Los Baños Radio Listeners' Preferences For An Environmental Community Radio Program

LOS BAÑOS RADIO LISTENERS’ PREFERENCES FOR AN
ENVIRONMENTAL COMMUNITY RADIO PROGRAM
MARY GRACE BULAONG ARROYO
SUBMITTED TO THE FACULTY OF THE

COLLEGE OF DEVELOPMENT COMMUNICATION
UNIVERSITY OF THE PHILIPPINES LOS BAÑOS
IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE
DEGREE OF
BACHELOR OF SCIENCE IN DEVELOPMENT COMMUNICATION

(COMMUNITY BROADCASTING)
OCTOBER 2008
1
This undergraduate research titled LOS BAÑOS RADIO LISTENERS’
PREFERENCES FOR AN ENVIRONMENTAL COMMUNITY RADIO PROGRAM,
prepared and submitted by MARY GRACE BULAONG ARROYO in partial
fulfillment of the requirements for the degree Bachelor of Science in Development
Communication (Community Broadcasting), is hereby accepted.
________________________________
PROF. JULIENNE V. BARIUAN
Adviser
________________________________
Date
Accepted in partial fulfillment of the requirements for the degree Bachelor of Science
in Development Communication
(Community Broadcasting)
________________________________
PROF. JULIENNE V. BARIUAN
Chair
Department of Development Broadcasting and Telecommunication

College of Development Communication
University of the Philippines Los Baños
College, Laguna
________________________________
Date
2
ACKNOWLEDGEMENT
First of all, I would like to extend my gratitude to the faculty and staff of the College
of Development Communication, most especially to the Department of Development
Broadcasting and Telecommunication, for the wisdom and learning you’ve shared with me
for the past three and a half years. I will treasure all these things as I go out of the university.
I’ll miss college so much!
Of course, I would like to thank Prof. Julienne V. Bariuan for being a patient and
supportive adviser. Thanks for everything, especially for the tips you’ve shared on thesis
writing. I’m so grateful to be one of your advisees and students. You’ve inspired and taught
me so much. More power Ma’am Juls! Keep going! ☺
To my former roommates, Dang and Rachel, thanks for the advice, especially for
being my shoulders to cry on. And to Mami Arianne and Dadi Paul, thanks for being our
second parents (Hehe..). I miss our apartment and I miss you guys! Hope to see you soon!
To Anne and Kuya Athan, I’ll miss our food trip nights and scary stories. Thanks for
making my last semester full of bliss. You take good care of each other ha!
To my co-DevCom shiftees/“blocmates”-Dwight, Jhorace, Maggi, Romina, Kat,

Karyll, we’ve made the right choice! This is it guys! Good luck to all of us!
Cyrus, Amy, Nicole and Ivy, I’ll miss you guys! Go for cheeseburger! ☺
To my academic organization, UP Engineering Radio Guild-LB, thank you for

making my college life full of fun and excitement. I’ll miss you so much guys, take good
care of our president ha! And to my varsitarian organization, Alyansa ng mga Kabitenyo sa
UPLB, I miss you guys, thanks for the wonderful moments.
Of course, to Jaety, thanks for being a wonderful part of my life, most especially for
the love, care, patience and understanding. You made everything worthwhile. Take good care
of our kids ha! ☺
To my family, Pangsie, Mangsie, Kuya Lauren and Carlo, thanks for the love and
support. You’re my inspiration. ☺
And most especially, thank you dear God for making all these things possible. ☺
“This is the time in you life when things seem to flash right before your eyes –
at bullet speed. The events go fast; they are over before you know it. High
school is now only the safety blanket you’ve outgrown but miss so much. Soon,
college will be the same.” This is it!
gracey
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TABLE OF CONTENTS
Acknowledgement 3
Table of Contents 4
List of Tables 7
List of Figures 8
Abstract 9
Chapter I Introduction
Structure and Rationale of the Study 11
Statement of the Problem 12
Objectives of the Study 13
Significance of the Study 14
Limitations of the Study 14
Operational Definition of Terms 14
Chapter II Review of Related Literature

Environmental Communication in the Philippines 16
The Use of Mass Media in Environmental Communication 17
Community Radio Broadcasting 18
Radio as a Tool for Community Communication 19
DZLB Listenership Studies 19
Theoretical Framework of the Study 22
Analytical Framework of the Study 23
Chapter III Methodology

Research Design 25
Locale of the Study 25
Respondents and Sampling Design 25
Data Collection and Research Instrument 26
Data Analysis 27
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Chapter IV Results and Discussion
Demographic and Socio-Economic Characteristics
Age 28
Sex 28
Civil Status 29
Religion 30
Educational Attainment 30
Source of Income 31
Monthly Household Income 33
Household Size 34
Environmental Information Needs and Programming Preferences
Environmental Information Need 35
Respondent’s Preferred Environmental Topics 35
Preferred Program Segments 37
Preferred Program Format 38
Program Duration 39
Program Length 40
Frequency and Day of Program Airing 40
Time of Airing 41
Program Host(s) and Characteristics 44
Suggested Participatory Techniques 45
Suggested Program Listenership Techniques 46
Radio Ownership and DZLB Awareness
Radio Ownership and Listening 46
DZLB Awareness 47
Source of Information about DZLB 48
Chapter V Summary, Conclusion and Recommendations

Summary 50
Demographic and Socio-Economic Characteristics 50
Environmental Information Needs and Programming Preferences 51
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Radio Ownership and DZLB Awareness 52
Conclusion 52
Recommendations 53
Bibliography 55
Appendices
Appendix A
Tables
Appendix B
Questionnaire
Appendix C
Received copy of letters submitted to barangay captains
Appendix D
BIMS 2006
Map of Los Baños
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LIST OF TABLES
Table 1. Respondents’ environmental topic prioritization 27

Table 2. Respondents’ choice for host’s characteristics 34
Table 3. Respondents’ distribution according to age 50
Table 4. Respondents’ distribution according to sex 50
Table 5. Respondents’ distribution according to civil status 50
Table 6. Respondents’ distribution according to religion 51
Table 7. Respondents’ distribution according to age educational attainment 51
Table 8. Respondents’ distribution according to source of income 52
Table 9. Respondents’ distribution according to monthly household income 53
Table 10. Respondents’ distribution according to household size 53
Table 11. Environmental information need 53
Table 12. Respondents’ environmental topic preference 54
Table 13. Respondents’ program segment preference 54
Table 14. Respondents’ program format preference 55
Table 15. Respondents’ program duration preference 55
Table 16. Respondents’ program length preference 55
Table 17. Respondents’ preference regarding frequency and day of airing 56
Table 18. Respondents’ preference regarding time of airing 57
Table 19. Respondents’ choice for program host(s) 57
Table 20. Respondents’ suggested listener participation techniques 58
Table 21. Respondents’ suggested program promotion techniques 58
Table 22. Radio ownership and listening 59
Table 23. DZLB awareness 59
Table 24. Source of information about DZLB 59
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LIST OF FIGURES
Figure 1. Respondents’ distribution according to age 18

Figure 2. Respondents’ distribution according to sex 19
Figure 3. Respondents’ distribution according to civil status 19
Figure 4. Respondents’ distribution according to religion 20
Figure 5. Respondents’ distribution according to age educational attainment 21
Figure 6. Respondents’ distribution according to employment 22
Figure 7. Respondents’ distribution according to occupation 22
Figure 8. Distribution of unemployed respondents 23
Figure 9. Respondents’ distribution according to monthly household income 24
Figure 10. Respondents’ distribution according to household size 24
Figure 11. Respondents’ environmental topic preference 26
Figure 12. Respondents’ program segment preference 28
Figure 13. Respondents’ program format preference 29
Figure 14. Respondents’ program duration preference 29
Figure 15. Respondents’ program length preference 30
Figure 16. Respondents’ preference regarding frequency and day of airing 31
Figure 17. Respondents’ preference regarding time of airing 32
Fugure 18. Respondents’ preferred morning time slots 32
Figure 19. Respondents’ preferred afternoon time slots 33
Figure 20. Respondents’ preferred evening time slots 33
Figure 21. Respondents’ choice for program host(s) 34
Figure 22. Respondents’ suggested listener participation techniques 35
Figure 23. Respondents’ suggested program promotion techniques 36
Figure 24. Radio ownership and listening 37
Figure 25. DZLB awareness 38
Figure 26. Source of information about DZLB 39
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ABSTRACT
ARROYO, MARY GRACE BULAONG. College of Development Communication.

