Mary Carling and co.
Friday: 5 pm to 6 pm
*
FITS-Sagada
Aida Abaya
Thursday: 10 am to 11 am
*
Sagada-LGU
Gina Dizon
Monday: 10 am to 11 am
*
MP-LGU
Gina Dizon
Monday: 9 am to 10 am
Kalin di umili
P. Hilda Telan
Thursday: 8 am to 9 am
Gag-ay di umili
Gina Dizon
Wednesday: 9 am to 10 am
Tourism
Lumban Bawaan
Wednesday: 12 am to 1 pm
DEP-ED
Milton Marrero
Wednesday: 10 am to 11 am
Ag-agong
Lumban Bawaan and Brenda Friday: 10 am to 11 am
Fuchay
Sapit di Sang - Rose Wangdali
Thursday: 4 pm to 5 pm
adom
*
Election watch
Mary Carling
Saturday: 8 am to 9 am
Barangay Talent
Bernard and Gina Dizon
Saturday: 2 pm to 3 pm
10 Bags Signature Belen Piluden
Mon, Wed, Fri & Sat:6am to 7 am
Tongtongan
Gina Dizon and
Tuesday: 12 noon to1 pm
Bobby Cazan
*New programs that were added since Radyo Sagada was officially launched
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Characteristics of Radyo Sagada as a Community media
The principles used were based on Louie Tabing’s principles of Community Radio
Operation.
Ownership and control. The strategies that make the community to be involved are
the election of leadership, policy making for the station, management of the station,
selection and provision of programming, production of programs and external
representation of the station.
According to the key informants, Radyo Sagada is owned by the community of
Sagada because it is community based, and is managed by Sagada locals.
Carling, for instance, hails from Sagada. The Board of Directors are all from Sagada
and most volunteers are from Sagada.
Sagada locals have great influence in terms of source, message, receiver and
feedback mechanism, according to Carling.
Moreover, although Radyo Sagada is managed by the station manager and the
Board of Directors, their role is only bound in making policies and day to day
administrative operational decisions. This is according to Carling and BOD chairman Steve
Dagacan.
Carling also said that the people of Sagada own the Radio station because they are
free to be involved on the some levels of management, such on the production of programs.
The locals can do this by applying as volunteers as long as they are 18 years old
and above and must speak well in front of a microphone.
As Tabing indicated, a community radio station is one that is operated in the
community, for the community, about the community and by the community. What
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
distinguishes community radio from other media is the high level of people’s participation,
both in management and program production aspects. Furthermore, individual community
members and local institutions are the principal sources of support for its operation.
One of the main characteristic of community Radio is it offers the opportunity to
any member of the community to initiate communication and participate in program
making, management and ownership of the station. In the case of Radyo Sagada, anyone
who is qualified to air a radio program may volunteer thus participation from the
community increases.
Purpose. The primary objectives of Radyo Sagada are to provide information to the
community on issues and concerns. It is also to provide the people exchange of information
with a range of content and analysis relevant to the needs and interests of the community
and to the society as a whole, to promote the culture and language of the community,
promoting the indigenous culture and use of local languages and collective cultural
expressions to preserve identity and diversity and to provide relevant and sensitive
entertainment to all sectors of the community.
The key informants claimed that Radyo Sagada is a non-profit organization.
Although it accommodates some advertisers, the money generated from it is invested on
the sustainability of the radio station. According to Carling, the money goes to the rent of
the station booth and upgrading of station facilities.
Girard (2007) noted that if community media exists for non-profit, then it stands
on why they do and what they do.
Tabing also pointed out that community radio gives community members access to
information because it gives them access to the means of communication. The most
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
relevant information - educational and developmental - is disseminated and exchanged.
Important local issues are aired. A free market place of ideas and opinions is opened up
and people are given the opportunity to express themselves socially, politically and
culturally. Community radio helps to put the community members in charge of their own
affairs.
Accessibility. Based on the broadcast aired by the researcher, the areas covered by
Radyo Sagada were six Municipalities of Mt. Province.
Based on the Table 4, among the six municipalities, most of the texters were from
the municipality of Bauko. It is followed by Sabangan, Tadian and Sadanga. Aside from
the six municipalities, there were two texters from Suagayan and Madapoy, Quirino, Ilocos
Sur.
