BIBLIOGRAPHY ALLAN, MERCEDES G. APRIL...
BIBLIOGRAPHY
ALLAN, MERCEDES G. APRIL 2007. Listenership of the program ‘Boses ti
Farmers’ in Poblacion, Kibungan, Benguet. Benguet State University, La Trinidad,
Benguet.
Adviser: Maria Luz D. Fang-asan, PhD
ABSTRACT
This study characterized the listeners of the program, determined the reasons for
listening to the program, determined the frequency of listening to the program,
determined the listeners’ perception on the program, and identified the information needs
of the respondents. An interview schedule was used in gathering information from 44
respondents who all listened to ‘Boses ti Farmers’. Data gathered were analyzed and
interpreted using descriptive statistics such as frequencies and percentages.
Majority of the respondents were female, married and belonged to the age of 40
years old or younger. Farming was the main source of livelihood, and only four (9%) of
the respondents had no formal education.
Majority
(72%)
listened to the whole program but more than half were non-
regular listeners. With regards to the time of airing, 65% answered that it is appropriate
for the program. However, half of them thought that it is too short. Information needs
were on farming practices, health and nutrition and kitchen tips.
Results imply that the program is catering not only to a specific group in terms of
socio-economic characteristics and that it is serving its purpose since almost all the
respondents listened to the program in order to get information on agriculture. The
program has the ability to hold the attention of most listeners.
The study recommends that the program should be maintained since it is serving
its purpose to inform farmers. Furthermore, more listenership surveys for the program in
other localities should be done to gather more insights for the improvement of the
program.
ii
TABLE OF CONTENTS
Page
Bibliography………………………………………………………………………. i
Abstract……………………………………………………………………………. i
Table of Contents…………………………………………………………………. iii
INTRODUCTION………………………………………………………………… 1
Rationale…………………………………………………………………… 1
Statement of the Problem………………………………………………….. 3
Objectives of the study……………………………………………………. 3
Importance of the Study…………………………………………………… 3
Scope and Limitation……………………………………………………… 4
REVIEW OF LITERATURE …………………………………………………….. 5
Profile of the Radio Listeners………………………………………………. 5
Reasons for Listening………………………………………………………. 5
Information Needs of the Respondents…………………………………….. 6
METHODOLOGY………………………………………………………………… 7
Locale and Time of the Study……………………………………………… 8
Respondents of the Study…………………………………………………. 8
Data Collection……………………………………………………………. 8
Data Gathered……………………………………………………………… 10
Data Analysis……………………………………………………………… 10
iii
RESULTS AND DISCUSSION…………………………………………………. 11
Socio-Economic Characteristics of the Respondents……………………... 11
Mass Media used by the Respondents…………………………………….. 11
Reasons for Listening to the Radio Program……………………………… 14
Reasons for Listening among Respondents Grouped
According to Socio-Economic Characteristics……………………………. 15
Duration of Listening to “Boses ti Farmers”……………………………… 17
Frequency of Listening to “Boses ti Farmers”……………………………. 17
Perception on the Time of the Radio Program……………………………. 20
Perception on the Length of the Radio Program………………………….. 20
Information Needs of the respondents……………………………………. 21
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS………………….. 23
Summary……………………………………………………………. ……. 23
Conclusions………………………………………………………………… 24
Recommendations…………………………………………………………. 24
LITERATURE CITED……………………………………………………… …… 25
APPENDIX: Interview Schedule…………………………………………………... 26
iv
INTRODUCTION
Rationale
There are several community radio stations found in our country or even in
Northern Luzon alone. One of these is the DZWT 540 kHz Station in Baguio. “Boses Ti
Farmers” is a community- based broadcast program of DZWT. The program is being
aired at 6:30 to 8:00 pm from Monday to Friday and anchored by Mr. Dominador Dongla
(Figure 1). According to Mr. Dongla, this started in 2002 to help address the many
problems encountered by the farmers like importation and smuggling of vegetables into
the country. It was approved and had its formal broadcast on November 27, 2004.
Ilokano is the medium used because majority of the listeners understand the dialect.
‘Boses Ti Farmers’ aims to give information on organic farming, diseases of plants, new
farm technologies, and market price for vegetables.
Poblacion Kibungan is a farming community, thus, it is among the intended
listeners of ‘Boses ti Farmer’. This study therefore looked into whether or not the
program is patronized in the community.
Listenership refers to the number or kind of audience or the people who listen to a
radio program. Is the audience composed of farmers, students, professionals? It is
important to study the listenership of the radio program to see if there are listeners to that
kind of radio program, the reasons why they listen and the topics they want to be aired.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Figure 1. The anchor person Mr. Dominador Dongla
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Statement of the Problem
The purpose of the study was to assess the listenership of the program ‘Boses ti
Farmers’ by seeking answers to the following questions:
1) Who are the listeners of the program “Boses ti Farmers”?
2) What are the reasons for listening to the program “Boses ti Farmers”?
3) How frequent do the respondents listen to the program “Boses ti Farmers”?
4) What are the listener’s perceptions about the program “Boses ti farmers”?
5) What are the information needs of the respondents?
Objectives of the Study
The study aimed to:
1) characterize the listeners of the program “Boses ti Farmers”;
2) determine the reasons for listening to the program “Boses ti Farmers”;
3) determine the respondent’s frequency of listening to the program;
4) determine the listener’s perceptions on the program “Boses ti Farmers”;
5) Identify the information needs of the respondents.
Importance of the Study
The result of the study may serve as a reference by the students who will conduct
the same or related study.
It can also be used by the radio station or the host in monitoring and evaluating
their program.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Scope and Limitation
The study surveyed 44 listeners of the radio program in Poblacion, Kibungan
Benguet. Data gathering was done in December 2006 using interview schedule. Data
gathered were the listeners’ profile, reasons for listening, frequency of listening,
perceptions regarding the radio program and information needs.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
REVIEW OF LITERATURE
Profile of the Radio Listeners
In a listenership study in Mankayan Anno (2003), almost all the respondents had
formal education with 46.67% reaching secondary level; 34.67%, college level; and
17.33%, elementary level. There was only one (1.33%) who did not have any formal
education. Even then, this is not the reason for not listening to the radio because some
radio stations broadcast in Ilocano, which is widely understood in the locality.
