A Radio Content Analysis of Three Selected Radio Stations in the Philippines

Media Management & Entrepreneurship 2011| BA Communication Department

Sonnie Cruz Joanne Platon Jenine Malijan Raphael Balbaboco Researchers

Ms. Joy Fatima M. Vergara BA Communication Instructor

This content analysis is a partial fulfillment of the requirements for the subject MEDMGMT of BAC4 2011-2012. Distribution of this material is strictly prohibited. | Copyright 2011

ABSTRACT

This analysis examines three radio stations in the Philippines. One local FM station, one national FM and AM stations will be studied in this content analysis. The study observes the relationship between the station and the audience, and ideologies that influence this exchange.

Radio can be considered a particular basis of entertainment that has a rather remarkable power and relatively unique distinction which can separate it from its counterparts; it can freely accommodate and persuade a notably large audience within any given genre of the Filipino culture. The researchers analyzed three separate hours of the stations program schedule. DWTM Magic 89.9 was the first examined medium which is a national FM station. Amount of time was dedicated to the following particular categories as the point of analysis: stations format, the stations playlist, music/entertainment division, disc jockey (DJ) commentary, advertising segments, traffic and weather report, and news fragments. The first hour of radio listening was the predetermined sample extracted from 7:00 a.m. to 8:00 a.m. on July 11, 2011. The second hour of radio listening was the predetermined sample extracted from 11:00 a.m. to 12:00 n.n. on July 11, 2011. Finally, the third and last hour of radio listening was the predetermined sample extracted from 3:00 p.m. to 4:00 p.m. on July 11, 2011.

Likewise, 88.7 Magik FM was the second examined medium which is an FM station in Batangas. Amount of time was dedicated to the following particular categories as the point of analysis: stations format, the stations playlist, music/entertainment division, disc jockey (DJ) commentary, advertising segments, traffic and weather report, and news fragments. The first hour of radio listening was the predetermined sample extracted from 2:00 p.m. to 3:00 p.m. on
2

July 14, 2011. The second hour of radio listening was the predetermined sample extracted from 3:00 p.m. to 4:00 p.m. on July 14, 2011. Finally, the third and last hour of radio listening was the predetermined sample extracted from 4:00 p.m. to 5:00 p.m. on July 14, 2011.

Additionally, DZMM Radyo Patrol 630 was the third examined medium which is an AM station in Metro Manila. Amount of time was dedicated to the following particular categories as the point of analysis: stations format, radio host commentary, advertising segments, interviews, entertainment, traffic and weather report, and the list of news the station broadcasted. An hour of radio listening was the predetermined sample extracted from 4:00 a.m. to 5:00 a.m. on July 13, 2011.

In conclusion, DWTM Magic 89.9 was analyzed; for the first hour, results show that there were a total of 6:55 minutes devoted to music or entertainment division which represents about 12% of air-time. There were only 43:05 minutes committed to DJ commentary which corresponds to 72%. Advertising segments had a total of 9:45 minutes which represents about 16% of air-time. Traffic and weather reports had a total of 0 minutes which signifies 0%, and minutes was allocated for news fragments which means 0% of the radio station's air-time was dedicated for news broadcast.

For the second hour, results show that there were a total of 37:23 minutes devoted to music or entertainment division which represents about 62% of air-time. There were only 7:06 minutes committed to DJ commentary which corresponds to 12%. Advertising segments had a total of 13:36 minutes which represents about 23% of air-time. Traffic and weather reports had a

total of 0 minutes which signifies 0%, and 0 minutes was allocated for news fragments which means 0% of the radio station's air-time was dedicated for news broadcast.

Lastly, for the final hour, results show that there were a total of 34:16 minutes devoted to music or entertainment division which represents about 57% of air-time. There were only 12:16 minutes committed to DJ commentary which corresponds to 20%. Advertising segments had a total of 13:04 minutes which represents about 22% of air-time. Traffic and weather reports had a total of 0 minutes which signifies 0%, and 0 minutes was allocated for news fragments which means 0% of the radio station's air-time was dedicated for news broadcast.

