Reference No: KLL-FO-ACAD-000 | Effectivity Date: August 3, 2020 | Revisions No.

: 00

VISION MISSION
A center of human development committed to the pursuit of wisdom, truth, Establish and maintain an academic environment promoting the pursuit of
justice, pride, dignity, and local/global competitiveness via a quality but excellence and the total development of its students as human beings, with fear
affordable education for all qualified clients. of God and love of country and fellowmen.

GOALS
Kolehiyo ng Lungsod ng Lipa aims to:
1. foster the spiritual, intellectual, social, moral, and creative life of its client via affordable but quality tertiary education;
2. provide the clients with reach and substantial, relevant, wide range of academic disciplines, expose them to varied curricular and co-curricular experiences
which nurture and enhance their personal dedications and commitments to social, moral, cultural, and economic transformations.
3. work with the government and the community and the pursuit of achieving national developmental goals; and
4. develop deserving and qualified clients with different skills of life existence and prepare them for local and global competitiveness

LESSON 5
SECOND Semester, AY 2023-2024

I. COURSE CODE /TITLE: GEE 103 PHILIPPINE POPULAR CULTURE

II. SUBJECT MATTER

Topic Time -Frame
3.Direction of Popular Culture in the Philippines 15.5 hours
3.3.Radio

III. COURSE OUTCOME

A. Discuss radio broadcasting in the Philippines.

IV. ENGAGEMENT
A. INTRODUCTION

Advances in technology have given people more ways to access an increasing amount of information.
However, radio still plays a vital role in today’s world. Radio is more than just announcers, news and songs. Radio
is about companionship and the emotional connection with the listener. Radio broadcasts provide real-time
information, and some that broadcast 24 hours a day, can provide the most recent updates to listeners.
Radio has the ability to reach across borders and can become a valuable source of information where
reliable news is scarce. Radio has proved its worth in times of emergency such as when access to the mobile network
is down as a result of an overload, or phone lines are cut. Even when there is no electricity, most radio sets can be
battery operated or have the ability to be hand cranked. Radio is not just important for reception of emergency
announcements and communications during disasters. In small communities , it provides an outlet for regular
community messaging and activities such as local sports, community events, special events, local business
advertising, etc.

Perhaps no other media channel has touched the lives of ordinary Filipinos as much as the radio. From the
traditional panawagans during personal tragedies or natural disasters, the tearjerkers of Tiya Dely Magpayo,
knowledge power of Ernie Baron, eccentric health advises from Johnny Midnight and of course, the most
requested songs in pop music radio stations.

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 But the power of radio is best dramatized during the 1986 People Power Revolution. This historic event,
which led to the overthrow of the Marcos dictatorship, was given impetus with an appeal from Jaime Cardinal Sin
Archbishop, of Manila, aired over Radio Veritas, a Catholic radio station, asking freedom loving Filipinos to
support then Gen. Fidel V. Ramos and then Defense Minister Juan Ponce Enrile. In response, millions of Filipinos
took over EDSA for four days. Millions of Filipinos all over the country followed the developments of the historic
event from the clandestine Radyo Bandido anchored by women broadcaster June Keithley.

Radio is more than just a media channel to many Filipinos, it is a way of life. It is part of Filipino culture.
Even today’s so-called Generation X still finds radio “in” despite competition from the Internet and MTV. Consider
these: The RX Concert Series features live performances by renowned bands and artists
— broadcast live from the radio station’s studio itself. Generation RX presents viewpoints on various issues from the
pop generation who send their pinions via telephone, pager, and recently text messages. Both programs explain why
radio listening is still a favorite past time of many young audiences.

The fact that radio uses the local language or dialect makes it the most accessible channel to the Filipino
masa.

More importantly, radio is easy to use, it’s live and it’s human. For more than 80 years, radio has survived
and prospered by being the easiest of media to use. Wake up in the morning, have a shower, get in the car, turn on
the radio. Feeling lonely? Turn on the radio.