According to Carling, Radyo Sagada can cover the Municipalities of Bauko,
Sagada, Sabangan, Tadian, Bontoc, Besao and some parts of Ilocos Sur, Sadanga and
Buguias.
The researcher also validated this by interviewing 25 listeners from Sagada.
According to them, they claimed that there is a clear signal in their community that
is why they can clearly hear the voice of the program host and also the music being played.
All of them also stated that they listened to Radio Sagada everyday for information and
entertainment.
One of the principles of Community Radio Operation as pointed out by Tabing (nd)
is the access to the facility towards the full democratization of the communication system.
People have access not only to the media products but also to the media facilities. The
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
feedback channel is always open and full interaction between the producers and receivers
of messages is maintained.
Table 4. Areas covered by Radyo Sagada during the conduct of the study
MUNICIPALITY
BARANGAY
Sabangan
Bun-ayan Sabangan Mountain province
Poblacion Sabangan, Mountain Province
Napua Sabangan Mountain Province
Data Sabangan Mountain Province
Bauko
Guinzadan Bauko, Mountain Province
Lagawa Bauko, Mountain Province
Otucan Bauko, Mountain Province
Poblacion Bauko, Mountain Province
Sadsadan Bauko Mountain Province
Bagnen Bauko Mountain Province
Tadian
Bantey Tadian, Mountain Province
Besao
Kin-iway
Besao,
Bauko
Mountain
Province
Proper Besao Mountain province
Banguitan Besao Mountain Province
Sadanga
Poblacion Sadanga Mountain Province
Bontoc
Samoki Bontoc Mountain Province
Gonogon Bontoc Mountain Province
Alab Bontoc Mountain Province
Participation. According to the key informants, the local community is encouraged
to participate for the improvement of Radyo Sagada programs by providing their
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
suggestions. They are also allowed to have their own program for Radyo Sagada. Some of
the programs being hosted by volunteers are Samiweng, Jazz and Blues, Basta love songs,
which are musical program. Moreover, FITS-Sagada, DeP-Ed and Tongtongan which are
developmental programs handled by volunteer host.
These claims were validated by the researcher by interviewing the listener-
respondents. According to the respondents, they claimed that they are being encouraged to
participate on any program since the Radyo Sagada hosts keep on announcing in their
programs that the locals can also have their own programs.
Having heard the announcements, three of the respondents applied as volunteers in
Radyo Sagada. Dag-on Fowler hosted “Basta Love Songs,” Bobby Cazan hosted
“Tongtongan,” and Rose Wangdali hosted “Sapit di Sang-adom.”
The other respondents participated through listening and sending comments and
requests through text messages. Most of them said that they usually sent text messages in
the program “Day-eng id Cordillera,” a musical program that airs Cordilleran songs.
According to Girard (2007), community radios have their common strategy that
involves community participation at all levels, where it can be exercised in a wide variety
of ways.
They are also involved in the election of leadership of the station, policy making,
and selection of programs and external representation of the station. One proof showing
that they are involved in the management is all of the Board of Directors are from Sagada
and they were elected by the people of Sagada.
Tabing (nd) specified that participation in the production and management of media
is the logical step after access. Citizen’s participation in radio is allowed at all levels from
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
planning to implementation and evaluation of the project. It involves the citizens in the
decision-making process, including making decisions about the contents, duration and
program schedule. The citizens, or their representatives, also have a voice in the
management and financing of radio program projects.
Aspects of the Programs Aired by Radyo Sagada a
according to Source, Message, Receiver and
Feedback
The nature of the program aired in Radyo Sagada was determined through
analyzing the available ten scripts and based on the interviews with the station manager
and two anchors.
Ideally, all program scripts for the month of October should have been analyzed for
this aspect of the study. However, during the course of the study, the researcher found out
that most of the news program hosts did not have their scripts with them while
broadcasting. According to Carling, who also handled one of the news programs, they
directly read the news reports from several newspapers and from the internet also. The
researcher then requested some of the hosts through carling to provide a copy of the outline
or guides that they used. However, due to unavoided circumstances, the request was not
granted. The programs were not recorded as well, since the radio station’s desktop
computer can only store existing files that they are using such as music.