University of the Philippines Los Baños. Los Baños Radio Listeners’ Preferences for an
Environmental Community Radio Program. Bachelor of Science in Development
Communication Undergraduate Research. October 2008.
Adviser: Prof. Julienne V. Bariuan
This study was conducted to determine the profile of Los Baños, Laguna radio
listeners and their programming preferences for an environmental community radio program.
Systematic sampling was used to select fifty respondents each from three Los Baños
barangays. A self-administered questionnaire was used to gather data. All household
members 18 years old and above were selected as respondents as long as they have been Los
Baños residents for 5 years or more.
All ages and both sexes are well represented in the sample of survey respondents.
Most of the respondents are Roman Catholics, married, well-educated and employed. The
average household size is four members. More than one-third of the respondents belong to P
1,000-5,999 monthly income bracket.
Almost all of the respondents indicated the need for an environmental community
radio program. Most of the respondents preferred that the program be presented through the
news format, indicating that they preferred timely information on environmental issues and
concerns. Many of the respondents wanted the program to be regular or aired during
weekends. The 7-8 a.m. time slot is preferred so they can listen while preparing for work. A
male and a female who are knowledgeable about the topic, jolly, fluent in Filipino, and have
good voice qualities are preferred.
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Many of the respondents preferred to actively participate in the radio program
through live coverages in the barangay, phone ins, and the sending of comments and
suggestions. Many of the respondents suggested that the program be promoted through radio
announcements, TV advertisements, and posters.
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CHAPTER 1
INTRODUCTION
Structure and Rationale of the Study
Radio is an indispensable communication tool that is very popular among rural and
urban listeners (Cabading, 1997). It is considered as the most pervasive and influential mass
medium in the country as it has the highest level of ownership. Apart from being informative,
radio increases listeners’ awareness on various issues, concerns and developments within
their immediate community or within society as a whole.
Community radio focuses on local issues. One such station is DZLB, owned and
managed by the Department of Development Broadcasting and Telecommunication, College
of Development Communication, University of the Philippines Los Baños. It first went on air
on August 2, 1964. It is the oldest existing educational, non-commercial community radio
station in the Philippines. But due to technical problems, the station went off the air on
October 2003. Finally, after five years, DZLB continued its operations on October 2008.
DZLB has the following objectives: to serve as a linker-facilitator among various

sectors of DZLB listeners and people and institutions concerned; to provide a venue for the
ventilation of issues relevant to the needs and interests of its audience; to be utilized as an
extension arm in popularizing science and technology research results form various
institutions; and to serve as training center for students and practitioners of broadcasting.
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Being an educational medium, DZLB’s programs strive to instruct and motivate
people. It aims not only to serve the community though broadcasting programs which
empower and educate but also in assisting in training and molding future development
broadcasters (DZLB Factbook, 1993). Also, it won the 1994 KBP (Kilusan ng mga
Broadkaster ng Pilipinas) Golden Dove Award for best AM radio station.
One of DZLB’s former programs is the environmental program called “Ekolohiya

Para sa Atin” aired every Thursdays, 10-11:00 am. In the listenership study of Cabrera
(2004), the program obtained a rate of 14% in terms of program preferences by the DZLB
listeners. The program aims to instill the value of environmental protection among its
listeners.
To ensure that its programs are suitable to its intended audience, DZLB initiated
several audience analysis surveys, each focusing on a specific subject matter. This study is
one such research. The station gives much importance on such researches as the lack of
attention given to listenership studies and audience analyses is one of the main causes why
radio is not used properly (Cabading, 1997). Thus, the results of this study will be used in
planning for a new community radio program that will focus on answering DZLB potential
listeners’ environmental information needs. This research focused mainly on the
characteristics and programming preferences of selected Los Baños residents.
Statement of the Problem
This study answered the question: What is the profile and programming preferences
of Los Baños radio listeners for an environmental community radio program? Specifically, it
addressed the following questions:
1. What is the demographic and socio-economic profile of Los Baños radio

listeners?
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2. What environmental information do Los Baños radio listeners want to hear from
an environmental community radio program?
3. What segments are appropriate for such a community radio program geared
towards the Los Baños community?
4. What do the respondents prefer in terms of format, duration, length, frequency,
day and time of airing of the program?
5. What characteristics do the radio listeners expect from such a program’s host(s)?
6. What techniques/mechanisms can be used to encourage program listenership and
participation among the intended audience?
Objectives of the Study
The study ascertained the profile of Los Baños radio listeners and their programming
preferences for an environmental community radio program. Specifically, it:
1. Described the demographic and socio-economic profile of the intended listeners

of an environmental community radio program;
2. Identified environmental information that they wish to hear from the program;
3. Identified the appropriate segments for such a community radio program geared
towards the Los Baños community ;
4. Determined the respondents preferences in terms of format, duration, length,
frequency, day and time of airing of the program;
5. Determined the characteristics that the respondents expect from the proposed
program’s host(s); and
6. Enumerated the techniques/mechanisms that can be used to encourage program
listenership and participation among the intended audience.
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Significance of the Study
The existing DZLB audience analyses and listenership studies were conducted several
years ago. Therefore, this research provides updated information that DZLB can use in
conceptualizing a new community radio program on environmental issues that is suitable to
Los Baños listeners’ needs.
Limitations of the Study
This study focused only on getting the respondents’ preferences for an environmental
community radio program. Moreover, respondents were chosen based on their availability to
answer the self-administered questionnaire. Lastly, this study focused only on the Los Baños
community due to time constraint and limited financial resources. Out of its 14 barangays,
only three (3) barangays with environmental problems and concerns (e.g. waste management,
situated near the Laguna Lake, etc.) were selected.
Operational Definition of Terms
Demographic and socio-economic profile – characteristics of the intended radio listeners

such as age, sex, civil status, religion, educational attainment, monthly
household income, occupation and/or livelihood, and household size
Environmental information – any information or update regarding the current status of the
environment such as pollution, climate change and global warming, waste
management, deforestation, wildlife, and toxic and hazardous wastes. In this
study, the potential program listeners were asked to choose the top five (5)
specific environmental topics/themes that they would like to hear discussed in
the proposed environmental radio program.
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Programming preferences – listeners’ inclination with regards to the different aspects of an
environmental radio program, such as:
• Format – refers to the type of presentation the program will use in

imparting environmental information (i.e., news, drama, commentary,
school-on-the-air or magazine program)
• Program Duration – refers to the period by which the program should air
over DZLB (i.e., 6 months, 1 year, etc.)
• Length – refers to the length of each of the program’s broadcast
• Frequency – refers to the number of times the program will be aired in a
week
• Day and time of airing – refers to the program’s airing schedule
• Program host(s) – the specific traits (skills and competence) that the
listeners expect of the person(s) who will facilitate the broadcast
• Inserts – the segments which make up the program (i.e., news, interviews,
skit, radio features, trivia, songs/music, plugs, forum, and phone-in)
Participatory techniques – possible mechanisms to enhance and encourage the involvement

of program listeners in the environmental community radio program
Mechanism for Program Listenership – methods that can be used to promote listenership
of the environmental radio program among the community members
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CHAPTER 2
REVIEW OF RELATED LITERATURE
Environmental Communication in the Philippines
The environment plays a significant role in the lives of humans. However, at these
times, because of natural disasters and human interactions like technological advancements,
continuous population growth, and others, the environment is now devastated. To answer this
issue, the people must be well-informed and be involved.
Schramm (1964) said, “in order to take part in national development, people must be
properly informed about social changes and issues happening around them. They must feel
the need for such changes and become aware of how such changes can be brought about.”
According to a study done by Revilla (1992), the public’s awareness on

environmental issues can be attributed to media’s environmental coverage and the people’s
direct experience of the problems concerning the environment.
Environmental communication is the study and practice of how individuals,

institutions, and societies shape, spread, receive, understand, and use environmental
messages. Also, it deals on how humans interact with the environment. This includes a wide
range of possible interactions, from interpersonal communication to virtual communities,
participatory decision making, and environmental media coverage (wikipedia.org).
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In a chapter written by Patindol and Cardenas in the handbook of Flor and Gomez
(1993), environmental communication is defined as a dynamic process of developing and
enhancing relationships to attain economic growth in a clean and green environment. The
public plays a vital function in this matter. Since the people have experiences and insights on
solving and managing environmental issues, it is expected that they have participation in the
process.
The Use of Mass Media in Environmental Communication
In the Philippines, according to Maturan (1997), people have already started

