DOI: 10.5176/2301-3710_JMComm17.79

Authors: Dr. Efren C. Gimoto Jr

Abstract: the primary objective of this study is to formulate effective broadcast strategies for Bombo RadyoIloilo, the leading radio station in Iloilo, to meet the existing broadcast media code of the Philippines. Survey Questions, in-depth interviews, participant observation, and organized discussions were utilized to gather data from the officials of Bombo Radyo-Iloilo and other stakeholders. On the other hand, Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis was used to evaluate and process all collected data from the respondents, as well as the information gathered from the initial organized discussions. The researcher conducted two separate initial organized discussions. Meaning, the first organized discussion was only participated by the officials and other key informants of Bombo Radyo-Iloilo while the second discussion was attended by other stakeholders. Afterwards, the researcher arranged another group discussion for both the officials of Bombo Radyo-Iloilo and other stakeholders. Based on the findings of the study, the following are the formulated effective broadcast strategies: (1) Reflect and promote local Identity, character and culture, (2) Create diversity of voices and opinions, (3) Encourage open dialogue and democratic process, (4) Promote social change and development, (5) Promote good governance and civil society, (6) Involve the stakeholders in the formulation of policy, (7) Train and educate all broadcast practitioners to have direct knowledge on the existing broadcast media policy, (8) Strengthen community ownership rather than corporate media ownership, and (9) Strengthen self-police power to monitor broadcast practitioners. The research provides recommendations for Bombo Radyo-Iloilo Philippines, Association of Broadcasters of the Philippines or Kapisanan ng mga Brodkaster ng Pilipinas (KBP), and the Government on how to implement the formulated effective broadcast strategies.

Keywords: broadcast strategies, code, effective, formulate, implementation practices, code, program standards, radio


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