B. ACTIVITY ( LESSON 1 )
DIRECTIONS: Answer the following questions about radio broadcasting in the Philippines as fully and precisely as
you can.

1. Define radio.

2. How did radio start in the Philippines?

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3. Discuss radio programming during pre-war to the early post-war period, 1960s to 1970s.

4. What are the advantages and disadvantages of radio?

5. Why is radio still the people’s choice? Why is it still popular?

6. What are some issues and concerns regarding radio broadcasting?

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 C. APPLICATION

DIRECTIONS: Based from your knowledge on this subject, write your opinion on the following questions.

1. What is the importance of radio in our life and its impact on popular culture?

2. Explain why radio is a way of life for the Filipinos.

3. What do listeners want?

4. How is radio today? Justify why radio remains one of the most trusted medium of communication.

V. OUTPUT
DIRECTIONS: Submit your output in printed form using your group name.

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LESSON 5 ATTACHMENT

Radio in the Philippines

Radio in the Philippines started in 1924 with the establishment of KZKZ (AM)
in Manila, Philippines by Henry Herman Sr., owner of the Electrical Supply Company in Manila. Henry
Herman was an American and a former soldier who came to the Philippines to fight in the Philippine–
American War. He stayed in the Philippines after he was discharged.
This was not the first test however. Archives suggest that in 1922, an American woman named Mrs.
Redgrave used a five-watt transmitter for a test broadcast from Nichols Field (now Villamor Airbase). This
test is possibly the first radio broadcast in Asia.
Henry Herman's station originally broadcast using a 5-watt transmitter. In 1924, it boosted its power to 100
watts. On October 4, 1924, Henry Herman transferred KZKZ's ownership to the Radio Corporation of the
Philippines (RCP), which he himself organized. In 1926 the company began to work on constructing two of the
largest radio stations in Asia with the idea of maintaining direct Manila-San Francisco service After Philippine
independence, it changed its call sign to DWKZ, but changed in 1960 to DZCA.

The oldest existing radio station in the country today is DZRH. It first signed on in 1939 as KZRH.
The last two letters of the call station stands for Radio Heacock , after H.E. Heacock, the original owner of the
station and one of the largest chains of department stores in the Pacific Rim.

Radio programming from the pre-war to the early post-war period was primarily entertainment-
oriented and, as expected, “flavoured with colonial productions” including even canned American serials.
News and public affairs programming, including government programs, were virtually unheard until a few
years before the end of World War II. Advertising of products other than those of the station owners began only in
1939. In 1929, the first provincial radio station, KZRC was established in Cebu City. However, It merely
relayed programs originally aired over KZRM in Manila. This Manila-centric programming was to continue up to
today.

Radio played an important role in keeping the Filipino spirit alive during World War II. The then KZRH
broadcasted the ” Voice of Freedom” from its transmitter physically transferred in Corregidor. Anchored by
Norman Reyes, its stirring broadcast announcing the fall of Bataan in 1942 is a classic in broadcast journalism
— “Bataan has fallen… But the spirit that made it stand, a beacon to all liberty-loving people of the
world, cannot fall.”

The 1950s saw the introduction of development broadcasting through farm programs. The Philippine
Broadcasting System was the pioneer in this area through its school broadcast, features and documentaries on
outstanding government programs and news and public affairs. The early years of development broadcasting were
difficult since many station managers and advertisers were doubtful of the effectiveness of radio as a medium for
information and education.

But by the late 1960s to the 70s, the use of radio for agriculture and rural development became
more pronounced. Institutions such as the Department of Agriculture, UP at Los Baños, International
Institute for Rural Reconstruction (IIRR), Philippine Rural Reconstruction Movement (PRRM) and the
International Rice Research Institute (IRRI) were among the advocates of farm casting and developmental

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communication. In particular, the information campaign for Masagana 99 launched in 1973 as the country’s rice
self-sufficiency program is considered a pioneering “success story” in the use of broadcast media for development.