recognizing environmental issues. With this, various radio and TV programs on
environmental conservation were introduced to save the slowly diminishing nature.
The media generally promote and encourage people to protect and conserve the
environment, while researches are working hard to find solutions that will help manage the
problem (Asis, 1996). However, environmental issues are too complicated for the common
people. That is why there is a need to simplify environmental concepts into messages that
people can easily understand. The degree to which awareness regarding environmental issues
could be cultivated would rely heavily on the manner in which it is communicated (Agapito,
1998).
In the study of Revilla (1992), he found out that the main source of information of the
respondents is the mass media. Ninety-nine percent and 74 percent of the respondents rely on
getting information from the television and radio, respectively. Also, the study showed that a
significant relationship exists between the environmental awareness of the respondents and
their source of information.
17
Meanwhile, Ambrosio (1994), as cited by Lamigo (1997), studied the sources of
information and awareness of agroforestry upland farmers. The studies’ results showed that
the majority of the respondents prefer getting information from radio than other media
sources. Also, the respondents said that they can hear environmental programs on the radio.
Community Radio Broadcasting
The evolution of radio broadcasting has been a phenomenon all over the world
(Manual on Broadcasting, 1979). It plays important role in disseminating information and
influencing the society. The use of broadcasting has been recognized as a powerful
instrument in creating awareness (Nuyles, 1979).
According to Librero (1990), community radio broadcasting is the systematic use of

radio for the purpose of facilitating consciously the development of the people within the
geographical area with clearly defined psycho-physical boundaries. Community broadcasting
goes beyond informing the people but serving the community (Allard, 1997). Also, it gives
the audience access to the medium - making it a unique attribute of community broadcasting.
This is done through bridging the gap between radio station planners and the target audience
(Villareal, 2000).
To shorten the gap between the two key players – station planners and target audience
– according to Librero (1975), community broadcasting has several characteristics. (1) It is
purposive. Any radio program must have a well-defined purpose which should be reflected in
its objectives and goals. (2) It is audience-oriented. The audience must be the basis of
developing any program. Knowing the needs and interests of the audience will help in
designing an interesting and successful program. Having the audience as the subject of a
program helps in catching audience attention. (3) It is participatory. Participation of the
audience in a program makes them feel that they are important and part of the program itself.
It becomes more effective when there is feedback from the audience.
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(4) It is educational. To educate means not only informing the listeners but teaching them to
identify and solve their problems. It is done through presenting information in simple and
comprehensible manner.
Radio as a Tool for Community Communication
Radio, as a medium, is the most influential tool in community development. Gomez

(1970) said, “Not only does radio possess the intrinsic characteristics of speed, extensiveness,
portability and flexibility that give it a comparative advantage over the other mass media; it
also performs with great efficiency the information, education and entertainment functions.”
Radio provides information and even creates the need for information (Jamison,
1978). All the information the listeners want can be aired all in one day in a community radio
which they can tune into anytime they want. Radio availability and listenership is high in the
community (Ancheta, 1994).
As Gomez (1970) stressed, “The people prefer to listen to their station, the station that
gives them local news that concerns them, programs that help them with their problems,
economic or otherwise, programs in which they or theirs participate. With local radio station
there are so many chances in rendering so called “public services” that tie people to you,
which is definitely impossible with big stations located in the capital of the country, for
several million people.”
DZLB Listenership Studies
There are several listenership studies conducted for Radyo DZLB-AM. The first
listenership study was conducted by Pabale, et al (1964) assessed the first three months of the
station’s operation. Respondents were randomly selected from four barrios in Bay, Laguna.
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Results showed that out of 107 respondents, 71 (66.4%) were aware of the existence of
DZLB. This is followed by another study done by Gomez, and et. Al (1973), where the
results showed that out of 212 respondents from the 82 barrios is Laguna, 113 (55.3%)
listened to DZLB.
In 1988, Escobin conducted a listenership study in Los Baños, Laguna. Her study
aimed to find out the “extent of DZLB listenership and the reasons why it is being listened or
not.” In the data gathering, Escobin randomly selected five barangays and used the accidental
sampling technique. The results showed that 112 (93.3%) were aware of DZLB. However, 39
out of the 112 (34.8%) admitted that they do not listen to the station. Some of the reasons the
respondents answered why they do not listen to the station are because they don’t have time,
they prefer listening to FM stations and they do not know the station’s frequency. Moreover,
some answered that they really do not listen or do not own radio sets.
Bautista in 1993 conducted another audience analysis. Out of 192 respondents, 184
(82%) were aware of DZLB and 107 (58%) were listeners of DZLB. Besides, Bautista’s
study also showed that radio is still one of the most accessible mass communication tools.
De Castro (1996) study, meanwhile, showed that 140 (15.3%) out of 917 respondents
listened to DZLB. It focused on the audience perception of DZLB. The results showed that
for most of the respondents, DZLB was “distinct and unique in educating the people and
serving Los Baños as well as informing and broadcasting beneficial programs.”
Paller’s (1997) study aimed to determine the percentage of the respondents who listen
to DZLB. It also determined their socio-demographic characteristics, exposure to radio,
awareness of the station and reasons for their listenership. Results showed that 87.2% were
aware of the existence of DZLB but only 54.2% listen to the station. Some of the
respondents’ answered they like listening to news about Laguna, the station’s programs are
informative and related to their work, entertaining. Generally, the study showed that majority
of the Los Baños community were conscious of the station’s existence.
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In 2004, Cabrera made a study regarding the perception of the listeners about DZLB-
AM in terms of usefulness, understandability, credibility, and effectiveness. Results were
taken from 65 randomly selected respondents from Los Baños, Laguna. The data showed that
the respondents perceived DZLB AM as educational (82%), provides relevant information
(97%) and gives timely information (95%). On the other hand, 59 favored that the DZLB
announcers were credible and believable. Cabrera’s study also showed the importance of
knowing the audience. The involvement of the audience was stressed out in the study as a
way of determining the relevance and effectiveness of media programs.
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THEORETICAL FRAMEWORK OF THE STUDY
In communication, knowing the audience is essential. Conducting an audience

analysis is very important to ensure a communication program’s success. This research was
guided by the “Pragmatic Model of Audience Choice”. The model was influenced by the
work of Webster and Wakshlag (1983), who wanted to explain the choice of television
viewers. Figure 1 shows the framework of the Pragmatic Model of Audience Choice.
AUDIENCE SIDE
PERSON
(1) Social Cultural Background
(2) Media-related needs

(4) Availability
(3) Tastes and preferences

(5) Awareness of Choice plus (6) Context
General content Specific content MEDIA USE

preference set choice
(E) Timing / Presentation
(B) Structure of Provision

(D) Publicity
(C) Available Options
(A) MEDIA SYSTEM
MEDIA SIDE
Figure 1. The Pragmatic Model of Audience Choice
The “Pragmatic Model of Audience Choice” illustrates the audience’s general choice-
making process. The model has two sides, the Audience side and the Media side.
22
The Audience side considers the audience tastes and preferences, what motivates
individuals to join audiences and the balance of forces that maintains them (McQuail, 1997).
Thus, there are several factors in the audience side that should be considered according to
their order and distance from the moment of choice or attention (media use): (1) socio-
cultural background, (2) media-related needs, (3) personal tastes and preferences, (4)
availability, (5) awareness and (6) context. Most distant is the social and cultural background
and set of tastes and preferences. This implies that these factors have great and strong effects
on our choices.
On the other hand, media use is largely shaped by certain relatively constant
elements of social structure and media structure (McQuail, 1997). The media side consists of
media system, structure and media provision, available content options, media publicity and
time and presentation. These elements are the characteristics of any type of mass media.
The general content preference set and specific content choice are shaped through the
combination of the audience’s perception and evaluation of their preferences. It is a
hypothetical construct which reflects the tastes of the intended audience for a certain
program.
ANALYTICAL FRAMEWORK OF THE STUDY
The Pragmatic Model of Audience Choice was used to identify the characteristics of a
possible environmental community radio program for DZLB-AM. The theory shows that the
audience factors and media elements have a relationship with each other, but this study only
focused on describing the characteristics of DZLB’s intended audience. It answered the main
problem of the research: What is the profile and programming preferences of the Los Baños
radio listeners for an environmental community radio program?
23
With this model, the type of environmental information that the audience wish to
receive was based on their own choices and interests. The demographics and socio-economic
characteristics together with the listenership and participatory mechanisms helped in shaping
the entire environmental program.
In this study, the variables of the model on the audience side were modified as input
factors. The demographic and socio-economic characteristics of the respondents were
identified to determine their socio-cultural background. Their preferred environmental
information was identified to find out their media-related needs with regards to the proposed
environmental program.
Their personal tastes and preferences were defined by determining their programming
preferences. Their availability was identified by determining their preferences in terms of the
program’s duration, length, day and time of airing and frequency.
Since this study is an audience analysis, the media side will not be included. The
gathered data will be interpreted and will be used to recommend the possible characteristics
of an environmental community radio program for DZLB.
INPUT OUTPUT
Demographic and Socio-