In another listenership study in Kibungan, Paulino (2003) stated that (34%) of the
respondents belonged to the age bracket of 31 to 40 and 30% between 21 to 30 years old.
Majority of the respondents were males, (52%) and married (66%).
Looking into the benefits of radio drama to farmers in Mankayan, (Palubos, 2004)
reported that almost 78% of respondents belonged to age 20 to 30 and only 8 out of 100
respondents belonged to the oldest age bracket of 41 to 50. There were more female
respondents (59%) and most of them were single (52%). Most of the respondents had
formal education with 41% who reached secondary level and only 3% who did not have
any formal education.
Reasons for Listening
Most respondents of Palina, Kibungan Benguet (4%) listen to the radio because it
provides current vegetable prices. This is important for them because most of them are
vegetable growers. Other reasons of listening are: it gives information, it increases
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
knowledge, it informs on current issues, and it provides entertainment and relaxation
(Paulino, 2003).
The findings of Pocdo (2003) indicated that respondents in Pacso, Kabayan
Benguet claimed that BSU on the Air program was helpful for varied reasons. The
reasons are as follows: it introduces new technologies in farming (86%); it helps to
increase productivity (56%) and topics are new (10%).
Still on the reasons for listening to the radio, Balanggoy (2003) found out that
many respondents in Pandayan, Tadian said that topics were helpful (40%); the topics
were interesting (26%). Only four percent said they listened because they knew the
announcer. Many respondents preferred programs that are helpful to them.
Information Needs
Anno (2003) stated that majority (64%) of the respondents in three barangays of
Mankayan claimed that they needed information on community issues so that they will be
aware of happenings in their community; 62.50%, health and nutrition like medical
updates, curative and preventive measures for disease; 30.67%, agriculture specifically
farming tips, swine production and current issues.
On the other hand, most of the teenager-respondents enumerated topics such as
student life, teenager life, entertainment news (sports and movies). Married female
respondents also listed their information needs: family life, sex situation and cooking tips.
Paulino (2003) listed down the information needs of the respondents in Palina
Kibungan Benguet in descending order: agriculture, which includes pest and disease
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
control, fertilizers and pesticides; livelihood; science and technology; environmental
situation; health and nutrition; family planning and house keeping.
Most of the respondents need information on agriculture because they said that
their income is derived from agriculture.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
METHODOLOGY
Locale and Time of the Study
The study was conducted in Barangay Poblacion, Kibungan, Benguet. It is 65
kilometers from Baguio City and can be reached in four to five hours through buses or
jeepneys.
Kibungan is bounded on the north by the municipality of Bakun, on the east by
the municipality of Buguias, on the north by the municipality of Atok and Kapangan, and
on the west by the province of Ilocos Sur (Figure 2).
People in that area depend mainly on agriculture for their livelihood and the radio
signal of DZWT over which ‘Boses ti Farmers’ is aired is clear.
The study was conducted in December 2006.
Respondents of the Study
Respondents of the study were chosen through purposive quota sampling. There
were 44 respondents who are listening to the radio program that had been taken as
respondents.
Data Collection
An interview schedule was used to gather information from the respondents. The
researcher conducted the interviews by translating the questions into ‘Kankana-ey’.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Figure 2. Map of Benguet showing the locale of the study
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Data Gathered
The data gathered were the profile of the listeners, reasons for listening to the
program ‘Boses Ti Farmers’, frequency of listening to the radio program, listeners’
perception and information needs.
Data Analysis
The data gathered were analyzed and interpreted using descriptive statistics such
as frequencies and percentages. To test significant differences, the chi-square was used.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
RESULTS AND DISCUSSION
Socio-Economic Characteristic of the Respondents
Table 1 presents the socio-economic characteristics of the respondents according
to sex, age, civil status, occupation, and educational attainment. Slightly more than half
of the respondents were female, almost two-thirds were 40 years old or older and more
than three-fourths were married. More than half were farmers. Four respondents had no
formal education and about 40 percent reached elementary school only. The rest went on
to high school and college.
This is the same with the study of Anno (2003) in Mankayan where almost all the
respondents had formal education reaching secondary level, college level, and elementary
level.
The findings show that the respondents are varied in terms of these
characteristics. This implies that the program caters not only to a specific group of
listeners.
The 44 respondents of the study were all listeners of the ‘Boses ti Farmers’ radio
program. Six individuals who said that they never listened to the program were no longer
included as respondents.
Mass Media Used by the Respondents
As shown in Table 2, radio was the most common mass medium used by the
respondents (Figure 3). All of them listened to the radio as source of information most
especially on agriculture. Aside from the radio, some of the respondents also read
newspapers and/or watched television.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Figure 3. Respondent listening to ‘Boses ti Farmers’
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 1. Socio-economic profile of the respondents
CHARACTERISTICS NUMBER
OF
RESPONDENTS
PERCENTAGE (%)
Sex
Female
26
59.10
Male 18
40.90
Total
44
100.00
Age
40 and below 29
65.90
41 and above
15
34.00
Total
44
100.00
Civil Status
Single 10
22.70
Married 34
77.30
Total
44
100.00
Occupation
Farming 26
59.10
Housewife 11
25.00
Government Employee 5
11.40
Laborer 2
4.50
Total
44
100.00
Educational attainment
Elementary 17
38.60
High school
12 27.30
College 11 25.00
Total
44
100.00
This differs slightly from the study of Micosa (2005) in Talim, Island where
respondents ranked television as their commonly used mass medium with radio as second
and newspaper as third.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 2. Mass media used by the respondents
MASS MEDIA
NUMBER OF RESPONDENTS PERCENTAGES (%)
Radio
44
100.00
Television
11
25.00
Newspaper
17
38.60
Multiple responses
Reasons for Listening to the Radio Program
Table 3 presents the reasons of the respondents for listening to the program. The
respondents gave multiple responses which means that they listened to the program not
only for a single purpose. Almost three-fourths claimed that they listened to get
information on agriculture. Many (68%) also listened to know the current vegetable
prices. Both these reasons are expected since the program is really meant for information
on agriculture. Almost one-half, however, also claimed that they listened to be
entertained. This finding implies that the radio program is not only informative but
entertaining as well.