Radio today: A louder voice

Radio is now acknowledged as the primary source of news and the most pervasive, persuasive, and
credible medium. It reaches 85 to 90 percent of the population with over 25 million sets nationwide. Of the 12
million estimated total number of households nationwide, the number of radio households is 10.2 million. In
contrast, estimated households with television set is 8.52 million while estimated households with video cassette
recorder is only 3.6 million. Station DZRH has the widest reach. With its satellite capability courtesy of Palapa B-4
which could send signals to the 20 relays scattered all over the Philippine archipelago, the station can cover as much
as 97 percent of the entire country. Meanwhile, industry estimates suggest that the average radio listening time is two
to three hours a day.

According to the National Telecommunication Commission (NTC), there are a total of 629 radio
stations nationwide as of 1997, of which, 330 are AM stations and 399 are FM radio stations. Luzon has the most
number of total AM and FM radio stations, 257 (123 AM and 134 FM). Mindanao has 235 radio stations — 100 AM
and 135 FM. Visayas has 182 consisting of 77 AM and 105 FM stations, while Metro Manila has 55 — 30 AM and
25 FM. Of the 629 stations, only 530 are within the fold of the Kapisanan ng mga Brodkaster sa Pilipinas
(KBP).

In terms of type of service, of the 539 KBP-member stations as of 1998, 488 operate as commercial
stations and only 51 as non-commercial stations. Of the latter, 32 are government-owned (31 AM and one FM),
10 are religious (eight AM and two FM stations), seven educational (four AM and three FM), and two military (all
AM stations).

Most radio stations are part of a broadcast network. The largest network is Radio Mindanao
Network, Inc. with 37 radio stations nationwide. Manila Broadcasting Company owns 31 AM and FM stations
nationwide, excluding the 100 low power FM stations. Nation Broadcasting Corporation with 29 radio stations
nationwide.

An interesting development is the growth of community radio stations. In 12 remote communities

nationwide, low-powered FM radio stations have been set up since 1991 through the Tambuli Project funded
by UNESCO and Danish International Development Agency (DANIDA). These radio stations are owned and
operated by the local community members who also produce their own programs, using the very popular Karaoke
system ( a sing-along cassette console with loudspeaker). These stations feature developmental messages,
especially on health care, environment, and livelihood as well as entertainment.

Commercial radio networks are now duplicating the success of the Tambuli project. Manila
Broadcasting Corporation (which operates DZRH) has set up 100 low powered radio stations in remote
communities nationwide. Each station has a 500-watt transmitter capable of sending a clear signal within a 10
kilometer radius. However, most of the programs aired are still packaged or produced in Manila which
reinforces Manila-centric programming rather than promoting local programming.

Advancements in telecommunications technology during the past decade have expanded the reach of
radio. Some major radio networks such as ABS-CBN Broadcasting (through DZMM) and Manila

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Broadcasting Company (through its lead station DZRH) are bow linked to the satellite for nationwide and
even global coverage.

The people’s choice

A cursory look into radio programming would explain why radio remains as the medium of choice
especially by the Filipino masa. Programming content and format are so diversified that there is always a
program suited to the taste of every sector — housewife, students, businessman or entrepreneur, music
enthusiast (from pop music to rock and revivals), religious, farmer, sports enthusiast, among others.

Since over 90 percent of radio stations are commercial, it is expected that programming is dictated by
consumers’ (or listeners’) wants and tastes as by the ratings game. The higher the rating, the
more advertisers for the program and higher income for the station. Content is dominated by entertainment. AM
stations programming usually consists of news and public affairs, public service , soap opera (drama), talk
shows which focus on national and local issues or entertainment (movie) trivia. Even news and current affairs
programs are interspersed with entertainment or showbiz news as the latter are very popular. One AM station has
reformatted its programming thrust to focus on “showbiz tsismis” (movie gossips) !

On the other hand, FM stations are still dominated by music programming. Most provide a variety of
music beats although some specialize in jazz, pop songs, rock and even revivals.

