Professional Documents
Culture Documents
Thesis: (FM) - Eral
Thesis: (FM) - Eral
CHAPTER 1 - INTRODUCTION
Background
radio are directed personally to each individual listener. Its intense level of
connection with the audience is such that for many years now, the first medium
that an individual tunes in to every morning is radio. Also, it could be said that it
is the last broadcast medium that an individual tunes in to before he goes to bed.
This creates a form of emotional bond between the individual listener and the
This aspect works in correlation with the personal characteristic and importance
work, such as household chores among other things, without getting in the way.
inexpensive in the sense that transistor radios are easily accessible and very
affordable these days. Even personal FM radio tuners that come with
headphones could be purchased for less than one hundred pesos (PHP 100).
Listeners in remote areas where electricity is absent can still tune in through the
medium. Even people who travel can tune in to radio in their cars or on most
public utility vehicles. Listeners may also choose to bring their own portable
Another more important attribute of radio is its power to make listeners use
closely, it encourages the listeners to think. Thus, it enhances and sharpens the
listeners’ thinking skills if exposed to a certain format for a certain period of time.
It is an intellectual medium. That is, the only way to process the information is to
listen. And being a cold medium, it requires the listener to participate to enjoy the
progress.
broadcast format specifically-designed for the medium could do a lot of good for
our society. This is not hypothetical at all, as development campaigns have been
launched in the poorest of countries, and the United Nations help put up more
states more,
then why are we not employing it here in our own country? We have the required
technologies to use to target our people. We are a member of the U.N. and we
could ask for their help. We have made ties with the United States and we could
Page |5
ask help from experts from USAID. We have numerous intellectuals of our own
who could help formulate a format and tailor-make it to suit the Philippine context
– to address our own problems and issues. And most importantly, as stated, our
society has enough predicaments to garner enough attention from the said
method of generating profit. That being said, radio is a business and profit has to
be generated. Apparently, businesses, or anyone for that matter, do not see a lot
Willie Espinosa, now Program Director of the Love Radio network, said
FM stations, even their own, were having a hard time gathering their audiences
back then, which was before 1995. Listenership was in a slump, and ratings
were at some of their lowest. The number of listeners was at a stagnant level,
and growth was only something left to be desired. Advertising rates were much
lower than it is now, not even reaching 5,000 for a 30-second spot. Much of the
market included people of the higher social classes and the numbers were not
The middle and lower classes are densely populated, and the higher social
classes are only proud of its few members. The CDE classes are where the
Page |6
money is at, and corporate boards of many stations decided that these are the
ones who must be targeted. The more people listening at strategic times of the
day, the more they could charge for advertising. This sole mercantile purpose
What are masa stations? Masa stations are radio stations which adopt a
Radio 90.7, Energy FM 91.5, iFM 93.9, and WRR 101.9. Manila Broadcasting
Company (MBC), a 66-year old radio network pioneered the masa format when it
launched the radio station DWST Showbiz Tsismis 101.1 in Manila in 1995. The
station’s main vision was to talk about the latest happenings in show business [in
coverage of the remotest areas in the country. Three years later, it was
relaunched with a new name, Yes! FM, but the theme was not totally overhauled.
It used the same format, and still covered the same topics on the air. It became
Other radio stations struggling with ratings followed suit, such as Campus
Radio 97.1, and MBC’s own Love Radio 90.7. Love Radio, which back then was
a high-end station which only played love songs uninterruptedly, had to join the
bandwagon. For twenty-five years, the station never made the top two FM radio
stations, and never made a lot of profit. Willie Espinosa, now Program Director
of the Love Radio network in the entire country, was taken in by the company to
overhaul the station’s format and increase ratings in 2001. He aimed for the
Page |7
class CDE market, which is a potentially broad market considering the number of
Filipino citizens that belong to the social classes mentioned. Having asked for a
six-month trial period, he broadcast masa content through the station over the air,
although still keeping a hint of the station’s previous theme by airing a great
chunk of love songs. After the six-month trial, the management saw tremendous
improvement as far as ratings were concerned, and they never looked back.
When asked how they formulated the masa format, Espinosa stressed an
important point – market research. Seeing how seemingly vital market research
is to any entity that engages in business, how could other non-masa radio
stations have missed this (and stayed with the conventional format)? What is
and prosecuting tax evaders, counterfeiters, and forgers, define market research
market; about a product or service to be offered for sale in that market; and about
the past, present and potential customers for the product or service. In terms of
radio, how listeners tuned in and how they treated the radio were the important
two among many other factors involved in the research. It turned out that the
listeners seemed to be bored with all the same content aired by radio stations,
course, maximize profits, MBC had to come up with something fresh, something
new, something that would catch the attention of the listeners – and that’s exactly
what they did. MBC pioneered masa radio. (U.S. Department of the Treasury,
Glossary)
Page |8
FM radio, starting from 88.3 all the way to 107.5, with increments of 0.8
separating each station channel, one will find more masa stations than just MBC-
owned Love Radio 90.7. The following is a table including the stations’
frequencies, and names. Stations in bold are what will be considered in this
As shown in the table, there are twenty-five (25) stations all currently airing
over the frequency modulation band in Metro Manila alone. And seeing as there
are only seven (7) stations that could be regarded as masa stations, it could be
concluded that they are technically in the minority. But why are they making such
big noise? Why are they flourishing? Why are they thriving in the industry that is
Page |9
dominated by (judging from the table alone, stations that do not broadcast masa
format make up 72% of all stations in the FM band) non-masa stations? They
are outnumbered, yes. Yet they win the ratings. Then it must be the format. It is
the only factor that sets them apart from the other conventional-format radio
stations.
21,357 radio-equipped homes, Love Radio topped the charts with a 20.9%
audience share, closely followed by Yes! FM, another station owned by MBC,
with 17.8%. After the top three, high-end non-masa radio stations followed, but
only with single-digit audience shares. With these results, it only made masa
Knowing there is a large market that leans toward the masa format, more
stations redesigned their broadcast formats to cater to the CDE social classes.
Their markets had something new, fresh, and different to listen to and enjoy. But
fresh and different do not always mean a good thing. But then again, it is not a
the average member of the middle to lower class market almost always
perceives fresh and different as good. In a sense, they were the early adopters.
It could also be said that the pioneering masa stations made a segment
their would-be pop culture. At work is the bandwagon effect, where, without
examining the merits of that particular phenomenon, people tend to "follow the
Page | 10
crowd."
But then, is the radio industry all about commercialization, all about
making profit? Certainly, it is not. As the radio code of the KBP states, there is a
fair amount of responsibility that stations and broadcasters should hold. Program
shall acquaint themselves with the culture, mores, traditions, needs, and other
characteristics of the locality and its people to best serve the community.
masa station for a day, one analyzes how it broadcasts the news and hosts the
yes, but not exactly encouraging to progress and development. Also, when it
comes to content of musical programs, masa stations are not even at par as it is
stated in another part of the KBP radio code. Program Standards Section D
All stations shall contribute to national development and shall promote the
educational, cultural, social and economic upliftment of the people.
All stations shall provide for the expression of the Filipino identity,
encourage patriotism, preserve patriotism, preserve traditions and the
development of the arts, sciences and culture.
Then, it is very surprising to hear love songs from the 90s by foreign
Wan and Lagot Ka during drive time. (KBP TV and Radio Code)
Public service now comes into question. Masa stations, more than any
other FM station, have to show their gratitude to their audience, for these are the
Page | 11
people who give them high ratings. These are the people who make their
business highly profitable. These are the people who make them win ratings
awards. These are the people who make them call themselves the number one
station in Metro Manila. At this point, we believe masa stations owe their
The purpose of this study is to examine why masa stations exist and
continue to thrive and what their socio-cultural effects are, if any. This study
hopes to determine the weakest link in the industry and facilitate instituting a
better, focused, and goal-oriented FM radio. This study desires to arrive at what
determined and proven by this study, we can now evaluate them if they are
carried out to benefit the listeners. Proper testing to formulate the ideal radio
programs, ones that can exert the greatest influence on a large scale, will be
The study will also urge the industry to strengthen or even transform the
existing regulatory body into something which can practice total governance over
the media. Monitoring and regular evaluation of aired content will be done to see
proper to let the people have their say on what they want to hear on the
airwaves. The listeners should be treated with respect and with utmost
importance. After all, the audiences, the (most usually silent) other end of this
single form of media, no matter how well structured and planned they are, would
thrive. This is the biggest benefit society can only wish for due to the state of
Why do masa stations exist? What are their socio-cultural effects (whether
How do these effects influence its listeners’ daily lives? What is gained or lost by
General:
To determine the causes (market forces, social and political influences) that
made certain radio stations adopt masa format and the conditions that make
the format on listeners, determine what these effects are, and assess how
Specific:
each of the stations included in the research, e.g. 50 for Love Radio 90.7, 50 for
Yes! FM, et cetera. The data gathering process was carried on like all the
listeners came from the same pool: masa radio listeners. The researcher
masa FM. Also, for Love Radio and Yes! FM, only one program director was
involved, but that is because both stations are owned by the same company, the
company employs the same philosophy for both the stations, which, furthermore,
set aside. It will not get in the way and become taxing for this study to be factual
advancement of this study. These biases, after all, are not a matter of taste, but
of criticality towards any form of broadcast media and the messages they
transmit to their audiences. New formats are not discriminated against for fear of
change, but are evaluated for their overall effects on and contribution to the
Definition of Terms
Bandwagon effect. The bandwagon effect is the observation that people often
do (or believe) things because many other people do (or believe) the same. The
adolescents. Without examining the merits of the particular thing, people tend to
"follow the crowd." In the context of this particular study, listeners follow the early
adopters of the masa format without necessarily scrutinizing the benefits and
Cold medium. Such as cartoon and radio, gives very little information. This
leaves the reader to fill in the blanks; you need to participate to enjoy the content.
Drive time. Prime time for radio broadcasting. It consists of the morning hours
when listeners wake up, get ready, and head to work or school, and the
afternoon hours when they are heading home and before their evening meal.
These are the periods where listenership is at its highest and commercial radio
can charge the most for advertising. Drive time or primetime on radio usually
used is English. Advertisements aired usually concern products that are more
policies and standards. With the KBP’s code of ethics, broadcast companies try
walks of life. It did not lose its popularity when other more highly advanced
technologies were introduced and made their way to the Filipino household. It
the new media. It is a living proof that the concept of co-existence not only works
article entitled Why Radio? Why Not! published in 2006 on Hi-Fidelity, an online
publication by the Manila Broadcasting company (MBC) says radio is still the
most powerful and influential broadcast medium in the country. It still flourishes
continually, attracting more listeners to tune in, more than ever. Yes, much more
most basic, was derived from what had then been discovered from radio), the
stored media such as Betamax, VHS, and DVD, and the internet. But still, radio
proves to exert greater persuasive cogency than these other better developed
media. In contrast with DVDs and the like, which can be accessed whenever
and wherever the viewers wants, and which can be reproduced, radio is a
fleeting medium. What does this mean? It means that one has to pay
will be finished and gone. It grabs the attention of the listener like saying: “Listen
to me, you won’t hear me again, so pay attention.” The internet’s influence is no
question at all. Although the amount of information that can be retrieved using
Page | 18
best. Not everyone has the means to access the internet. Not everyone has a
desktop computer. Not everyone has an AM/FM tuner either, but the number of
people who have access to radio far outshines that of who have access to the
internet – thanks to the great economic divide. (MBC Sales and Marketing, 2006)
Its importance to its audiences’ daily lives could not be emphasized more
the medium. The advertisers believe there is much more to radio than just music
and its power to grab and hold its listeners for much longer periods of time (much
longer than television) is superb. Why Radio? Why Not! states that radio makes
contact with over 85% of audiences aged 10 years and older in Metro Manila
listeners in one day. And this means more than just numbers to advertisers. This
means business. In fact, some advertisers believe in radio to sell their products
so much that they put as much as 50% of their advertising budget on radio.
These advertisers usually belong to the cigarette and liquor products category.
Radio can attract its audience, grab them by earlobes and never let go. In
point of fact, the medium can retain its listeners for much longer than any other
existing medium. Why Radio? Why Not! again, shows us that, on the average,
audiences spend quite a bit more time listening to FM than sitting in front of the
boob tube: 190 minutes a day on radio VS 140 minutes on television. Moreover,
it can breed a sense of loyalty among the listeners, and can establish an identity
or character that they can identify or relate with. Also, the absence (with most
Page | 19
radio units) of one technological breakthrough that is the remote control (for
radio), makes surfing through radio channels seem much more tedious for
listeners than it actually is. So when they turn on the radio, they just stick to the
station they listened to the previous time. They also do not usually switch to a
broadcast in radio seem very interlocked with each other that commercial breaks
are hardly noticeable. This is a unique property of sound - one sound may be
heard above another yet one can still recognize both sounds.
Now that the radio’s power over and role to society has been established
quite firmly, we can now assess the implications of these two things.
