WHDL - 00009630
WHDL - 00009630
Approved Sheet entitled : Success formula for FM Programming: Analysis of 90.7 DZMB Love Radio's Programming Strategy and It's Implications to Effective Christian Broadcasting
The parlance of FM broadcasting in the Philippines, particularly in Metro Manila, has taken a new form, brought about by the evolving nature of the industry. Catching up with the ever-changing FM landscape with creativity, innovation, and attractive programming has become passe and the more acceptable phraseology now banners the terms unorthodox, radical and new school. This is the path that 90.7 DZMB-FM has taken. This case study on the current programming of DZMB Love Radio, declared as the undisputed top FM station in and outside the National Capital Region for 2004 and 2005, is the first to be undertaken about the station relative to its popularity and programming innovations. Employing the descriptive method and synthesizing results with the triangulation approach, this research is perhaps the first study to document the latest developments in the history of radio broadcasting in the country. After conducting thorough interviews with the station's managers and programmers coupled by the monitoring of the broadcasts of the station and three others, then comparing the results with the available data, the study uncovered several important findings. Five programming elements have been studied namely: the philosophy, format, innovative strategies, rationale for innovations, respondents perceptions about the needs and preferences of the audience, and the extent by which such needs and preferences are met. The findings provided a framework for Christian broadcasting. Love Radio's programming scheme has transcended boundaries by taking a totally different direction . Music is now deco~ated with elements that are bordering on triviality, at times lacking in good taste, and a language laden with sexual innuendos. The whole packaging is intended to capture the attention of the majority of the market. Although it should be credited for pioneering approaches in radio, the station has nevertheless created a precedence that may lead to the eventual degradation of programming standards. This analytical work also proved the propensity of the broadcast media to be competitive by constantly introducing new ideas, with business gain as the main motivation. In the final analysis, an old form of media that had its demise during the Marcos era has simply been resurrected. Such media had, and still does, have this tendency to whet the audience's predisposition for cheap entertainment, typical of the tabloid journalism where crime, sex, and gossip are the common recipes. The television industry has long been in that category, with its sensationalized programs since its liberation during the Aquino years. Additionally, a significant finding relative to the state of Philippine radio emerged. This qualitative research has found that tabloidization has crept into the world of FM radio. At least three other FM stations are competing with similar approach. In the realm of religious broadcasting, Christians are to be applauded for their expertise in one particular communication element - the message or content, an area where many market-based stations are not too concerned about. Although playing a crucial role in changing the world, Christian programmers remain uncompetitive and lagging behind compared with their counterparts in the commercial media. Programming lacks entertainment value and is not audience-centered as proven by the absence of research and personal interaction with the respondents. This is symptomatic of superficial knowledge of the principles of communication that are embedded in the Scriptures. Conclusively, such a substandard gospel communication is not only a failure in religious ministry but a failure on Christian witness. Christian radio practitioners have yet to know the Master Communicator.
Copyright statement is available in the library
This collection contains the theses in fulfillment of the degree of Master of Arts in Christian Communication at Asia-Pacific Nazarene Theological Seminary.