Listenership of Radyo CLSU's Bida ka Juana Program
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Date
2024
Authors
Chrismabelle A. Benitez; Cassandra Lei A. Marcelo and Via Kristine N. Busania
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Abstract
Radio is one of the most popular convenient tools of communication and is particularly used to disseminate information to reach the widest audience. However, Community radio still faced challenges and issues, especially in capturing people's attention. Meanwhile, Central Luzon State University (CLSU) operates DWFA 107.3 FM Radyo CLSU. It has one current program called “Bida Ka-Juana”. It features the role of women in society, showcasing their expertise, achievements, and life experiences, to bring it closer to the CLSU community, particularly the students. However, the interaction between the program and audience is not evident and the program has a low engagement rate based on its Facebook Live streaming. In addition, the current official DJ of the Bida Ka-Juana stated that the primary problem they encounter in the radio management is guest unavailability.
The study approached descriptive research design and was only limited to 100 student respondents from Central Luzon State University in Science City of Munoz, Nueva Ecija, Philippines. The study used a quantitative research design and stratified random sampling method for data gathering procedure and printed survey questionnaires. Moreover, the study was conducted in the 2nd Semester and mid-year of the Academic Year 2022-2023, and 1st semester academic year 2023-2024.
The findings of the study were that most of the CLSU rarely or never listened to the Bida Ka-Juana program of CLSU. However, most of the listeners discovered the Bida Ka-Juana program through social media; most of them participated in the Bida Ka-Juana Program through listening/watching. Most of them preferred to listen to a program about social issues, majority preferred topics to be discussed were lifestyle. Most of them preferred 30 minutes, daily airing for the frequency of airing, Saturday for their preferred day of airing, and 3:00-4:00 PM for their preferred time of airing the program. Being jolly and knowledgeable about the topic were their preferred characteristics of host/s and for the language/dialect, they preferred to use Taglish. Furthermore, they use the message they derived from listening to the Bida Ka-Juana Program for knowledge development and their feelings derived from listening were satisfaction. Listeners encountered problems such as internet connectivity and technical difficulties while listening to the Bida Ka-Juana Program, therefore, suggested providing a high internet signal around CLSU. Moreover, non-listeners of the program revealed that they were not aware of the existence of the program, therefore, they suggested creating more posters/advertisements to promote the program throughout the CLSU community.
The Bida Ka-Juana Program was not being listened to by most respondents due to lack of exposure and conflicts with schedule, hence, low engagement to the radio program. Furthermore, most respondents discover the program through social media and Facebook live streams, primarily for information, news, education, and entertainment. To increase listenership, the program should be promoted through more posters, convenient airtimes, and entertaining, v knowledgeable topics. Understanding this will help the radio to provide relevant content and to improve advertising strategies.
Concerning the radio programming preferences of both listeners and non- listeners, social issues accompanied by entertainment such as playing trending soundtracks are the type of program they mostly prefer to listen to. Moreover,respondents from the CLSU community preferred a 30-minute to a one-hour length of airtime, daily airing, or weekend airing like Saturday and airing time that won’t affect the class schedules. When it comes to choosing characteristics of a host, they mainly prefer jolly and knowledgeable about the topic, and having a good voice quality. Lastly, “taglish” is the preferred language/dialect to be used in the program. Prioritizing the programming preferences of the respondents can meet their needs to enhance engagement. Based on the listeners’ point of view, the application of messages received from listening to the Bida Ka-Juana program is mostly used for knowledge development while the feelings derived from listening are mostly satisfaction with the gained knowledge and motivation. On the other hand, internet connectivity and technical difficulties are mostly the problems that the listeners encounter while listening to Bida Ka-Juana. Moreover, non-listeners reasoned out that they find it difficult to have time to listen to the Bida Ka-Juana radio program as they are not aware of it and are occupied with their academic activities.