With such extensive power, it thus proves that changes in the way radio is
the urban, better developed states of the country; people who reside here are
presumably more perceptive to new information and can process and fit them
into their own situations. It has never been thought through by scholars because
they are too focused on the rural, underdeveloped areas. They also focus on the
concept of improving material living conditions. In fact, there are so many other
such as understanding and speaking English that they could focus on. And the
ensuing masa format, with its heavily Tagalog/Filipino content, may not be
knowledge of the language has already gone down in our country. United
about 5% of the adult Philippine population, or four (4) million, cannot, with
connection with radio, there had been studies advancing the potential and actual
from radio in many ways, the author proposes that effects could be impressed
exposure in a longer span of time – which could be translated into the simpler
violence. Other effects of violent television material found by the study were fear
compare and contrast with the aural medium, if violent content can cause such
Page | 21
negative effects on its audiences, the prevalent broadcast design in masa radio
may also cause different negative effects on its listeners and society as a whole.
The study has yet to find out what exactly they are, but it could be assumed that
radio stations in the Philippines almost all of them in Metro Manila are purely
program quality. The audiences are more likely to accept positive effects and
behavior rather than negative ones. Riddle, in the same study, says 47% of
parents with children aged 4 to 6 state that the children have emulated
children was exposed to more positive materials that conveyed good habits,
values, and virtues, 87% of the children who received the messages mimicked
and even applied the constructive values in their daily interactions with playmates
and schoolmates. The study proved that positive messages are more likely to be
assimilated into the audiences’ personal set of values and principles than
It has been said that radio is the theatre of the mind. Radio is an
are the primary currency. Logically, as it deals with emotion, and so does
the media’s bidding. Aside from commercialization, there are other concepts and
Page | 22
practical processes that present practitioners could put to good use through the
and the Filipino society. It is what the study will call for upon its completion. Of
course, these effects are only relative and assumed. There could even be the
programming. But isn’t it better to have media content that could prospectively
lead to positive effects, i.e. development in whatever form, than none at all, or
worse yet, that could encumber what is said to be a common benefit to society?
Theoretical Framework
Gerbner in 1973, will be used to guide the study. A definition of this theory:
This theory is one of the so-called stalagmite theories that suggest that
media effects occur analogously to the slow buildup of formations on cave floors,
which take their interesting forms after eons of the steady dripping of limewater
from the cave ceilings above. What has been present in the airwaves for quite a
long time has made the people perceive or believe that what they are hearing at
the present reality. If they perceive media content, surely, they can perceive the
medium itself, and how it is being used. Therefore, they must believe that non-
through the medium that creates the perceived common reality. Through the use
the perceived common reality by the audiences could be changed, improved, and
in time, developed. They will be under the impression that if educating the
masses is the normal reality, they should follow suit and change their current
Page | 24
behavior that has been cultivated by the previous masa format. This could be
consumers come to believe the media version of reality the more they watch it.
Mick Underwood once said, “The choices which people make are
motivated by the desire to satisfy (or 'gratify') a range of needs. Hence the uses
and gratifications approach is concerned to identify how people use the media to
three objectives:
The same article also expresses a core assumption of the theory “that
audience members actively seek out the mass media to satisfy individual needs.”
The core statement of the theory is “A medium will be used more when the
existing motives to use the medium lead to more satisfaction.” This categorizes
the theory into one that works in an exponential manner. Different results are
the medium yields good results as perceived by the audience, it will be used
Dennis McQuail identified four general needs of the audience that they
seek to gratify using media, which are surveillance, personal identity, personal
relationships, and diversion. Surveillance means the need to find out what's
going on in the world around us. The need for knowledge suggests that we
would probably be most likely to use such media output in order to gratify this
need. In this particular need, it could be said that the current state of radio
program content on masa stations gives their audience an idea of what is going
on in their environment. This content could give them a false idea of this world,
and in turn, imitate that world. Moreover, this could lead the audience to think
that this substandard programming is what is acceptable in the real world – that
to do whatever the host does is right on the ethical and technical aspect of radio
broadcasting, or to a greater extent, the real world. This is how the cultivation
Another need which will be addressed using the theory is that of personal
definite to satisfy the personal relationships need of the theory. These are:
This could mean that the audience can learn how the actors and more
importantly the characters they play, go through life and somehow relate to them
and brand them as good, if they like what they are viewing or listening to, or stay
away from if they see them as bad influences. The fact of the matter is, in the
Philippines, very few people know better. Most of the audiences do not know
Page | 26
which to brand good and which to brand bad, which to follow and which to stay
media entities – that they are number one in Metro Manila, that they are the
We can identify with people in the media and thus gain a sense of
belonging.
We can use the media as a source of things to talk to other people about
- I can remember a highly intellectual colleague who refused to have a TV
in his home while his children were little. As soon as they started school,
though, he went out and bought one because they were isolated from
other schoolchildren, as they hadn't a clue about any of the programmes
the others talked about.
With the given theory that directly concerns motives and gratifications for
and from media use, plus the whole process of finding out how people consume
media, it can be safely assumed that masa format is being proliferated. People
would identify with programs and gain a sense of belonging to them, like they
become part of it. Before they know it, they would have been absorbed by the
system that puts much bearing and importance on commerce. They could also
use masa content to talk to friends about, thus the proliferation. They could talk
to friends about the quality of the program and perform some level of evaluation.
generate awareness on the downsides (should any exist) of the masa format, but
only a few people realize that it may be substandard, that it may be the last thing
that the people require. It is a fact that it takes above average brainpower to
approximately evaluate media content and even more to comprehend that what
they’re hearing may not be done in great taste. (Mass Media – Effects Research)
Conceptual Framework
Page | 27
conceptual model of the media consumption process is formed. The model for
the Uses and Gratifications Theory is used as base and that of the Cultivation
involvement during the communication process may vary. If his reasons for
consuming media include gratification of certain social needs, and they are
gratified, these reasons may be further strengthened and more motives may be
added. If they are not satisfied, his reasons may be deconstructed and other
motives may be used to replace the old ones that did not get fulfilled. Simply put,
the more of his motives turn out to be fulfilled or gratified, the more frequent he
will consume media, the more attentive and focused he will be to the content
channeled through them, and the more likely he will consume media for the same
reasons in the next cycle. This all depends on how the listener or viewer
perceives the effects achieved at the end of the gratification process. The said
While cycle moves from one process to the next, certain things happen on
broadcast material, he will receive more information that will help him establish a
new social reality. He will more likely think of what he sees on television, reads
normally occur to him and other individuals of his immediate environment. Such
skills and past life experiences that may help or hinder the absorption of
information, and determine how he will value it once absorbed, whether positively
or negatively.
Page | 29
Page | 30
Operational Framework
utilization cycle starting from his motives to the effects of his radio listening
mind. He wants to be entertained. He wants to know what his peers and the
other members of his immediate surroundings do, what they do with their radio
transistors, which stations they listen to, and what they acquire from listening to
the programs. He discovers elsewhere that his peers listen to masa FM stations
and wants to know what it is about these stations that they like. By gathering
part of the group and eliminates the chance of him being ostracized or isolated
from the group. Such priority given to these needs dictate how long and often he
will listen to masa radio, i.e. three to six hours in a day, on a regular basis.
One method of how the listener uses radio is to gratify his social needs.
He wants to know how other people live. He wants to identify with people in the
These needs are gratified and in effect, the listener forms a conclusion regarding
listener generalizes that radio is for entertainment, and for so he can discover
new things about which to talk to people. He believes that masa format is
effective and sufficient. He knew what he wanted from masa radio and it
Apart from affecting the listener's motives in the next media consumption
reality in general. He will accept the ideas that radio is primarily used for
entertainment, and that radio and other media outfits are not credible enough to
When the listener's needs are gratified, he will believe that this is the
purpose that radio must serve him, his peers, and his society. This will constitute
to his construction of the new social reality. Other factors that are involved in the
process are the listener's learning skills, his environment, and certain personal
experiences. The learning skills of the CDE classes could range from excellent
to poor, but that of the majority will border between slightly above average to
poor. This doesn't help when we are on the subject of perception because their
evaluation and judgment can be easily clouded and fooled by false claims of
leadership and excellence broadcast on the airwaves. The reality that probably
millions of listeners perceive is that radio is there for their entertainment. That
they should only pay attention to it when they're bored and they want to kill some
time. That they should only tune in to discover new trends should they notice
any changes in their peers' routines so they can do it as well and avoid being
ostracized from the group. Such perceptions of a less than ideal social reality will
eventually materialize and their impacts will kick in soon after. The impacts
information from radio because they have already set their expectations from the
Page | 32
medium. Any more than they expect will be considered overkill and this may
CHAPTER 4 – METHODOLOGY
Research Design
used, focusing more on the qualitative paradigm utilizing interviews with listeners
from both sides of the mass communication process – the audience perception
and reception of the said broadcast format, and the business, political, social,
leading media research and national institutions to ensure utmost credibility. The
gathered data will be used to present readers with a background and describe
industry. The types of these data include urban FM radio ratings tables and
population estimates.
WRR 101.9, YesFM, and Love Radio 90.7 – listeners of these stations will
be interviewed with an initial set of interview questions, while other questions are
converse with other members of the audience about their impressions, likes and
dislikes of the stations to which they listen. There will be no exact figures for
each of the masa stations. From these three stations, a pool of listeners will be
Page | 35
selected, not necessarily obtaining the same number for each masa station. The
study only acknowledges the dichotomy that involves masa and non-masa FM
stations, and not the very subtle differences occurring among the stations within
basically be the same type of people, who prefer essentially the same kind of
listening material.
the qualitative paradigm over the quantitative to draw a unique picture and build
hopes to utilize. The listeners will be asked to define their listening habits, their
comments on the programs to which they listen, and what they perceive as the
gathering process to act as a base and guide for other relative data that will be
worker, and a sociologist will also be interviewed. Their views on the masa
format’s effects and impacts on the listeners’ daily lives will be incorporated into
Page | 36
research institutions and statistical offices, such as the Nielsen Media Research
percentages and target audience rating points), the National Statistics Office for
how they feel about listening to masa radio, what they have learned (as with the
theory of out-of-school education) so far, what things have changed in their lives
since they started listening to masa radio stations, their comments and
suggestions regarding the programs, and how they would feel if they had the
chance to get their voice heard by providing more significant programs that
conclusion that will either prove or disprove the presented hypotheses and
assumptions, and answer the problems stated and fulfill the objectives of the
study. They will be analyzed in relation to the possible eminent effects of present
FM radio content on its audience. The effects, together with the psychographics
in such a way that the impacts, the true meaning of these effects will be
his primary motive for listening to the radio (masa stations) is to derive comic
standards for and expectations from radio and media in general. This may also
media credibility. Additionally, the affected percentage out of the total number of
respondents will be added to the table. The higher the number of respondents
exhibiting the same effect, the more the effect can be said to be widespread, and
the more powerful the impact is, compared to an effect that presents in only a
few respondents/listeners.
there is not a single aspect of the broadcast communication process more im-
portant than the audience. They must be given utmost importance and priority for
they are the lifeline of any given television or radio network. Literally, in terms of
number, they make up the biggest part of the process. Just how many listeners
households outside Metro Manila, own a radio. Of course, not all these house-
holds tune in to the same station at the same time, but the number of listeners
switching on the radio at random times that could be generated from these fig-
only help emphasize the importance of the final aspect of the broadcast process.
But then, with the current trend of masa stations dominating the ratings
table since the advent of the contemporary format, “conservative” is not a way to
describe the figures they rake in. According to the ratings sheet provided by
Vince Angeles, Senior Executive in Client Sales of the Media Research Depart-
ment of AC Nielsen Philippines, the three market leaders are Love Radio 90.7,
Market : Mega
Demographic : All People 10+
Survey : Survey #1 2006
Session : Mon-Sun 12:00 MN-12:00
MN
Pl. of Listening : (C) All Places
Table 2. Ratings table of all FM radio stations in Metro Manila portraying the dom-
inance of masa stations being discussed in this study.
Table 4 shows that all masa FM stations, with the exception of Energy FM,
are at the top of the ratings table. Love Radio 90.7 leads WRR 101.9 by 14.1
points on the market share percentage category. The first upscale station that
enters the roster is Home Radio 97.9, which trails the leader by a staggering 29.1
points. It is interesting to note that Dream FM 106, probably the most upscale
spiels whatsoever in their programming, falls at the bottom of the list. Some the-
ory can be derived that the more upscale and exclusive the image of the station
is, the smaller its potential market becomes. The information contained in this
table is enough to conclude that masa stations truly dominate the ratings race.
For the purpose of clarification, TARP stands for target audience rating point,
which Multi Media Buying & Planning Services Pty. LTD defines as “the percent-
age of a specific target audience viewing a program at the time.” The same in-
formation source cites an example of how TARP is used (in television). (Multi Me-
For example - an advertiser has a specific target audience women 25-39 and
wants to know how a program performs for this target. If 21% of women 25-39 in Sydney
watch “Desperate Housewives” we could also say that the TARP for the show in this mar-
ket is 21.
Following this definition, the information says that 3% of the all people
aged 10 and above (10+ population) in Metro Manila listen to Love Radio 90.7 at
different times between noon and midnight, 1.7% listen to WRR 101.9, and 1.1%
to Yes! FM. These percentages may seem small, but when multiplied to the 10+
the 10+ market could start at 1,000,000 persons, which when multiplied to the top
three’s TARP %, would yield 30,000, 17,000, and 11,000 listeners respectively.
