DOCUMENT RESUME

ED 105 858 IR 091 890

AUTHOR Spain, Peter

TITLE A Survey of Radio Listenership in the Davao Provinces
of Mindanao, The Philippines.
PUB DATE 20 Sep 71
NOTE 51p.; Best Copy Available

EDRS PRICE MF-$0.76 BC-$3.32 PLUS POSTAGE

DESCRIPTORS Audiences; *Ccmmunity Development; Developing
NAtions; Listening Groups; Mass Media; *Media
Research; *Radio; Rural Developmer4.; *Surveys;
Technical Reports
IDENTIFIERS *Philippines

ABSTRACT
To identify the listening habits and preferences of
the audience of a radio-braodcasting station, DXCD, in a rural area
of the Philippines, a questionnaire-based survey was conducted. A
total sample of 960 respondents was interviewed. The methodology of
the survey is presented, and the demographics of the area described.
Results are tabulated in terms of radio listenership and newspaper
reading, radio ownership, and preferences in terns of type of
program, time of day, language/dialect used, stations heard, and
number of hours spent listening. Effects on listeners are also
analyzed. The questionnaire and a list of barrios where the survey
was conducted are appended. (SK)
a

BEST COPY AVAILABLE

A SURVEY OF RADIO LISTENERSH/P IN THE DAVAO

PROVINCS OF MINDANAO, THE mamma

U S DEPARTMENT OF HEALTH
EOUCA.-10H WELFARE
NATIONAL INSTITUTE OF
EDUCATION
THIS DOCUMENT HAS BEEN REPRO
DUCED EXACTLY AS RECEIVED FROM
THE PERSON OR ORGANIZATION ORIGIN
ATING IT POINTS OF VIEW OR OPINIONS
STATED DO NOT NECESSARILY REPRE
SENT OFF ICIAL NATIONAL INSTITUTE OF
EDUCATION POSITION OR POLICY

Peter Spain
September 20, 1971
4 ACINOWLSDGEMENT

Survey research can be a hassle. It involves a lot of people.

If the project goes smoothly, those people deserve the credit.

In this study, we must mention first Vicente Baldivia, the

Research Director for Radio Station DXCD. He had not done this

type of research before, but by the end of the study his competence

was on a level %'ith his bard work. Also from the DICD research

staff, Gregorio Ibanez did the pre-testing, plenty of office work,

and the most difficult interviews. Lynn Sonotan pre-tested and

typed and typed and typed.

The field directors in Digos and Davao City, Carlos Gasper and

Alice Canonigo, wore both people with training and they showed it.

Sister Adele Marie in Tagus and Sister Estrella Solibio in Nati

allowed us to use their facilities, not to mention their students.

Frank Paris, HA., handled the translations, and award Garlock, MA.,

provided advice and encouragement from his background in sociology

and his experience in the area. He also bas the only random number

table in Tagum.

Howard Bieber, N.M., the Station Director, co-operated all the

way. After all, it was his work that was under scrutiny, but he

never discour.ged us. HillisaiGalvin, MA., the Maryknoll superior,

also made the situation easy to work in.

Finally, we have to acknowledge the students who did the survey.

They did the legwork, they covered all kinds of territory. Whatever

validity this study has is due to their enthusiasm, their integrity,

and their genuine interest in the project.

3
 COMENTS

INTRODUCTION 1

METHODOLOGY 5
RESULTS 11
THE AUDIENCE 32
DISCUSSION 41
APPENDIX I: The Questionnaire 43
APPENDIX II: The Barrioss 46
Wr"

"?be idea of having a diocesan radio station had been suggested

at a meeting of the priests of Tagum Prelature in 1964 by Fr.

Justin Zennedy, M.M. After having made an initial investigation

as to the costs of equipment and operating costs of such a station,

Fr. Kennedy was appointed Diocesan Director of Mass Media for the

Prelature in 1966. Fr. Rennedy continued his investigation regarding

the feasibility of the station and handed his findings over to

Fr. Douglas Venne, M.M., who was appointed Diocesan Director of

;Was Media in 1967.

"Fr. Venue prepared surveys of the Tagum Prelature Area to

determine the possible listening awlience and their preferences

for programming, and he mode application for a license to operate

a radio station under the Catholic Welfare Organization Franchise.

The Radio Station was incorporated under the name of Tagum Community

Development Radio Station, Inc., and Bishop Joseph Regan, M.N.,

Prelate of Tagum Prelature, was named bead of the Operation.

"In November, 1968, Fr. Howard T. Bieber, M.M., was appointed

Acting Director of Mass Media for the prelature, and in February

of 1969 be obtained the license to operate the radio station and

the construction permit for the Studio Building." Fr. 7enne had

been seriously injured in a jeep accident.

"Construction of the Radio Studio Building began on April 24,

1969. Occupancy took place in late August 1969 and installation

of equipment was completed in November of that year.

"Radio operation on a test basis began in December 1969 and

 -2-

full scale operation, consisting of 16 hours per day began on

January 2, 1970."

This historical summary from DICD's 'Witty and Plan" traces

the path of the idea for a radio station to its realization. The

logi: behind the idea no doubt was rooted in the geography of the

Tagus Prelature. Roads are poor, and often impassible during the

rainy season. The population is large but scattered. The 1970

census showed approximately 2.2 people sprinkled through the three

Davao provinces and Davao City, in 779 barrios and poblacions.

Torturous travel conditions contrast sharply with the speed of

radio, and by the aid 1960s radio ownership was common. By add

1971, 79% of the people had a radio in their booms.

DICD did not have to familiarize the population with radio.

FTOU official records of 1970, the island of Mindanao bad no less

than sixty-one radio stations! Davao City had fourteen, Digos two,

and Tagus two (including DICD). And so far, television has not

offered significant competition to radio. Though there are four

stations in Davao City and one In Cagayan de Oro, set ownership

is small. The number of stations will probably increase more

quickly than the audience size, as broadcasters scramble for channel

allocations on the limited VHF spectrum. Lack of electricity and

the high price of television receivers are barriers now, but are

problems that will certainly be solved eventually. In any case,

within this population where a third of the people have had less

than five years of schooling and more than half say they never read

a newspaper, radio is the medium of the moment.

 -3-

From the beginning, IICD saw its purpose as somehow under the

category of "comity development." (Thus the "CD" in its call

letters.) It described its goals in the "Policy and Plan" in terms

of giving its listeners a sense of autonomy, identity, and confidence,

a futuristic orientation, sensitivity, and security. The realities

of establishing a radio station, however, put most of the focus in

the first year of operation on setting up the technical facilities

and establishing itself in the minds of listeners and advertisers.

While its appeal to advertisers has been gradually increasing,

its appeal to the listeners has come from its programs of public

service (any listener can come in at certain times of the day to

make announcements, usually to his friends or family in the rural

areas), its amateur shows taped in different villages, and its

farming and household tips. Mich of its programming has followed

the music-drama-news pattern of other stations, but, without getting

ahead of ourselves, we can say that there are certain elements that

make =Des total programming a bit different in the minds of the

listeners.

Feedback t, the station had been encouraged by the establishment

of DOWD mailboxes" throughout the listening area. Dy Suns 1971,

over 45,000 letters had been received through these boxes. While

most of them were dedication letters ("play this record for me

birthday"), many were more substantial, and gave a definite, if

limited, feel of the audience needs.

No systematic research bad been done on the audience. Even

the Davao City stations, some of which are affiliates of national

networks, had done no more than some rough advertising research

7
 -4-

within the city itself. With most of the people living in rural

areas--80% perhaps--there was no study available to reflect the

total population's listening habits or preferences. The need for

such information is felt more keenly by a station with "community

development" aspirations.