This is similar to the study of Paulino (2003) where respondents in Palina,
Kibungan listened to the radio because it provided current vegetable price. Other reasons
given were: it gives information, it increases knowledge, it informs on current issues, and
it provides entertainment and relaxation.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 3. Reasons for listening to the radio program
REASONS FOR
NUMBER OF RESPONDENTS PERCENTAGES
(%)
LISTENING
To get information on agriculture
32
72.00
To
be
entertained
17
43.00
To know current vegetable prices
30
68.00
Multiple responses
Reasons for Listening among Respondents Grouped
According to Socio-Economic Characteristics
The reasons for listening among respondents grouped according to socio-
economic characteristics are presented in Table 4. The cross tabulation intends to find out
if the reasons for listening varied across these sub-groups. Statistical analysis indicates
that the differences are not significant. This means that the different sub-groups had more
or less the same reasons for listening.
Table 4. Reasons for listening according to socio-economic characteristics
REASONS FOR SEX
LISTENING
__________________________________________
FEMALE
MALE
Number Percentage Number Percentage
To get information on agriculture
19 43.20
13 29.50
To be entertained 11 25.00 4 9.10
To know current vegetable prices
16 36.40 13 29.50
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 4. continued
REASONS
FOR
AGE
LISTENING
__________________________________________
40 AND BELOW
41 AND ABOVE
Number Percentage Number Percentage
To get information on agriculture
25
56.80
8
18.20
To be entertained
14
31.80
3
6.00
To know current vegetable prices
20
45.50
8
18.80
REASONS FOR
CIVILSTATUS
LISTENING
__________________________________________
SINGLE
MARRIED
Number Percentage Number Percentage
To get information on agriculture
8
18.20
24
54.50
To be entertained
6
13.60
11
25.00
To know current vegetable prices
7
15.90
22
50.00
REASONS FOR
OCCUPATION
LISTENING
__________________________________________
FARMING
NON-FARMING
Number Percentage Number Percentage
To get information on agriculture
22
50.00
10
23.00
To be entertained
11
25.00
6
14.00
To know current vegetable prices
20
45.50
9
20.00
REASONS FOR
EDUCATIONAL ATTAINMENT
LISTENING
__________________________________________
NO FORMAL EDUCATION HIGH SCHOOL
AND ELEMENTARY AND COLLEGE
Number Percentage Number Percentage
To get information on agriculture
12
27.00
20
45.00
To be entertained
6
14.00
12
27.00
To know current vegetable prices
13
30.00
16
36.00
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Duration of Listening to ‘Boses ti Farmers’
Table 5 shows the duration of listening to the radio program by the respondents.
Seventy-two percent claimed that they listened to the whole program for two hours.
Slightly more than one-fourth did not listen to the whole program because they sleep
early.
This is the same with the study of Panares (1988) that radio listening is more of a
daytime activity than an evening past time. Respondents listen at least two hours in a
daytime and only an hour and half in the evening. He stated that the possible explanation
could be, the shift from radio to television at night in urban areas and the fact that many
folks go to bed earlier than the urban dwellers.
Table 5. Duration of listening to ‘Boses ti Farmers’
DURATION
NUMBER
OF
RESPONDENTS
PERCENTAGE (%)
Less
than
one
hour
12
27.00
6-8
pm
32
72.00
Total
44
100.00
Frequency of Listening to ‘Boses ti Farmers’
The frequency of listening to the program by the respondents is presented in
Table 6. There were 43% who listened regularly which means they listened to ‘Boses ti
Farmers’ everyday. More than half did not listen regularly but they listened at least once
or twice a week. This is similar with the study of Anno (2003) where most respondents in
Mankayan listened to the radio everyday.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 7 shows a cross tabulation of the respondents’ characteristics with the
frequency of listening. For female respondents, frequency of listening is equally
distributed which is 29% each for both regular and non-regular listeners. Regular
listeners were mostly female, married, 40 years old or younger. Most of the regular
listeners were farmers and also reached up to elementary and high school. On the other
hand, non-regular listeners were also female, 40 years old or younger, married, farmers,
and reached up to elementary only.
Perception on the Time of the Radio Program
Table 8 shows the perceptions of the respondents on the time of airing. Sixty-five
percent said that the time of airing is appropriate while 34% claimed that it is too early so
they could not listen to the radio program regularly.
The respondents’ frequency of listening was cross tabulated with their perceptions
on the time of airing. For both regular and non-regular listeners, there were more who
thought the timing is appropriate.
Table 6. Frequency of listening to ‘Boses ti Farmers’
FREQUENCY NUMBER
OF
RESPONDENTS
PERCENTAGES(%)
Regularly
19
43.20
Non-regularly
25
56.00
Total
44
100.00
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 7 Characteristics of the respondents and frequency of listening
FREQUENCY OF LISTENING
CHARACTERISTICS
________________________________________________
REGULARLY
NONREGULARLY
(n=19) (n=25)
Number Percentage Number Percentage
Sex
Female
13
29.50
13
29.50
Male
6
13.60
12 27.30
Total 19
100.00
25 100.00
Age
40 and below 13
29.50
16
36.40
41 and above 6
13.60
9
20.50
Total 19
100.00
25
100.00
Civil Status
Single 5
11.40
5
11.40
Married 14 31.80
20
45.50
Total
19
100.00
25
100.00
Occupation
Farming 12
27.30
14
31.80
Housewife 4 9.10
7
15.90
Government Employee 2
4.50
3
6.80
Laborer 1
2.30
1
2.30
Total 19
100.00
25
100.00
Educational attainment
Elementary 7
5.90 10 22.70
High school 7 15.90 6 13.60
College
4 9.10 7 9.10
No formal education 1 2.30 2 4.50
Total
19 100.00 25
100.00
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 8 Perception on the time of airing and frequency of listening
PERCEPTIONS
FREQUENCY OF LISTENING
__________________________________________________________
REGULARLY NON-REGULARLY TOTAL
(n=19)
(n=25)
__________________________________________________________
Number Percentage Number Percentage Number Percentage
Too early 8 42.00 7 28.00
15 34.10
Appropriate 11 58.00 18 72.00 29 65.90
Total 19 100.00 25
100.00
44 100.00
Perception on the Length of the Radio Program
Table 9 presents the perception of the respondents on the length of the program.
Half claimed that the program is too short and one-fifth said it is too long. The rest said it
is just enough.