But of course, nothing is ever conservative with the thriving business of masa ra-
2003 showed that there are far more than 1,000,000 persons in the National
Capital Region. In the Census of Population and Housing conducted by the NSO
in the year 2000, figures have been announced for each age bracket, from 1-4
years old up to 80 and over. This is the most recent information the NSO could
Page | 41
provide because national census is being conducted again this year (2007). (Na-
Table 3. Total Population by Age Group, Sex and Sex Ratio: National Capital Region, 2000
supplied by the National Statistics Office, revised to include the total population of the 10+
market measured by AC Nielsen’s TARP %.
Assuming the population hasn’t changed from 2000 until the end of 2005
(which tames the figures a little because the population always grows from year
to year), a close approximation can be derived from the data presented on Tables
4 and 5. The individual TARP % (converted to decimal form) of the radio stations
Table 5 to yield the number of listeners of each of the Top 7 [masa] radio stations,
Table 4. Approximation of the Top 7 masa station’s audience base, based on TARP % and
the total population of their demographic: all people 10+.
These numbers showing how the market is heavily collected into only a
handful of masa stations were put in plain words by Jose Maria Bartolome,
logy and now Head of the Program Analysis Department of GMA Network. The
composition the Philippine market. Bartolome stated that the masa, socio-eco-
nomic classes D and E make up 70% of the population, which makes them the
biggest market. Combined with C2, or lower middle class which comprises 20%
of the market, the sheer volume of potential listeners help masa radio stations
lead the race. Also, as a side comment, he pointed out that radio is literally a
mass medium. It was originally intended to be utilized by the masses. And that
Figure 3. Composition of Philippine market described by GMA Network’s Jose Maria Bar-
tolome.
With this market composition, Bartolome could safely assume that one of
the most important, and most apparent, reasons why masa stations flourish as a
business and as a media entity in Metro Manila is language. Why is it that Love
Radio and the other masa stations top the charts? “Kasi sa Pilipinas, ang mga
you are saying, how can you effectively communicate to the people who do not
speak or understand English? The answer to this he said is you just cannot.
Aware of the sharing of the same audiences between television and radio,
wherein media consumers listen to radio while not viewing television, and they
view television while not listening to the radio (this can be easily deduced by
lome cites the programming of ABS-CBN and GMA as an example. These char-
acteristics shared by both radio and television make the argument of alluding to
television programming qualities and procedures all the more logical. He said
that viewers will most usually not hear anyone speak fluent English in the shows.
Why? Because the moment one speaks English on television, the ratings will
Page | 44
tremendously drop, to the point that it is no longer feasible to sustain the busi-
shows on local TV, he said that 90% of the market will choose to watch the
shows dubbed in Tagalog than those dubbed or subtitled in English. The mo-
ment English is heard, the market narrows down to just 10% of all possible view-
can speak and understand English, but the masa or C2-DE market’s understand-
ing of English is very limited. Yes, they can speak a few English words or even
is something that they will not be able to handle for a sustained period. This,
again, brings us back to the reason why masa stations are top Filipino favorites
90%, of those who would prefer to listen or view Tagalog programming, is what
keeps the masa radio industry alive and thriving. The use of the listeners’ native
tongue is, after all, the main attraction and marketability leverage of masa sta-
listeners to learn English so they can understand the shows better?” It is very
hard to say. But the more eminent presence of English programming could defin-
itely help raise curiosity, awareness, and knowledge on the importance of learn-
ing the language. Popularization of the language is the key, which is somehow
different from the trivialization of English that masa stations indirectly execute.
And even after then, after learning effective English communication skills, how
Page | 45
will these skills be utilized to give the listeners the edge in life? How can speak-
ing English help them get more out of life? Basic English is recommended for
everyone to acquire knowledge in. But the value of fluency in English to those in
the C2-DE market is open to debate. Some will say it will help them tremend-
ously in their endeavors, some will question how advanced English skills can
“Conservative” is not a way to describe the format they use for broadcast.
how they would most like to be perceived. They broke through the market with
such a unique format that was quite unheard of in metropolitan FM radio. This
messages, and the station’s image in its entirety. The researcher engaged in a
dialogue with the heart of the radio industry: the listeners. The masa FM radio
CDE social classes, as earlier stated by Espinosa of Love Radio. Reports con-
testing this marketing focus, stating that the upper AB classes are now their
primary market, have been received. But Espinosa reiterated in a follow-up inter-
view that markets have not shifted. They still primarily cater to the CDE bracket.
The researcher gathered respondents whose job titles ranged from security
guards to canteen vendors to office workers, and finally, even to high school and
college students.
Page | 46
The researcher was able to get in touch with a total of 60 listeners distrib-
uted among Love Radio 90.7, YesFM 101.1, and WRR 101.9. The places of res-
idence of the respondents spanned from Payatas, Quezon City to the farther
parts of Manila, such as Tondo and Binondo. Ages were all within range of the
specified target audience of masa stations – all above the age of 10, up to the
later age of 56. Their exposure to the masa format ranges from one to seven
years. Those who have been exposed longer will be more likely to experience
certain effects than those who have been listening only for weeks. Similar to the
data acquired from AC Nielsen, the composition of the listeners showed that
even with a smaller number, the rankings still follow, with Love Radio leading by
far, and WRR and YesFM trailing behind, the latter not far behind the former. The
following table contains the distribution of the listeners among the three leading
masa stations:
Even though there are only 60 respondents, the total tally shows 61 listen-
ers, because one of the respondents interviewed expressed that she listens reg-
ularly to all three stations. It can be seen that the majority of the respondents,
more than 50%, said they listen to Love Radio. The rest of the listeners were di-
vided almost equally between the following two, WRR and YesFM.
listening habits and experience, how they would rate the programs, how it has af-
fected their lives since they started and formed a habit, and how they would
Page | 47
change the current trends, if they had the chance. Below is a copy of the ques-
tions that were used in the interviews and questionnaires that the respondents
were asked to answer. The questions were phrased in Filipino after considera-
tion of the CDE market’s educational attainment and language literacy. The use
Questions:
Anong istasyon ang pinakikinggan mo?
Gaano ka na katagal nakikinig rito?
Bakit ka nakikinig sa istasyong ito? Ano ang iyong nakukuha mula rito?
Masasabi mo bang may naging epekto sa'yo ang pakikinig sa istasyong
ito? Kung mayroon, anu-ano ang mga ito?
Bakit hindi ka sa ibang istasyon nakikinig?
Alam mo ba ang mga Inggles na istasyon? Nasubukan mo na bang
makinig dito?
May natututunan ka bang masasabing mong mahalagang bagay mula sa
pakikinig sa istasyong ito?
Kung may mga bagay kang gustong baguhin sa mga programang
pinakikinggan mo, ano ano ang mga ito?
listen to these stations because they need a [comic] relief from their strenuous
day-to-day activities. These 41, making up 68% of the total number of respond-
ents, said they listened to masa stations for either learning jokes or learning more
about contemporary pop music – the tunes, the lyrics, and the chart toppers.
They want to take their mind off things and they do this by listening to programs
guard from the UP Institute of Biology said everything about her work is taken
She said it is her way to unwind and forget, if only for a few moments, the usual
stressing demands of her job. This might be interpreted as an isolated case, but
then, it might prove to be a more generic phenomenon through the masa format’s
audience, affecting most members of the CDE market. Certainly, it is not only the
UP security guard who listens to masa stations for that reason. As more people
were engaged in this data gathering process, more of them admitted that they do
it for the exact same reason - a staggering 68% of the total number of respond-
ents listen for the sole purpose of entertainment. Thirty-one (51.7%) respond-
ents said they listen to the radio for the jokes, while nineteen (31.7%) respond-
ents said they listen to be updated in the local and international music scene.
between this attraction and the common Filipino psychology. Defined as the way
in which Filipinos perceive things and how their culture determines whether
ent with masa content. Bartolome elucidated that the masa stations’ features of
popular songs and popular jokes are appealing to the audience, in that they can
easily relate to them. This is because these songs and jokes are consistent with
other aspects of the common Filipino’s experience. As with Love Radio’s Es-
pinosa, Bartolome believed that what the announcers say on air, and the theme
of the songs they play, are events that do happen in real life. True enough, dis-
cussions with 60 respondents revealed that 18 (30%) of them tune in to the three
masa stations because they reflected the listeners’ daily activities and talked
about matters that concerned them. These same 18 listeners do not tune in to
upscale stations because they find the topics being discussed hardly relatable, or
Page | 49
dio stations are formula.” She continued to explain that these stations are basic-
ally entertainment, plus programs that cater to the people’s religiosity. Brosas
ment, and media owners who are also owners of other capitalist institutions are
the true dictators of what does and what does not go on air. She further justified
this observation by citing the failure of masa programs to provide meaningful in-
sights to issues that are significant to the masses, whether social, political, or
economic. Brosas said that such programs could be aired over the stations, but
they generally fall short of delving into the fundamentals of the issues. Case in
point, stations really intent on fleshing out the president’s impeachment issues
can only be left to the imagination. One very important point that can be taken
gate-keeping, some topics are not discussed, while some are sensationalized.
The agenda of the station management can be determined by scrutinizing the is-
sues they choose to exaggeratedly report on, which, upon exposure, listeners will
be led to think is what is truly important to them. This is how Brosas arrived at
her conclusion that masa FM stations are structurally manipulative. They com-
there is always the question of what is truly significant and what is pure media
Page | 50
hype. Additionally, masa FM stations are not the only media outfits that commit
the crime of sensationalism from time to time. Almost all, if not all, media outfits
sensationalize different issues for different reasons. Whatever these reasons are
Filipino culture also makes the masa audiences vulnerably attracted to the
masa format, according to Arlene Brosas. She brought up the concepts of reli-
have been present in masa culture since colonial times. Not only are these be-
haviors forged into Filipino culture, they are also continually perpetuated through
pasa-Diyos mo na lang,” and “swertihan lang iyan” are the most direct, verbal in-
dicators that these behaviors are being further cultivated in the listeners’ view so-
cial reality as part of the normal Filipino lifestyle. According to history, this was
how the ruling class afforded the masses to remain docile producers of wealth
When asked about learning through the programs, they said if their reason
was purely entertainment, there is obviously hardly any learning involved. They
did not learn much and they did not expect to. It is not in their agenda, so to
speak. They tune in for the songs and the announcers’ comments that they find
funny, not for the educational value of the programs. However, they said that at
some point, they learned a few things – a few trivial things. Examples of these
bits of information that they obtain are parts of the usual disc jockey spiel such as
the title of the song and the artist. In short, music scene updates, which as
stated earlier, comprised the agenda of 31.7% of the listeners. They are at most,
Page | 51
informed about new songs in the local music industry, particularly in the novelty
genre.
Very many people see the radio as a medium of entertainment, because that’s
what it really is. Radio, he said, is something you switch on when you’re bored,
when you have nothing else to do, or when you are doing something but still
want to hear some music. The main purpose of listening to the radio is to listen
science subjects such as biology and physics. “We have to accept the medium
for what it is,” Bartolome said. Indeed, it would be very peculiar to find someone,
a notebook and a pen in hand, writing away as he listens to the radio. No one
will listen to programs like the aforementioned because this is not the value of ra-
dio that culture/society has taught its people. What is ingrained in the minds of
the people is that radio [or even television] is nothing that should be taken seri-
this truly is the purpose of radio, then radio serves it purpose well. After all, en-
tertainment can entail a myriad of other things. After speaking with 60 listeners
from all walks life, the researcher found out that acquiring entertainment during
working hours can translate to a few benefits. Because of these jokes and songs
that the audiences truly enjoy, 38 out of 60 respondents or 63% believe that they
are in a better mood compared to not having the radio on in the background.
Better moods further translate to doing their jobs more efficiently, without taking
much notice of stress after long hours of work. Ignorance of stress could mean
Page | 52
hardly notice time passing by and the tremendous amount of work they have
done because at the end of the day, they still have that light and energetic feeling
that they derive from tuning in to masa programs. Listening to the programs also
make them forget, if only momentarily, about the hardships they face on a daily
basis. They forget their problems. A happy outlook in life, as Espinosa of Love
Radio expressed their goal image for their station, is what the listeners acquire
upon listening to the radio. It all seems a little escapist, but radio’s charm can
only work up to some extent. Through this lens, masa radio is beneficial.
But is radio really just for entertainment? Jokes and music? Are these the
only things listeners need? Radio is a much more powerful tool than just for en-
tertainment. The principal motivation for the invention of radio was to relay im-
This is explained by the Cultivation Theory of Mass Media. As the cycle contin-
ues, the audience will all be under the impression that this is the primary, even
sole, function of radio and other forms of broadcast media as well. The impres-
sion is strengthened over time, until it will be hard to convince them anymore that
radio can be such an informative and persuasive tool that can be used for things
other than killing time. Currently, this essential character of radio is being over-
only be taken for granted, and will no longer be taken seriously by its audiences.