Source. According to Carling, the examples of newspapers that she used were the
Baguio Midland Courier and the Mountain Province Exponent. The said newspapers
served as her basis in reporting latest events happening in the locality and in the region.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
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Carling also mentioned that reporters of Radyo Sagada conducts live and field
interviews. For the live interviews, they invited significant personality in the community
such as local artists, specialists, and politicians. On the other hand, common people such
as farmers, youths and participants during community events such as fiestas are asked
during field interviews.
More over Makellay added that he used Reader’s Digest and Lifestyle magazines
for his program“10 Bags Signature” where he gave beauty and fashion tips.
Based on the scripts that were analyzed, the sources of information were
newspapers, magazines, books, internet and interviews.
Messages. Table 5 presents the topics aired during the month of April to October
2012 based on the ten scripts available.
Health program was aired to help promote health awareness in a form of exercise
on air. This program was also used to air Department of Health advisories.
Under lifestyle program, tips on beauty and fashion were being broadcasted.
Makellay explained that listeners of such program can acquire tips for free rather than
buying books or surfing the internet.
Issues concerning women and children and programs for their protection were aired
under gender sensitivity program.
Entertainment program is for playing of requested songs and reading of greetings
to the loved ones of the sender. It also includes giving of trivia about the requested songs
and their singers and promotion of Cordilleran music. Local and international artists who
happen to visit Sagada are also interviewed under such program.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Another program is the election watch that gives updates about election. It includes
pre-election, election day and post-election period.
Another is the events program in which the host talk about events within Sagada
and its neighbouring communities. Community affairs, seminars or conferences and charity
works were also plugged during this program.
And the talk show program was allotted for invited municipal mayors from the
different municipalities in the Cordillera to share their plans with regards to community
development. This is for the listeners to know the aspirations of their municipal mayors for
their community.
The topics and programs are being changed because in some instances, some hosts
can no longer provide information for their programs. On this case, the topics are changed
based on the needs of the listeners.
Table 5. Topics aired by Radyo Sagada from the ten scripts
CLASSIFICATION
TOPIC
PROGRAM
Exercise on air
Health
Midday News
Health advisories
Beauty and fashion tips
Lifestyle
Developmental program
Women and children protection
Gender
Developmental program
sensitivity
Playing of requested songs and interviews
Entertainment Musical Program
with personalities (local and international)
Updates on election and concerning issues
Election
News Program
Special events happening in the Region
Events
News Program
Allotted for Municipal Mayors of Cordillera Talk show
Developmental Program
for them to give their plans for the
Community’s development.
Receiver . Based on the scripts, the different programs of Radyo Sagada are meant
to cater to the different sectors of the municipality and nearby places. According to Carling,
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
each program has different target audience since it would depend on the topic. Target
audience would include the farmers, youth, women, elders, and the general public.
Based on some of the scripts, it was mentioned that the program was primarily
meant for women. Some programs are also meant to cater to those who wanted to lose
weight, as reflected in Appendix E.
Feedback mechanism. According to the staff of Radyo Sagada, they accepted
feedbacks such as requests, greetings, comments and suggestions and public service
announcements from their listeners. These were done in different ways.
For the requests, greetings, and comments and suggestions, most of the listeners
sent text messages. There were also comments sent to their email messages and through
their Face book account as reflected in Figure 5.
For public service announcements, the listeners did actual visitations at the radio
station booth. Carling mentioned that those who have PSAs should visit the radio station
personally for verification purposes.
Figure 5. The Facebook account of Radyo Sagada
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Radyo Sagada in Terms of Programming, Management,
Monitoring and Evaluating Schemes
Programming. Table 6 presents the different programs with their description and
with the names of the Programs of Radyo Sagada as of February 2013.
Radyo Sagada has News program, Developmental program, Spiritual program and
Musical program. Radyo Sagada is an FM station but according to the key informants, it is
using the AM format because it has several development programs aside from the musical
programs.
Most of the news programs are about the community issues and including the whole
region of the Cordillera. Developmental programs were mostly about the concerns of the
community and they are also using the local language in some of their programs as
discusses in the previous objectives.