The respondents’ perception on the length of the program cross tabulated with the
frequency of listening. More than half of the regular listeners thought that the program is
too short. There were more non-regular listeners who thought the program is too short
than those who thought it is enough or too long.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 9 Perception on the length of airing and frequency of listening
PERCEPTIONS
FREQUENCY OF LISTENING
__________________________________________________________
REGULARLY NON-REGULARLY TOTAL
(n=19)
(n=25)
__________________________________________________________
Number Percentage Number Percentage Number Percentage
Too short
11 58.00 11 44.00
22 50.00
Too long
4 21.00 5 20.00 9 20.50
Enough
4 21.00 9 36.00 13 29.50
Total 19 100.00 25 100.00
44 100.00
Information Needs of the Respondents
Table 10 presents the information needs of the respondents. Almost all of the
respondents indicated that they still need information on farming practices. Others were
more specific by mentioning animal production and ornamental production.
This corroborates the study of Paulino (2003) that the respondents in Palina,
Kibungan needed information in agriculture which includes: pest and disease control,
fertilizers and pesticides, livelihood, science and technology, environmental situation,
health and nutrition, family planning, and house keeping. The respondents need
information on agriculture because they said that their income is derive from agriculture.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 10 Information needs of the respondents
INFORMATION NEEDS
NUMBER OF RESPONDENTS PERCENTAGE (%)
Farming practices
41
93.2
Animal production
14
31.8
Health and nutrition
15
34.1
Ornamental production
7
15.9
Cooking
tips
16
36.4
Multiple responses
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
This study on the Listenership of the program “Boses to Farmers” in Poblacion
Kibungan,Benguet characterized the listeners of the program, determined the reasons for
listening to the program, determined the frequency of listening to the program,
determined the listeners’ perception on the program, and identified the information needs
of the respondents.
An interview schedule was used in gathering information from 44 listener-
respondents. The questions were translated into kankana-ey to facilitate understanding
between the researcher and the respondents. The study was conducted in December 2006.
Data gathered were analyzed and interpreted using descriptive statistics such as
frequencies and percentages.
Majority of the respondents were female. Most respondents belonged to the age of
40 years old or younger. Seventy-seven percent of them were married, farming was the
main source of livelihood, and only four (9%) of the respondents had no formal
education.
All respondents listened to the radio to get information on agriculture or current
vegetable prices. Majority (72%) listened to the whole program but more than half were
non-regular listeners. With regards to the time of airing, 65% answered that it is
appropriate for the program. However, half of them thought that it is too short.
Information needs were on farming practices, health and nutrition and kitchen tips.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Conclusions
Based on the findings of the study, the following conclusions were derived:
1) The listeners of Boses ti Farmers are different in characteristics. It can be said
therefore that the program is catering not only to a specific group in terms of
socio-economic characteristics.
2) The radio program is serving its purpose since almost all the respondents
listened to the program in order to get information on agriculture.
3) The non-regular listeners outnumbered the regular listeners but even non-
regular listeners listened to the whole program when they get the chance. This
means the program has the ability to hold the attention of most listeners.
4) Perceptions of the respondents on timing and duration varied.
5) The listeners need more information on agriculture.
Recommendations
From the findings and conclusions, the following are recommended:
1) The program should be maintained since it is serving its purpose to inform
farmers.
2) More listenership surveys for the program in other localities should be done to
gather more insights for the improvement of the program.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
LITERATURE CITED
ANNO, J. 2003. Listenership of Radyo Natin FM Buguias in Three Barangays of
Mankayan Benguet. BS Thesis. BSU, La Trinidad, Benguet.Pp14.
BALANGGOY, M. 2003. Radio Programs and Station Preferences of AM Band
Listeners in Pandayan, Tadian Mountain Province. BS Thesis. BSU,
LaTrinidad, Benguet. Pp 17-18.
MICOSA, 2005. Comparative Analysis on the Readership of Tabloid and Broadsheet
Newspaper in Talim Island, Rizal Province. BS Thesis. BSU, La Trinidad,
Benguet. Pp 22.
PALUBOS, D. 2003. The Benefits of Radio Drama to the Vegetable Farmers in
Guinaoang, Mankayan, Benguet. BS Thesis. BSU, La Trinidad, Benguet.Pp18.
PANARES, R.T. 1988. Broadcast Media at the Crossroads, In Philippine
Communication: An Introduction (C. Maslog, Ed).Q.C. New Day Publishing,
Manila.Pp
237-238.
PAULINO, N. 2003. AM and FM station Listenership in Barangay Palina,
Kibungan, Benguet. BS Thesis. BSU, La Trinidad, Benguet.Pp 27
POCDO, M. 2003. Attitudes and Perceptions of Farmers on BSU on the air in
Barangay Pacso, Kabayan, Benguet. BS Thesis.BSU, La Trinidad,
Benguet.Pp
16-17.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
APPENDIX: INTERVIEW SCHEDULE
A. Characteristics of the respondents
Name (optional) _____________
Sex_____
Age_____
Civil Status
_____Single
_____Married
Occupation
_____Farming
_____Housewife/storekeeper
_____Government employment
_____laborer
Educational Attainment
_____Elementary
_____High School
_____College level
_____no formal education
B) Reasons for listening
1) Are you listening to the program ‘Boses ti Farmers’ in DZWT?
_____Yes _____No
2) What are the mass media you use as source of information?
_____radio
_____television
_____newspaper
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
3) Why do you listen to the program ‘Boses ti Farmers’?
_____It gives information on agriculture
_____For entertainment and relaxation
_____It provides current vegetable prices
C) Frequency of listening
1) How long do you listen to ‘Boses ti Farmers’?
_____less than 1 hour
_____the whole program
2) How often do you listen to ‘Boses ti farmers’?
_____regularly
_____irregularly
D) Respondents Perception
1) What is your perception on the time of airing?
_____too early
_____appropriate
2) What can you say about the length of the program?
_____too short
_____too long
_____enough
E) Information needs of the respondents
_____Farming Practices
_____Animal production
_____Health and nutrition
_____Ornamental production
_____cooking tips
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
ALLAN, MERCEDES G. APRIL 2007. Listenership of the program ‘Boses ti
Farmers’ in Poblacion, Kibungan, Benguet. Benguet State University, La Trinidad,
Benguet.