It will become a medium of communication that is hardly reliable. This is the new
social reality that masa radio has begun. And its target market is under the im-
Page | 53
pression that it is an acceptable condition. The study found out that only a small
they tune in to. Out of the total 60, only 4 listeners or 6.7% thought that the sta-
tions should improve the programs by changing the way DJs delivered their
spiels, adding more segments that tackle current affairs, helping listeners elevate
ing more promotions that give out financial rewards, thereby helping to ease the
financial burdens of the listeners. Eleven (11) others, or 18.3%, want changes in
the music that is played. Eight other listeners, or 13.3%, believed some of the
stations’ jokes to be morally offending, especially those that feature sexual innu-
endos. These listeners want to put a stop on the airing of these so-called green
jokes. Lastly, three respondents, or 5%, would like shorter commercial breaks so
they could enjoy more music. All the others, unfortunately, are fine with how the
stations are programmed. What does this mean? It means that the audiences
have become less critical media consumers. The numbers prove that the listen-
ers have become more passive in this particular communication process. It can
be said that anything is acceptable to them, as long as they are not affected dir-
ectly (that they know of). Ideally, all consumers, even media consumers, must be
critical and value-seeking in all goods and services that they consume, even if
with mass media consumption, the goods/services do not come with a monetary
value. Still, time is spent, and time is something valuable that should be ex-
Espinosa reports that they have received complaints from a few entities
regarding their programs, the way their jocks handle them and how they commu-
Page | 54
nicate to the listeners, but he defends their format by saying that their whole op-
eration is governed by the KBP Code of Ethics. He stated that although their ap-
proach may be considered radical and unorthodox, they still function within the
Going back to the needs of society, how can the needs and the wants of
the listeners be reconciled? Apparently, most listeners think that they are getting
what they need from radio as a broadcast medium, because the remaining 55 out
of 60, or 91.7% believe that masa programming is good enough for them with the
exception of a few minor details. Listeners need more avenues for education
other than those which the Philippine educational system provides. Apparently,
six respondents or 10% think so because they try to derive other types of inform-
ation for their radio listening experience than just sexy jokes and music. These
six listeners expressed that they learned much from the advice segments on how
to deal with family issues and romance- and work-related problems. These seg-
ments are usual offerings from masa radio stations such as Love Radio. Ramil
Bastillo, a security guard at the University of the Philippines, even said that he
learned how to express himself better and tell stories more effectively after listen-
ing to Love Radio 90.7 for more than three years. Still, the question is, how can
the media be used in the dialectics of society and individual to shape listeners
into more critical, value-seeking audiences? How can radio be used to transform
the concept of the listeners of what is truly necessary in this day and age? This
is more of a question of cultural transformation than anything else, but one sug-
Times Multimedia, subsidiary of The Times of India Group which is a media con-
glomerate with more than 160 years of industry experience, defines edutainment
tainment.” This concept has long been used in the programming of children’s
shows, such as Sesame Street on television. These shows were aired to help
good manners and proper conduct. Even in children’s computer games, the edu-
Moving on, three college students from the University of the Philippines
were interviewed regarding the reach of masa stations. The students agreed that
the stations have tremendous reach across the country. Even they themselves
are included in this. When they take the bus to school or some other place, most
of the time, the driver is tuned in to Love Radio. In a sense, they are somehow
forced to listen because apparently, they cannot easily (or even possibly) tune
the sound out, especially if they are traveling alone. One of the interviewees said
that for every five times that she takes the bus or any other PUV, she notes that
there are about two or three instances where masa radio is playing in the back-
when accessing public transportation. The students are, most of the time, fully
amenable to this. They are only apathetic to what’s playing and what the host is
talking about in the background. One of the students said, “It’s okay. I don’t get
Page | 56
When asked about gathering any information from the programs, they said they
usually don’t learn anything new from them. The topics discussed by the hosts
are very light and very trivial to them. Espinosa also confirms this. He stated that
they do not wish to air textbook information to their listeners. He believes that,
however limited the learning endeavor is, the quality of the content they air
relates to their listeners’ real lives. The hosts cite real-life situations that most
people don’t really mind anymore, such as when taking the bus or jeep to get to
school or work. He supposes that people want to know about these little things.
The listeners on the other hand, have mixed reactions. Others, such as these
three university students, believe that the triviality of their material is one of the
presented in the preceding paragraph did not make the choice to listen to masa
FM stations, the researcher found others who did make the decision among
themselves, and are influenced in a more active level by the system: the band-
wagon effect. It is one theory that turned out to be enough reason and justifica-
tion to support masa radio. In a discourse with two high school students, they
said they listen to masa station WRR 101.9 because their friends listen to it.
When they get together at school, they talk about the announcers that they ad-
mire. Others admitted they did not want to listen to the station at first, but they felt
left out in the conversations their friends were having, and finally started to join
the bandwagon. Now that they are familiar with and are accustomed to the sta-
Page | 57
tion’s programs, they can talk to their friends about it and even invite more
It has been expressed earlier that the masa stations primarily cater to the
CDE market. But Espinosa of the Love Radio network said that in most recent
market research results, they found out they were able to capture the entire
spectrum, from the A-class to the E-class. Indeed, this vast market range entails
a considerable deal of influence over the audiences. The researcher asked the
respondents how they think their listening experience with masa programs has
Most respondents, at first, could not readily answer the question. It re-
quired thorough assessment of how the stations they have tuned in to have af-
fected them over the years. Some respondents named personal influences that
the format has brought to them. Thirty-eight (38) respondents said they feel
happy and entertained whenever they listen to the radio, owing to the stations’
general theme of “a happy outlook in life”, and that is one of the reasons they
have made listening a daily habit. So whenever they feel depressed, tuning in to
the radio had proven to be a solution. After this, the respondents had a hard time
identifying another advantage (that they are aware of) of supporting masa radio.
The listeners were actually surprised that they could not specify any other bene-
fits, or effects of something that they have spent a lot of their time in over the
past years. The interviews concluded that the choice they made of listening to
masa radio was a totally carefree one. It was one that did not demand a lot of
masa radio. For example, one respondent said that he tunes in to YesFM be-
Page | 58
cause it was the only station that his transistor could receive. But overall, the re-
or non-masa) catered to their taste, tickled their emotions, and imitated and re-
used to the station’s programming, and afterwards being a loyal listener to that
one station. Thirty (30) respondents, or 50% of the total, stated that they do not
listen to any other station than the one they currently listen to.
how many respondents displayed the said effects and are likely to experience the
subsequent impacts.
Listeners consider jokes The concept of what is necessary and what 51.7%
aired on masa radio as is important and significant to their daily lives
important to their radio has gone off course in today’s media con-
listening experience. sumers.
Listeners do not switch to Brand affinity has infiltrated the broadcast 50%
other stations, remaining media. Blind loyalty to one particular station
loyal to a single station. can hinder learning through experimentation
and acquiring fresh perspectives on issues.
It could facilitate in making the consumers
become less open-minded.
Page | 59
Very few listeners do ac- Through mental conditioning over the years, 90%
quire new significant the media have helped consumers become
knowledge from listening less receptive to brand-new, relevant inform-
to masa radio. ation, and alternative perspectives, as a res-
ult of the cultivation of Effect No. 1.
Cultural worker Arlene Brosas has her own interpretation of the possible
effects of masa FM radio on listeners and the Filipino society. She said that the
ment of the masses. In actuality, the audiences are exposed a very anti-masa
upon them denies them critical thought over the social structures that tie them to
poverty, while pacifist attitude denies them the opportunity to collectively assert
and fight for their rights. Subsequently, these effects add up to their miseduca-
their impoverishment. She dismissed the attempts at public service of the sta-
tions as selective efforts and mere palliatives. These factors, Brosas stated, lead
the masa to accept their condition as the normal order of society. Ultimately, Bro-
Page | 60
sas arrived at the conclusion that the term “masa format” is actually a misnomer,
considering all of its aforementioned anti-masa effects and impacts on the listen-
ers and our society. She ended with a statement that what would be beneficial
for the listeners is to realize that masa content is actually detrimental to them.
Her suggestion is a socio-political awakening, much like the protest years during
the Marcos Dictatorship when radio and other forms of media were continuously
challenged for their accountability. This process, she said, led to more public ser-
vice, and more educational and current affairs content, compared to pre-Martial
Listeners of masa stations tune in because they are only after pure enter-
tainment. They do not wish to extend their knowledge during the communication
process because they are already tired of their day jobs. This has become a
extensive exposure to masa FM. Previous expectations, that the broadcast me-
dia have to perform and exhibit a sense of social service and responsibility, have
been diminished to that of pure leisure purposes. If this goes on for an even
longer period of time, the principal objective of the invention of radio, which is to
relay important messages in real time, will only be a thing of the past. Again, the
how people deny that they have not learned a single essential thing from listen-
ing to the radio, they will have learned at least a thought by imitating what is be-
Page | 61
ing aired over the stations. By imitation, it is not meant that they mimic how the
announcers talk. Imitation as mentioned here is more similar to how they acquire
the same way of thinking and living as portrayed by the station to which they
listen. Masa stations are laid out to broadcast happy, upbeat themes that turn out
to be indifferent to current affairs in the real world. This is what the people are
able, enjoyable experience, but it also somehow persuades them to not mind the
more significant occurrences that are happening in their environment. This takes
away the substance of community, and they only care for events that directly in-
volve them on a personal level. The value of selflessness for the betterment of
the entire community, and our society, is overlooked for personal advantages.
medium, is the trivialization of the learning of English as the Filipinos’ second lan-
guage. The listeners hear messages in Tagalog, the language they are most
comfortable with, and ask for nothing more. Unlike with high-end stations which
broadcast in English, with masa FM, they do not have to be alienated anymore.
They do not have to learn English to engage in the communication process with
radio, and with the people in their environment who discuss their radio listening
endeavors. They believe that if one wants to get close to another, one must
speak the language the other is comfortable with, and in this light, masa stations
have captured their taste. Radio can be seen as a great tool to disseminate in-
formation and, to this end, could be considered a very useful instrument to con-
vince listeners to learn English. The importance of learning English, the global
settled if they spoke the same language, fostering understanding among them.
Understanding leads to collaboration and collective effort, which is the key to pro-
gress. Globalization has been the next big thing after the internet broke out, and
it can only be attained once the language barriers are brought down. Masa radio
does not put confidence in learning English. Au contraire, it could have trivialized
this chapter, if assessed and utilized properly, could put radio in a better direc-
tion. As confirmed in the latter part of the data gathering process, the high school
students who responded to the researcher’s questions said they started listening
to one masa radio station, WRR 101.9, because they thought all of their friends –
and partially in their ideology, everyone – was listening to the same radio station.
It is because before they were involved in the listening experience, they felt left
out whenever their friends talked about the radio programs. They felt isolated and
alienated. Some even felt discriminated against for having a different choice of
radio station. And the basic human response when people begin forming groups
in their environment, such as in this position, is to join the group. This is herd in-
stinct. One would usually go out of his way to feel involved, especially when if he
did not, he would feel isolated and alone. This puts pressure on an individual,
which could lead to decisions which have not been thoroughly evaluated for their
merits and/or demerits. In the high school students’ case, they did not care what
kind of content was broadcast over WRR 101.9, as long as they achieved the de-
sired end result – to join the herd and get involved in their exchange of thoughts.
on English broadcast stations. Not everybody pays attention to this kind of mater-
ial. It is a niche. If individuals had the impression that this is the kind of material
that everybody listens to, by initiating group discussions where certain individuals
would feel isolated, they would try and put down the barrier that separates them
from the herd. By doing so, they gain knowledge of not only the language used
but also the substance per se. It may be considered manipulative in specific
ways, but the beauty of the end result of this system prevails far over its means.
It has been mentioned earlier that Love Radio received some complaints
are just that, complaints from some people that may never be noticed and heard
out. Besides, if the system works so well for the stations in question, why would
they change it because of a few entities who disapprove of their unorthodox ap-
proach? They have more than thousands of others who think otherwise and sup-
port them. They are a business after all, and they deliver to their consumers. In
the rules of business, not all consumers will be satisfied with your product or con-
tent, and this perhaps has been considered by the station management long be-
is a commercial affair. Its actions and decisions will be impacted by current eco-
maximize its profits for the benefit, primarily, of the owners, and secondarily, of
quality of their products to continue generating profits, at the expense on the end
Page | 64
across Europe, Middle East, and Africa, defines CSR as the need for organiza-
tions to consider the good of the wider communities, local and global, within
which they exist in terms of the economic, legal, ethical and philanthropic impact
of their way of conducting business and the activities they undertake. According
sophy which gained momentum in the last decade as consumers, the media, act-
ivists, and various groups started demanding that companies contribute to the
betterment of society. Throwing away the media card and just examining the
masa stations as different business institutions, they still owe the society in which
they exist something other than the basic services they provide. And this is one
of the important aspects on which masa radio fails to focus. Even if it would be
assumed that the content they provide satisfies the consumers’ (listeners’)
needs, masa radio stations do not have any recognized volunteer projects for the
benefit of the people who support their business. (Pearson Education Website;
But what, really, happens when somebody files a complaint against them?
Apparently, the station itself is not the best institution to approach regarding one’s
grievances. Of course, there is the KBP to go to and file the complaint, then after-
wards, the KBP will monitor the station’s material and decide if the complaint
holds true and the station operates beyond the boundaries of the KBP radio
code. This process looks good on paper, but it is hardly accessible for a person
Page | 65
with limited resources (who are basically the target market of masa FM) to go
through the entire procedure. With today’s busy schedule of the average Filipino,
one surely must go out of his way to write a paper describing his complaint, go to
the KBP office in Makati, and file the complaint there. Not everyone has the time
but they still would not cross their daily routine just to complete the task. The said
association could generate alternative ways to make filing complaints easier, like
an online portal where listeners could submit their letters, but that would only en-
compass listeners who, as well, have access to computers and the internet. Fur-
people still won’t be motivated enough to file a complaint on matters that they
deem as inappropriate for broadcast on the radio. The KBP could initiate a cam-
UPDATE: The KBP has recently informed the media consumers through
advertising spots on radio that they now process complaints that are filed through
dubbed by the organization as the Tell KBP Program. A listener, whether feeling
exultant or revolted by a particular program or radio station can send a text mes-
sage to KBP. Using a specific text syntax leased to the KBP, the message will be
format that must be followed to guarantee delivery and receipt of the complaint.