economic Profile
Characteristics of a
Programming Preferences DZLB environmental
Mechanism for program radio program
listenership
Participatory techniques
Figure 2. Analytical Framework of the Study
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CHAPTER 3
METHODOLOGY
Research Design
A one-shot survey design was used to gather the information needed for designing an
environmental community radio program for DZLB. Survey was used because it is
appropriate when the main aim of the study is to picture out people’s awareness, knowledge,
attitude and/or behavior towards a certain phenomena (Mercado, 1994).
Locale of the Study
Due to time and financial constraints of the researcher, the study focused on Los
Baños. Los Baños, being DZLB’s hometown, is a first class municipality in the province of
Laguna, Philippines. Of the 14 barangays in Los Baños, three barangays with environmental
problems and concerns were selected. The three barangays that fit the criteria set by the
researcher are Anos, Bayog and Timugan. Each barangay has their own environmental
concerns. Flooding caused by improper waste management was the main environmental
concern in Anos. Bayog, on the other hand, is situated near the Laguna de Bay. Lastly – since
Los Baños maintains a dumpsite for its waste management program – Timugan, were the
dumpsite is situated was also chosen.
Respondents and Sampling Design
Systematic sampling was employed to select the study’s respondents from Anos,
Bayog and Timugan. The criteria used in choosing the respondents are as follows:
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• They had to be aged 18 or above; and
• They have been Los Baños residents for at least five years.
The researcher started getting respondents from the first household on the right side
of the barangay hall, continuing on every other household going to the right. The researcher
moved to the next household if the target household does not have respondents. On dead
ends, the researcher crossed the street and continued on the first house on the right side of
that street.
Before the actual data gathering, the researcher requested for a list of barangay
households from the municipality. According to the BIMS 2006 from the Municipal Planning
and Development Office (MPDO), Anos has a total of 1588 households, Timugan with 853
households and Bayog with 1747 households. Fifty respondents per barangay were selected
using the sampling per household method.
Data Collection and Research Instrument
Data were gathered using the survey method. A self administered questionnaire
written in Filipino was used to gather the desired information for the study. It is divided into
four parts.
The first part is about information needs and preferences for an environmental
community radio program which includes the possible environmental topics and
characteristics of the program in terms of segments, format, duration, length, day and time of
airing, host(s) characteristics and segments. However, those who answered that there is no
need for an environmental program will not answer parts two and three were asked to
proceed to part four of the questionnaire. The second part gathered suggestions on
listenership and participatory techniques.
26
The third part is about radio ownership and awareness of DZLB. The last part is about the
demographic and socio-economic characteristics of the respondents particularly on age, sex,
religion, civil status, household income, occupation and/or livelihood, and household size.
Questionnaires were pre-tested with 20 respondents from Brgy. Batong Malake from
July 22 to July 23, 2008. Pre-testing was done to ensure the comprehensibility of the
instrument. Brgy. Batong Malake was chosen because the characteristics of its residents are
similar with the intended respondents.
Filipinos are known for the tradition of having “siyesta” in the afternoon. Thus,
questionnaire distribution and collection were done only in the morning. Questionnaires were
given to household members with ages 18 and above and were collected before 12 noon.
Availability of a respondent in a household during the scheduled data gathering was
considered. If there was no respondent in a household, the researcher moved to the next
household. Two questionnaires were misplaced by two of the respondents so it was
immediately replaced by the researcher. Weekdays of the first three weeks of August served
as the actual data gathering period.
Data Analysis
Data analysis was done using descriptive statistics – frequency counts, averages and
percentages. Tables and graphs are used to present and summarize the results.
27
CHAPTER 4
RESULTS AND DISCUSSION
Age
All ages are well represented in this sample of survey respondents as they are mostly
well-distributed among all the different age categories (Figure 1). However, many of the
respondents (37%) are middle-aged (46-60 years old).
Figure 1. Respondents’ distribution according to age
Sex
Likewise, there is a relatively even distribution between males (47%) and females
(53%) (Figure 2).
28
Figure 2. Respondents’ distribution according to sex
Civil Status
Most of the respondents (62%) are married while twenty-five percent (25%) are
single (Figure 3). Only seven percent (7%) are separated and six percent (6%) are widowed.
29
Figure 3. Respondents’ distribution according to civil status
Religion
More than three-fourths of the respondents are Roman Catholics (76%) (Figure 4).
The rest are distributed among other denominations: Born Again (9%), Christians (7%),
Iglesia ni Cristo (3%), Seventh Day Adventist (3%), Jehovah’s Witness (2%) and Pentecostal
(1%).
Figure 4. Respondents’ distribution according to religion
Educational Attainment
The respondents are mostly well-educated (Figure 5). They were mostly college
graduates (29%), college undergraduates (25%), or high school graduates (19%).
30
Figure 5. Respondents’ distribution according to age educational attainment
Source of Income
Most of the respondents (72%) are employed (Figure 6). Many of those employed are
business owners (24%), private employees (15%), and public employees (12%) (Figure 7).
The rest are mostly blue-collar workers, such as tailors (4%) and agricultural workers (4%),
consisting of farmers and fishermen. Those unemployed (28%) are mostly retired (9%) or
are still students (8%) (Figure 8).
31
Figure 6. Respondents’ distribution according to employment
Figure 7. Respondents’ distribution according to occupation
32
Figure 8. Distribution of unemployed respondents
Monthly Household Income
Majority of the respondents (36%) were part of the P 1,000-5,999 bracket followed
by the respondents belonging to P 6,000-10,999 bracket (23%) (Figure 9). These figures can
be attributed to Figure 7 were most of the employed respondents have their own business,
mostly sari-sari stores.
33
Figure 9. Respondents’ distribution according to monthly household income
Household Size
The average household size was at least four members per family (59%) (Figure 10).
This shows that most of the respondents belong to big families.
Figure 10. Respondents’ distribution according to household size
34
Environmental Information Need
Almost all of the respondents (99%) answered that there is a need for an
environmental program on radio (Table 9). According to them, this type of radio program
will increase their awareness about recent issues on the environment and provide them with
updates on local environmental developments in their barangay.
However, the remaining one percent (1%) answered that there is no need for an
environmental radio program because according to them, there are other more important
issues that the government should give attention to.
Respondents’ Preferred Environmental Topics
Almost three-fourths of the respondents preferred to hear about the following

environmental topics: waste management (72%), pollution (70%), and maintenance of
cleanliness (67%) (Figure 11). More or less one third of the respondents wanted the
following topics to be discussed on an environmental community radio program: forest
conservation (45%), climate change and global warming (39%). The findings show that most
of their choices are based on current and local environmental issues.
35
Note: Multiple responses. Percentage based on N=150
Figure 11. Respondents’ environmental topic preference
The respondents wished to hear about waste management (30%) in the proposed
program’s initial broadcasts (Table 1). According to them, it should be given utmost attention
since it is the first and foremost problem of the people. Also, some are still unaware of the
municipality’s waste management program. However, they emphasized that all the topics
enumerated in the questionnaire are important and are interrelated with each other.
36
Table 1. Respondents’ environmental topic prioritization
Topic Frequency Percentage
Waste Management 45 30
Pollution 29 19
Cleanliness 24 16
Climate Change And Global Warming 16 11
Environmental Laws 9 6
Toxic and Hazardous Wastes 7 5
Local Environmental Issues 5 3
National Environmental Issues 5 3
Forest Conservation 3 2
Marine Resource Conservation 3 2
International Environmental Issues 1 1
(others) National Laws 1 1
Flooding 0 0
Wildlife Protection 0 0
Burning Of Garbage 0 0
Total 148 100
Preferred Program Segments
Many of the respondents wanted to hear the above topics through expert interviews
(61%) (Figure 12). Almost half (49%) also preferred man-in-the-street interviews. This
partiality to interviews indicates that they wish to learn about environmental issues by
hearing information from credible sources.
Segment treatments preferred by a significant number of the respondents also include

feature stories about environmental organizations (39%) and successful environmentalists
(32%). Thirty-one percent (31%) wanted to have a forum in the program. Again, this shows
that they are partial to hearing about environmental issues from those who are directly
involved in such issues.
37
Trivia (29%) were also a preferred segment.
Figure 12. Respondents’ program segment preference
Preferred Program Format
Most of the respondents preferred the news format (57%), indicating that they prefer
timely information on environmental issues and concerns (Figure 13). Almost one-fourth also
prefer the commentary format (23%). This further indicates that they prefer that the
environmental issues be discussed in an in-depth manner. This corresponds with their
preference for interviews as this treatment involves elaboration and clarification of the
featured topic.
38
Figure 13. Respondents’ program format preference
Program Duration
Thirty-four percent (34%) of the respondents wanted the program to be regular