Adviser: Maria Luz D. Fang-asan, PhD
ABSTRACT
This study characterized the listeners of the program, determined the reasons for
listening to the program, determined the frequency of listening to the program,
determined the listeners’ perception on the program, and identified the information needs
of the respondents. An interview schedule was used in gathering information from 44
respondents who all listened to ‘Boses ti Farmers’. Data gathered were analyzed and
interpreted using descriptive statistics such as frequencies and percentages.
Majority of the respondents were female, married and belonged to the age of 40
years old or younger. Farming was the main source of livelihood, and only four (9%) of
the respondents had no formal education.
Majority
(72%)
listened to the whole program but more than half were non-
regular listeners. With regards to the time of airing, 65% answered that it is appropriate
for the program. However, half of them thought that it is too short. Information needs
were on farming practices, health and nutrition and kitchen tips.
Results imply that the program is catering not only to a specific group in terms of
socio-economic characteristics and that it is serving its purpose since almost all the
respondents listened to the program in order to get information on agriculture. The
program has the ability to hold the attention of most listeners.
The study recommends that the program should be maintained since it is serving
its purpose to inform farmers. Furthermore, more listenership surveys for the program in
other localities should be done to gather more insights for the improvement of the
program.
ii
TABLE OF CONTENTS
Page
Bibliography………………………………………………………………………. i
Abstract……………………………………………………………………………. i
Table of Contents…………………………………………………………………. iii
INTRODUCTION………………………………………………………………… 1
Rationale…………………………………………………………………… 1
Statement of the Problem………………………………………………….. 3
Objectives of the study……………………………………………………. 3
Importance of the Study…………………………………………………… 3
Scope and Limitation……………………………………………………… 4
REVIEW OF LITERATURE …………………………………………………….. 5
Profile of the Radio Listeners………………………………………………. 5
Reasons for Listening………………………………………………………. 5
Information Needs of the Respondents…………………………………….. 6
METHODOLOGY………………………………………………………………… 7
Locale and Time of the Study……………………………………………… 8
Respondents of the Study…………………………………………………. 8
Data Collection……………………………………………………………. 8
Data Gathered……………………………………………………………… 10
Data Analysis……………………………………………………………… 10
iii
RESULTS AND DISCUSSION…………………………………………………. 11
Socio-Economic Characteristics of the Respondents……………………... 11
Mass Media used by the Respondents…………………………………….. 11
Reasons for Listening to the Radio Program……………………………… 14
Reasons for Listening among Respondents Grouped
According to Socio-Economic Characteristics……………………………. 15
Duration of Listening to “Boses ti Farmers”……………………………… 17
Frequency of Listening to “Boses ti Farmers”……………………………. 17
Perception on the Time of the Radio Program……………………………. 20
Perception on the Length of the Radio Program………………………….. 20
Information Needs of the respondents……………………………………. 21
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS………………….. 23
Summary……………………………………………………………. ……. 23
Conclusions………………………………………………………………… 24
Recommendations…………………………………………………………. 24
LITERATURE CITED……………………………………………………… …… 25
APPENDIX: Interview Schedule…………………………………………………... 26
iv
INTRODUCTION
Rationale
There are several community radio stations found in our country or even in
Northern Luzon alone. One of these is the DZWT 540 kHz Station in Baguio. “Boses Ti
Farmers” is a community- based broadcast program of DZWT. The program is being
aired at 6:30 to 8:00 pm from Monday to Friday and anchored by Mr. Dominador Dongla
(Figure 1). According to Mr. Dongla, this started in 2002 to help address the many
problems encountered by the farmers like importation and smuggling of vegetables into
the country. It was approved and had its formal broadcast on November 27, 2004.
Ilokano is the medium used because majority of the listeners understand the dialect.
‘Boses Ti Farmers’ aims to give information on organic farming, diseases of plants, new
farm technologies, and market price for vegetables.
Poblacion Kibungan is a farming community, thus, it is among the intended
listeners of ‘Boses ti Farmer’. This study therefore looked into whether or not the
program is patronized in the community.
Listenership refers to the number or kind of audience or the people who listen to a
radio program. Is the audience composed of farmers, students, professionals? It is
important to study the listenership of the radio program to see if there are listeners to that
kind of radio program, the reasons why they listen and the topics they want to be aired.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Figure 1. The anchor person Mr. Dominador Dongla
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Statement of the Problem
The purpose of the study was to assess the listenership of the program ‘Boses ti
Farmers’ by seeking answers to the following questions:
1) Who are the listeners of the program “Boses ti Farmers”?
2) What are the reasons for listening to the program “Boses ti Farmers”?
3) How frequent do the respondents listen to the program “Boses ti Farmers”?
4) What are the listener’s perceptions about the program “Boses ti farmers”?
5) What are the information needs of the respondents?
Objectives of the Study
The study aimed to:
1) characterize the listeners of the program “Boses ti Farmers”;
2) determine the reasons for listening to the program “Boses ti Farmers”;
3) determine the respondent’s frequency of listening to the program;
4) determine the listener’s perceptions on the program “Boses ti Farmers”;
5) Identify the information needs of the respondents.
Importance of the Study
The result of the study may serve as a reference by the students who will conduct
the same or related study.
It can also be used by the radio station or the host in monitoring and evaluating
their program.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Scope and Limitation
The study surveyed 44 listeners of the radio program in Poblacion, Kibungan
Benguet. Data gathering was done in December 2006 using interview schedule. Data
gathered were the listeners’ profile, reasons for listening, frequency of listening,
perceptions regarding the radio program and information needs.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
REVIEW OF LITERATURE
Profile of the Radio Listeners
In a listenership study in Mankayan Anno (2003), almost all the respondents had
formal education with 46.67% reaching secondary level; 34.67%, college level; and
17.33%, elementary level. There was only one (1.33%) who did not have any formal
education. Even then, this is not the reason for not listening to the radio because some
radio stations broadcast in Ilocano, which is widely understood in the locality.
In another listenership study in Kibungan, Paulino (2003) stated that (34%) of the
respondents belonged to the age bracket of 31 to 40 and 30% between 21 to 30 years old.
Majority of the respondents were males, (52%) and married (66%).