Thus, the situation after several years of planning and

preparations and a year and a half on the air: the station was

established technically-its hardwire was basically installed and

running; the staff was competent, young, and gaining experience;

the advertising bane was growing; the people seemed aware of the

station--more than aware, interested.

The purpose of conducting a survey at this time was to find

out just what type of people were listening, not only to DXCD but

to all the station on the air; what types of prograsm tbey listened

to; when they listened; how often they listened; what they preferred.

An English vtinslation of the questionnaire appears in Appendix A.

This report will intentionally be quite detailed. It will

discuss the methodology of the survey, present the bare inv^ntory of

the responses, and then break down the responses of DXCD listeners.

The full report is intended only for the DXCD personnel. Other

researchers may find the method of interest, as it shows what is

possible in a setting lik. the rural Philippines. Some theoretical

considerations and comparisons with other studies of this type may

occur to academics too, but basically this work was meant to help

DXCD understand its audience better--a communication tool for a

communication project.
L

CHAPTER 2 - Methodology

The method in this ,:ase was survey research. A questionnaire

was designed, a staff assembled, and the staff went out and talked

to people to complete the questionnaires.

Research is slimy' dictated by the goals of the sponsoring

organization. In this instance, the radio station wanted to know

haw its programs related to its audience. The radio station did

not have specific question that it wanted to ark at thit time.

That is, it did not have specific development programs that it

wanted measured. Therefore the survey had to be general, to get

simply a profile of the audience. Dut because there vas no specific

group to be interviewed, the research had to sample the total

population in the three Davao Provinces and Davao City.

Getting a random sample of barrios was not difficult. Census

lists provided the names of all the barrios. We planned to sample

forty-eight barrios, twelve from each of the four major population

divisions. Within each barrio, twenty people were to be interviewed

according to a quota system. The twenty people would include eight

adult men, six adult women, and six young people (under 20). This

sampling frame was selected because barrios were the smallest unit

that would allow random selection. Neither lists of citizens nor

maps of the barrios were available. The population within a barrio

tends to be homogeneous, so randomness between barrios rather than

within the barrios was enough to represent the var.lance among thee!

2.2 million people. Thus wa were aiming for a total sample of

960 respondents.
 T6-

The barrios were chosen with a random number table. Only one

barrio was rejected after selection. It was a barrio of the town

of Jore Abad Santos in Davao del Sur, well beyond the coverage area

of DECD. As a substitute, we included one of the nineteen barrios

of Tagum, chosen at random. In that first selection, 30 Teem barrio

turned up. The barrio of Tagbaobo in the town of Iaputian on the

island of Samal bad been one of those chosen. Though technically in

Davao del Norte province, this barrio is located on the extreme

southeast of the island, closer co Davao del Sur and very far from

Davao del Norte. Therefore, the sample contained 260 respondents

from Davao del Norte and 220 from Davao del Sur. However, for

analysis purposes, we considered that we had 240 respondents from

each province. While this did not correspond to prey-India' divisions,

it did correspond to geography and was more logical.

Tie survey itself was designed with the conzultation of the

Station Director, the Programming Director, and the Head of Research

for the station. Other Filipinos, including the Director of Mass

Media for the Archdiocese of Davao, and persons experienced in social

science research provided useful additions and deletions. The survey

went through three drafts before everyone was satisfied.

The third draft was translated from English into Visayan by

the staff of the Maryknoll Language School in Davao City. In

length, it covered the front and back of an 81/2" by 13" sheet.

Considerations for length included mainly the attention span of

the respondents--the questions had to be limited--as well as the

confusion that results from a multiplication cf paper in a field

setting. Occam's Law.

 -7-

Two members of the DUD research staff pre-tested the questim -

mire in Tagum. The questions were found to be understandable, and

the length of 15-20 minutes very acceptable. With no major revisions

called for, the research was ready for the next stage: the recruit-

ment and training of a field staff.

With the difficulties of geography, it was decided that we

organize not just one field staff, but four field staffs, one in each

capital city. Tagum is the capital of Davao del Norte province, Digos

the capital of Davao del Sur, Mati the capital of Davao Oriental, anti

Davao City proper the center of its 111 barrios. Digos and Nati are

about three hours distant from Tagus, to the West and East respec-

tively, and Davao is midway between Digoa and Tagum

The language situation in th Philippines is q,ite favorable

for organizing a staff of interviewers. We were able to recruit

college students. In the Philippines, the language of instruction

in secondary and higher education is English so that communicaticn is

smooth. The training sessions could be held in English, and then the

interviewers could take the questionnaire out into the field and

conduct the interviews in Visayan, their first language. The Research

Director for DNA, Vicente was able to go over the question-

naire with the interviewers during the training sessions to explain

questions about she Visayan wording.

The training sessions were held in the four cities, two sessions

in each city. In between these two sessions in each place, the

interviewers went out and conducted one interview, and this interview

was discussed in the second session, giving a much more concrete focus

to the second training session. In approaching potential respondents,

 -8-

interviewers were instructed to explain themselves as working with

a university team that was studying Filipino use of newspapers a.id

radio. There was no hint that DXCD was sponsoring th- research.

Gathering a staff in a foreign situation is the most formidable

task facing a visiting research worker. In this case, hovever,

Maryknoll had its own sociologist in the region who in turn was well

acquainted with professors of sociology in Digos and DIVAS. These

professors functioned as regional coordinators and supervisors; they

recruited students, in some cases selectively, and did some of the

preliminary explanations of the research. Their presence on their

local scenes and their ability to handle situations in the field and

make their own judgments was no small contribution to the success of

this resear-h. They eves vent into the field with many of their

students--reflecting their own interest in the project.

In Nati, contact was established dith the college there. A

local supervisor and a great deal of so-operation was available.

In Tagus, we also worked through the local college, and were able to

handle the supervision ourselves. In this way we were able to assemble,

train, and supervise a field staff of over fifty persons. All were

paid on a per-interview basis, with travel expenses and some real money

as well.

Davao Oriental had four barrios in our sample that could not

be reached in a one or even a two day trip from Mati. With college

in session, all the cork was to be done on weekends (somewhat better,

because the farmers were more likely to be in the barrios, not in the

rice paddies). There was no way that these four barrios could be

covered from Mati by college students. Some travel would have to be

 -9-

by boat, and a great deal of walking was involved. But we were

very reluctant to eliminate these barrios because of their inaccessi-

bility. To do so would invalidate our research as truly representa-

tive of the region.

The solution was to send a member of the DXCD research staff,

Gregorio Ibanez, by himself through the four barrios involved. This

aeventurous trip took nine days and proiuced very valuable interviews.

Within this framework of organization, all the intervews were

completed within three weekends. The final totals include 241 for

Dtvao del Norte and 239 for Davao Oriental, because one i. 2erviewer

did twenty-one interviews and one of the interviews from Oriental

WA8 invalid. So somewhat serendipitously, the total remained 960.

Perhaps the largest question that was answered in this project

was: Could the project be done at all? Could we get a real random

sample in geographical conditions like this? Would we be able to

assemble a staff that would do all the legwork involved? Would the

geography tempt us to cut corners, so that our sample becomes a

"sort-of" random sample--not a random sample at all? In the United

States, we had had experie-ce with student interviewers who found it

much easier to fill out the questionnaires in their own homes; they

were trying to fake their work. While an experienced researcher can

spot forged interviews, the time lost by such shenanigans can prevent

the gathering of the desired sample.

In this study, we have no indications of any fraudulent work.

The descriptions of the barrio work by the students; the receipts

from boat drivers, jeepney drivers, logging-truck drivers; the reports

from the supervisors; the genuine ring of the interviewers themselves

 -10-

(it is almost impossible to fill cut twenty interviews yourself

and still reflect the kind of variance within the population--if

interviewers could do this, they would not need to go into the

field anyway)--all these elements are preprint in this project.

They tend to reassure a paranoid researcher.