Public service programs are usually of the panawagan genre. The poor and the sick (or their relatives) are
given the chance to “air their plight” on air and ask for donations from civic groups, philantrophic
individuals, etc. Publicity for missing and even deceased loved ones are announced for relatives to know.
During times of crisis (e.g., typhoons), the public use the radio to inform relatives of their whereabouts and
condition. Listeners or studio guests are given the chance to air complaints or grievances against government
agencies or are given referrals to appropriate agencies.

The more popular news and current affairs shows are those hosted by the so-called “hardhitting
commentators” including Noli de Castro, Joe Taruc, Jay Sonza, Ted Failon, Korina Sanchez, Rey Langit,—
to name a few — in a usually no holds-barred discussion of issues. A popular innovation is the use of satire on
current issues through such characters as Juan Flavor, Tongressman Atras Abante, Atty. No Case, Mang
Tonyo, Card Neil Sin, Lola Sella, etc.

Over the past decades, radio has also proven to be an effective development communication channel.
There has been significant increase in the coverage of non-sensational topics such as health and nutrition,
environment, science and technology, education, women and children’s rights, among others. These topics are
either featured in regular programs or in developmental plugs.

To encourage and sustain quality programming, the KBP annually confers the Golden Dove Award to
outstanding Metro Manila and provincial radio stations/programs in various categories — drama, musical
variety, news, public affairs, comedy, among others.

The popularity and impact of radio is evidenced by the number of radio programs hosted by politicians.
Potential candidates are aware of the advantage of name recall for media personalities. Long before an

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election period, the candidates already project themselves and try to develop loyal followings among their listeners.

The self-regulatory framework

The broadcast industry operates under the principle of self-regulation. The Kapisanan ng mga
Brodkaster sa Pilipinas or KBP, organized in 1973, provides the framework for self-regulation through its
radio and television codes. The government recognizes the self-regulatory principle of the KBP “to police its
members on matters relating to the enforcement of broadcast media rules and regulations.” The KBPs’ Standards
Authority is responsible for monitoring compliance with the KBP Radio and Television Codes.

Both codes set program standards for news, public affairs and commentaries, political broadcasts,
children’s shows, religious programming, and advertising. It also instituted an accreditation program for radio
personalities aimed at upgrading professionalism among broadcasters. KBP’s Standards Authority is recognized
worldwide as a model in self-regulatory mechanism.

Some issues and concerns

The Philippine mass media in general is known as the freest and liveliest in the whole of Asia. But it is
also criticized for being often irreverent and irresponsible. There have been pressures from various sectors
urging media organizations such as the KBP to impose higher ethical standards and social responsibility among their
members.

Many sectors perceive “envelopmental” journalism as being prevalent. This refers to the practice of
bribing media practitioners (including broadcasters) to get positive media mileage or to down play, if not
totally “kill” negative stories. A recent publication, News for Sale by the Philippine Center for Investigative
Journalism (PCIJ), documents the “prices” political candidates have to pay for desired media exposures.

In terms of content, media in general are being criticized for being rambunctious, floundering in
sensationalism, acrimony and mudslinging. In particular, they deplore the seeming proliferation of so- called
tabloid broadcast journalism where radio programs apply the “success formula” of tabloids — crimes, sex and gossip
broadcasting.

Media’s penchant for exposes and to defend the underprivileged had cost the lives of many
(broadcast) journalists especially those from the provinces. Because of their watchdog function and adversarial
stance, many journalists will continue to tread on dangerous grounds.

Meanwhile, technological developments are proving to be the most serious challenge to the radio
industry. Phono players, reels and cassettes would only do for “jurassic” stations. On-air multiband sound
processing or multit-ract recording will be the technology of choice. Digital and Internet will dominate new
broadcast technologies.

Radio stations have to retool, i.e., go digital, in order to compete, provide better quality programming,
and eliminate of multi-path interference. Digital Audio Broadcasting (DAB) will offer listeners additional
services such as artists information, stock quotes, and sports scores. Satellite systems are transforming

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 the media audience into global audiences whose choices of channels and programs are virtually unlimited. In this
new media landscape, how can local radio stations offer better programming?

