Radio listenership survey in San Jose City Nueva Ecija
| dc.contributor.author | Audrey Jille E. Domingo; Julien Dolor V. Elmido and Diana Elizabeth L. Miguel | |
| dc.date.accessioned | 2025-09-08T01:34:37Z | |
| dc.date.available | 2025-09-08T01:34:37Z | |
| dc.date.issued | 2024 | |
| dc.description.abstract | Throughout the globe, a wide range of digital media and streaming services have disrupted the preferences of radio listeners, especially the younger generations who have access to modern digital media. (Albarran, et al;2007; Sweney, 2019). In the Philippines, radio is still popular, reaching 85% of households. However, there's a shift towards digital platforms, especially among Millennials and Gen Z. Radyo Natin is a major radio network with community-focused stations across the country. In San Jose City, Radyo Natin SJC 103.3 FM offers programs tailored to its demographics, like Showbiz Balita and Headline Balitang Lokal. Surveys on radio listenership, like the one in San Jose City, help stations and advertisers understand their audience and shape their content and advertising strategies. This study aims to answer the following research questions:what are the socio-demographic characteristics of the respondents; what are the communication media owned and used by the respondents; and how frequent was the respondents’ use of various media? Why do listeners tune in to the radio, and what attributes of the radio do they prefer? How satisfied are the listeners with listening to the radio programs? Among non-listeners, why are they not tuning in to the radio? And lastly, among non-listeners, what are their preferred media, contents, and time of access? This study used a quantitative and descriptive method without correlational analysis. The scope of this study is limited to 280 individuals from the four (4) chosen Barangays. Among the 38 Barangays in San Jose City, 4 Barangays were selected and one-each from North, South, East, and West. Out of 280 respondents that answers on listening to radio, 192 respondents answered NO with the highest percentage that has 68.57% while 88 respondents answered YES with the lowest percentage that has 31.43%. These are the percentage of the radio listeners of why they are still listening to radio. News and current affairs received 73.86%, entertainment (music and videos) was the highest in rank with 88.64%, health received 34.09%, life hacks received 1.14%, and religious programming received 31.82%. Whereas there are no business listeners. Most of the non-listeners, with a total of 63.02 percent, say that they no longer have radio, and only 36.98% say that they lack time to listen. The Radio Listenership Survey in San Jose City, Nueva Ecija found that many people there don't listen to the radio much anymore. This could be because they prefer other media, aren't interested in radio shows, or like using digital platforms more. Even though there's a community radio station, Radyo Natin San Jose 103.3 FM, some people still prefer bigger stations like 702 DZAS, MOR Entertainment, and DZMM. This splits attention away from the community radio. The study suggests that radio stations need to change their programs and how they advertise to reach more people. This might mean making content more interesting, adding interactive parts, or using social media. Understanding what listeners want is key to staying relevant. Even though radio listening is going down, there's still a chance for stations to change and keep listeners. With the right changes, radio can stay important in our communities. | |
| dc.identifier.uri | http://granarium.clsu.edu.ph/handle/123456789/450 | |
| dc.language.iso | en_US | |
| dc.relation.supervisor | LUZ A. JOVE, MSC | |
| dc.title | Radio listenership survey in San Jose City Nueva Ecija | |
| dc.type | Thesis |