When the interviewers finished, they passed in their completed

interviews through the supervisors in each central town. These

interviews were all coded so that the data could be prepared for

electronic processing. The DX CD research staff assisted us with the

translation of responseq, since all the interviews were conducted in

Visayan. However, to keep the coding judgments as uniform as possible,

all the coding was done by one judge.

Then the coding sheets were taken to the Computation Center of

the University of Mindanao in Davao City. The keypunching was done

there, but because of their still-limited computing facilities, the

accual data processing was done at the Computation Center of Stanford

University. We present now the inventory of responses from our sample

of 960 people.
 CHAPTER 3 - Results

We can begin quite straightforwardly by presenting a

provincial breakdown of the demographics on the sample. Information

is available on the age, sex, religion, education, origin and occu-

pation of the sample. Age and sex were not allowed to vary randomly,

since we put constraints on the sample within each barrio in terms

of age and sex.

By looking at the age and sex figures, we can, however, see how

similar the fifty or so interviewers were in their selection of

respondents.

TABLE 1

total del Norte del Sur Oriental City

% of males 53.9 53.5 54.6 53.6 53.7

The interviewers followed instructions in picking their quota

samples within the barrios. Told to get eight adult men, six

adult women, and six young people, they should have questioned

55% men. They seem to have favored female young people just

slightly in their selections. The pattern is the same in each

province.
 -12-

There were six age categories: below 15, 15-24, 25-34, 35-44,

45-54, and above 55. This is how they break down across provinces:

TABLE 2

total del Norte del Sur Oriental City

below 15 8.3 10.4 4.6 10.9 7.5

15-24 31.4 29.0 35.0 28.0 33.3

25-34 21.1 22.8 20.0 23.4 18.3

35-44 18.5 19.5 17.5 18.4 18.8

45-54 14.0 12.4 12.5 15.5 15.4

above 55 6.4 5.4 9.6 3.8 6.7

The two lower ranges do not show consistency when considere4 separately,

but taken together they come close to 40%. Since the cut -off point

for our definition of "young people" was not strict ( "about.20"), this

does not indicate a divergence in this under-20 respect. However,

Davao del Sur is certainly under-represented in terms of the under-15

group, and over-represented in terms of above-55. The other categories

show a definite uniformity. The picture given by this breakdown main-

tains our confidence that the sample is homogeneous in terms of age

and sex. This is a definite intended artifact of our design and not

a statement about the actual population of this area. In setting up

such a design, we obviously assumed this homogeneity and do in fact

base inter-provincial coaparisons on this assumption.

 -13-

Other demographic categories fell in through no manipulation

of the design.

TABLE 3

total del K.rte del Sur Oriental City

% Catholic 89.2 89.6 39.2 36.6 91.2

% mnrriea 54.5 56.8 54.2 51.0 55.8

born in province -- 8.7 18.8 26.4 15.0

% four years or less ... 27.0 16.7 15.5 25.7

in province

% born in Viaayas 44.8 53.1 48.3 30.5 47.1

% more than six years 33.3 33.2 2i.1 35.6 40.0

of schooling

Th3 immigration patterns are no surprise to persons familiar with the

frontier atmosphere of Mindanao. Davao del Norte leads tne immigration

picture, a picture that becomes clearer then we give the total pcpula-

tion figures for these areas:

Davao del Norte -- 43,000

Davao do l. Sur -- 733,010

Davao Oriental -- 247,000

Davao City -- 733,000 (1970 figures)

The implications for broadcasters in the community development area

are qUit. eifierent in the face of such a fluid population. This

listening ares hao differences in terms of birthplace, but not in

terms of religion as would characterize the neighboring province of

Coral:etc, where there is a snhatantiel and sell - established

population. Only 1.1% of our simple said they were Muslims. 7.2%

said they belonged to one of several Protestant congregations in the

 -14-

area, so the total population is over 962 Christian.

In terms of occupations, our categories were quite general,

but they nevertheless give a feeling for the type of persons who

are included in this sample.

TABLE 4

total del Norte del Sur Oriental City

2 land-owning
farmers 24.2 22.8 25.0 27.6 21.2

2 tenant farmers 15.2 15.4 21.2 10.5 13.7

2 fishermen 3.4 .4 3.7 6.3 3.3

2 housewives 18.6 22.8 18.8 13.8 19.2

% professionals 2.6 2.9 2.1 2.1 3.3

daily wage earner 9.2 5.4 10.8 10.0 10.4

unemployed 7.0 5.0 3.3 11.3 8.3

students 17.4 24.5 12.9 13.0 19.2

businessmen 2.3 .8 1.7 5.4 1.2

The backbone of the population is composed of farmers, their wives,

and their children, many of whom are students.

Media habits

We will present each question now, and give the provincial

sub-totals. All tele. here contain percentages.

__6
 -15-

"When you hear about new things, do you hear about then from
other people, or from the newspaper, or from the radio?"

TABLE 5
total del Norte del Sur Oriental City
people 9.4 4.1 7.9 18.8 6.7
newspapers 2.7 4.6 3.3 1.3 1.7
radio 68.7 66.0 72.1 55.2 81.3
all 5.7 3.3 8.3 3.8 7.5
radio & papers .4 .4 .8 .4 0.0
radio & people 5.5 5.0 3.3 12.1 1.7

Radio is at its strongest in Davao City as a source of news,

and weakest in the more isolated Davao Oriental. Even in Davao
City, newspapers have minimal impact. (Perhaps we should point
out that the term "Davao City" is not precise in this context.
The geographical area under this title is still mostly a rural
area, quite similar to other areas in the sample. A random sample
of people in "Davao City" yields a very rural population. Of course,
these people are closer to the more cosmopolitan downtown urban
area, and have easier access to that area. This is a major differ-
ence between them and people from thenother provinces.)
The importance of radio as a source of news stands out , both from
Table 5, and from Table 6 which contains the responses to the
question:

"How often do you read the newspapers?"

TABLE 6
total del Norte del Sur Oriental City
never 52.0 52.7 55.8 61.5 37.9
once a month 18.9 19.1 20.8 10.0 25.4
once a week 19.4 19.9 15.4 16.7 25.4
3/4 times/week 6.8 4.1 5.8 10.9 10.0
daily .2 .4 0.0 0.0 .4

Over 50% of the sample never read a newspaper. This represents more
than just the illiterates in the sample since a thrid of the sample
attended school for at least six years, snd another third (32.9%)
completed four years of schooling. Note further that of the entire
 -16-

960 respondents in this sample, only two individuals (.2%) arid

that they read a newspaper every day. These data reflect both
illiteracy and the impossibility of rapid newspaper distribution
to this scattered, isolated population. Even among elements of the
population which are not that remote--for example, our respondents
from the center of Davao, or from Tagum, or from Digos--newepapers
have very small and intermittent readerships.

"Do you have a radio at home?"

TABLE 7
total del Norte del Sur Oriental City
yes 79.1 84.6 77.5 72.8 81.3
no 20.1 14.5 21.2 26.4 18.3
This refers not to personal ownership of a radio, but to family
ownership. It attests to a certain accessibility to radio among
the population, but refers of course only to radio within a person's
home. As we see from the nest question, people without a radio
at home have ready access to other radios.

"Haw often do you listen to the radio?"

TABLE 8
total del Norte del Pur Oriental City
never 5.0 1.7 3.7 13.4 1.2
weekly 9.9 11.2 10.0 8.4 10.0
3/4 times/week 8.1 8.3 10.8 1.7 11.7
daily 76.5 78.4 75.0 75.7 76.7
Davao Oriental, while having many more non-listeners than the other
areas, still has the same number of daily listeners. It is (r.ly 111.!
casual listeners who are missing from the profile of Davao Oriental.
In the whole area, 957 of the population listens to the radio at
least once a week, with an overwhelming majority of the people listen-
ing every day.