Page | 66
to the Manila Times Internet Edition which released in August of 2006 an article
called Text Messages hit 250M a day, at the end of 2005, there were 34.78 mil-
lion cell phone owners in the Philippines. Its concentration on radio (which is
quite distinct due to the fact that the service announcement only aired on radio
and not on television) is a good thing as well. There is always the MTRCB to
monitor television content. Radio listeners have long had the feeling that there is
nobody to tell whenever certain violations are made by media professionals, and
the thought that the KBP is only a text message away can be quite relieving.
There is a feeling of security for the listeners now. Plus, the convenience of SMS
gramming.
especially its radio constituents. They should function more like the Movie and
Television Review and Classification Board (MTRCB), which can instantly sus-
pend a program from airing within 24 hours that the violation was made. It will
need more manpower to accomplish this task, given that the KBP monitoring
former President Marinela Aseron, who as of this writing is also a director of the
KBP Standards Authority, but the societal benefits of this proposition far outweigh
Masa programming has also affected its audiences in such a way that it
lowered the level of criticality among them. When asked how listening to the ra-
dio has affected their personal lives, the advantages of it that they are aware of,
enjoyment whenever they listen to the announcers’ jokes and side comments on
certain topics brought up, and additionally, the upbeat music being played, owing
to the overall theme of the masa stations to which they listen. Upon asking for
more, the researcher discovered that the respondents could not think of any
more positive or negative effects of their experience. This only underlines the fact
that people become less and less critical when exposed to this kind of material.
They could only cite one advantage/effect, and then nothing followed. Upon fa-
miliarity with the content, they somehow suddenly discontinue appraising the
value of the material and either just take it in or let it slip away. The media has a
responsibility to develop and instill critical thinking among its audiences. Evid-
Looking back at the stated objectives of the study, the researcher wanted
that made certain radio stations adopt masa programming. In connection to this,
the researcher also wanted to discover the conditions that make these radio
questions that the researcher intended to give answers to, through the study, are
the following: Does masa programming have any effect on its audiences and
Philippine society? What are these effects? How do these effects impact the
daily lives of the listeners? Ultimately, are these effects and impacts beneficial or
the leading masa station in Metro Manila) and 60 listeners of masa FM radio
enabled the researcher to fulfill the objectives of the study. Quantitative data
Statistics Office supported contextual descriptions that make the findings of the
masa market, more than seven million persons in Metro Manila, is enough
reason for radio stations to either switch to masa format or continue airing such
programming. Station managements cannot afford the surplus income that could
programs do, and in the industry, ratings are sacred. At the end of the day, the
managements’ decisions have to be in line with the motives and interests of the
from radio translating to better moods while carrying out tasks in the listeners’
trivial jokes aired over the stations. While these effects seem harmless, they tag
overshadowed by masa FM’s usual offering of jokes and trivial information. The
more critical and more value-seeking media consumers is not realized. Instead,
cultural perversion or distortion is what could be taking place in the era of masa
FM. For instance, the listeners believe jokes are necessary bits of information –
the juicy parts of their radio listening experience. The listeners are somehow
forced to partake in a new social reality, a new culture that shackles them to their
current economic state and social status. The new social reality that masa radio
consistent with the “normal” order of society. These implications make the task of
The effects of masa radio programming on its listeners and the society
them human beings capable of brain activity, widening the gap between the utiliz-
ation levels of television and radio, because audiences believe that TV is some-
how more credible than radio (and they should not be blamed), and furthering the
language barrier among societies, cultures, and economies, as the current masa
The indifference towards the developmental facet of radio will not help our
country move forward. Maybe it will not make us move backwards, either, but
would it not be better to have more avenues for progress and socio-cultural
the established cultural and social settings where the Filipinos are, that would
communicate in a fashion with the potential to take off and be the next pop
culture. It would be a search for hard-hitting concepts that will organize and
take immense resources, but with the main goal of social progress through
information and education, it could be more than worth all the time, effort, and
financial costs.
But before this could happen, it might be worth looking into a redefinition
media to ameliorate the average Filipino’s quality of life. While the original
concept was intended to help farming communities learn about new technologies
and procedures to increase their produce and enhance its quality, the research
supposes the objectives can be revised to better suit the needs of urban Manila.
Farming is hardly an industry in the city, so that is out of the question. However,
there are so many other aspects of metropolitan living that can still be improved.
For example, raising awareness on topics that the masses usually deem trivial
can bequeath the listeners knowledge that will make them holistic. Through this,
culture is enriched, and will eventually advance. A redefinition need not entail the
whole concept to be transformed completely. More than anything else, the study
would be designed to work. Researchers looking into carrying out this study
would have to realize the indicators of effective communication and adhere to the
Corporate Online Portal put quite simply in the article What is Development
Interested researchers may also look into market research. Since it has
been established by the study that masa FM radio has the broadest range of
listeners encompassing the whole spectrum, scholars should try and find out how
the market would react if there was a sudden shift in formats. The market has
been accustomed to the same masa approach and it could take a while for them
that listeners would react only violently towards the agenda shift, the scholars
could formulate techniques to not give metropolitan Manila, literally, a big shock –
assuming, of course, that it is the fashion that the researchers decided to be best
for our society. If they would go for the more unorthodox way of storming through
the market and shocking them with a new system, as the pioneers of masa radio
did years ago, then there would be no need to smoothen the transition so as not
fact, shock implementation (with little to no prior introduction) has been done so
If the two represented fields of research would be carried out and would
commercially profitable) broadcast system for radio would have been formulated,
and market research would show that the audiences would be prepared to
embrace or accept new programming that could totally relate to their characters
and social situation, then it would best to study how the KBP would handle the
Another topic regarding the KBP that could interest scholars would be the
exercise limited power over its member stations and networks. The KBP follows
policy and would work perfectly in the ideal world. But then, in the real world, the
problem within the system of the KBP could be rooted to this. It does not hold
member could just resign from the association should they wish to. Researchers
might want to study what would happen if the KBP redesigned its system into
maybe even fashion a new name, but still to a certain extent of reference to the
old name for recognition) had the resources to regularly monitor the content aired
by each of its member networks and stations? What if it had the power to censor
irrelevant and possibly harmful messages contained within the programs? What
Page | 75
any more material should it commit a critical violation of the code of ethics?
Would this scenario prove to be an advantage our society could enjoy? These
are some of the questions to which the researchers should find answers. This
situation may sound authoritarian, much like the situation during the reign of the
dictator Marcos, especially on the side of the media, but this is also part of the
BIBLIOGRAPHY
IndiaTogether.org. “The Medium, The Media, and The Masses.” Online. Internet.
11 May 2005. Available URL: http://www.indiatogether.org/2005/may/med-medi-
um.htm
Feminist Theory Website. “The life and work of Ammu Joseph, an Indian femin-
ist.” Online. Internet. 1999. Available URL:
http://www.cddc.vt.edu/feminism/Joseph.html
National Commission for Culture and the Arts. Ramon R. Tuazon. “Radio as a
Way of Life.” Online. Internet. 2002. Available URL:
http://www.ncca.gov.ph/culture&arts/cularts/others/communication/communica-
tion-radio.htm
Page | 76
U-Web Student Web Service. Karyn Riddle. “Violent Media Effects: A Comparis-
on of Scholarly Research, Public Opinion, and Industry Rhetoric.” Online. Inter-
net. Available URL: http://www.uweb.ucsb.edu/~ker/karyn2.htm
John Hopkin Bloomberg School of Public Health, Center for Communication Pro-
grams Website. “Theoretical Framework.” Online. Internet. 2003. Available URL:
http://www.jhuccp.org/research/theory.shtml
Mass Media: Effects Studies. Mick Underwood. “Uses and Gratifications Theory.”
Online. Internet. 2003. Available URL:
http://www.cultsock.ndirect.co.uk/MUHome/cshtml/media/ugpr.html
The Manila Times Internet Edition. Darwin G. Amojelar. “Text messages hit 250M
a day.” Online. Internet. August 3, 2006. Available URL: http://www.ma-
nilatimes.net/national/2006/aug/03/yehey/top_stories/20060803top5.html
Multi Media Buying and Planning Services Australia Website. Frequently Asked
Questions. Online. Internet. No date. Available URL: http://www.multimedi-
abuying.com.au/faqs.php?pname=faq#faq0
APPENDICES
A. Interviews with Respondents
A1. Dette-C Uy – incidental listener, student, UP Diliman (Love Radio)
M: Alam mo ba ang masa radio?
D: Ah, masa radio? Hmm, yeah, medyo.
M: Nakikinig ka naman?
D: Unintentionally.
M: Unintentionally? Saan ka nakakapakinig?
D: Kase nagko-commute ako, so sa mga bus and jeep.
M: Anong istasyon ang napapakinggan mo sa mga bus?
D: Love radio, yun ba yung may kukurukuku?
M: Sila yung may “Kailangan pa bang i-memorize yan?”
D: Oo yon. Madalas yon.
M: Gaano katagal ka nang nakakapakinig ng Love Radio?
Page | 78
D: Ok lang. Minsan pag gusto mong matulog nakakasagabal. Pag gusto mong
matulog, masakit sa tenga yung boses nung mga DJ.
M: Maingay sila? So tingin mo ba may relasyon yung pagka-loud nila on-air sa
personality nila in real life.
D: Siguro sa image ng station.
M: May natutunan ka ba naman habang nakikinig ng masa station? Yung mga
topics na pinaguusapan ng mga DJ?
D: Wala naman. Mga batian portion, tapos joke. Tapos the usual na light news sa
FM.
M: Kung mayroon kang isang bagay na gustong baguhin, ano yun?
D: May bias ako sa news e, sana kahit FM, dapat may news, dagdagan yung
news. Or at least, talk about current affairs.
M: Siguro in a light manner?
D: Oo, at saka bagay don sa personality ng station.
A4. Cherry Lyn Perante, student, Nino Jesus High School (WRR)
M: Alam mo ba ang ibig sabihin ng masa station?
C: Oo, yung mga masa ang nakikinig.
M: Nakikinig ka rin ba sa mga masa stations?
C: Oo.
M: Anong station ang pinakikinggan mo?
C: 101.9. (WRR)
M: Yun lang ba ang palagi mong pinakikinggan?
C: Oo. Doon lang lagi ang istasyon ko.
M: Saan ka nakikinig ng radyo?
C: Sa bahay most of the time. Minsan sa tricycle, pero kadalasan wala namang
radyo ang mga tricycle e. Kaya pagdating na lang sa bahay galing sa school.
Pag may ginagawa sa household, don para hindi nakakapagod.
Page | 81
oras lang, may mga klase naman ako para matuto. Hindi ko na iaasa sa radyo
yon.
M: Tingin mo ba naapektuhan ka in some way sa pakikinig ng radyo?
MB: Hindi naman yung malaking epekto na tipong yumaman ako. Nagkaroon sig-
uro ako ng sunny disposition ba yun? Yung masayahin sa buhay. Pero wala
masyadong life-changing na epekto sa akin ang pakikinig sa WRR.
M: Para mas gumanda ang listening experience mo sa WRR, may babaguhin ka
bang isang bagay sa radio station na ito?
MB: Wala akong maisip ngayon. Kase ok naman e. Basta nakakasama ako sa
mga conversation ng barkada tungkol doon, para hindi ako mukhang alien ha-
bang nagkukwentuhan sila, okay na sa akin yon.
MR: Yung mga bagong kanta. Mga singer, bands, tsaka mga news tungkol sa
kanila. Mga ganon naman ang nirereport doon. Pag totoong news talaga ang
hanap ko, sa TV ako manonood kasi mas maganda at saka mas reliable ang re-
porting doon e. At saka hindi naman yung ang main purpose ko sa pakikinig sa
Yes. Relax lang talaga. Kaya kahit pa may i-broadcast sila na pwedeng pagkatu-
tunan, hindi ko rin masasagap yon kasi nga ang gusto ko lang ay mag-relax.
M: Ano ang mga naging epekto nito sayo?
MR: Yung mga DJs kasi doon, pag nagrereport kunyari ng news, minsan nagjo-
joke sila tungkol don. Parang kunyari, kahit seryoso talaga yung incident, gin-
agawan nila ng funny angle para siguro mas maganda pakinggan para sa mga
nakikinig. Ang epekto noon sa akin, parang nagagaya ko na sila. Parang sa mga
nangyayari sa akin sa totoong buhay, ginagamitan ko ng silverlining. Kahit min-
san nakaka-depress, okay lang. Hahanapan ko ng ibang anggulo kung saan
matatawa ako, o kaya mako-console ako. Para hindi naman ako masyadong
mukhang kawawa sa buhay.
ng puro English. Saka yung tugtog doon sa NU ayaw nitong mga kasama ko sa
trabaho.
M: May natututunan ka ba na sa palagay mo ay makakatulong sayo sa buhay?
