Statement of the Problem

Young people are not very interested in radio anymore. A study done by the Music
Business Association and data analysis firm LOOP (Lots of Online People) in 2016
(https://musicbiz.org/news/music-bizloop-study-millennials-turn-radio-embrace-streaming/)
confirms that millennials aren’t listening to radio nearly as much as the older
generation does. The study contains answers from over 3,000 respondents in the
United States, and the results focus on younger millennials, which in this case are
defined as those between the ages of 15 and 19.
Younger millennials say that they only spend around 12% of their time with radios,
and those younger music listeners who still have access to radios aren’t engaging with
them very much (or at all). In lieu of radio, majority of young people have turned their
ears to streaming and other connected devices for the younger crowds, which should
come as no surprise to anybody who knows someone between the ages of 15 and 19.
Out of the dual nature of radio as a profit-making business and a public service,
numerous conflicts arise. Should radio be essentially a medium for selling goods?
Should it fill more and more hours at higher rates with profitable advertisements
accompanied by entertainment devices for attracting listeners to the ads? If it does
that, how can it, as a sound, profit-making business venture, stop short of crowding
out the other, nonprofit function entirely? At the least will it not be tempted to put
profits ahead of public service?
These are the kinds of problems that cAmp FM, as a radio station serving both a
public and a commercial function, considers.

Scope and Delimitation

cAmp FM will present music, news, and discussion on topics such as music,
literature, heritage, and social and economic issues. Although it is a radio station
concentrated on the perspectives of our youth, it will be an open platform to people in
all age brackets. cAmp FM encourages open dialogue but shall not tolerate or promote
prejudices in politics, religion, and ethnicity, nor ridicule of a certain group or party.
As a radio station that operates both as a profit-making business and a public service
tool, cAmp FM will not put profits ahead of public service. It will not merely be a
medium for selling goods but one that serves its non-profit function to the full extent.
cAmp FM will air in Dagupan City and the surrounding towns, villages, and cities
nearby or within a 50 mile distance (80.45 km) to the north, south, east, or west.
 II. BUSINESS PLAN

Product or Service Description

cAmp’s core purpose is to promote active communication between the youths of the
province, that will ultimately inspire them to foster values that are beneficial to their
growth and the community’s. Through research, we found that potential young adult
listeners are often involved in the local music scene. They seek an alternative to
mainstream commercial media by regularly attending live concerts at cafés, bars and
popular venues, and follow indie bands and artists through streaming platforms and
social media.
To invite a following of young people, we will produce and broadcast a diverse range
of local performances while inviting community participation through our program
cAmpfire™, which will be held at varying locations every Saturday 7 to 9:30pm,
repeated at 1:30pm during Sundays. We see this as an opportunity to not only
promote the local music scene, but to also inspire in people a vested interest in the
station as presenters and active participants. We at cAmp FM would like to pursue
these kinds of events as a priority.
In summary, cAmp FM’s programs and segments include:
Program name General description Timeslot
cAmp FM’s flagship music
Monday to Friday, 9am–
Disc drive program featuring new and
12nn
recurrent chart toppers
Features stories, open letters,
spoken word poetry, and other Monday to Sunday,
cAmp Diaries
materials with relevant 12nn–1pm
messages
A commentary about trending
Let’s talk about stuff Monday to Friday, 7pm to
topics and issues young people
baby 10pm
care about
Live performances by local
cAmpfire™ Saturday 7pm to 9:30pm
musicians

On top of regular programming, cAmp FM will also manage livestreams and launch a
podcast that features recorded performances and commentaries.
 Strength, Weaknesses, Opportunities, and Threats of the Service Analysis
cAmp FM will be the only local radio station that has a consistent, continuing
program dedicated to young people. As a radio station that encourages the active
participation of its listeners, it will also easily inspire the loyalty of its audience. It
will appeal to all the sectors of the community for not only having fresh
entertainment, but also an advocacy that is vital to the development of our society. In
order to continue with the expansion of cAmp radio, we will have to tackle some key
challenges:
1. Sustainability
 Technological - Maintaining knowledge of technological advances, mapping
potential improvements in capacity.
 Socioeconomic – Considering the local socioeconomic activities that cAmp
FM could provide benefits to
 Financial – Finding new opportunities and methodologies to cover the costs
of the cAmp FM, including costs of infrastructure maintenance and staff
compensation
2. Increasing involvement
 Sponsors (private and public) – The challenge to maintain the interest of
sponsors and convince them of the significance of the radio station’s advocacy
 Participation – The task of diminishing the digital divide faced by under
privileged communities and the wealthy sector so as to give equal opportunity
to all community members

Promotional Strategies
There is significant cost involved in producing cAmp FM’s quality and competitive
programs, and the following strategies will help support our objective:
 Present programs that meet the expectations of our listening audience.
 Actively engage and seek commitment from decision makers and key
stakeholders.
 Run interactive social media campaigns
 Maintain a pool of volunteers to present programs and assist in other areas,
which will promote their loyalty to the station
 Organise events and provide opportunities which expose the radio station to
new audiences