In this age of global village, the threat of cultural homogenization or domination, especially by those who
own and control technology, becomes even more real. The interactive and two-way capabilities of modern
technologies should be harnessed to the fullest to ensure cultural harmony, integrity, and identity. But this
concern applies not only in the global setting but in the national setting as well. For decades, broadcasting in
the Philippines has been one-way — Manila produces and the rest of the country watches or listens. New
technologies now allow for more exchange of images and messages within and across countries.

What do listeners want?

Numbers don’t lie. A January to November 2018 survey by Nielsen, albeit done in the US, indicates that
talk radio fan base grew by four percent (10 percent) while pop stations lost 1.2 percent of its listeners (6.9
percent).

Granted that radio is more diverse Stateside with other formats like country music and classic rock,
but there’s still no denying that talk is the overwhelming favorite. There’s hard data and more research that says
intelligent talk shows keep the brain sharp, not to mention it takes the mind away from the fact that the car’s
pace is a meter per minute.

Intellectual stimulus is key: a topic, a thought, an idea. Something more substantial than the seven
alphanumeric characters slapped on the plate of the vehicle ahead or the inane repetitiveness of Rihanna’s records.

That’s why it’s important for “personalities” to know what’s trending. Whether it’s the Kardashians
or King Robert of Baratheon, talk about it, break it down. It’ll get people thinking, talking and even calling.
Who cares if they agree or disagree, get angry, sad or happy. The fact is, for a few minutes, the dull drive
was the last thing on their minds.

Radio remains one of the most trusted medium of communication

The global 2022 theme for World Radio Day is Radio and Trust, with a focus on trust in journalism, accessibility
and viability of radio stations. Radio continues to be one of the most trusted and used media in the world, according
to different international reports.

Recent world events and the COVID-19 pandemic have eroded trust in the media in general, fueled by the
circulation of false content rapidly spreading - particularly on social media. However, studies show that many citizens
still ascribe greater confidence to radio than to any other media. This confidence level reinforces the importance of
providing people with accurate and reliable content.

Radio is a powerful medium for celebrating humanity in all its diversity and constitutes a platform for
democratic discourse. Its unique ability to reach out to the widest audience means radio can shape a society’s experience
of diversity, stand as an arena for all voices to speak out, be represented and heard. Radio stations should serve diverse
communities, offering a wide variety of programs, viewpoints and content, and reflect the diversity of audiences in their
organizations and operations.

People’s trust in radio is due to its low cost and simplicity. Relative to the other media, both its capital cost
and its running expenses are small. The medium is cheap to use and can attract a substantial audience. Radio remains
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affordable and can be listened to everywhere, even when electricity or connectivity are not reliable. The medium is
therefore one of the most popular means of communication, used by an overwhelming majority of people.

IMPACT OF RADIO IN PROPAGATING CULTURE

Radio is one to the mass media that ensure the promotion of culture in every society. It tends to broadcast
the way in which society, nation, community or family live their life, and how people relate with one another.
Cultural promotion is one of the basic functions of mass media, where people tend to learn and share their culture
with vast majority of audience, nations, communities and societies. This tends to contributes positively to the lives of
citizens in a specific nation/society (Okunna, 2003).

Radio is one of the oldest forms of mass media. It serves as an instrument of struggle in the search for
liberty and social promotion. Due to easy accessibility to radio; especially the community radio by those at the
grassroots, it has become a very effective tool in societal development via culture. (Schramm, 1964) in (Daramola,
2003).

Radio as the name suggests is an electronic device that transmits sound from a particular source to the
receiver. Ajayi (2006) assert that: Radio is primarily a sound medium. Whether you want to inform your listeners
about what is happening at home and around the world, to persuade them to purchase or try a product or entertain them
with music or drama, all are conveyed by sound to the listeners on radio. Sounds are simply the raw material of radio
and consists of periodic waves created by vibrating objects such as musical instruments, loudspeakers or the
human voice.