E: Wala naman. Ang tulong lang sa akin ng pakikinig ay sa trabaho lang, hindi
nabo-boring. Yun lang ang nakikita kong tulong sa akin.
M: Kung may gusto kang baguhin sa programa, anong gagawin mo? Anong
hinahanap mo pa na hindi mo nakukuha?
E: Sa music lang siguro, kung ano yung gusto naming, sana mapatugtog pa nila
yon. Yung mga banda. Dapat may programa na puro ganon.
M: Ah wala po ba sila non?
E: Wala eh, may mga halong ibang kanta. Sana sa buong programa
magkakasunod na puro banda kasi yun ang gusto namin.
M: Bakit ka nakikinig sa istasyong ito? Ano ang iyong nakukuha mula rito?
J: Nakakatawa yung mga jokes nila.
M: Masasabi mo ban may naging epekto sayo ang pakikinig sa istasyong ito?
J: Nagiging pilosopo ako sa kausap ko.
M: Bakit hindi ka sa ibang istasyon nakikinig?
J: Puro English kasi yung mga kanta, ang gusto ko maraming Tagalog.
M: Alam mo ba ang mga Ingles na istasyon? Nasubukan mo na bang makinig
dito?
J: Oo. Pero mahirap intindihin yung mga pinagsasasabi nila.
M: May natutunan ka bang masasabi mong mahalagang bagay mula sa pakikinig
sa Love Radio?
J: Wala naman, yung mga jokes lang.
M: Kung may mga bagay kan gustong baguhin sa mga programang pinakiking-
gan mo, ano ano ang mga ito?
J: Wala. Okay na sa akin yung mga pinatutugtog nila ngayon.
A15. Rosario dela Cruz, 25, Tindera sa St. Paul (Love Radio)
M: Anong istasyon ang pinakikingan mo?
R: Love Radio.
M: Gaano katagal ka nang nakikinig sa Love?
R: 3 years na siguro.
M: Bakit ka nakikinig sa Love Radio? Ano ang nakukuha mo sa pakikinig?
Page | 93
R: Sumasali kasi ako sa mga load promo, kaya para sa akin mas practical
makinig doon sa may mga pa-contest.
M: Masasabi mo bang may naging epekto sayo ang pakikinig sa Love?
R: Nanalo kasi ako dati, nakakatulong ito sa mga kagaya ko.
M: Bakit hindi ka sa ibang istasyon nakikinig?
R: Dito lang kasi may ganitong programa. Sa iba naman walang namimigay ng
load.
M: Alam mo ba ang mga Ingles na istasyon?
R: Oo, pero hindi ako nakikinig doon dahil nga wala naman sila nung gusto kong
load promo.
M: May natututunan ka bang masasabi mong mahalagang bagay mula sa
pakikinig?
R: Wala naman. Natuto lang akong sumunod dun sa mga instructions kung
paano sumali sa load promo.
M: May gusto ka bang baguhin sa istasyon o sa programang pinakikinggan mo?
R: Siguro hindi lang para sa istasyon na to, kung hindi sa iba ring mga istasyon.
Sana lahat ng pangmasang istasyon may load promo para marami kaming mas-
alihan at maraming chance manalo kasi nakakatulong din talaga sa amin yun
mga papremyo nila.
Me: Masasabi mo bang may epekto sa’yo ang pakikinig sa Love Radio?
M: Wala naman. Background ko lang naman yon, saka kung may promo, saka
talaga ako sumasali. Pero usually eh, pag walang bumibili dito sa tindahan, na-
kikinig lang kami ng tugtugin doon.
Me: Bakit hindi ka sa ibang istasyon nakikinig?
M: Corny kasi sa iba. Mas gusto ng panlasa ko ang programa ng Love Radio.
A19. Rose, 18, Tindera sa Pritong Manok KNL, Batasan, Quezon City (All
Three)
Page | 96
R: Ang hirap intindihin. Syempre English yun hindi naman natin masyadong
alam yon. Ok din naman, pero mas maganda talaga yung Tagalog para lahat
naiintindihan mo. Saka karamihan sa mga English, yung mga RnB na music,
hindi ko masyadong gusto yon.
M: May natutunan ka ba na masasabi mong mahalagang bagay mula sa
pakikinig sa mga istasyong nabanggit mo kanina?
R: Hindi ko na hinahanap yon. Kasi ako, gustong gusto ko talaga na habang
gumagawa, may tumutugtog akong naririnig. Pang-background lang, ganoon.
Kailangan talaga lagi kong kasama yong tugtog habang nagtatrabaho. Hindi mo
namamalayan, matatapos na pala yung trabaho mo. Nawawala yung isip mo sa
trabaho, saka nakakawala din ng stress.
M: Kung may bagay kang gustong baguhin sa mga programang pinakikinggan
mo, o sa istasyon, anong gagawin mo?
R: Siguro ano, yung mga dating kanta, mas ipatugtog pa nila, parang retro gan-
yan, na mga love songs. Kasi minsan hindi na nila napapatugtog. Yung mga
ibang tao kasi gusto yung mga lumang kanta, pero hindi naman lagi, kahit isang
programa lang. Saka kasi paulit-ulit yung tugtog, sana iba iba naman para hindi
agad magsawa.
ka talaga, may makukuha ka talaga. Kasi sa ibang istasyon, puro lang mga bal-
ita. Puro traffic update, puro ganoon lang ang narinig ko sa iba eh.
M: Hindi naman yun nakakatulong sayo?
R: Hindi, e walang tulong sa akin ang traffic update, bakit magkaka-traffic dito sa
lugar namin, di ba?
M: Ano ba yung tugtog na gusto mo talaga, doon sa pinakikinggan mo?
R: Yung mga, sila Erik Santos ganon, yung mga Pilipino. Saka mga banda gan-
yan, marami.
M: May napupulot ka bang mga aral na mai-re-relate mo sa buhay mo o sa tra-
baho mo?
R: Ay oo, sa mga salita nila. Ma-realize mo na may gagawin ka para umasenso
ka sa sarili mo. Maalala mo habang nagtatrabaho ka na ginagawa mo yun kasi
may dahilan para makatulong ka sa pamilya mo.
M: Masasabi mo bang may naging epekto na sayo ang pakikinig mo sa radyo?
R: Ay syempre, parang nalulungkot ako pag malungkot yung mga kantang
pinatutugtog. Maalala mo yung pamilya mo pag ganoong mga kanta, syempre
maiiyak ka rin. Kasi malayo sa akin yung pamilya ko. Kasi 5 years na ako dito
hindi ako umuuwi.
M: Bakit hindi ka sa ibang istasyon nakikinig? Nasubukan mo na ba?
R: Nasubukan ko na, pero hindi ko talaga type. Yung YeFM at Love Radio lang
talaga.
M: Anong pinakatampok sayo na, nakukuha mo sa Love Radio at YesFM na hindi
ibinibigay sayo ng istasyon?
R: Yung mga salita ng DJ, kasi yung iba nga, mga balita at traffic update lang na
wala namang tulong sa akin yon. Ayoko ng ganon. Kasi, mabuti kung driver ka,
hindi naman ako nagmamaneho kaya walang halaga sa akin yung mga ganon.
Hindi naman ako lumalabas ng bahay. Nasanay na talaga ako sa YesFM at Love
Radio.
M: Di ba sa mga pinakikinggan mo, Tagalog ang gamit nilang pananalita. Sa iba,
nag-Ingles yang mga yan. Nasubukan mo na bang makinig sa mga Ingles na
istasyon?
Page | 101
R: Hindi masyado, kasi pag umaga, talagang Tagalog saYesFM saka Love Ra-
dio. Tagalog yun, pag sa kabilang istasyon, Ingles. E syempre, pag yung mga
bata ditong alaga ko, gusto rin nila Tagalog kasi mahilig sila sa Tagalog. Pag
hindi nila naiintindihan, dahil Ingles yung salita, nagagalit sila sa akin. Sasabihin
nila, ang pangit naman ano ba yan. Kaya ililipat ko na ulit sa Love Radio. Hindi
rin ako nagtatagal sa mga Ingles na station kasi hindi ko talaga type.
M: Mayroon ka bang suggestion para doon sa station na pinakikinggan mo?
R: Wala naman akong maisip ngayon. Ok na sa akin yung mga programa nila.
Gusto ko naman sa ngayon kung paano nila pinapalakad yung station nila. Wala
pa akong ibibigay sa ngayon na gustong baguhin.
R: Oo naman.
M: May naaalala ka bang sitwasyon na nakatulong sayo ang Love Radio?
R: Meron. Nakaka-recover ako pag nalulungkot ako. Once na makinig ako
doon. Kasi minsan nga naaalala ko yung malulungkot na bagay, pag nakinig
ako, naiimagine ko na kasali ako doon at natutuwa na rin ako.
M: Bakit hindi ka sa ibang istasyon nakikinig?
R: Kasi nandoon talaga ang loob ko sa Love Radio.
M: Paano po ba kayo nakikinig?
R: Nandoon kasi ako sa bahay ng barkada ko, bale sama-sama kaming na-
kikinig. Tamang tama yung tugtog nila.
M: Pero sa mga Ingles na station, nakikinig po ba kayo doon?
R: Minsan lang dati.
M: Bakit hindi tumagal ang pakikinig nyo sa mga Ingles na istasyon?
R: Kasi masyado silang sosyal, hindi ko na maintindihan yung mga English nila
eh. Kaya ayon, tsaka yung mga topic nila iba rin, hindi na ako maka-relate sa
mga pinag-uusapan nila. Malaking diperensya hindi lang yung lenggwahe.
M: May natutunan ka bang mahalagang bagay sa pakikinig?
R: Mayroon. Yung lagi nilang sinasabi sa radyo, kailangan pa bang imemorize
yan, bisyo na to! Yung love life kasi, marami kang matututunan kung ano ang
dapat gawin sa iba’t ibang mga sitwasyon. Sa mga problems ganon.
M: May bagay ka bang gustong baguhin sa programa ng Love Radio?
R: Wala naman.
A23. Jenny Lyn Perante, 22, Front Desk Receptionist (WRR 101.9)
M: Anong istasyon ang pinakikinggan mo?
J: WRR 101.9.
M: Gaano ka na katagal nakikinig rito?
J: 10 years na, simula high school pa ako.
M: Bakit ka nakikinig sa istasyong ito? Ano ang nakukuha mo mula sa pakikinig?
Page | 103
J: Maganda kasi dito, gusto ko yung mga payo ng DJ about lovelife. Kailangan
ko talaga ng mga yan.
M: Masasabi mo bang may naging epekto na ang pakikinig mo sa istasyong ito?
J: Nakaka-relate lang ako sa mga pinag-uusapan nila about love problems.
M: Bakit hindi ka nakikinig sa ibang istasyon?
J: Nakikinig din naman ako sa ibang istasyon, mas madalas lang talaga sa WRR.
M: Alam mo ba ang mga Ingles na istasyon? Nasubukan mo na bang makinig sa
mga ito?
J: Oo, sa RX 93.1 minsan nakikinig din ako.
M: May natutunan ka bang masasabi mong mahalagang bagay na makatutulong
sa buhay mo mula sa pakikinig sa radyo?
J: Oo, marami. Hindi ko lang ma-pinpoint, pero alam ko marami na ring naitu-
long sa akin ang mga napulot ko mula sa pakikinig.
M: Kung may mga bagay kang gustong baguhin sa mga programang pinakiking-
gan mo, anu-ano ang mga ito?
J: Wala naman. Maganda na sa akin yung programa nila ngayon.
R: Oo, pero minsan lang. Boring kasi yung mga Ingles ang usapan.
M: May natutunan ka bang masasabi mong mahalagang bagay na makatutulong
sa buhay mo mula sa pakikinig sa radyo?
R: Oo, yung paraan ng pagpapatawa nila, yun ang natutunan ko at nagagamit sa
araw-araw na pakikisalamuha sa mga tao.
M: Kung may mga bagay kang gustong baguhin sa mga programang pinakiking-
gan mo, anu-ano ang mga ito?
R: Siguro yung ibang corny na jokes, huwag na lang nilang sabihin. Mas
maganda kung nakakatawa talaga para sa panlasa naming yung mga joke nila.
Minsan kasi sobrang kakornihan na lang.
M: Kung may mga bagay kang gustong baguhin sa mga programang pinakiking-
gan mo, anu-ano ang mga ito?
A: Yung nakaka-boring nilang program minsan. Sana lahat ng programa nila eh
pampagana talaga, kasi yun ang hanap ko.
K: Masyadong mahaba yung mga patalastas nila, saka nakakaasar talaga lalo na
pag matagal kang naghihintay ng gusto mong mapakinggang kanta o mga salita
ng DJ.
A32. Rob dela Cruz, 24, Guard, Quezon City (Love Radio)
M: Anong istasyon ang pinakikinggan mo?
R: Love Radio po.
M: Gaano katagal ka nang nakikinig dito?
R: Since 2006, so mga isang taon na rin mahigit.
M: Bakit ka nakikinig sa istasyong ito? Ano ang iyong nakukuha mula rito?
R: Mga jokes nila, tulad ng “Kailangan pa bang i-memorize yan?” Gusto ko yun
kaya ako nakikinig sa Love.
M: Masasabi mo bang may naging epekto na sa’yo ang pakikinig sa istasyong
ito?