In Davao Oriental, the 13.4% of the population who never listen

to radio seem to represent a certain isolated element. The replies
which returned from places like the Rizal barrio of Mnnay give the
impression that the respondents in some cases have only the vaguest
awareness of radio, and an even more vague awareness of any program
 -17-

content. The fuzzy impression made by radii in such an area

contrasts sharply with the detailed replies that come in from
moat areas.

"If you listen every day, how many programs do you listen to
each day?"

TABLE 9
total del Norte del Sur Oriental City
one 7.3 7.5 7.9 7.5 6.2
two 11.8 7.5 17.1 10.0 12.5
three 14.5 17.8 15.0 16.7 8.3
four 13.1 18.3 9.6 10.9 13.7
five 12.6 13.3 10.8 10.9 15.4
six 4.' 5.A f..7 2.5 3.3
seven 4.1 3.7 4.2 5.9 2.5
eight 3.2 3.3 2.1 2.5 5.0
nine or more 9.0 5.8 5.2 12.1 11.7
If we translate the number of programs into hours by conser-
vatively equating one program to a half hour, we still conclude that
most people in the area surveyed listen to the radio several hours
a day. We should note that those who answered this question were only
the 757. of the sample who listen every day. With this proviso ob-
served, there are still more than 627 of the total population
who listen to three or more programs every day.

"What time of day do you listen most?"

TABLE 10
total del Norte del Sur Oriental City
early morning 15.2 17.4 15.8 10.5 17.1
morning 24.5 16.6 27.5 27.2 26.7
noon 6.9 4.6 12.1 .4 10.4
afternoon 7.5 7.1 8.3 6.3 8.3
early evening 8.2 10.4 4.2 8.4 10.0
night 7.8 7.9 7.4 7.9 12.9
A sibstantial number could not pick out just one t.r'e of day
as their most frequent radio time: 72.8% of the total. But of
the tines preferred, early morning z-.rd morning hours seem to be
 -18-

the favorites. The question could be asked: Do people listen in the

morning because it is more convenient, or do they listen in the
morning because they prefer the programs at that time. In this
survey, as we will discuss, one drama (soap opera) on one station
is by far the favorite program within this population ("Diego
Salvador" on DXAW at 11:30 a.m.) We would infer in this instance
that the program, rather than the time of day, is the determining
factor in making the morning hour stand out. But perhaps persons
closer to the Davao situation would be better able to weigh these
factors in a proper balance.

"What language do you prefer on the radio?"

TABLE 11
total del Norte del Sur Oriental City
Cebuano 82.8 81.7 92.9 68.8 87.9
rnglish 2.3 2.9 1.2 1.7 3.3
Tagalog 6.9 6.2 1.7 12.6 7.1
The enthusiasm for Cebuano is beyond question. We should note that
the relatively small percentage in Davao Oriental stems from the
fact that 13% of the people there never listen to the radio any-
way, and all our fig/is are based on the total population figures.
Programmers and advertisers sometimes toy with the idea that English
would be preferred by the educated audience, or that Tagalog--the
national language--should be used over the air. In the Davao area,
these notions should be considered in the light of these percentages.
The vast majority of this mainly rural population prefers Cebuano.
Radio programmers--who are in the only medium that really gets to
these people--should net fritter away their opportunity by using
languages that are not preferred--and indeed, in most cases, not
understood.

We asked the people how often they listened to various types

of programs. The following pages contain the tatl., with the results
from this question. First, we will present zhe Lotal picture of
the relati,re popularity of types cf programs; t:e , the breakckwn
of prefe:el-ces accordir3 to pre, 4..e,-,.

,s I
 -19-

"How often do you listen to:the following types of programs?"

TOTAL TABLE 12
daily weekly monthly never
religious 26.0 28.4 10.3 29.6

music 62.1 21.2 4.6 7.1

farming 31.6 21.0 12.1 29.5

gritO?Ag/ 24.7 20.6 11.7 35.3

family planning 8.5 13.3 9.1 61.5
drama 68.5 14.1 4.6 7.8

commentary 22.2 21.6 10.9 39.0

interview 18.8 24.7 15.2 34.8

public service 38.0 23.4 9.9 22.4

political 12.4 17.5 16.9 45.0
amateur 12.4 70.2 4.5 7.8
dedication 30.2 26.4 7.8 30.6
news 71.9 15.9 3.5 3.5

DEL NORTE TABLE 13

daily weekly monthly never
religious 39.4 32.8 6.2 20.3

music 62.7 23.2 2.5 10.4

farming 40.2 19.1 11.2 27.4

35.3 16.6 11.2 30.3

ralgraAg/
family planning 14.1 19.9 8.3 53.5

drama 65.1 14.1 9.1 9.5

commentary 24.9 17.0 10.0 44.4

interview 18.7 24.9 11.6 42.3

public service 34.4 25.7 12.0 26.1

political 4.1 12.4 19.5 58.9

amateur 5.0 85.1 4.1 4.1

dedication 36.1 22.4 11.2 79.5

news 71.4 19.1 4.1 '.9

 -20-

DEL SUR TABLE 14

daily weekly monthly never
religious 20.8 20.0 15.4 40.0
music 57.1 22.1 8.7 9.2
farming 29.6 25.4 15.4 32.9

laintfig/ 22.1 26.3 15.4 32.9

family planning 7.9 14.2 11.2 61.2
drama 69.6 17.1 4.6 5.4
commentary 25.4 22.9 13.7 33.7
interview 15.4 30.0 22.1 28.3
public service 40.4 23.3 12.5 19.6
political 17.5 21.2 25.0 31.7
amateur 9.6 70.4 8.7 8.3
dedication 22.5 30.0 12.1 32.5
news 72.5 19.6 2.9 2.1

ORIENTAL TABLE 15
daily weekly monthly never
religious 25.5 20.9 8.8 27.6
music 66.5 12.1 2.5 2.9
farming 25.9 13.8 10.9 33.5

kinfOggi 17.2 11.3 9.6 43.1

family planning 5.9 10.5 6.3 58.6
drama 73.2 5.9 .8 5.9
commentary 11.7 23.0 6.7 41.4
interview 14.2 21.3 10.0 35.1
public service 36.4 14.2 6.3 25.1
political 7.9 15.9 7.5 46.0
amateur 5.9 69.0 2.5 6.7
dedication 33.1 24.3 1.7 25.1
news 74.5 4.2 2.9 3.3
 -21-

- .

DAVAO CI-Y TABLE 16

daily weekly monthly never
religious 18.3 40.0 10.8 30.4
music 62.1 27.5 4.6 5.8
farming 30.4 25.8 10.8 31.3

LWOW 24.2 28.3 10.4 35.0

family planning 6.2 8.7 19.4 35.0
drama 66.2 19.2 3.7 10.4

commentary 26.7 23.3 13.3 36.3

interview 26.7 22.5 17.1 33.3
public service 40.8 30.4 8.7 18.8
political 20.0 20.4 15.4 43.3
amateur 29.2 56.3 2.5 12.1
dedication 29.2 28.7 6.2 35.4
news 69.2 20.8 4.2 5.8

The outstanding categories of programs are neva, drama.

and music on a daily basis, and, on a weekly basis, amateur
programs. These tables are best studied by persons familiar with
the programs Jf all the stations within the Davao area. The
accurecy of these figires probably can be questioned because of the
"halo effect" of asking all these questions together. Lesser
categories are probably over-represented, so that it would not
be adviszhle to take the figures too literally. What information
we do get is this: .the min favorites are music, news, drama,
and amateu: shows, while thA shows never heard by a majority of
the population are family planning programs and political pro-
grama. The "halo effect" means that the positive attitude held toward
less favored programs becomes more positve--when both types of
programs are discussed together. When we get to a breakdown of the
stations preferred by this audience, we will get a ',otter idea of
which stations' programs are reflected in this pr,,ceding set of
tables.
 -21-
A

"Do you listen to the radio more for entertainment, or more

for information?"
TABLE 17
total del Norte del Sur Oriental City
entertainment 41.9 33.6 47.1 40.2 46.7
information 32.3 34.4 27.9 29.3 37.5
both 21.4 30.7 22.1 16.7 15.8
The attitude of people toward radio is mainly formed by the raeto
programming itself. Only one in three of the listeners in Davao
del Norte think of radio simply in terms of entertainment. The
expectations of the people toward what the radio can give them will
obvisouly be of interest to programmers who are planning new shows.
If a station wishes to push an information campaign, it will be
very difficult if the people do not look upon radio. as an in-
formation medium. Table 17 gives the trends across the different
provinces of the people's expectations of radio.