Looking into the benefits of radio drama to farmers in Mankayan, (Palubos, 2004)
reported that almost 78% of respondents belonged to age 20 to 30 and only 8 out of 100
respondents belonged to the oldest age bracket of 41 to 50. There were more female
respondents (59%) and most of them were single (52%). Most of the respondents had
formal education with 41% who reached secondary level and only 3% who did not have
any formal education.
Reasons for Listening
Most respondents of Palina, Kibungan Benguet (4%) listen to the radio because it
provides current vegetable prices. This is important for them because most of them are
vegetable growers. Other reasons of listening are: it gives information, it increases
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
knowledge, it informs on current issues, and it provides entertainment and relaxation
(Paulino, 2003).
The findings of Pocdo (2003) indicated that respondents in Pacso, Kabayan
Benguet claimed that BSU on the Air program was helpful for varied reasons. The
reasons are as follows: it introduces new technologies in farming (86%); it helps to
increase productivity (56%) and topics are new (10%).
Still on the reasons for listening to the radio, Balanggoy (2003) found out that
many respondents in Pandayan, Tadian said that topics were helpful (40%); the topics
were interesting (26%). Only four percent said they listened because they knew the
announcer. Many respondents preferred programs that are helpful to them.
Information Needs
Anno (2003) stated that majority (64%) of the respondents in three barangays of
Mankayan claimed that they needed information on community issues so that they will be
aware of happenings in their community; 62.50%, health and nutrition like medical
updates, curative and preventive measures for disease; 30.67%, agriculture specifically
farming tips, swine production and current issues.
On the other hand, most of the teenager-respondents enumerated topics such as
student life, teenager life, entertainment news (sports and movies). Married female
respondents also listed their information needs: family life, sex situation and cooking tips.
Paulino (2003) listed down the information needs of the respondents in Palina
Kibungan Benguet in descending order: agriculture, which includes pest and disease
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
control, fertilizers and pesticides; livelihood; science and technology; environmental
situation; health and nutrition; family planning and house keeping.
Most of the respondents need information on agriculture because they said that
their income is derived from agriculture.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
METHODOLOGY
Locale and Time of the Study
The study was conducted in Barangay Poblacion, Kibungan, Benguet. It is 65
kilometers from Baguio City and can be reached in four to five hours through buses or
jeepneys.
Kibungan is bounded on the north by the municipality of Bakun, on the east by
the municipality of Buguias, on the north by the municipality of Atok and Kapangan, and
on the west by the province of Ilocos Sur (Figure 2).
People in that area depend mainly on agriculture for their livelihood and the radio
signal of DZWT over which ‘Boses ti Farmers’ is aired is clear.
The study was conducted in December 2006.
Respondents of the Study
Respondents of the study were chosen through purposive quota sampling. There
were 44 respondents who are listening to the radio program that had been taken as
respondents.
Data Collection
An interview schedule was used to gather information from the respondents. The
researcher conducted the interviews by translating the questions into ‘Kankana-ey’.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Figure 2. Map of Benguet showing the locale of the study
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Data Gathered
The data gathered were the profile of the listeners, reasons for listening to the
program ‘Boses Ti Farmers’, frequency of listening to the radio program, listeners’
perception and information needs.
Data Analysis
The data gathered were analyzed and interpreted using descriptive statistics such
as frequencies and percentages. To test significant differences, the chi-square was used.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
RESULTS AND DISCUSSION
Socio-Economic Characteristic of the Respondents
Table 1 presents the socio-economic characteristics of the respondents according
to sex, age, civil status, occupation, and educational attainment. Slightly more than half
of the respondents were female, almost two-thirds were 40 years old or older and more
than three-fourths were married. More than half were farmers. Four respondents had no
formal education and about 40 percent reached elementary school only. The rest went on
to high school and college.
This is the same with the study of Anno (2003) in Mankayan where almost all the
respondents had formal education reaching secondary level, college level, and elementary
level.
The findings show that the respondents are varied in terms of these
characteristics. This implies that the program caters not only to a specific group of
listeners.
The 44 respondents of the study were all listeners of the ‘Boses ti Farmers’ radio
program. Six individuals who said that they never listened to the program were no longer
included as respondents.
Mass Media Used by the Respondents
As shown in Table 2, radio was the most common mass medium used by the
respondents (Figure 3). All of them listened to the radio as source of information most
especially on agriculture. Aside from the radio, some of the respondents also read
newspapers and/or watched television.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Figure 3. Respondent listening to ‘Boses ti Farmers’
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 1. Socio-economic profile of the respondents
CHARACTERISTICS NUMBER
OF
RESPONDENTS
PERCENTAGE (%)
Sex
Female
26
59.10
Male 18
40.90
Total
44
100.00
Age
40 and below 29
65.90
41 and above
15
34.00
Total
44
100.00
Civil Status
Single 10
22.70
Married 34
77.30
Total
44
100.00
Occupation
Farming 26
59.10
Housewife 11
25.00
Government Employee 5
11.40
Laborer 2
4.50
Total
44
100.00
Educational attainment
Elementary 17
38.60
High school
12 27.30
College 11 25.00
Total
44
100.00
This differs slightly from the study of Micosa (2005) in Talim, Island where
respondents ranked television as their commonly used mass medium with radio as second
and newspaper as third.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 2. Mass media used by the respondents
MASS MEDIA
NUMBER OF RESPONDENTS PERCENTAGES (%)
Radio
44
100.00
Television
11
25.00
Newspaper
17
38.60
Multiple responses
Reasons for Listening to the Radio Program
Table 3 presents the reasons of the respondents for listening to the program. The
respondents gave multiple responses which means that they listened to the program not
only for a single purpose. Almost three-fourths claimed that they listened to get
information on agriculture. Many (68%) also listened to know the current vegetable
prices. Both these reasons are expected since the program is really meant for information
on agriculture. Almost one-half, however, also claimed that they listened to be
entertained. This finding implies that the radio program is not only informative but
entertaining as well.