R: Pampaalis ng pagod. Libangan na rin saka nakakawala ng problema dahil
matatawa ka sa mga jokes nila doon.
M: Bakit hindi ka sa ibang itasyon nakikinig?
R: Nakikinig rin minsan pero nakatutok talaga ako sa Love Radio kasi name-miss
ko rin yung mga tugtugin.
M: Alam mo ba ang mga Ingles na istasyon? Nasubukan mo na bang makinig
dito?
R: Hindi ako nakikinig doon. Hindi ko pa rin nasubukan.
M: May natutunan ka bang masasabi mong mahalagang bagay mula sa pakikinig
sa istasyong ito?
R: Mayroon pero hindi naman lahat ng maririnig mo doon eh mahalaga, karami-
han talaga mga jokes lang.
M: Kung may mga bagay kang gustong baguhin sa mga programang pinakiking-
gan mo, anu-ano ang mga ito?
R: Yung dapat puro maganda yung mga patugtugin nila, dapat mga love songs
halos, kasi yung ibang music na pinapatugtog nila eh pangit para sa akin.
Page | 111
A34. Teodoro Gadaingan, 52, Janitor, Fairview, Quezon City (Love Radio)
M: Anong istasyon ang pinakikinggan mo?
T: Love Radio.
M: Gaano katagal ka nang nakikinig dito?
Page | 112
T: 1 year na.
M: Bakit ka nakikinig sa istasyong ito? Ano ang iyong nakukuha mula rito?
T: Libangan lang habang abala sa trabaho.
M: Masasabi mo bang may naging epekto na sa’yo ang pakikinig sa istasyong
ito?
T: Wala naman, musika lang kasi para ganahan ka sa lahat ng gawain at hindi ka
medaling mapapagod. Yun lang ang epekto niya sa akin, parang energy drink
ba.
M: Bakit hindi ka sa ibang itasyon nakikinig?
T: Paborito ko kasi yung Love eh.
M: Alam mo ba ang mga Ingles na istasyon? Nasubukan mo na bang makinig
dito?
T: Hindi ko pa nasubukang makinig sa mga Ingles na istasyon eh.
M: May natutunan ka bang masasabi mong mahalagang bagay mula sa pakikinig
sa istasyong ito?
T: Mayroon, yung matututunan mong kantahin ang mga bagong musika. Kasi
alam mo naman matanda na ako, iba yung inabutan kong mga kanta nung
kabataan ko.
M: Kung may mga bagay kang gustong baguhin sa mga programang pinakiking-
gan mo, anu-ano ang mga ito?
T: Masyadong mahaba lang yung mga patalastas. Hindi na lang ituloy sa
tugtugan.
L: Kasi nagustuhan ko yung mga tugtog nila. Bale ang nakukuha ko e music
lang talaga.
M: Masasabi mo bang may naging epekto na sa’yo ang pakikinig sa istasyong
ito?
L: Mayroon kasi habang naglalaba ako lalo akong ginaganahan, kasi ang ganda
ng pinapatugtog nila.
M: Bakit hindi ka sa ibang itasyon nakikinig?
L: Nakasanayan ko na kasi sa YesFM.
M: Alam mo ba ang mga Ingles na istasyon? Nasubukan mo na bang makinig
dito?
L: Hindi ako nakikinig sa ibang station eh, YesFM lang talaga.
M: May natutunan ka bang masasabi mong mahalagang bagay mula sa pakikinig
sa istasyong ito?
L: Mayroon, yung mga joke ng mga DJ. Mahahalaga, wala naman siguro, katat-
awanan lang talaga.
M: Kung may mga bagay kang gustong baguhin sa mga programang pinakiking-
gan mo, anu-ano ang mga ito?
L: Wala na kasi nagustuhan ko na kung ano sila.
A36. Arlyn Amotoso, 25, Saleslady, San Juan, Manila (Love Radio)
M: Anong istasyon ang pinakikinggan mo?
A: Love Radio.
M: Gaano katagal ka nang nakikinig dito?
A: 1 year na rin.
M: Bakit ka nakikinig sa istasyong ito? Ano ang iyong nakukuha mula rito?
A: Masaya kasi, natutuwa ako sa mga jokes nila.
M: Masasabi mo bang may naging epekto na sa’yo ang pakikinig sa istasyong
ito?
A: Mayroon, nakakawala ng problema.
M: Bakit hindi ka sa ibang itasyon nakikinig?
Page | 114
A37. Loreta Muldez, 34, Lady Guard, Quezon City (Love Radio)
M: Anong istasyon ang pinakikinggan mo?
L: Love Radio.
M: Gaano katagal ka nang nakikinig dito?
L: 3 years na.
M: Bakit ka nakikinig sa istasyong ito? Ano ang iyong nakukuha mula rito?
L: Libangan, wala kasing magawang iba pag nakaduty ako pag gabi na eh.
M: Masasabi mo bang may naging epekto na sa’yo ang pakikinig sa istasyong
ito?
L: Mayroon, yung mga bagong musika, imbes na hindi ko alam kantahin ngayon
alam ko na. Kung sa halos araw-araw ba naman eh nakikinig ako rito.
M: Bakit hindi ka sa ibang itasyon nakikinig?
L: Hindi ko kasi type ang iba eh.
M: Alam mo ba ang mga Ingles na istasyon? Nasubukan mo na bang makinig
dito?
L: Hindi ko alam yung mga Ingles na istasyon. So, hindi ako nakikinig doon.
M: May natutunan ka bang masasabi mong mahalagang bagay mula sa pakikinig
sa istasyong ito?
L: Yes, yung mga jokes nila.
Page | 115
M: Kung may mga bagay kang gustong baguhin sa mga programang pinakiking-
gan mo, anu-ano ang mga ito?
L: Wala na.
A39. Pedro Arpon, 34, Sweet Corn Vendor, Caloocan City (Love Radio)
Page | 116
A41. Wilma Sanchez, 25, Janitress, Dupax Diliman, Quezon City (Love Ra-
dio)
M: Anong istasyon ang pinakikinggan mo?
W: Love Radio.
M: Gaano katagal ka nang nakikinig dito?
W: 3 years.
M: Bakit ka nakikinig sa istasyong ito? Ano ang iyong nakukuha mula rito?
W: Nakakatanggal kasi ng stress habang nakikinig ako sa Love Radio.
Page | 118
A43. Oscar Lopez, 37, Barber, Cubao, Quezon City (Love Radio)
M: Anong istasyon ang pinakikinggan mo?
O: Love Radio.
M: Gaano katagal ka nang nakikinig dito?
O: Mga 3 years na.
M: Bakit ka nakikinig sa istasyong ito? Ano ang iyong nakukuha mula rito?
O: Bukod sa maganda ang tugtog, mga classic kasi ang gusto ko, masaya ring
pkinggan. Nakakatanggal ng pagod.
M: Masasabi mo bang may naging epekto na sa’yo ang pakikinig sa istasyong
ito?
O: Oo, halimbawa habang naggugupit ako, ginaganahan ako at pinagbubuti ko
ang trabaho ko.
M: Nakikinig ka rin ba sa ibang istasyon?
O: Oo nakikinig din.
M: Alam mo ba ang mga Ingles na istasyon? Nasubukan mo na bang makinig
dito?
O: Oo, pero hindi ko pa nasubukang makinig.
Page | 120
A45. Adolfo Anggot, 41, Ice Cream Vendor, Quezon City (Love Radio)
M: Anong istasyon ang pinakikinggan mo?
A: Love Radio.
M: Gaano katagal ka nang nakikinig dito?
A: 1 year pa lang.
M: Bakit ka nakikinig sa istasyong ito? Ano ang iyong nakukuha mula rito?
A: Maganda kasi ang mga tugtog, saka gusto ko rin yung balitaktakan nila.
M: Masasabi mo bang may naging epekto na sa’yo ang pakikinig sa istasyong
ito?
A: Oo, naaalis ang pagod ko.
M: Bakit hindi ka sa ibang itasyon nakikinig?
A: Nakikinig naman ako sa iba, sa AM nga lang.
M: Alam mo ba ang mga Ingles na istasyon? Nasubukan mo na bang makinig
dito?
A: Oo, pero sa Love talaga ang gusto kong pakinggan.
M: May natutunan ka bang masasabi mong mahalagang bagay mula sa pakikinig
sa istasyong ito?
A: Wala lang, masaya lang, napapasaya lang ako.
M: Kung may mga bagay kang gustong baguhin sa mga programang pinakiking-
gan mo, anu-ano ang mga ito?
A: Ok lang, wala na. Open-minded naman kasi ako.
B: Mayroon kasi silang cute songs saka nakakatuwa si Martin D. Naaaliw ako.
M: Masasabi mo bang may naging epekto na sa’yo ang pakikinig sa istasyong
ito?
B: Nagke-create ng magandang mood para sa akin.
M: Bakit hindi ka sa ibang itasyon nakikinig?
B: Pwede rin sa ibang istasyon, nakikinig din ako doon paminsan.
M: Alam mo ba ang mga Ingles na istasyon? Nasubukan mo na bang makinig
dito?
B: Sa Mellow Touch lang, sa iba kasi ayaw ko di ko type yung music nila.
M: May natutunan ka bang masasabi mong mahalagang bagay mula sa pakikinig
sa istasyong ito?
B: Wala, natuto lang akong mang-alaska at mang-okray.
M: Kung may mga bagay kang gustong baguhin sa mga programang pinakiking-
gan mo, anu-ano ang mga ito?
B: Wala, fun lang kasi ang habol ko, para hindi boring.
M: Kung may mga bagay kang gustong baguhin sa mga programang pinakiking-
gan mo, anu-ano ang mga ito?
J: Mas gusto ko sana kung updated yung songs, dapat may schedule sila na
araw kung kailan patutugtugin yung mga bagong kanta.
J: 2 years.
M: Bakit ka nakikinig sa istasyong ito? Ano ang iyong nakukuha mula rito?
J: Yung magagandang songs lang, natututunan ko.
M: Masasabi mo bang may naging epekto na sa’yo ang pakikinig sa istasyong
ito?
J: Magaan ang feeling ko, parang nasa langit.
M: Bakit hindi ka sa ibang itasyon nakikinig?
J: Hindi eh, kasi maganda talaga para sa akin sa Love.
M: Alam mo ba ang mga Ingles na istasyon? Nasubukan mo na bang makinig
dito?
J: Oo, ok lang sila para sa akin.
M: May natutunan ka bang masasabi mong mahalagang bagay mula sa pakikinig
sa istasyong ito?
J: Mga jokes lang.
M: Kung may mga bagay kang gustong baguhin sa mga programang pinakiking-
gan mo, anu-ano ang mga ito?
J: OA na yung kwentuhan minsan, kaunti lang dapat, songs dapat, marami dapat
songs talaga.
A53. Michael Gola, 29, Ice Cream Vendor, Quezon City (Love Radio)
Me: Anong istasyon ang pinakikinggan mo?
M: Love Radio
Me: Gaano katagal ka nang nakikinig dito?
M: 6 months pa lang eh.
Me: Bakit ka nakikinig sa istasyong ito? Ano ang iyong nakukuha mula rito?
M: Ah, libangan lang habang nagtutulak ako sa ice cream kart ko, lalo akong gin-
aganahang magtulak.
Me: Masasabi mo bang may naging epekto na sa’yo ang pakikinig sa istasyong
ito?
M: Masarap pakinggan ang mga bagong musika.
Me: Bakit hindi ka sa ibang itasyon nakikinig?
M: Ay, hindi ko pa nasubukan yung iba.
Me: Alam mo ba ang mga Ingles na istasyon? Nasubukan mo na bang makinig
dito?
M: Hindi ko na alam yon.
Page | 128
A55. Carlo Maligaya, 32, Security Guard, Quezon City (Love Radio)
M: Anong istasyon ang pinakikinggan mo?
C: Love Radio.
M: Gaano katagal ka nang nakikinig dito?
C: 1 year na.
M: Bakit ka nakikinig sa istasyong ito? Ano ang iyong nakukuha mula rito?
C: Ang nakukuha ko yung mga bagong kanta, kasi ang kinawiwilihan ko rito sa
istasyon na ito ang mga yon, lalo na pag Linggo maganda talaga.
M: Masasabi mo bang may naging epekto na sa’yo ang pakikinig sa istasyong
ito?
C: Mayroong epekto rito, yung nakakawala ng mga problema at gumagaan ang
loob ko.
M: Bakit hindi ka sa ibang itasyon nakikinig?
C: Di ko nasubukang lumipat-lipat e.
M: Alam mo ba ang mga Ingles na istasyon? Nasubukan mo na bang makinig
dito?
C: Wala, Love Radio lang talaga.
M: May natutunan ka bang masasabi mong mahalagang bagay mula sa pakikinig
sa istasyong ito?
C: Mga love songs lang.
M: Kung may mga bagay kang gustong baguhin sa mga programang pinakiking-
gan mo, anu-ano ang mga ito?
C: Wala na, masaya na ako sa Love Radio ngayon.
M: Bakit ka nakikinig sa istasyong ito? Ano ang iyong nakukuha mula rito?
V: Kasi ito ang istasyon na nagustuhan ko sa lahat, maganda kasi rito eh, kasi
maganda ang tugtog.
M: Masasabi mo bang may naging epekto na sa’yo ang pakikinig sa istasyong
ito?