"What is your favorite radio program?"

TABLE 18
total del Norte del Sur Oriental City
religious .3 .4 .4 le .0

music 8.4 5.4 10,8 9.1 8.3

farming 1.9 5.0 .4 1.6 .4

family planning .2 .8 .0 .0 .0

drama 58.5 58.3 56.6 52.7 66.2

commentary 1.9 3.3 1.2 .4 2.5
interview .3 .b .0 .4 .0

public servic., .7 1.2 .4 .4 .8

political .0 .0. .0 .0 .0

amateur 3.5 4.5 2.5 4.1 2.9

dedication 2.7 2.9 3.3 1.6 2.9
news 11.1 9.1 14.5 9.1 11.6

social awareness .4 .0 .8 .4 .4

other .6 .8 .2 .8 .0
 -22-

While news programs had slightly more popularity in terms of

daily audience, dramas easily outdistance all other programs
(even all other programs combined) in terms of favorites. The
previous question ("do you listen for entertaininent or for in-
formation?") would have had us expect that news programs would
be the favorites of a greater percentage of the sample. With the
evident dominance of dramsa, we are led to infer that dramas
are not solely entertainment. It seems that these rural people
in their isolated barrios learn about other people and how they
handle their problems in these soap operas.

"What station is your favorite program on?"

TABLE 19
total del Norte del Sur Oriental City
DXCD 9.7 34.0 2.0 2.5 .4

DXMC 5.6 2.5 5.0 7.0 7.9

DXAW 61.0 50.b 62.5 57.9 72.9
DXDN .1 .4 .0 .0 .0

DXRA 1.5 .8 2.9 1.6 .8

DXED .6 .4 .8 .0 1 ?

DXDC 1.9 .0 2.0 .0 5.4

DXUM 1.4 .4 1.2 .8 3.3
DXSS .1 .0 .4 .0 .0

DXDS 2.8 .0 8.3 .4 .0

DXML .4 .0 1.6 .0 .0

DY1C .0 .0 .0 .0 .0

DXKT .4 .0 .0 .4 1.2

DXED .1 .0 .0 .4 .0

DZXL .2 .0 .0 .8 .0

DYCB .0 .0 .0 .0 .0

DXMT 1.4 .0 .0 3.7 1.6

DXDO .2 .45 .o .8 .0

DXMM .1 .0 .0 .0 .4

DXRP .2 .0 .0 .^ .8

DXfE .0 .0 .0 .0 .0

DXRE .0 .0 .0 .0 .0

DXRD .1 .0 .0 .0 .4
 -13-

We did not code the exact program to find out specifically which
program is the favorite by how much of a margin. The staff at DXCD
has the original questionnaires a casual reading of these
questionnaires will show that dramas are the reason that MAW
dominates the favorite show category. "Diego Salvador" and
"Maria Flor de Lura" appear again and again. Where DXCD is named
as the station of the favorite show, its dramas are mentioned
often--although we found that DXCD's most popular show is not
a drama.

In these tables, many times just one person has mentioned

a given station. A ".1" in the "total" column represents one
person, one out of 960. A ".4" in one of the provinces represents
one person, one oLt of 240. You can get a rough idea of the actual
number of responses for this.
Perhaps more striking than the dominance of DXAW _s the weak-
ness of so many stations. DXCD, while unable to overcome DXAW on
this measure even in its own province, still has a substantial
following in that province, Davao del Norte. DXDS, the station
in Digos, does not have a comparable audience in Davao del Sur.
And twelve stations are mentioned as being "the station of my
favorite show" by only two people, or by only one person, or
by nobody at all.

But this question may mask the true popilarity of other stations
since it just asked about favorite shows. We compared stations
in two other ways. First, we asked the people if they thought
all radio stations were the saem. 75% said "No, radio stations
are not all the same." Then we asked this 75% which station was
in fact best. The percentages we give here in relation to this
question are from this 75%; however in this case and all other
cases, we use percentages based on the total population. Even
though only 75% had an opinion on this question, we do not wart
to get into statement's like "20% of the preceding 7S% thought
that DXAW was the best station." We will say, "15% of the population
thought that DXAW was the best station."
 -24-

The DY-stations (DYRC and DYCB) were mentioned by people in

Cateel, in Davao Oriental. The DY prefix means that the station
is from the Visayan, probably Cebu in these two cases. Someone
even mentioned a DZ prefix, which would refer to a station in
Luzon. The DX prefix means Mindanao.

"Which station is best"

TABLE 20
total del Norte del Sur Oriental City
DXCD 12.9 44.8 .4 4.1 2.0
DXMC 4.9 .4 5.8 5.4 7.9
DXAW 43.8 32.7 42.9 51.2 48.3
DXDN .3 1.2 .0 .0 .0

DXRA 2.1 1.6 1.6 4.5 .4

DXED .4 .4 .0 .0 1.2
DXDC 1.0 .4 4 .4 .4 2.9
DXUM 1.6 .4 .8 1.2 4.0
DXSS .1 .0 .4 .0 .0

Di DS 2.0 .0 8.3 .0 .0

DXML .2 .0 .8 .0 .0

DYRC .2 .0 .0 .8 .0

DXKT .3 .0 .0 .4 .8

DXKD .1 .0 .0 .4 .n

DZXL .1 .0 .0 .4 .0

DYCB .1 .0 .0 .4 .0

DXMT 1.7 .0 .8 .2.9 2.9

DXDO .1 .0 .0 .4 .0

DXMM .1 .0 .0 .0 .4

DXRP .1 .0 .0 .0 .4

DXGE .1 .0 .0 .0 .4

DXRE .1 .0 .0 .4 .0

DXRD .0. .0 .0 .0 .0
 -25-

When the direct effects of the very popular dramas are eli-
minated by asking the question more generally, the dominance of
DXAW is slightly less. DXCD takes the lead in its own province.
DXMC gets less favor, while the other stations still fail to show
any stronl reasons for their existence on the air.
Now we move to the third comparison of stations, this one
the most straightforward and significant.

"What radio station do you listen to most often?"

TABLE 21
total del Norte del Sur Oriental City
DXCD 12.7 46.4 .8 2.0 1.2
DXMC 5.1 .8 5.2 5.3 8.7
DXAW 54.6 40.6 57.5 52.7 67.9
DXDN .1 .4 .0 .0 .0

DXRA 2.6 1.6 2.9 5.8 .0

DXED 1.2 .4 1.2 .8 2.5

DXDC 2.0 .4 1.6 2.8 2.9
DXUM 2.3 .4 1.6 2.0 5.0
DXSS .1 .0 .4 .0 .0

DXDS 3.2 .0 12.9 .0 .0

DXML .4 .0 1.6 .0 .0
DYRC .1 .0 .0 .4 .0

DXKT .3 .0 .0 .4 .8

DXKD .0 .0 .0 .0 .0

DZXL .1 .0 .0 .4 .0

DYC3 .2 .0 .0 .8 .0

DXMT 1.6 .0 .4 2.9 2.9

DXDO .2 .o .n .8 .o

DXMM .2 .o .o .0 .8

DXRP .1 .0 .0 .0 .4

DXGE .2 .0 .0 .0 .8

DXRE .1 .0 .4 .0 .0
DXRD .1 .0 .0 .0 .4

jaq
 -26-

For DXCD, all these three comparisons point out that its
strength is in its in province, Davao del Norte. It is the only
station that leads in any province--other than DXAW. It is the
only station competing successfully with DXAW anywhere. The weak-
ness of the other stations seems well coafirmed.