This is similar to the study of Paulino (2003) where respondents in Palina,
Kibungan listened to the radio because it provided current vegetable price. Other reasons
given were: it gives information, it increases knowledge, it informs on current issues, and
it provides entertainment and relaxation.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 3. Reasons for listening to the radio program
REASONS FOR
NUMBER OF RESPONDENTS PERCENTAGES
(%)
LISTENING
To get information on agriculture
32
72.00
To
be
entertained
17
43.00
To know current vegetable prices
30
68.00
Multiple responses
Reasons for Listening among Respondents Grouped
According to Socio-Economic Characteristics
The reasons for listening among respondents grouped according to socio-
economic characteristics are presented in Table 4. The cross tabulation intends to find out
if the reasons for listening varied across these sub-groups. Statistical analysis indicates
that the differences are not significant. This means that the different sub-groups had more
or less the same reasons for listening.
Table 4. Reasons for listening according to socio-economic characteristics
REASONS FOR SEX
LISTENING
__________________________________________
FEMALE
MALE
Number Percentage Number Percentage
To get information on agriculture
19 43.20
13 29.50
To be entertained 11 25.00 4 9.10
To know current vegetable prices
16 36.40 13 29.50
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 4. continued
REASONS
FOR
AGE
LISTENING
__________________________________________
40 AND BELOW
41 AND ABOVE
Number Percentage Number Percentage
To get information on agriculture
25
56.80
8
18.20
To be entertained
14
31.80
3
6.00
To know current vegetable prices
20
45.50
8
18.80
REASONS FOR
CIVILSTATUS
LISTENING
__________________________________________
SINGLE
MARRIED
Number Percentage Number Percentage
To get information on agriculture
8
18.20
24
54.50
To be entertained
6
13.60
11
25.00
To know current vegetable prices
7
15.90
22
50.00
REASONS FOR
OCCUPATION
LISTENING
__________________________________________
FARMING
NON-FARMING
Number Percentage Number Percentage
To get information on agriculture
22
50.00
10
23.00
To be entertained
11
25.00
6
14.00
To know current vegetable prices
20
45.50
9
20.00
REASONS FOR
EDUCATIONAL ATTAINMENT
LISTENING
__________________________________________
NO FORMAL EDUCATION HIGH SCHOOL
AND ELEMENTARY AND COLLEGE
Number Percentage Number Percentage
To get information on agriculture
12
27.00
20
45.00
To be entertained
6
14.00
12
27.00
To know current vegetable prices
13
30.00
16
36.00
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Duration of Listening to ‘Boses ti Farmers’
Table 5 shows the duration of listening to the radio program by the respondents.
Seventy-two percent claimed that they listened to the whole program for two hours.
Slightly more than one-fourth did not listen to the whole program because they sleep
early.
This is the same with the study of Panares (1988) that radio listening is more of a
daytime activity than an evening past time. Respondents listen at least two hours in a
daytime and only an hour and half in the evening. He stated that the possible explanation
could be, the shift from radio to television at night in urban areas and the fact that many
folks go to bed earlier than the urban dwellers.
Table 5. Duration of listening to ‘Boses ti Farmers’
DURATION
NUMBER
OF
RESPONDENTS
PERCENTAGE (%)
Less
than
one
hour
12
27.00
6-8
pm
32
72.00
Total
44
100.00
Frequency of Listening to ‘Boses ti Farmers’
The frequency of listening to the program by the respondents is presented in
Table 6. There were 43% who listened regularly which means they listened to ‘Boses ti
Farmers’ everyday. More than half did not listen regularly but they listened at least once
or twice a week. This is similar with the study of Anno (2003) where most respondents in
Mankayan listened to the radio everyday.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 7 shows a cross tabulation of the respondents’ characteristics with the
frequency of listening. For female respondents, frequency of listening is equally
distributed which is 29% each for both regular and non-regular listeners. Regular
listeners were mostly female, married, 40 years old or younger. Most of the regular
listeners were farmers and also reached up to elementary and high school. On the other
hand, non-regular listeners were also female, 40 years old or younger, married, farmers,
and reached up to elementary only.
Perception on the Time of the Radio Program
Table 8 shows the perceptions of the respondents on the time of airing. Sixty-five
percent said that the time of airing is appropriate while 34% claimed that it is too early so
they could not listen to the radio program regularly.
The respondents’ frequency of listening was cross tabulated with their perceptions
on the time of airing. For both regular and non-regular listeners, there were more who
thought the timing is appropriate.
Table 6. Frequency of listening to ‘Boses ti Farmers’
FREQUENCY NUMBER
OF
RESPONDENTS
PERCENTAGES(%)
Regularly
19
43.20
Non-regularly
25
56.00
Total
44
100.00
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 7 Characteristics of the respondents and frequency of listening
FREQUENCY OF LISTENING
CHARACTERISTICS
________________________________________________
REGULARLY
NONREGULARLY
(n=19) (n=25)
Number Percentage Number Percentage
Sex
Female
13
29.50
13
29.50
Male
6
13.60
12 27.30
Total 19
100.00
25 100.00
Age
40 and below 13
29.50
16
36.40
41 and above 6
13.60
9
20.50
Total 19
100.00
25
100.00
Civil Status
Single 5
11.40
5
11.40
Married 14 31.80
20
45.50
Total
19
100.00
25
100.00
Occupation
Farming 12
27.30
14
31.80
Housewife 4 9.10
7
15.90
Government Employee 2
4.50
3
6.80
Laborer 1
2.30
1
2.30
Total 19
100.00
25
100.00
Educational attainment
Elementary 7
5.90 10 22.70
High school 7 15.90 6 13.60
College
4 9.10 7 9.10
No formal education 1 2.30 2 4.50
Total
19 100.00 25
100.00
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 8 Perception on the time of airing and frequency of listening
PERCEPTIONS
FREQUENCY OF LISTENING
__________________________________________________________
REGULARLY NON-REGULARLY TOTAL
(n=19)
(n=25)
__________________________________________________________
Number Percentage Number Percentage Number Percentage
Too early 8 42.00 7 28.00
15 34.10
Appropriate 11 58.00 18 72.00 29 65.90
Total 19 100.00 25
100.00
44 100.00
Perception on the Length of the Radio Program
Table 9 presents the perception of the respondents on the length of the program.
Half claimed that the program is too short and one-fifth said it is too long. The rest said it
is just enough.