V: Mayroon, kasi dito imbes hindi ako marunong kumanta, napapakanta ako sa
ganda talaga ng mga tugtugin.
M: Bakit hindi ka sa ibang itasyon nakikinig?
V: Ah, wala na talagang iba.
M: Alam mo ba ang mga Ingles na istasyon? Nasubukan mo na bang makinig
dito?
V: Hindi ko alam eh, sa Love lang talaga ako nakikinig.
M: May natutunan ka bang masasabi mong mahalagang bagay mula sa pakikinig
sa istasyong ito?
V: Syempre love songs, saka mga jokes nila.
M: Kung may mga bagay kang gustong baguhin sa mga programang pinakiking-
gan mo, anu-ano ang mga ito?
V: Ah, dapat gandahan pa nila ang mga patugtog at jokes para lalo kaming mag-
enjoy.
A58. Gardencio Nieva, 36, Palma Hall Guard, Quezon City (Love Radio)
M: Anong istasyon ang pinakikinggan mo?
G: Love Radio.
M: Gaano katagal ka nang nakikinig dito?
G: 2 and a half years.
M: Bakit ka nakikinig sa istasyong ito? Ano ang iyong nakukuha mula rito?
G: Ah, masarap kasi yung sound nila pakinggan lalo na pag nakahiga ako ang
sarap ng tulog ko.
M: Masasabi mo bang may naging epekto na sa’yo ang pakikinig sa istasyong
ito?
G: Mayroong epekto tulad ng nawawala ang problema mo kasi nakatutok ka lang
sa pinapatugtog nila.
M: Bakit hindi ka sa ibang itasyon nakikinig?
G: Ah, wala na, Love Radio na ako.
M: Alam mo ba ang mga Ingles na istasyon? Nasubukan mo na bang makinig
dito?
G: Wala, hindi ko alam ang mga yon.
M: May natutunan ka bang masasabi mong mahalagang bagay mula sa pakikinig
sa istasyong ito?
G: Love songs at saka mga jokes.
Page | 132
M: Kung may mga bagay kang gustong baguhin sa mga programang pinakiking-
gan mo, anu-ano ang mga ito?
G: Wala na! Ok na ako talaga sa Love Radio.
A59. Arnel Rosales, 27, Palma Hall Guard, Quezon City (Love Radio)
M: Anong istasyon ang pinakikinggan mo?
A: Love Radio 90.7.
M: Gaano katagal ka nang nakikinig dito?
A: 3 years.
M: Bakit ka nakikinig sa istasyong ito? Ano ang iyong nakukuha mula rito?
A: Maganda lang talaga ang mga pinapatugtog nila eh.
M: Masasabi mo bang may naging epekto na sa’yo ang pakikinig sa istasyong
ito?
A: Ah meron, tulad ng nakakawala ng init ng ulo, nakakawala ng pagkabigo sa
pag-ibig at higit sa lahat, marami kang matututunang mga love songs.
M: Bakit hindi ka sa ibang itasyon nakikinig?
A: Solid Love Radio talaga ako eh.
M: Alam mo ba ang mga Ingles na istasyon? Nasubukan mo na bang makinig
dito?
A: Hindi na. Hindi ko na sinusubukan.
M: May natutunan ka bang masasabi mong mahalagang bagay mula sa pakikinig
sa istasyong ito?
A: Jokes lang talaga ang natutunan ko.
M: Kung may mga bagay kang gustong baguhin sa mga programang pinakiking-
gan mo, anu-ano ang mga ito?
A: Ayos na ang style nila, wala nang dapat baguhin para sa akin.
W: Yeah, that was actually the objective there. To stand out so people would no-
tice Love Radio. Because if I don’t do that, the station is 30 years old already. So
if the station is that old, then the novelty factor is not there anymore. So you have
to come up with something new, something really outstanding, something that
will really get the attention of the listeners. That’s exactly what we did.
M: How long is has it been since you changed formats?
W: Since 2001, so 5 years.
M: What made you switch to a different format in the first place.
W: Before I took over programming of the network, they were contemplating on
reformatting radio, they were thinking of targeting the AB crowd. They were think-
ing of transforming Love Radio into a some sort of a niche station. Because for
years, Love Radio never made it to the top 2. So, when they took me in, by the
way I’m from Zamboanga, that’s my province. When they took me in, I asked for
6 months to maintain the [masa] format, give me six months and we’ll see what
happens. If nothing happens within the six-month period, we’ll have to move on
with what they have planned.
M: But fortunately, it worked out?
W: Yeah, fortunately for me, after six months we saw tremendous results, tre-
mendous improvement as far as listenership is concerned, so we pursued the
[masa] format.
M: It was great though, how in only six months the format picked up. And it was
relatively a new format by the time.
W: Yes, maybe we were too radical, too unorthodox, that people, you know,
parang, “Oh, iba to a.”
M: It was like bringing the things you miss from AM to FM.
W: Yeah at some point.
M: Some aspects?
W: Yeah.
M: Regarding the developmental aspect of radio and mass media in general, do
you believe your station develops its listener’s culture and individuality?
W: In a way, yes. But, [from] some people, we have been receiving complaints.
Not just from one entity, a couple, more than two entities, regarding how the
Page | 135
jocks carry their programs, how they communicate to the listeners. But we re-
main within the bounds of the code of ethics. Because we’re following code of
ethics. We have the KBP that regulates us. We believe that even if our approach
is very radical, almost out of this world, we believe that we are still within the
bounds of ethical broadcasting.
M: How about the educational factor, do you think listeners learn some informa-
tion?
W: Yeah, I believe so. We’re not putting out textbook information, but what we’re
putting out is real-life information, what’s happening around you. I mean, no other
media is putting so much importance on those little casual things that are hap-
pening around you. Situationers, say for example when you are in the jeepney,
what are the things that usually happen inside the jeepney but people don’t mind
it anymore? So yun ang kinukuha naming mga topics, na pag narinig naman nila,
“Oo nga ano?”, parang ganon.
M: You have news right? How do you handle news?
W: The usual way of handling news. Mainstream news, that’s what we do.
M: What kind of mental image do you want your listeners to associate with your
station.
W: Happy.
M: Upbeat?
W: Yes, upbeat, but more on positive and happy outlook. If you notice the DJs
are always smiling, always laughing even when there’s nothing to laugh at.
M: What are your advertising rates?
W: Advertising rates, 7,500 pesos for a 30-second spot. But of course, we are
packaging, we have packages as well which you can get for lower than 7,500
pesos.
lang dito sa Pilipinas yung katulad nating mga spokening dollar. Karamihan ng
mga tao rito, marunong lang sila ng kaunting English words, kapiraso, pero hindi
talaga nila mag-express in English. Kaya pag nagkaroon ka ng anime na English
at Tagalog, wala pang 1/10 ang manonood ng English version. Walang kwestyon
sa masa ang Tagalog na mga palabas. Ang number one na panonoorin nila, ay
yung naka-Tagalog. Ang number one issue doon, language. How do you
communicate to people who don’t know English, if you use the English
language? What you have to realize is the sheer volume, 90% compared to
10%. Pag naglagay ka ng programming na Tagalog sa FM, at naglagay ka ng
mga jokes, sayo na talaga makikinig ang karamihan.
Kaya lang naman nag-eexist pa rin ang mga FM stations na upscale, ay dahil
niche yan. May mga target market sila at ang mga produkto nila, pangmayaman.
Dito makakabenta ka ng kotse, ng cellphone, e sa masa station, ang ibebenta
mo, yung mga naka-sachet lang na shampoo at sabon. Nagsisiksikan itong
upscale stations sa malalaking perang produkto, kasi maraming pambili ang
market.
M: Is there any connection between this attraction and common Filipino
psychology (how they perceive things, how their culture and their upbringing
determine whether something is desirable or not)?
J: I think if you really scrutinize it, you would find out that the themes of the
popular songs, the popular jokes are consistent with other aspects of the
common Filipino’s experience. Nakaka-relate sila sa mga joke na sinasabi sa
masa stations. Ang mga joke nila dyan, tungkol sa mga nangyayari sa jeep, sa
trabaho, sa pagta-travel, kaya click sa masang makikinig dahil nakaka-identify
sila at yun talaga rin ang nangyayari sa mga buhay nila.
M: In a psychological perspective, what do you think are the effects of being
exposed to the masa format to the listeners?
J: They feel at home. Doon na sila nakikinig dahil mas nakaka-relate sila at
feeling nila at home sila sa mga tugtugin at sa mga DJs din na para bang kakilala
nila ang mga yon.
M: How do these effects impact their daily lives and their view of the media’s role
in their personal lives and our society in general?
Page | 138
B3. Arlene Brosas, Cultural Worker and Member, Musicians for Peace
M: In your opinion, what is it about masa radio stations that attracts the average
Filipino listener (from the CDE market)?
A: Masa radio stations are formula. They are basically entertainment, plus
programs that cater to people’s religiosity. If there are programs that tend to
provide meaningful insights to significant issues (socio-political-economic)
confronting the masa audience, they generally fall short of delving into the
fundamentals of the issues. Because doing so would eventually run counter to
the ultimate interest of station owners – profit, or to the powers-that-be which
possess regulative control (even punitive powers) over the industry. A case of
challenging the staus quo. Imagine a station taking the side of workers pounding
on the demand for a nationwide wage hike. Or a station really intent on fleshing
out the president’s impeachment issues. At the end of the day, advertisers,
government control and media owners who are also big businessmen decide on
the content. So it is not really so much of an “attraction” but a case of “that’s-the-
only-thing-you-need” or “this-is-only-how-far-we-can-go” offer for the masa
audience.
M: Is there any connection between this attraction and Filipino culture? (how they
perceive things, how their culture and their upbringing determine whether
something is desirable or not)?
A: There is definitely a connection. The historical experience (read: colonized and
perenially exploited) of these masa audience explains of the dominant social
class needing to subjugate the masa culturally, for the latter to remain docile
producers of wealth while the former remains in power. This “attraction” serves
their interest by perpetuating the masa culture of “pagpapahinahon”, “tawanan
mo ang iyong problema”, “ipagpasa-Diyos mo na lang”, or “swerte” by forging
their addiction to melodrama, escapist music, religious pacifism and games of
chance. Filipino culture is something that was forced upon the masa by virtue of
Page | 140
the ruling class’ hold over the most powerful cultural instruments like the media.
M: In a sociological perspective, what do you think are the effects of being
exposed to the masa format to the listeners?
A: The “masa format” effectively contributes to the perpetuation of social inequity
to the detriment of the masa. They are actually exposed to a very anti-masa
culture or mode of thinking in a very unobtrusive way. “Escape” denies them
critical thought over the social structures that tie them to poverty. Pacifism denies
them the opporunity to collectively assert and fight for their rights.
M: How do these effects impact their daily lives and their view of the media’s role
in their personal lives and our society in general?
A: These add up to their miseducation. They are continually deprived of an
opportunity to effectively comprehend the roots of their impoverishment and
furthermore, the need to realize their organized strength and collective action in
addressing their condition. They view media as mere entertainment. Or if there
would be public service, they eventually realize these are selective, and
ultimately, mere palliatives. They come to accept their condition as the “normal”
order of society.
M: Are these effects beneficial or detrimental to the listeners?
A: Detrimental. What, perhaps, would be beneficial is the eventual realization that
these content are actually detrimental to them. This entails socio-political
awakening like the protest years during the Marcos Dictatorship when media,
particularly radio, was constantly challenged over its content and public
accountability. This led to more public service, educational and current affairs
content in radio programs as compared before.
M: Would you say employment of a developmental format, featuring high
educational content that is both practical and targeted (depending on the
comprehensive profile of the market) would affect the listeners in a better way
compared to the current masa format?
A: Such developmental format would only be truly positive if founded on a clear
understanding of the socio-economic and political circumstances of the masa.
This should constitute the practicability of the “comprehensive profile”. Their
education should be targeted based on these foundations. In this respect,
Page | 141
Market : Mega
Demographic : All People 10+
Survey : Survey #1 2006
Session : Mon-Sun 12:00 MN-12:00
MN
Pl. of Listening : (C) All Places
Table 2. Ratings table of all FM radio stations in Metro Manila portraying the dominance of
masa stations being discussed in this study.
Page | 143
Table 3. Total Population by Age Group, Sex and Sex Ratio: National Capital Region, 2000
supplied by the National Statistics Office, revised to include the total population of the 10+
market measured by AC Nielsen’s TARP %.
Table 4. Approximation of the Top 7 masa station’s audience base, based on TARP % and
the total population of their demographic: all people 10+.
Page | 144
Listeners consider jokes The concept of what is necessary and what 51.7%
aired on masa radio as is important and significant to their daily lives
important to their radio has gone off course in today’s media con-
listening experience. sumers.
Listeners do not switch to Brand affinity has infiltrated the broadcast 50%
other stations, remaining media. Blind loyalty to one particular station
loyal to a single station. can hinder learning through experimentation
and acquiring fresh perspectives on issues.
It could facilitate in making the consumers
become less open-minded.
Very few listeners do ac- Through mental conditioning over the years, 90%
quire new significant the media have helped consumers become
knowledge from listening less receptive to brand-new, relevant inform-
to masa radio. ation, and alternative perspectives, as a res-
ult of the cultivation of Effect No. 1.