As a community Radio, the volunteers who are all from Sagada are free to produce
their programs but were screened by the station manager. Some of the programs are
produced by staffs. There are also local agencies such as LGU and Dep-ed providing
programs but are not regular ones. Some of the topics came from the suggestions of the
community and by the listeners.
According to the UNESCO Community Radio Handbook (2001), as a tactic for
starting community radio programs, it is useful to find out what people enjoy and appreciate
about other radio programs they listen to and why they like them. As reflected on the
previous objective before the launching, some programs were identified by the community
are about cultures.
Tabing stated that community radio’s program format is similar to that of a
mainstream radio including news, drama, talk shows, interviews and magazine. However,
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
in community radio programs, there is a heavy emphasis on local contents. News content
focuses on events coming from the municipality, villages and local organizations. There is
a dominance of local language, color and personality in the manner in which programs are
presented. Cultural and neighbourhood programs are prepared with a wider involvement
from villagers who may not have formal training in production.
Table 6. Types, description and names of programs of Radyo Sagada
TYPE
OF DESCRIPTION
NAMES OF PROGRAMS
PROGRAM
News Programs
To give listeners information and -Morning News
updates about happenings that are -Midday News
done and to be done in their -Evening News
community.
-News Review
Table 6. Continued...
- MP-LGU
-Kalin di Umili
- Gag-ay di Umili
- TimektiManalon
- Tourism
-Health Hour
- Dep-Ed
- Ag-agong
- Women
- Sapit di Sang-adom
- Election watch,
-Barangay
- Talent
-Lifestyle
Spiritual
This program are for listeners who are - Moral Recovery
Programs
most specially the people who cannot - Timek ti Namnama
attend mass, they can send text - Daily Bread
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
messages as a way of sharing their - Ilaw ni Kristo
blessings from God and also problems -
Christianity
Worldwide-
and they can send request prayers on Religious songs
the certain program.
-Harmony
- Shalom Beharim
Musical Programs
This is to give the listeners - Samiweng
entertainment. They can request -Diamonds in Tunes
any songs and send text -Dance Party-on-air
messages for greetings.
-Jazz and Blues
- Day-eng id Cordillera
-Folk and Rock Music
- Basta love songs
- OPM
-Kalkalimusta ni ayat
-Planet in Blue
-Tagalog songs
-PinoyArtist
-Afternoon delight
- Oldies Goodies
-Igorot Music
-Mixed Music
-Music
Management. The management is open to all areas outside Sagada aside from their
comments but as of now, there are no people coming from outside Sagada. The community
of Sagada support the Radyo Sagada by volunteering. The volunteers are the life blood of
station according to Steve Dagacan because they produce their own programs for free.
Radyo Sagada committee is handled by the station manager and the Board of
Directors.
As it was discussed in the creation of Board of Directors in the previous objectives,
the BOD were the ones establishing the programming priorities. They were also in charge
of the budgeting of the funds of the station.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
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The station manager guides the staffs and volunteers of the radio station and is also
in charge of checking the programs to be aired. She is also responsible to be reporting
updates about the radio station to the Board of Directors.
According to the UNESCO Community Radio Hand Book (2001), a community
media committee is created to assume the management role. But the decision regarding the
running of the station and its programming must be democratic and transparent.
Management is crucial issue that need careful thought. The concept of community radio is
that the community itself should be in over all control. However the community cannot be
involved all the time, and therefore some sort of management body needs to be formed that
represents the different sectors in the community.
Evaluating and Monitoring Schemes. According to the key informants, they
conducted evaluation for Radyo Sagada by asking the listeners about their comments and
suggestions for the improvement of the programs. These include the comments to the
broadcasters and some important comments concerning the programs such as dead air,
sound effects and background music. Aside from interviewing listeners, comments and
suggested can also be sent through text messages. Staffs and volunteers conduct meeting
if there is any important comments and suggestions from listeners, they are conducting
meetings to give solutions about the comments and suggestions.
The official text line number they are using is offered by SMART network which
is 09999991047. They have also e-mail account which is radyosagada@gmail.com and
there facebook account RadyoSagada104.7@facebook.com.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
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According to Carling, they also conduct monitoring schemes for Radyo Sagada
through text messages. One example of text message is “Hello, I’m Maydan from Bontoc
and I want to greet my friends there are at Bauko, thank you.”