This helps us to understand that radio basically deals with audio or sound to convey information of
whatever kind to the listenership of people, may be an individual, group and/or to massive number of people. In all
of these explanations about radio, what we must narrow our attention to in this study is its impact or effect on people
culture-wise. As it is important that we know what is radio and how it operates, so it is important to know how it affects
our emotions, our life style and the most of all, our actions.

How did the radio contribute to popular culture?

Radio fostered a real-time national conversation during challenging times of Depression and world war.
And it became the single greatest force (before television and the internet) in developing a mass culture of sports,
entertainment, news and advertising.

Transmission of information thus became easy and widespread. By the early 20th century radio began to change
the world, as it became the main source of broadcast news. Instead of waiting for weeks to know what may have
happened in another part of the world, people could quickly apprise themselves of the latest events

What is the importance of radio in culture?

Radio is a powerful medium for celebrating humanity in all its diversity and constitutes a platform for
democratic discourse. Its unique ability to reach out to the widest audience means radio can shape a society's experience
of diversity, stand as an arena for all voices to speak out, be represented and heard. Radio is a companion. That is why
people love to listen to it. In a world where artificial intelligence and less personal communication is on the rise, the
feeling of connection to real, live human beings has become even more valued. Three in five people agreed that radio
has the human touch and that radio makes them feel connected.

Radio is also important in public relations. Radio PR isn't just used for brand awareness; it can also be used
to build or fix credibility. As well as being seen as a trustworthy brand, a radio interview can engender trust in your
business and reinforce your brand positioning.

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 The giant advantage of radio as a part of globalization process is that it can be understood by even
illiterate people and can be served to a larger number of people.

What is the role of radio in mass media?

Broadcasting on radio and television can bring voices and pictures to a large number of listeners and viewers
from long distance. Thus, we see every medium of mass communication works in its own unique way and carries the
message far and wide.

Radio Advantages And Disadvantages | Advantages and Disadvantages of Radio

A radio is an electronic device that either makes or reacts to, radio waves.

Advantages of Radio

 Selectivity: Radio offers a serious level of selectivity through geographic inclusion by countless
stations and different program designs.

 Cost-effectiveness: Cost benefits are very huge with radio as a publicizing medium. Radio time costs undeniably
not as much as TV and the ads are very cheap to create. They require just the content of the business to be
perused by the broadcaster, or a prerecorded message that the station can communicate.

 Adaptability: Among every one of the media, likely radio is the most adaptable as it has a short shutting period.
Radio ads can as a rule be created in a somewhat brief time frame and whenever required, the promotion message
can be changed practically not long before broadcast time. The same advertisement message can be changed in
various dialects to suit economic situations.

 Mental Imagery: Radio promotion utilizes sound, and a significant benefit of the present circumstance is that it
urges crowds to involve their creative mind in making pictures while handling the
advertisement messages

Disadvantages of Radio

 Absence of a Visual Element: The most major issue related to radio is the absence of a visual component. The
radio sponsor can’t show or exhibit the item or utilize some other visual allure. As examined before, in making
brand mindfulness, bundle recognizable proof regularly is basic for some, promoters considering the expanding
number of huge retail locations in urban areas with self-administration.

 Crowd Fragmentation: A large number of radio broadcasts make crowd fracture. The quantity of crowd tuned
to a specific station is typically minuscule. Promoters who need to arrive at expansive market regions through
radio, with language contrasts, need to delay on various stations arriving at explicit geographic regions.

 Restricted Research Data: The examination information on the radio is restricted contrasted with other
significant promoting mediums like TV, papers, and magazines.

 Restricted Listener Attention: It is hard to draw in and hold radio audience members consideration regarding
plugs. Program exchanging is continuous among audience members and they regularly miss all or a portion of the
plugs. Conceivable outcomes of twisting in radio stations are high and this bothers the audience members – the
outcome ads are missed.