(Figure 14). However, twenty-five percent (25%) wanted the program to air for only six
months and another twenty-five (25%) wanted it to be for one year.
Figure 14. Respondents’ program duration preference
39
Program Length
The respondents preferred that the program air for either one-hour (41%) or thirty-
minutes (39%) per broadcast (Figure 15).
Figure 15. Respondents’ program length preference
Frequency and Day of Program Airing
Almost half (47%) of the respondents want the proposed environmental community
radio program to broadcast everyday (Figure 16). Many (37%) prefer it to air only once a
week, Saturday being the most preferred day for it to be broadcast with Sunday being the
second most preferred day of airing (Table 17). The weekend was also preferred by those
who wish to hear the program twice a week. Very few (5%) prefer to hear it thrice a week.
40
Figure 16. Respondents’ preference regarding frequency and day of airing
Time of Airing
Almost half (48%) prefer that the program be aired during the morning (Figure 17),
with 7-8 a.m. being the preferred time slot (Figure 18). They reasoned that it is the best time
for radio listening since they can do it while preparing for work and their minds are still
fresh. For those who preferred it to be broadcast during the afternoon, the 1-2 or 2-3 timeslot
are indicated as the most preferred slots (Figure 19). Evening listeners prefer the 7-8 timeslot
the most (Figure 20).
41
Figure 17. Respondents’ preference regarding time of airing
Figure 18. Respondents’ preferred morning time slots
42
Figure 19. Respondents’ preferred afternoon time slots
Figure 20. Respondents’ preferred evening time slots
43
Program Host(s) and Characteristics
Most of the respondents (83%) wanted a pair of male and female hosts for variation
of opinions and a balanced representation of both genders (Figure 21). Only five percent
(5%) chose a male host, which for them represents authority and clarity of opinion.
Figure 21. Respondents’ choice for program host(s)
Meanwhile, the respondents wanted a program host who is knowledgeable about the
topic (87%) (Table 2). Thirty-five percent (35%) of the respondents wanted a jolly host while
29% gave importance to voice quality. More than a quarter (27%) wanted a host who is
fluent in Filipino. Only nineteen percent (19%) wanted a serious host.
Table 2. Respondents’ Choice for host’s characteristics

Host characteristics Frequency Count Percentage
Knowledgeable 131 87
Jolly 52 35
Good voice quality 43 29
Fluent in Filipino 41 27
Serious 29 19
Total 148 100
44
Suggested Participatory Techniques
Many of the respondents preferred to participate in the radio program through live
coverages in the barangay (45%), phone ins (41%), and the sending of comments and
suggestions (39%) (Figure 22). These results show that the respondents prefer active
participation during the program.
However, these results do not correspond with the previous results shown on
preferred program segments. Very few respondents prefer phone in (18%) and town visit
(1%) segments (Figure 12).
Figure 22. Respondents’ suggested listener participation techniques
45
Suggested Program Listenership Techniques
Many of the respondents suggested that the program be promoted through radio
announcements (56%), TV advertisements (51%), and posters (45%) (Figure 23). The results
show that the respondents have access to the tri-media.
Figure 23. Respondents’ suggested program promotion techniques
Radio Ownership and Listening
Majority (89%) of the respondents own a radio (Figure 24). Eleven percent (11%) do
not own radio sets.
46
Among those who own a radio set, more than half (52%) regularly listen to it. They
find it to be an interesting, informative pastime. Meanwhile, forty-four percent (44%) seldom
listen to their radio and four percent (4%) do not listen at all because of their busy schedule
and because they prefer to watch television.
Listen regularly – 52%

Seldom listen – 44%
Do not listen – 4%
Figure 24. Radio ownership and listenership
DZLB Awareness
Most of the respondents (69%) know about DZLB, most of whom (72%) have
listened to its programs (Figure 25). Meanwhile, in those who are not aware of the station
(31%) are mostly (89%) willing to listen to its new programs while only a few (11%) are not
interested in listening because of their busy schedule and because they prefer listening to
other AM and FM stations.
47
Willingness to listen - 89%
Not interested to listen - 11%
Listened to DZLB program - 72%

Have never listened to the station - 28%
Figure 25. DZLB awareness
Source of Information about DZLB
The respondents learned about DZLB’s revival mostly through interpersonal sources
(40%) or by tuning in to the radio and coming upon the station (38%) (Figure 23). The rest
simply reported that they found out because they are students or employees of UPLB or
because they are residents of Los Baños (21%).
48
Figure 26. Source of information about DZLB
49
CHAPTER 5
SUMMARY, CONCLUSION AND RECOMMENDATION
Summary
The study determined the profile and programming preferences of the Los Baños,
Laguna radio listeners for an environmental community radio program. Specifically, it: 1)
described the demographic and socio-economic profile of the intended listeners of an
environmental community radio program; 2) identified environmental information that they
wish to hear from the program; 3) identified the appropriate segments for such a community
radio program geared towards the Los Baños community; 4) determined the respondents
preferences in terms of format, duration, length, frequency, day and time of airing of the
program; 5) determined the characteristics that the respondents expect from the proposed
program’s host(s); and 6) enumerated the techniques/mechanisms that can be used to
encourage program listenership and participation among the intended audience.
Fifty respondents each from barangays Anos, Bayog and Timugan were selected.
Households were chosen through systematic sampling. All household members 18 years old
and above were selected as respondents as long as they have been Los Baños residents for 5
years or more. Data was gathered through a self-administered questionnaire. Also, the
availability of the respondents to answer the questionnaire during the data gathering period
was considered.
Demographics and Socio-Economic Characteristics
All ages are well represented in this sample of survey respondents as they are mostly
well-distributed among all the different age categories. Likewise, there is a relatively even
distribution between males (47%) and females (53%).
50
Most of the respondents (62%) are married. More than three-fourths of the respondents are
Roman Catholics (76%). The respondents are mostly well-educated with the majority being
college graduates (29%), college undergraduates (25%), or high school graduates (19%).
Most of the respondents are employed. Many of them are business owners (24%), private
employees (15%), and public employees (12%). The average household size is four
members (59%). Lastly, the average monthly household income of the respondents was P
1,000-5,999 (36%).
Almost all of the respondents (99%) indicated the need for an environmental
community radio program. They want to hear about the following environmental topics:
waste management (72%), pollution (70%), and maintenance of cleanliness (67%), forest
conservation (45%), and climate change and global warming (39%).
Many of the respondents wanted to hear the above topics through expert interviews
(61%) and man-in-the-street interviews (49%). This partiality to interviews indicates that
they wish to learn about environmental issues by hearing information from credible sources.
Radio features, a forum and trivia segments were also preferred by many. Most of the
respondents preferred that the program be presented through the news format (57%),
indicating that they preferred timely information on environmental issues and concerns.
Many (34%) of the respondents wanted the program to be regular. The respondents
preferred that the program air for either one-hour (41%) or thirty-minutes (39%) per
broadcast.
Almost half (47%) of the respondents wanted the proposed environmental community
radio program to broadcast everyday although many (37%) preferred it to air only once a
week, Saturday being the day most preferred it to broadcast. Almost half (48%) preferred
51
that the program be aired during the morning, with 7-8 a.m. being the preferred time slot so
they can listen while preparing for work.
Most of the respondents (83%) wanted a pair of male and female hosts for a balanced
representation of both genders. The respondents wanted a program host who is
knowledgeable about the topic (87%), jolly (35%), fluent in Filipino (27%), with a good
voice quality (29%).
Many of the respondents preferred to actively participate in the radio program

through live coverages in the barangay (45%), phone ins (41%), and the sending of
comments and suggestions (39%). Many of the respondents suggested that the program be
promoted through radio announcements (56%), TV advertisements (51%), and posters
(45%).
Eighty-nine percent (89%) of the respondents own radio, in which more than half
(52%) regularly listen to radio. They find it an interesting and informative pastime. Those
who seldom listen to the radio (44%) and do not listen at all (4%) reasoned their busy
schedule and that they prefer watching television.
Most of the respondents (69%) are aware of DZLB and seventy-two percent (72%) of
those who are aware have listened to its programs. They discovered DZLB through
interpersonal sources (40%) and through radio (38%).
52
Conclusion
1. All ages and both sexes are well represented in the sample of survey respondents.
Most of the respondents are Roman Catholics, married, well-educated and employed.
More than one-third of the respondents belong to P 1,000-5,999 monthly income
bracket. The average household size is four members.
2. There is a need for a community radio program about the environment. The
respondents wanted a program that will give them knowledge regarding current
environmental issues in their community.
3. The respondents wanted a program consists of different segments that will make the
program interesting to the audience. Moreover, they prefer to hear environmental
information from credible sources who are directly involved in the issues.
4. They prefer broadcast topics that are timely, informative, and discussed in an in-depth
manner. Also, the respondents wanted that the program be aired in a morning timeslot
that does not conflict with their work.
5. The respondents preferred credible and lively experts to host the program.
6. They prefer active participation in the program. However, their program segment
preferences show otherwise. Moreover, the respondents have access to various types
of media that can be used to promote the program.
Recommendations
Based from the results of the study, the following are recommended for an
environmental community radio program:
DZLB should collaborate with institutions like the Department of Environment and
Natural Resources (DENR), School of Environmental Science and Management
(SESAM), Environment Research and Development Bureau (ERDB) and others to
gather experts that will be helpful in providing credible information.
The program should have a forum where environmentalists and experts can be invited
and listeners can phone in or send their questions, comments and suggestions.
53
Man-in-the street (MIS) interviews and trivias can be interspersed within the program
to lighten up the discussion. Moreover, a segment featuring successful stories and
environmental organizations should also be included in the program clock.
The program should be aired from 7 to 8 in the morning either regularly, from
Mondays to Sundays, or once a week, during Saturdays, if sustainability is an issue.
A combination of news and commentary formats can be designed to fit the audiences’
preferences. Since it will be a regular program, the topics can be subdivided into
specific topics.
The hosts should be a pair of male and female. Since the audience want credible
sources knowledgeable in the field, they can be experts in environmental science or
from an environmental institution (e.g. DENR secretary).
Since more than three-fourths are still not aware of the DZLB’s existence, extensive
promotion should be done. DZLB must utilize different types of media in promoting
the station’s programs. Although most of those who are unaware are willing to listen,
capturing and keeping their interest is still a challenge. Thus, the strategies should be
creative and appealing. It can be in a form of jingle played as a radio announcement, a
short video advertisement or posters placed in public places.
The following are recommended for further study:

Respondents were chosen from only three Los Baños barangays because of financial
and time constraints. It is recommended that a similar study be done to the other
eleven (11) barangays to fully represent the Los Baños residents.
It is also recommended that other areas of Laguna be surveyed regarding their
programming preferences for an environmental community radio program.
54
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57
APPENDICES
58
APPENDIX A
59
Tables
Table 3. Respondents’ distribution according to age
Age brackets Frequency Percentage

18-20 15 10
21-25 13 9
26-30 13 9
31-35 11 7
36-40 15 10
41-45 10 7
46-50 20 13
51-55 20 13
56-60 16 11
61-65 9 6
TOTAL 150 100
Table 4. Respondents’ distribution according to sex
Gender Frequency Percentage

Female 79 53
Male 71 47
TOTAL 150 100
Table 5. Respondents’ distribution according to civil status
Civil status Frequency Percentage

Married 93 62
Single 38 25
Separated 10 7
Widowed 9 6
TOTAL 150 100
60
Table 6. Respondents’ distribution according to religion
Religion Frequency Percentage

Roman Catholic 114 76
Born Again 13 9
Christian 10 7
Iglesia ni Cristo 4 3
7th Day Adventist 5 3
Jehova's Witness 3 2
Pentecostal 1 1
TOTAL 150 100
Table 7. Respondents’ distribution according to age educational attainment
Educational Attainment Frequency Percentage

Elementary Undergraduate 1 1
Elementary Graduate 11 7
High School Undergraduate 12 8
High School Graduate 28 19
College Undergraduate 37 25
College Graduate 44 29
Vocational 9 6
Masteral 4 3
Doctorate 3 2
With law degree 1 1
TOTAL 150 100
61
Table 8. Respondents’ distribution according to source of income
Occupation/ Livelihood Frequency Percentage

Employed 108 72
Business owner 36 24
Private employee 22 15
Public employee 18 12
Tailor 6 4
Agricultural workers 6 4
Driver 5 3
Self-employed 4 3
Vendor 4 3
Housekeeper 2 1
Construction worker 2 1
Architect 1 1
Technician 1 1
Welder 1 1
Unemployed 42 28
Retired 14 9
Students 12 8
Housewives 9 6
Job seekers 7 5
TOTAL 150 100
62
Table 9. Respondents’ distribution according to monthly household income
Income Bracket Frequency Percentage

P 1,000-5,999 54 36
P 6,000-10,999 34 23
P 999 23 15
P 6,000 and above 20 13
P 11,000-5,999 19 13
TOTAL 150 100
Table 10. Respondents’ distribution according to household size
Number of Household members

Frequency Percentage
(except respondent)
4 and above 88 59
2 21 14
3 18 12
1 16 11
0 7 5
TOTAL 150 100
Table 11. Environmental information need
Answer Frequency Percentage
Yes 148 99
No 2 1
TOTAL 150 100
63
Table 12. Respondents’ environmental topic preference
Environmental topics Frequency Percentage

Waste management 108 72
Pollution 105 70
Cleanliness 101 67
Forest conservation 68 45
Climate change and global warming 58 39
Local environmental laws 55 37
Marine resource conservation 52 35
toxic and hazardous wastes 33 22
Local environmental issues 32 21
Flooding 30 20
Effect of garbage burning 28 19
Wildlife protection 27 18
National environmental issues 20 13
International environmental issues 10 7
(others)National laws
1 1
Laguna Lake 1 1
TOTAL 148 100
Table 13. Respondents’ program segment preference
Program segment Frequency Percentage

Expert interview 92 61
MIS 74 49
Stories of environmental organizations 59 39
Stories of success 48 32
Forum 46 31
Trivia 44 29
Phone in 27 18
Plugs 23 15
Skit 15 10
Music 14 9
(others)
mayor's segment 1 1
town visit 1 1
TOTAL 148 100
64
Table 14. Respondents’ program format preference
Program format Frequency Percentage

News 86 57
Commentary 34 23
Magazine Program 12 8
SOA 11 7
Drama 5 3
TOTAL 148 100
Table 15. Respondents’ program duration preference
Program length Frequency Percentage

Regular programming 51 34
6 months 38 25
1 year 37 25
1 1/2 year 22 15
TOTAL 148 100
Table 16. Respondents’ program length preference
Program duration Frequency Percentage

1 hour program 62 41
30 minute-program 59 39
TOTAL 148 100
65
Table 17. Respondents’ preference regarding frequency and day of airing
Frequency and day of program

Frequency Percentage
airing
Everyday (Monday-Sunday) 70 47
Once a week 55 37
Saturday 29 20
Sunday 19 13
Friday 3 2
Tuesday 2 1
Monday 1 1
Wednesday 1 1
Thursday 0 0
Twice a week 15 10
Saturday and Sunday 11 5
Tuesday and Thursday 2 1
Monday and Friday 1 1
Wednesday and Friday 1 1
Monday and Wednesday 0 0
Thrice a week 8 5
Monday, Wednesday, Friday 6 4
Sunday, Tuesday, Friday 2 1
Tuesday, Thursday, Saturday 0 0
Sunday, Wednesday, Friday 0 0
Monday, Thursday, Saturday 0 0
Monday, Wednesday, Saturday 0 0
Sunday, Tuesday, Thursday 0 0
TOTAL 148 100
66
Table 18. Respondents’ preference regarding time of airing
Time of airing Frequency Percentage

Morning (48%) 72 49
6-7 4 3
7-8 33 22
8-9 12 8
9-10 10 7
10-11 8 5
11-12 5 3
Afternoon (22%) 36 24
12-1 5 3
1-2 9 6
2-3 8 5
3-4 4 3
4-5 7 5
5-6 3 2
Evening (20%) 40 27
6-7 9 6
7-8 15 10
8-9 8 5
9-10 8 5
TOTAL 148 100
Table 19. Respondents’ choice for program host(s)
Gender and number of host(s) Frequency Percentage

1 Male and 1 Female 124 83
1 Male 8 5
1 Female 5 3
1 Male and 2 Females 5 3
2 Males and 1 Female 2 1
3 Females 2 1
2 Males 1 1
2 Males and 2 Females 1 1
2 Females 0 0
3 Males 0 0
TOTAL 148 100
67
Table 20. Respondents’ suggested listener participation techniques
Participatory techniques Frequency Percentage

Live coverage in barangay 67 45
Phone-in 61 41
Comments and suggestions 59 39
Guesting in the program 25 17
Greetings sent in drop-box 22 15
Texting 3 2
Youth activities 1 1
E-mails 1 1
TOTAL 148 100
Table 21. Respondents’ suggested program promotion techniques
Program listenership techniques Frequency Percentage

Radio announcements 84 56
TV advertisements 76 51
Posters 68 45
House-to-house 38 25
Giving of leaflets and fliers 32 21
Announcements in every brgy using megaphone 21 14
Features a brgy 1 1
word of mouth 1 1
TOTAL 148 100
68
Table 22. Radio ownership and listening
Answer Frequency Percentage

Yes 148 89
Listen regularly 69 52
Seldom 59 44
Do not listen 5 4
No 2 11
TOTAL 150 100
Table 23. DZLB awareness
DZLB Awareness and Listening Frequency Percentage

Awareness of DZLB
Aware of DZLB 104 69
Not aware of DZLB 46 31
DZLB Listenership
Listened to DZLB programs 75 72
Have never listened to the station 29 28
Willingness to listen to DZLB
Willing 41 89
Not interested 5 11
Table 24. Source of information about DZLB
Source Of Information Frequency Percentage