In this way, they have monitored the places of listeners because of the text messages
they have received.
The Sustainability of Funds of Radyo Sagada
According to the key informants, the funding agency of Radyo Sagada is the
MESSERIOR from Germany, a Catholic Bishop organization who donates fund for
operational expense. This year, majority of the funds for Radyo Sagada comes from his
organization. The MIVA from Switzerland donates the radio equipment.
Local donors such as the Public schools in Sagada donate some references that are
being used in some developmental programs. Advertisements such as those coming from
Mt. Data Hotel, Rollins wellness center, Regional Development Council, Philippine
Information Agency of CAR and Department of Agriculture are used for radio
equipments.
The NCCP Church of Sagada allowed Radyo Sagada to use its operation license
since the station cannot yet afford to acquire its own license.
They are accepting any donations like radio equipment from any people and
organization for the improvement of the radio station. They are also conducting a Concert
for a cause to raise funds.
As the resource guide published by AMARC (1994) noted, the definition of funding
for community broadcasting services includes a range of sources, such as donations,
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
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member’s subscription fees, fundraising events such as concerts and IGPs, levy such as
fee, sponsorship from politicians and some organizations, advertising income from
advertisements from different agencies. Such a variety of funding sources is of immense
importance to the viability and sustainability of any community radio.
Tabing (nd) stated that community radio is not an expensive operation to maintain
for the following reasons such as: The operating cost is very low, mostly related to
electrical consumption, spare parts and maintenance and office supplies. Management is
trained in how to raise money from local, national and international sources for example
through donations other fundraising activities.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted in Sagada Mountain Province. The location of Radyo
Sagada, 104.7 FM to prepare the profile of the radio station, to know the characteristics of
Radyo Sagada as Community media, to determine the aspects of the programs aired in
Radyo Sagada according to source, message, receiver and feedback, to know how radio
does the programming, management, monitoring and evaluating schemes and to know
howe Radyo Sagada sustains its funds.
Purposive sampling was used to choose 25 respondents based on the criteria that
they must be eighteen years old and above, must have radio and must have listen to the
programs of Radyo Sagada. An interview schedule were used during the interview with the
respondents and with the key informants, a coding sheet was used to determine the sources
of information, messages covered receivers and a script was used to air at Radyo Sagada
to know the area that Radyo Sagada can reach.
Majority of the respondents claimed that Radyo Sagada has a clear signal in their
community. Radyo Sagada can reach the whole Sagada, some parts of Bauko, Tadian,
Bontoc, Sabangan and Quirino Province.
Radyo Sagada has the characteristics of a community radio in terms of ownership
and control, purpose, accessibility and participation.
Radyo Sagada’s sources of information are coming from both primary and
secondary sources of information. These are gathered through researches, interviews and
field activities.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
Radyo Sagada has musical programs, religious programs, developmental programs
and musical programs. Most of the programs of Radyo Sagada are development-oriented
because these provide information that are considered important and helpful to its listeners.
Conclusions
Based on the findings the following conclusions are derived:
1. The establishment of a community radio can only be done through the efforts of
the community people and technical experts.
2. Participation of listeners is greatly solicited all throughout the enhancement of a
community radio’s framework.
3. A community radio maximizes local resources to deliver the information
needs of its listeners.
4. Aside from advertisements, a community radio sustains its funds through a
range of sources such as sponsorships and fundraising events.
Recommendations
Based on the conclusion the following recommendations were formulated:
1. Radyo Sagada should continue soliciting the participation of its listeners in and
out of Sagada.
2. Radyo Sagada should continue establishing stronger linkages with
development agencies for technical assistance and sponsorship.
3. Radyo Sagada should continue to produce more developmental programs.
4. Radyo Sagada broadcasters must enhance their skills in preparing scripts and
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
document it for significant purposes.
5. Radyo Sagada may fast track the making of their Manual of Operation for
further enhancement.
6. Radyo Sagada may strive more effort to raise funds for the maintenance and
upgrading of its facilities.
Pantutyaan ya Panliwliwaan: Radyo Sagada as Community media in Sagada, Mountain
Province | MANGSI, NYZA C. APRIL 2013
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Province | MANGSI, NYZA C. APRIL 2013