 Clustered: With the expanding force of promoting, the mess has turned into an issue in publicizing media, and
radio is no exemption. Business channels convey many advertisement messages consistently and it is turning out

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 to be progressively hard for promotion messages to stand out for and hold crowds. Much relies upon the accuracy
of the content composition, going with sounds and level of bending.

How radio is helpful for education?

Radio sharpen students’ listening abilities and incite their creative minds. They give exceptional data flow
research discoveries in language. Expose educators to various instructing techniques. They give the instructor and
youngsters/students a potential chance to effectively take part in the illustration.

Technological innovation

BBC podcast download screen

Radio has evolved dramatically since it began in the 1920s. New technology has helped the radio industry
evolve and increase in popularity. There's been a huge increase in the number of people downloading podcasts and
streaming internet radio. Most radio stations archive past broadcasts on their official websites, for listeners to access
on-demand. Studio webcams and social media have changed the audience relationship with radio by making
listeners feel more connected to the presenters.

This type of media convergence is also achieved through the use of blogs and forums on radio websites.

Radio is available on more platforms than ever before, including:

 DAB (Digital Audio Broadcasting)
 FM Radio
 LW (Long Wave)
 MW (Medium Radio)
 Freeview TV, Sky TV

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  Online
 On mobile phones via mobile apps
 On digital music players

Brand identities
A radio station will have a specific brand identity which informs their house style. A radio station's target
audience can be identified by the music it plays; a station like Gold, for example, focuses on playing classic pop songs for
an older audience. Another feature of house style is the language presenters use on air. example, Radio 4 uses
clear diction and formal language whereas a station targeting a young audience will be more energetic and use informal,
everyday language that may include some slang or abbreviations like ‘LOL’ or ‘YOLO’.

How does the radio use social media?

Radio stations use social media to reach their perfect audience, build a community of engaged listeners, and
connect with brands, musicians, and other collaborators. In fact, social media platforms are the perfect complement to
the content you're already creating for the radio.

What type of social media is radio?

Broadcast media: Broadcast media includes information transmitted through one of several mass
communication channels, such as television and radio.

What is radio target audience?

Audience targeting in radio is a method that consists in categorising your listeners into segments based on
different variables. For example, these variables could include: gender, age, location, language, hobbies, education,
lifestyles, race, ethnicity and much more…

Why Radio is Still Popular

Radio broadcasting was the cheapest form of entertainment, and it provided the public with far better
entertainment than most people were accustomed to. As a result, its popularity grew rapidly in the late 1920s and
early 1930s, and by 1934, 60 percent of the nation's households had radios.

1. Radio is Portable
Nielsen state radio has a legacy as THE audio medium audiences are used to. It’s also easily accessible to anyone,
as most, if not all, cars come equipped with radios. Radio is the companion you take with you on your daily commutes,
that helps you get through long days at the office and makes your chores just a little more bearable.

2. Radio is Free
Radio doesn't require any form of monthly subscription, due to being advertiser-funded, unlike many current
media services.

3. Radio is Adaptable

Radio adapts with changing technologies and consumer trends. Radio is now accessible through laptops,
computers, phones and even smart speakers, so you can listen to your favourite station whenever you want, however you
want

4. Radio is Inclusive
Radio has a diverse variety of stations able to appeal to all audience tastes.
Radio has an established, easily digestible format that aims for larger audiences by promoting generalized content
presented by regular DJs. Radio has no long-form narratives or story arcs, audiences can jump in and out without missing
anything.

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References:
Asian Institute of Journalism and Communication. (1998). Communication sector analysis for child rights- based
programming. Manila: AIJC.

Braid, Florangel and Ramon R. Tuazon. (1998). “Communication and media in the making of a nation.” Paper presented
during the centennial congress on Higher Education, May 28.

KBP. 1998 Broadcast Media Factbook. Makati City: KBP.

Manila Broadcasting Company. (1999). “DZRH: a 60-year history of leadership”in Philippine Star. S-1-S-8. Maslog,
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