Interpersonal sources 42 40
Through radio 40 38
As a UPLB constituent/Los Baños resident 22 21
TOTAL 104 67
69
APPENDIX B
70
UNIVERSITY of the PHILIPPINES LOS BAÑOS
College, Laguna 4031, Philippines
Tels.: (63)(049) 536–2446 (63)(049) 536–2511 (63)(049) 536–2433 (63)(049) 536–3356
Fax: (63) (049) 536–2429Email: mail@devcom.edu.ph or inquire@devcom.edu.ph
URL: http://www.devcom.edu.ph
Agosto , 2008
_________________________
_________________________
_________________________
Para sa Kinauukulan:
Magandang araw po!
Ako po si Mary Grace B. Arroyo, isang mag-aaral ng BS Development Communication sa

Unibersidad ng Pilipinas Los Baños. Kasalukuyan po akong gumagawa ng isang pag-aaral na
naglalayong tukuyin ang mga kagustuhan ng mga tagapakinig sa radio pagdating sa isang
programang tumatalakay tungkol sa mga isyung pangkapaligiran. Ang mga makakalap na
impormasyon ay maaring magamit upang makabuo ng isang programang pangkalikasan sa
Radyo DZLB 1116 Khz Ang Tinig ng Kaunlaran na pinamamahalaan ng College of
Development Communication.
Kaugnay po nito, isa po kayo sa mga napili sa inyong barangay na maging bahagi ng
pananaliksik na ito. Nawa po ay maibahagi ninyo ang inyong kaalaman sa pamamagitan ng
pagsagot sa questionnaire na nakalakip dito. Umasa po kayong ang inyong mga isusulat dito
ay magiging kompidensyal at gagamitin lamang para sa mga layunin ng pananaliksik na ito.
Maraming salamat po!
Gumagalang,
MARY GRACE B. ARROYO
Binigyang Pansin:
JULIENNE V. BARIUAN
Taga-payo
CLEOFE S. TORRES
Dekana
Questionnaire # ___
71
Panuto: Makikisagutan ang mga sumusunod na katanungan.
I. IDEYA UKOL SA ISANG PROGRAMANG PANGKALIKASAN

(Para sa mga katanungang may kahon, lagyan ng tsek ang kasagutang iyong napili.)
1. Kinakailangan bang magkaroon ng isang programang pangkapaligiran sa radyo?

Oo
Hindi
1.1 Bakit?
__________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
______
(Kung Hindi ang iyong kasagutan sa bilang 1, dumiretso sa bilang 14, pahina 6)
2. Anu-ano ang mga paksa tungkol sa kapaligiran ang nais mong talakayin sa radyo?
(Pumili at mag-tsek ng 5 paksa)
Polusyon (sa hangin, tubig, atbp.)
Pagsasa-ayos ng Basura
Pagsusunog ng Basura
Pagpapanatili ng Kalinisan
Pagbabago-bago ng Klima (Climate Change o Global Warming)
Pangangalaga sa Kagubatan
Pangangalaga sa mga Hayop
Pangangalaga sa Yamang – Dagat
Mga toxic at nakakalasong kemikal
Mga isyung lokal tungkol sa kapaligiran
Mga isyung pambansa tungkol sa kapaligiran
Mga isyung pang-internasyonal tungkol sa kapaligiran
Pagbaha
Mga batas panglokal para sa kalikasan
Iba pang isyu (Tukuyin)
____________________________________________________
3. Sa iyong palagay, anu-ano ang dapat na maging laman ng isang programang

pangkapaligiran sa radyo na pangkomunidad ang sakop? (Maaring magtsek ng higit sa isa)
Interbyu ng ordinaryong mamamayan
Interbyu ng isang eksperto sa pag-aaral sa kapaligiran
Skit (maiikling drama)
Kwento ng kilalang tao na naging matagumpay sa larangan ng pag-aaral sa
kapaligiran
Kwento ng mga tao o organisasyon na nagtatanggol sa kalikasan o environmentalists
Trivia (maikling dagdag-kaalaman)
Tugtugan (mga musika)
Plugs (maiikling anunsiyo)
72
Forum (talakayan ng eksperto at tagapakinig na pupunta sa istasyon sa oras ng
programa)
Phone-in (pag-uusap sa telepono ng eksperto at tagapakinig sa oras ng programa)
Iba pa (Tukuyin)
__________________________________________________________
4.Sa anong format mo nais marinig ang programang pangkapaligiran?

(Magtsek ng isa lamang)
Balita (lokal o sa buong bansa)
Drama (ginaganapan ng iba’t-ibang karakter at may dayalog)
Komentaryo (pagbibigay ng saloobin tungkol sa paksang pag-uusapan)
Paaralang Panghimpapawid (mga mag-aaral na nakiking sa mga aralin sa radyo)
Magazine Program (mas malalim na pagtatalakay sa iba’t-ibang paksa)
Iba pa (Tukuyin)
__________________________________________________________
5. Gaano katagal mo gustong maisahimpapawid ang ganitong klase ng programa sa radyo?

6 na buwan
1 taon
1 ½ na taon
Iba pa (Tukuyin)
__________________________________________________________
6. Gaano ang tamang haba ng ganitong programa para sa iyo?

15 minuto
30 minuto
45 minuto
Isang oras
Iba pa (Tukuyin)
__________________________________________________________
7. Gaano kadalas mo nais marinig ang ganitong programa? (Sa ilalim ng iyong sagot ay
pumili rin kung anong araw mo nais itong mapakinggan)
Araw-araw (Lunes hanggang Linggo)
Isang beses sa isang linggo
Linggo
Lunes
Martes
Miyerkules
Huwebes
Biyernes
Sabado
Dalawang beses sa isang linggo
Lunes at Miyerkules
Lunes at Biyernes
Miyerkules at Biyernes
73
Martes at Huwebes
Sabado at Linggo
Tatlong beses sa isang linggo
Lunes, Miyerkules at Biyernes
Martes, Huwebes at Sabado
Miyerkules, Biyernes at Linggo
Huwebes, Sabado at Lunes
Biyernes, Linggo at Martes
Sabado, Lunes, at Miyerkules
Linggo, Martes at Huwebes
Iba pa (Tukuyin)
_________________________________________________
7.1 Bakit iyon ang iyong napili?

_______________________________________________
___________________________________________________________________________
___
___________________________________________________________________________
___
8. Anong oras mo nais mapakinggan ang programa? (Pumili lamang ng isa)
7-8 ng umaga
8-9 ng umaga
9-10 ng umaga
10-11 ng umaga
11-12 ng umaga
12-1 ng hapon
1-2 ng hapon
2-3 ng hapon
3-4 ng hapon
4-5 ng hapon
5-6 ng hapon
6-7 ng gabi
7-8 ng gabi
8-9 ng gabi
9-10 ng gabi
Iba pa (Tukuyin) ___________________________

_______________________________________________
___________________________________________________________________________
___
___________________________________________________________________________
___
74
9. Ilan at ano ang kasarian ang tagapagsalita (host) ng programa ang nais mo?
Isang Lalaki
Isang Babae
1 Lalaki at 1 Babae
2 Lalaki
2 Babae
3 Lalaki
3 Babae
2 Lalaki at 1 Babae
1 Lalaki at 2 Babae
Iba pa (Tukuyin)
__________________________________________________________

_________________________________________________
___________________________________________________________________________
___
___________________________________________________________________________
___
10. Anu-anong katangian ang nais mo para sa isang tagapagsalita ng programang

pangkapaligiran na pangkomunidad? (Maaring magtsek ng higit sa isa)
Maganda ang boses

May kaalaman sa paksang pinag-uusapan
Magaling sa pagsasalita ng Filipino
Seryoso mag-host
Ma-kwela mag-host
Iba pa (Tukuyin)
__________________________________________________________
II. MGA MUNGKAHI (Para sa mga katanungang may kahon, lagyan ng tsek ang
kasagutang napili mo.)
11. Anong paraan ang iyong mai-mumungkahi upang magkaroon ng partisipasyon ang mga
makikinig sa programa? (Maaring magtsek ng higit sa isa o magbigay ng sariling mungkahi)
Ang tagapakinig ay magsusulat ng suhestiyon o komento sa isang papel, ipapadala sa
istasyon sa pamamagitan ng drop box at babasahin ito ng host sa oras ng programa
Ang tagapakinig ay magsusulat ng mga pagbati sa isang papel, ipapadala sa istasyon
sa pamamagitan ng drop box at babasahin ito ng host sa oras ng programa
Personal na pupunta ang mga tagapakinig upang ma-guest sa oras ng programa
Tatawag sa telepono ang tagapakinig upang magkomento o magtanong sa host sa oras
ng programa
Live coverage sa mga barangay
75
Iba pa (Tukuyin)
__________________________________________________________
12. Anong paraan ang iyong maimumungkahi upang makilala ng tao ang programa at
mahikayat makinig? (Maaring magtsek ng higit sa isa o magbigay ng sariling mungkahi)
Pag-aanunsiyo sa radyo
Paglalagay ng poster sa mga lugar na madalas puntahan ng tao
Pagmimigay ng leaflets o fliers sa mga naglalakad
Patalastas sa telebisyon
Pagroronda sa mga barangay at pag-aanunsiyo gamit ang megaphone
Pagbabahay-bahay
Iba pa (Tukuyin)
__________________________________________________________
13. Sa mga napili mong paksa tungkol sa kapaligiran sa bilang 2 sa ikalawang pahina, alin
dito ang nais mong unang mapakinggan?
________________________________________________

_______________________________________________
___________________________________________________________________________
___
___________________________________________________________________________
___
III. KAALAMAN TUNGKOL SA RADYO DZLB
14. Mayroon ka bang radyo?