The respondents’ perception on the length of the program cross tabulated with the
frequency of listening. More than half of the regular listeners thought that the program is
too short. There were more non-regular listeners who thought the program is too short
than those who thought it is enough or too long.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 9 Perception on the length of airing and frequency of listening
PERCEPTIONS
FREQUENCY OF LISTENING
__________________________________________________________
REGULARLY NON-REGULARLY TOTAL
(n=19)
(n=25)
__________________________________________________________
Number Percentage Number Percentage Number Percentage
Too short
11 58.00 11 44.00
22 50.00
Too long
4 21.00 5 20.00 9 20.50
Enough
4 21.00 9 36.00 13 29.50
Total 19 100.00 25 100.00
44 100.00
Information Needs of the Respondents
Table 10 presents the information needs of the respondents. Almost all of the
respondents indicated that they still need information on farming practices. Others were
more specific by mentioning animal production and ornamental production.
This corroborates the study of Paulino (2003) that the respondents in Palina,
Kibungan needed information in agriculture which includes: pest and disease control,
fertilizers and pesticides, livelihood, science and technology, environmental situation,
health and nutrition, family planning, and house keeping. The respondents need
information on agriculture because they said that their income is derive from agriculture.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Table 10 Information needs of the respondents
INFORMATION NEEDS
NUMBER OF RESPONDENTS PERCENTAGE (%)
Farming practices
41
93.2
Animal production
14
31.8
Health and nutrition
15
34.1
Ornamental production
7
15.9
Cooking
tips
16
36.4
Multiple responses
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
This study on the Listenership of the program “Boses to Farmers” in Poblacion
Kibungan,Benguet characterized the listeners of the program, determined the reasons for
listening to the program, determined the frequency of listening to the program,
determined the listeners’ perception on the program, and identified the information needs
of the respondents.
An interview schedule was used in gathering information from 44 listener-
respondents. The questions were translated into kankana-ey to facilitate understanding
between the researcher and the respondents. The study was conducted in December 2006.
Data gathered were analyzed and interpreted using descriptive statistics such as
frequencies and percentages.
Majority of the respondents were female. Most respondents belonged to the age of
40 years old or younger. Seventy-seven percent of them were married, farming was the
main source of livelihood, and only four (9%) of the respondents had no formal
education.
All respondents listened to the radio to get information on agriculture or current
vegetable prices. Majority (72%) listened to the whole program but more than half were
non-regular listeners. With regards to the time of airing, 65% answered that it is
appropriate for the program. However, half of them thought that it is too short.
Information needs were on farming practices, health and nutrition and kitchen tips.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Conclusions
Based on the findings of the study, the following conclusions were derived:
1) The listeners of Boses ti Farmers are different in characteristics. It can be said
therefore that the program is catering not only to a specific group in terms of
socio-economic characteristics.
2) The radio program is serving its purpose since almost all the respondents
listened to the program in order to get information on agriculture.
3) The non-regular listeners outnumbered the regular listeners but even non-
regular listeners listened to the whole program when they get the chance. This
means the program has the ability to hold the attention of most listeners.
4) Perceptions of the respondents on timing and duration varied.
5) The listeners need more information on agriculture.
Recommendations
From the findings and conclusions, the following are recommended:
1) The program should be maintained since it is serving its purpose to inform
farmers.
2) More listenership surveys for the program in other localities should be done to
gather more insights for the improvement of the program.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
LITERATURE CITED
ANNO, J. 2003. Listenership of Radyo Natin FM Buguias in Three Barangays of
Mankayan Benguet. BS Thesis. BSU, La Trinidad, Benguet.Pp14.
BALANGGOY, M. 2003. Radio Programs and Station Preferences of AM Band
Listeners in Pandayan, Tadian Mountain Province. BS Thesis. BSU,
LaTrinidad, Benguet. Pp 17-18.
MICOSA, 2005. Comparative Analysis on the Readership of Tabloid and Broadsheet
Newspaper in Talim Island, Rizal Province. BS Thesis. BSU, La Trinidad,
Benguet. Pp 22.
PALUBOS, D. 2003. The Benefits of Radio Drama to the Vegetable Farmers in
Guinaoang, Mankayan, Benguet. BS Thesis. BSU, La Trinidad, Benguet.Pp18.
PANARES, R.T. 1988. Broadcast Media at the Crossroads, In Philippine
Communication: An Introduction (C. Maslog, Ed).Q.C. New Day Publishing,
Manila.Pp
237-238.
PAULINO, N. 2003. AM and FM station Listenership in Barangay Palina,
Kibungan, Benguet. BS Thesis. BSU, La Trinidad, Benguet.Pp 27
POCDO, M. 2003. Attitudes and Perceptions of Farmers on BSU on the air in
Barangay Pacso, Kabayan, Benguet. BS Thesis.BSU, La Trinidad,
Benguet.Pp
16-17.
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
APPENDIX: INTERVIEW SCHEDULE
A. Characteristics of the respondents
Name (optional) _____________
Sex_____
Age_____
Civil Status
_____Single
_____Married
Occupation
_____Farming
_____Housewife/storekeeper
_____Government employment
_____laborer
Educational Attainment
_____Elementary
_____High School
_____College level
_____no formal education
B) Reasons for listening
1) Are you listening to the program ‘Boses ti Farmers’ in DZWT?
_____Yes _____No
2) What are the mass media you use as source of information?
_____radio
_____television
_____newspaper
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
3) Why do you listen to the program ‘Boses ti Farmers’?
_____It gives information on agriculture
_____For entertainment and relaxation
_____It provides current vegetable prices
C) Frequency of listening
1) How long do you listen to ‘Boses ti Farmers’?
_____less than 1 hour
_____the whole program
2) How often do you listen to ‘Boses ti farmers’?
_____regularly
_____irregularly
D) Respondents Perception
1) What is your perception on the time of airing?
_____too early
_____appropriate
2) What can you say about the length of the program?
_____too short
_____too long
_____enough
E) Information needs of the respondents
_____Farming Practices
_____Animal production
_____Health and nutrition
_____Ornamental production
_____cooking tips
Listenership of the program ‘Boses ti Farmers’ in
Poblacion, Kibungan, Benguet / Mercedes G. Allan. 2007
Document Outline
- Listenership of the program �Boses ti
Farmers� in Poblacion, Kibungan, Benguet.
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- REVIEW OF LITERATURE
- METHODOLOGY
- RESULTS AND DISCUSSION
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- LITERATURE CITED
- APPENDIX