"Do you listen to DXCD?"

TABLE 22
total del Norte del Sur Oriental City
yes 44.4 86.7 36.7 12.6 41.2
no 50.2 10.4 58.7 74.1 57.9

To reinforce these figures, we esked those who said they listened

to DXCD what their favorite show on DXCD was. The tendency among
respondents, especially in the Philippines we were told, is
to try to please the interviewer--if he can figure out whet the
interviewer would like to hear. We were very cautious about this,
and designed the questionnaire so that the respondent would not be
able to guess which answers would please the interviewer. However,
when the question is asked directly "Do you listen to DXCD?",
respondents can probably assume that saying "yes" will please
the interviewer. So the next question sought specific information
about DXCD from the respondent.

"What is your favorite program on DXCD?"

We can look now at the number of respondents who did name a
specific program or program type that they listen to on DXCD,
and set it next to the number who listen to DXCD.
TABLE 23
total del Norte del Sur Oriental City
listen to DXCD 44.4 86.7 36.7 12.6 41.2
specified a program 34 67 28 9 33

ratio (approx.) 4:3 9:7 9:7 4:3 5:4

These figures suggest that the basic listenerahip percentages are

valid, and tha they can be taken as indices of the true coverage
of DXCD.

.fit
 -27-

The next logical question is: what shows do the people prefer
on DXCD?
"What is your favorite program on DXCD?"
TABLE 24
total del Norte del Sur Oriental City
religious .8 .2 1.2 .0 .0

music 6.1 7.3 5.0 3.2 8.7

farming 3.7 11.6 .8 .0 2.5

family planning .3 .8 .0 .4 .0

drama 5.3 15.0 .0 .4 .0

commentary 1.3 3.2 .8 .4 .8

interview .E 1.2 .4 .0 .8

public service 2.0 5.6 1.6 .0 .4

political .4 .4 .0 .0 1.2

amateur 6.9 12.8 6.6 2.5 5.7

dedication 4.2 9.2 2.5 .0 5.0
news 4.5 7.6 5.0 .8 3.7
social awareness 1.0 2.0 1.2 .4 .4

-adio petrol .5 2.0 .0 .0 .0

household/
marketing .3 .0 .8 .4 .0

It is the cmateur show that gets the largest DXCD audience in the
total area. In del Norte province, drama, farming, and amateur
shows attract the largest audiences. The public service program is
favored only by people in del Norte province, probably since it
pertains particularly to that geographical area.
To gt as thorough a picture of what DXCD shows are listened
to, we gave the respondents three other opportunities to mention
DXCD shows. There were 426 people who said they had listened to
DXCD. By jar, most people could not name specific DXCD shows or
even the programs types they listened to after the first question
about their favorite DXCD show. With each of 426 people having three
more chances tl mention a DXCD program, we lumped those responses
together and present them here together.
 -28-

*What other DECD programs do you listen to?"

(figures given here are grequenceis out of a possible 426)
TABLE 25
total del Norte del Sur Oriental City

:religious 18 8 5 2 3

music 31 13 6 1 11

farming 22 17 1 2 2

family planning 13 13 0 0 6

drama 49 31 4 5 9

commentary 22 16 2 0 4

interview 5 3 0 0 2

public service 29 18 4 1 6

political 0 0 0 0 0

amateur 50 37 6 1 6

dedication 21 13 2 0 6

news 50 33 6 2 9

social awareness 12 10 1 1 0

radio patrol 33 32 0 0 1

hoosehold/
marketing 15 11 2 2 0

We do not have comparison figures with other stations. But it

would seem doubtful that respondents could name many programs on
other stations--even on '7.4W after the soap operas had been men-
tioned. The impression that comes through in coding all the
questionnaires is that the respondents do not have a thorough
knowledge of station program schedules. They do have their
favorite programs and they may use music for background to their
work, but they do not do a lot of dial-twisting. This is an
impression.
Does radio stimulate communication among listeners? Do people
talk about radio. 72.37. of the respondents said that they do talk
about radio shows, so we asked them which shows they talk about.
(The percentage of people who say they do not talk about radio
is the same as the percentage of people who say they listen by them:
selves--about 20%.
 -29-

"Which radio shows do you talk about?"

TABLE 26
total del Norte del Sur Oriental City
religious .8 1.6 .8 .4 .4

music 3.7 .4 10.4 .8 3.7

farming 1.9 5.9 .0 1.2 .8

family planning 1.1 4.1 .0 .0 .4

drama 29.4 17.8 30.0 16.8 44.4

commentary 1.5 2.5 .8 1.2 1.7
interview .0 .0 .0 .0 .0

public service .6 2.0 .4 .0 .0

political .4 .4 .4 .0 , .8

amateur 1.8 3.6 .4- 1.2 2.0

dedication 1.7 4.1 1.2 .4 1.2
news 13.1 13.1 12.2 8.3 21.1
social awareness .7 1.2 .4 .8 .4

rt.dio patrol .8 1.2 .8 .8 .4

household/
marketina, .6 .4 .3 .4 .8

The drama seems to generate more discussion than the other shows,
even more than the news shows which have more daily listeners.

L4sfener eff'cts
The s-rTla was asked about new and differcnt things that
radio has precented to them, and then about any changes in their
am lives that they have made hecauF.a of what they had heard over
the radio.

"Have you learned new things from the radio ?"

yes -- 67.37.
no -- 77.77
"Have you ,'Iar.ced the way you live from anything you have heard
on the radio?"
yes -- 48.4%
-- 46.57.
 -30-

"What kinds of new things have you learned from radio?"

TABLE 2
total del Norte del Sur Oriental City
farming 36.0 40.7 43.3 23.4 36.6
family planning 12.9 17.5 13.7 14.2 6.2
social awareness 21.4 28.6 20.4 11.3 25.4
voting 6.5 2.4 15.8 1.2 6.3
morals/ethics 1.3 3.7 .8 .4 .4

family budget 3.9 5.4 2.9 5.0 2.5

child care/health 1.4 1.6 2.4 .8 3.3
new entertainment 2.7 3.3 2.9 .8 3.3
other .6 .0 .4 .0 2.1

"In what areas of life have you changed from what you have heard
on the radio?"

TABL7 28

total del Norte del Sur Oriental City

farming 18.7 22.4 19.1 13.0 20.4

family planning 2.9 5.8 1.7 2.1 2.1

social awareness 10.3 6.6 22.9 5.4 6.2

voting 1.4 .4 4.2 1.2 .0

health/child care 3.1 6.7 2.1 2.1 1.7

household care 6.6 9.6 2.0 7.9 6.2

family budget 5.6 12.0 3.7 .8 5.8

morals/ethics 4.3 3.3 5.0 4.6 4.1

new entertainment 1.7 .8 2.5 2.1 1.2

These "effects" were not really measured, of course. They are

the testimony of the respondents. The first four categories in each

list were present on the questionnairrc, and seem to have received .

greater stress because of that. How much is real and how much
 -31-

is the power of suggestion awaits further study. The fact that

the respondents suggested several other categories themselves

indicates that innovations in attitudes and behavior really

are taking place and that people see radio as a source of in-

novations in their lives.