Meron
Wala (Dumiretso sa bilang 16)
15. Madalas ka bang makinig sa radyo?

Oo
Bihira
Hindi
15.1 Bakit?
________________________________________________________________
___________________________________________________________________________
___
___________________________________________________________________________
___
76
16. Alam mo ba ang Radyo DZLB sa UPLB?
Oo
16.1 Nakapakinig ka na ba ng mga programa nito?
Oo
Hindi
Hindi
16.2 Nanaisin mo bang makinig sa mga programa nito?
Oo
Hindi
16.2.1 Bakit?
______________________________________________________
__________________________________________________________________
__________________________________________________________________
(Kung Hindi ang iyong kasagutan sa tanong sa bilang 16, dumiretso sa bilang 18)
17. Kanino/Paano mo nalaman ang pagkakaroon ng DZLB dito sa Los Baños?

Kaibigan
Asawa
Anak
Ibang kamag-anak
nabasa dyaryo
napakinggan sa radyo
Iba pa (tukuyin)
___________________________________________________________
IV. SOSYO-DEMOGRAPIKONG KATANGIAN

(Para sa mga katanungang may kahon, lagyan ng tsek ang kasagutang iyong napili.)
18. Pangalan (opsyunal): _________________________________
19. Relihiyon: ______________

20. Barangay: ________________
21. Edad: _________________
22. Kasarian: Lalaki Babae
23. Estado sa Buhay:

Binata / Dalaga
May-asawa
23.1 Bilang ng Anak _________
Hiwalay
77
Balo
Iba pa (Tukuyin)
_______________________________________________________
24. Pinakamataas na Antas sa Pag-aaral na Nakamit:

Hindi nakapag-aral
Hindi tapos ng elementarya
Tapos ng elementarya
Hindi tapos ng hayskul
Tapos ng hayskul
Hindi tapos ng kolehiyo
Tapos ng kolehiyo
Bokasyonal
Masteral
Doktoral
Iba pa (Tukuyin):
_______________________________________________________
25. Pangunahing Hanapbuhay/Pinagkukuhanan ng Kita:

Magsasaka
Mangingisda
Mananahi
Empleyado sa gobyerno
Empleyado sa pribadong kumpanya
Negosyante
Iba pa (Tukuyin)
_______________________________________________________
26. Buwanang Kita ng Pamilya (Household Income)

Php 999 pababa
Php 1, 000 – 5, 999
Php 6, 000 – 10, 999
Php 11, 000 – 15, 999
Php 16, 000 – pataas
27. Ilan sa miyembro ng iyong pamilya ang kasama mo sa bahay? ____________
27.1 Ilan sa kanila ang may edad 18-65? _________________________
78
APPENDIX C
79
Tels.: (63)(049) 536–2446 (63)(049) 536–2511 (63)(049) 536–2433 (63)(049) 536–3356
Ika-6 ng Agosto, 2008
KGG. BONIFACIO OLAN

Kapitan
Brgy. Anos, Los Baños, Laguna
Mahal na Ginoong Olan:
Magandang araw po!

programang tumatalakay tungkol sa mga isyung pangkalikasan. Ang mga makakalap na
Malugod ko pong ipinababatid sa inyo na ang Barangay Timugan ay isa sa mga napiling
barangay na maging bahagi ng pananaliksik na ito. Kaugnay po nito ay hinihiling ko po ang
inyong suporta upang maging matagumpay ang aking isasagawang pangangalap ng
impormasyon sa inyong mga nasasakupan.
Umasa po kayong ang lahat ng impormasyong aking makukuha ay gagamitin lamang para sa
mga layunin ng pananaliksik na ito. Maraming salamat po!
Lubos na gumagalang,
Binigyang Pansin:
JULIENNE V. BARIUAN
Taga-payo
CLEOFE S. TORRES
Dekana
80
Tels.: (63)(049) 536–2446 (63)(049) 536–2511 (63)(049) 536–2433 (63)(049) 536–3356
KGG. CESAR MOLDEZ

Kapitan
Brgy. Bayog, Los Baños, Laguna
Mahal na Ginoong Moldez:
Magandang araw po!

Binigyang Pansin:
JULIENNE V. BARIUAN
Taga-payo
CLEOFE S. TORRES
Dekana
81
Tels.: (63)(049) 536–2446 (63)(049) 536–2511 (63)(049) 536–2433 (63)(049) 536–3356
KGG. ROMEO LALICAN

Kapitan
Brgy. Timugan, Los Baños, Laguna
Mahal na Ginoong Lalican:
Magandang araw po!

Binigyang Pansin:
JULIENNE V. BARIUAN
Taga-payo
CLEOFE S. TORRES
Dekana
82
APPENDIX D
83

Los Baños Radio Listeners' Preferences For An Environmental Community Radio Program

Diunggah oleh

Informasi Dokumen

Judul Asli

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

Format Tersedia

Los Baños Radio Listeners' Preferences For An Environmental Community Radio Program

Diunggah oleh

Hak Cipta:

Format Tersedia

LOS BAÑOS RADIO LISTENERS’ PREFERENCES FOR AN

ENVIRONMENTAL COMMUNITY RADIO PROGRAM

MARY GRACE BULAONG ARROYO

SUBMITTED TO THE FACULTY OF THE

BACHELOR OF SCIENCE IN DEVELOPMENT COMMUNICATION

Department of Development Broadcasting and Telecommunication

To my co-DevCom shiftees/“blocmates”-Dwight, Jhorace, Maggi, Romina, Kat,

To my academic organization, UP Engineering Radio Guild-LB, thank you for

Chapter II Review of Related Literature

Chapter III Methodology

Chapter V Summary, Conclusion and Recommendations

Table 1. Respondents’ environmental topic prioritization 27

Figure 1. Respondents’ distribution according to age 18

ARROYO, MARY GRACE BULAONG. College of Development Communication.

Adviser: Prof. Julienne V. Bariuan

Structure and Rationale of the Study

DZLB has the following objectives: to serve as a linker-facilitator among various

One of DZLB’s former programs is the environmental program called “Ekolohiya

Statement of the Problem

1. What is the demographic and socio-economic profile of Los Baños radio

Objectives of the Study

1. Described the demographic and socio-economic profile of the intended listeners

Limitations of the Study

Operational Definition of Terms

Demographic and socio-economic profile – characteristics of the intended radio listeners

• Format – refers to the type of presentation the program will use in

Participatory techniques – possible mechanisms to enhance and encourage the involvement

REVIEW OF RELATED LITERATURE

Environmental Communication in the Philippines

According to a study done by Revilla (1992), the public’s awareness on

Environmental communication is the study and practice of how individuals,

The Use of Mass Media in Environmental Communication

In the Philippines, according to Maturan (1997), people have already started

Community Radio Broadcasting

According to Librero (1990), community radio broadcasting is the systematic use of

Radio as a Tool for Community Communication

Radio, as a medium, is the most influential tool in community development. Gomez

DZLB Listenership Studies

In communication, knowing the audience is essential. Conducting an audience

(2) Media-related needs

(3) Tastes and preferences

General content Specific content MEDIA USE

(E) Timing / Presentation

(B) Structure of Provision

(C) Available Options

(A) MEDIA SYSTEM

Figure 1. The Pragmatic Model of Audience Choice

ANALYTICAL FRAMEWORK OF THE STUDY

Demographic and Socio-

Figure 2. Analytical Framework of the Study

Locale of the Study

Respondents and Sampling Design

Data Collection and Research Instrument

RESULTS AND DISCUSSION

Demographic and Socio-Economic Characteristics

Figure 1. Respondents’ distribution according to age

Figure 4. Respondents’ distribution according to religion

Figure 7. Respondents’ distribution according to occupation

Monthly Household Income

Figure 10. Respondents’ distribution according to household size

Environmental Information Need

Respondents’ Preferred Environmental Topics

Almost three-fourths of the respondents preferred to hear about the following