To get at the exact changes that are taking place among the

population because of radio, or, more precisely, because of DXCD's

programming, we would have to have a more nontrolled situation with

specified goals, pre-measures, control groups, and all 1-:1- requisite

paraphernclia of quantitative research. As the goals of DXCD be-

come more specified, and therefore more operational, this kind

of research becomes very possible. In the present situation, we

are able to provide no more than these listenership statistics

and audience profiles; these represent an entirely different

kind of data from "effects" data.

We now turn to a profile of the DXCD audience in Davao

del Norte province.

 -32-

CHAPTER 4 -- The Audience

In this chapter, mt intend to present the figures on the

responses given by DXCD listeners in the province of Davao del
Norte. This province contains the highest percentage of DXCD
listeners--86.77.. DXCD is the most popular station in the pro-
vince, even leading DXAW, the most dominant station in the whole
Davao area. In this chapter, all the figures will be given both in
Lrequencies, the actual number of responses received for every
alternative on every question, and in the approximate percentage.

"Do you listen to DXCD?"

yes -- 209 87%
no -- 27 11

n.a. -- 5 2

So the DXCD audience is represented for us by the 209

positive respondents. All subsequent questions now will be ana-
lyzed in terms of the responses of these 209.

"Haw old are you?"

. .

under 15 -- 10 97.

15-24 -- 65 31
25-34 -- 51 25

35-44 -- 40 19

45-54 -- 25 12

ever 55 -- 8 3

no answer -- 1
Sex:

female -- 99 477.

male -- 110 53
 -33-

"What is your religion?"

Catholic -- 188 93%
Protestant -- 14 5

Muslim o 0
Mongkadista -- 1 .4

jitg:t;g 2 .8

sANNAMP-- 3 1.2
no answer -- 1

Marital status:
sip is -- 84 417.

married -- 120 58%

widowed -- 3 1

separated -- 1 .4

no answer -- 1 .4

Schooling-
none -- 7 3%
1-2 years -- 13 6

3-4 -- 40 19
5-6 -- 78 37

some high
school -- 40 19

full high
school -- 20 9

some college -- 5 2

full college -- 5 2

no answer -- 1 .4

Radio language preferred:

Cebuano -- 176 867.

Tagalog -- 13 G

Ilonggo 6 2

Ilocano -- 1

English -- 5
no answer -- 8
 -34-

Home language:
Cebuano -- 166 81%
Tagalo!,, -- 3 1

Ilonggo -- 29 14

Ilocano -- 1 .4

English -- o 0

Mandaya -- 3 1

Dabaweno -- 5 2

Antiquino -- 1 .4

Boholano -- 1 .4

Birthplace:
present hometown -- 49 237.

del Norte -- 16 7

del Sur -- 2 1

Oriental -- 1 .4

Davao City -- 7 3

other Mindanao -- 20 9

Visayan -- 111 54
Luzon -- 3 1

other, no answer -- 2 1

Length of residence in present barrio:

less than one year -- 8 3%
1-2 years -- 25 12
3-4 -- 21 10
5-r -- 21 10
-- 11 4
9-10 -- 14 6
11-15 -- 22 11

16-20 -- 39 19
ovfr 20 -- ot/
A.4

.39
 -35-

Occupation:
land-owning farmer -- 47 237.

tenant farmer -- 29 14
fishermen -- 1 .4

housewife -- 50 24
professional -- 7 3
daily wage earner -- 13 6
unemployed -- 11 5
student -- 50 24
businessmen -- 1 .4

Source of news.
people -- 8 47.

papers -- 7 3
radio -- 144 71

radio/papers -- 8 4
radio/people -- 11 5
all -- 1 .4

no answer -- 30

Newspaper use:
never -- 109 547,

monthly -- 38 18
weet17 -- 35 17

-- 10 4
ditty -- 1 .4

nn 'newer --

Radio If home:
yr.; 185 897.

h.) 24 17

RAdio use:
never -- 2 .8%
weekly 16 7

3/4 times/weekly - 1R 8
daily -- 172 84
 -36-

Number of programs daily:

one -- 15 7%
two -- 16 8
three -- 39 19
four -- 41 20
five -- 29 14
six -- 14 7

seven -- 8 3

eight -- 8 3
9 or more -- 12 5
no answer -- 27 13

Preferred time of day for radio:

early morning -- 35 17%
morning -- 35 17
noon -- 8 3
afternoon -- 15 7

evening -- 21 10
night -- 17 8
no special time -- 73 36
no answer -- 5

"Do you listea to the radio more for entertainment or more for
informations"
entertainment -- 66 32%
int:rmation -- 74 35%
both -- 68 339.

no answer -- 1

This represents an important point of information for DXCD.

Those oho listen to DXCD tend to look on radio as an information
medium, in whole or in part. The efforts of DXCD programmers
to produce shows, or at least provide shows, for community devel-
opment can presume now a certain predisposition among the people- -
a predisposition that expects radio to be of service or to do more
than divert and entertain.
 -37-

"How often do you listen to the following t:pes of programs?"

TABLE 29
(frequencies) daily weekly monthly never n.a.
religious 85 72 13 38 1

music 137 47 6 18 1

farming 88 40 23 55 3

household/marketing 82 38 19 61 9

family planning 33 45 18 106 7

drama 145 27 19 19 1

commentary 3 37 22 86 6
interviews F 55 25 81 4
public service 78 57 24 48 3

political 8 28 43 122 3
amateur shows 11 181 9 6 2

dedication 80 50 22 57 0
news 154 38 7 7 3

This does not refer only to DXCD programs, but it again re-
flects the saturation of radio throughout the Davao area which
has been a keynote of the total survey. It is an extraordinary cover-
age, which has so far been used only by commercial radio stations.

"What is your favorite type of show?"

religious -- 1 .4%

music -- 9 4
farming -- 11 5

family planning -- 2 1

drama -- 123 60
commentary -- 7 3

interview -- 2 1

public service -- 3 1

amateur -- 11 5

news -- 16 8
household/marketing -- 1 .4
 -38-
9

"What station is your favorite program on?"

DXCD -- 82 40%
DXMC . 6 3

DXAW -- 103 51

DXDN, DXFA, DXED 1 each .47

no answer -- 14 6

"Have you learned new things from radio?"

yea -- 178 857
no -- 31 15

"What kinds of thin3s have you learned?"

farming -- 88 43%
family planning -- 39 19
social awareness -- 62 31
other -- 35 (voting: 5: morals: 7: family
management:12: child care/he lth:4.
new entertainment: 7)

"Have you changed the way you live from what you have heard
on the radio?"
yes -- 135 667,

no -- 73 34
no answer 1

"What kinds of changes have you made?"

farming -- 47 237.

family planning -- 13 6

social awareness -- 15 8

house care -- 22 10
family care -- 26 12

other -- 26 (voting: I: health/child care: 16:

morals: 7: new entertainment 2)
"Which station do you listen to most?"
DXCD -- 112 557.

DXAW -- 79 39

others -- 8 4
no answer

-173
 -39-

"Which show is your favorite on DXCD?"

rpligious -- 5 2?

music -- 18 8
flco',ng -- 28 13

family planning -- 2 1

-- 30 14
commentary 8 3

interview -- 3 1

public service -- 14 6

polit(nal -- 1 .4

amateur -- 32 15
dlization 23 11
newt -- 19 9
soci,11 awareness 5 2

radio petrol 5 2

household -- 6 3

Vote that the favorite program of these 209 people is drama, and
that for the mrst part their favorite ptcgram is on DXAW. Probably,
then, than ere fnas of Diego relvador tad Maria itor de Luna. But
hey do lieten to DXCD =1st, and their favorite show on DYCD is
not the drama but the amateur :Atm.
selfsd all the respondents (950) which station was the heat
statina. 12. eald it was DA CD, aud 421 said it was DXtW. Then we
esked the why they maid this certain station MRS the beet, and a
cemerison of the reasons they lave provider ua with an ieea of
what a.-.pe?ts of a ant-Jot:tit prorating are contributing to its
'nage in the public mind. This was an open-ended question, so that
All the catelnriea listed were suggtated by the respondents. For
DI:CD, it s'...ows how DXCD ccmparea with DRAW - -as far as people's

images go.
 -40-

ea 1

"Why is this station better?"

(percentages) DXCD DXAW
interesting/entertaining 9 7

strong signal 16 13
better dramas 2 42
instructional 39 5
service to people and their progress 8 less than 1
good farm show 5 less than 1

This is a very gratifying, a very important finding for DXCD.

It indicates that in the people's minds, it is different from DXAW
because it is more instructional, and a large number of persons
prefer it for this reason. To them, DXAW is an entertainment
station.Thoy still turn their eials to listen to the dramas
on DXAW, but they feels that DXCD has more to offer in terms
of instructional programming and service programming. To put
more emphasis on community development programming, DXCD does not
have to worry about changing its image in the public mind.
 -41

CHAPTER 5 -- Discussion

The picture that emerges for DXCD is very encouraging. On

the one hand, DXAW certainly dominates the Davao area, but DXCD
is the only station that is more popular than DXAW an where in
the area. On the other hand, there are no other significant
radio stations in the area--quite a finding, given the number
of stations. The ones that do get a small percentage of the total
audience are either in the shadow of DXAW in Davao City(DXMC,
DXUM) or too far from DXCD's Tagum base to be competi :ive to
DXCD (DXDS). So, even though there are so many stations on the
air in the Davao area, most of them have such a small percentage of
the audience that it is hard to justify their continuing on the
air. DXCD has its stronghold in Davao del Norte province, but is
quite weak in Davao City.
This is a discouraging picture in terms of seeking a commercial
base, since advertisers are most interested in Davao City as a market.
But for community development, for working with an audience that
looks to DXCD for instructional programs and that looks to DXCD as
ins local station, the picture is excellent. The base that DXCD
has established in del Norte province is remarkable. We found
from our random sample that 877. of the people in the province listen
to DXCD. Projecting that percentage against the total population
of the province, we can say quite confidently that 377,000 people
in del Norte province listen to DXCD, and 557, or 195,000, listen
to DXCD most.
This report has contained a blizzard of statistical tables,
most of which speak to a very specific question that the radio
station staff might have. They are not sophisticated tables,
however; we have not used any statistical tools like correlation,
or chi-square, or re-Pression, or any of those things. The. tables
speak for themselves, and they speak simply. We have merely given
percentagaa and frequencies (counts). They do not need analysis
by someone with special training, but can most suitably be dis-
cussed by the DXCD staff itself which knows the local situation,
their own programming, and the programming of the other stations.
 -42-

The contribution of this research has been to get information

and to insure its accuracy by observing the strictures of ran-
dom sampling. The information gets its main value from its repre-
sentative value--which is another way of saying that this in-
formation is true. It very closely reflects the media habits
of all the people in the three Davao provinces and in Davao City.
 -4.3-

J I. W

APPENDIX I -- The Questionnaire

1. barrio town province

for Davao City barrio district

2. Age under 15, 15-24, 25-34, 35-44, 45-54, over 55

3. Female Male

4. Religion: Catholic Protestant Muslim

other (specify)
5. Marital status- sinsle married widow separated

6. Schooling: Nore, 1-2, 3-4, 5-6, some high school, high school
some college, college

7. Language used at home: Cebuano, Tagalog, Ilonggo, Ilocano

English, other (specify)

8. Where were you born?

9. How long have you lived here?

10. What is your work or occupation?

owner-farmer tenant farmer fisherman
housewife professional (specify)
daily wage earner (specify) unemployed
student (if the respondent is a student, ask the occupation of
his father)

11. When you hear new things, you hear them from other people,
or from the newspapers, or from the radio?

12. How often do you read the newspapers? never, once a month,
once a week, 3/4 times/week, daily

13. Do you have a radio at home? yes no

14. How often do you listen to the radio? never, once a week,
3/4 times/week, daily

15. If daily, how many programs do you listen to each day?

16. What time of day do you listen to most often? early morning,
morning, afternoon, early evening, night

17. What language do you prefer on the radio? Cebuano, English,

Tagalog, Ilonggo, Ilocano, other (specify)

48
la -44-

13. Hoc often do you listen to the ;./11/winv,. ryoas prc6rams?

dail) weekly mcn-nly -Ievtr

must:
farmin::
housch.ine tipc/
markets -,n
family --lannInj

.
/warm

interview
public s.rvice

waste:tit

news

19. ro rnu liatel to the radio mare for eno:ortsinvrnt, or more

fo-: information?
20. That :s your fsvorit:: radio progLavY

21. What rtatIor is ;,t an/ r,r d ,n t knov.

22. What icinA of music Oo 7ou prefslf

povu.sr poplar Teuvo_of4, copular qebuamo

23. Wha: kin3 of dulls o ; t like actior,

co: tidy, fs.n.:rsy

24. Do listen to deEcition proarnmz? yes, na

25. Do Ion 'Trite ;:a de3icatier progtama? yea, nc

26. "!avl v:t; lerrnsd s,:y new thin73 .from ced1? ysa, GC
if so, vni...4 things; farmir%
family rinrning
social ruuzeness
voting
other (specify)

IroSs (which rrorsm, w'cr!ch station)

27. Have you changed the wuy you live from anythin., you have
be.r.-; on -be radio? yes no
in relation to what? --------
(koectfy which kinds of changes)

28. .%re stations: the save? yea no

1_ wil!.en station is better?
.111.

stetirn do 1-oa li.atF1 to mos:'

 -45-

31. Do you listen to Dr3D? yes no

IF NO, SKIP QUESTIONS 32-34

32. What is your favorite program on DXCD?

33. What other programs do you listen to on DXCD?

34. What kinds of programs would you like to hear on DXCD?

35. Do you talk with your family or friends about radio programs? yes no
If so, which programs?

36. Do you usually listen to radio alone, or with friends, or

with your family?

name of interviewer

date
time
 -46-

APPENDIX II - The barrios

1. Carmen, Guadalupe 25. Bunawan, Bucana

2. Compostela, Mapaca 26. 3unawan, Malaya;
3. Mabini, Poblacion 27. Bunawan, Ilang
4. Maco, Poblacion 28. Calinan, Marilog
5. Mawab, Saosao 29. Calinan, Sumimao
6. MontLvista, Camansi 30. Calinan, Lamanon
7. Nabunturan,Agao 31. Toril, Tibuloy
8. New Corella, Limba-an 32. Toril, Hung
9. Panabo, Dujale 33. Toril, Bato
10. Pantukan, Tagdangua 34. Tugbok, Tagakpan
11. Sto. Tomas, Balagonan 35. Tugbok, New Carmen
12. Tagum, New Ba-lamban 36. Tugbok, Callawa
13. Baganga, Baculin 37. Bansalan, Aabunga
14. Caraga, Sobrecarey 38. Digos, Igpit
15. ..ateel, Poblacion 39. Hagonoy, Hahayahay
16. rov. Generoso, Tamban 40. Kiblawan, Bonifacio
17. Poi/. reneroso, Bocsal 41. Malalag, Tagansule
18. Manay, Pizal 42. Matanao, Kabasogan
19. Mati, Buso 43. Magsaysay, Balnate
20. East Lupon, Calapagan 44. Padada, Piape
21. East Lupon, Magsaysay 45. Sta. Cruz, Sibulan
22. West Lupon, Fogbongco -on 46. Sta. Maria, Mamacao
23. San Isidro, Poblacion 47. Sulop, Salonguale
24. Tarragona, Cabagayan 48. Kaputien, Tagbaobo