The analysis for 88.7 Magik FM explains that for the first hour, there were a total of 43 minutes devoted to music or entertainment division which represents about 72% of air-time. There were only 9:30 minutes committed to DJ commentary which corresponds to 16%. Advertising segments had a total of 4 minutes which represents about 6% of air-time. Traffic and weather reports had a total of 0 minutes which signifies 0%, and 0 minutes was allocated for news fragments which means 0% of the radio station's air-time was dedicated for news broadcast.

Furthermore, the second hours results show that there were a total of 34:47 minutes devoted to music or entertainment division which represents about 58% of air-time. There were only 17:28 minutes committed to DJ commentary which corresponds to 29%. Advertising segments had a total of 6 minutes which represents about 1% of air-time. Traffic and weather reports had a total of 0 minutes which signifies 0%, and 0 minutes was allocated for news fragments which means 0% of the radio station's air-time was dedicated for news broadcast.

To conclude, for the final hour, results show that there were a total of 41:47 minutes devoted to music or entertainment division which represents about 70% of air-time. There were only 12:45 minutes committed to DJ commentary which corresponds to 21%. Advertising segments had a total of 5:10 minutes which represents about .09% of air-time. Traffic and weather reports had a total of 0 minutes which signifies 0%, and 0 minutes was allocated for news fragments which means 0% of the radio station's air-time was dedicated for news broadcast.

The last station, DZMM Radyo Patrol 630, has been examined and findings show that there were a total of 0 minutes devoted to music or entertainment division which represents about 0% of air-time. There were 5:29 minutes committed to radio host commentary which corresponds to 9%. Advertising segments had a total of 2:36 minutes which represents about 4% of air-time. Traffic and weather reports had a total of 0 minutes which signifies 0%, and 42:28 minutes was allocated for news reports which means 71% of the radio station's total time was dedicated for news broadcast.

In totality, the content analysis found out the following major points:

Most of DWTM Magic 89.9s radio programs are propelled by music. However, few programs are driven by DJ conversations and interaction with the audience which lessens time for playing music and even advertisements which are very important to radio stations.

88.7 Magik FM is under soft airing. Being a new radio station set in Lipa City, Magik FM airs by spinning songs and small amount of advertisements. This means that Magik FMs programs are music-driven so far. DJs function as announcers of important messages and greetings.

DZMM Radyo Patrol 630 is a reliable source of news and information with the big amount of time they give for news reports. However, the station has a small amount of advertisement segments which may suggest that AM stations are not advertisementmagnets to companies.

All in all, this content analysis has provided a keen breakdown of the similarities and differences of FM from AM stations, of national to local stations, and of programs of the stations themselves.

I.

Introduction and Literature Review

DWTM Magic 89.9

Who does not know who Mo Twister is? Or maybe youve heard of Boom Gonzales, one of the first courtside reporters of Studio 23 for UAAP; Grace Lee, the showbiz reporter of Balitanghali in GMA News TV; Andi-9, one of the hosts of Party Pilipinas; Mojo Jojo, the man behind donavictorina.com; and the infamous Boys Night Out trio, Slick Rick, Toni Tony and Sam YG. They all share a common ground. They are all from Magic 89.9, the station that plays todays best music.

DWTM (89.9 MHz in Mega Manila) is the flagship FM station of Quest Broadcasting Incorporated/The Radio Partners Inc. Known as Magic 89.9, the station's studios and transmitter are located at Paragon Plaza, Mandaluyong City. The station is a 24-hour operating radio station except on Mondays where it signs-off at midnight.

History/Background

The station began regular operations on February 14, 1986, broadcasting from the Philippine Communications Center building (PHILCOMCEN) in Pasig City, starting with a 10 on-air crew led by Bernie Buenaseda, known on-air as Burning Bernie. The Classic DJs during that period inclusive of Bernie, were the Fab 10 Little David, Joe D'Mango, Sgt. Pepper, The

Gaucho, Paul Reno, Ken Fortun, Rockin' Robin (eventually becoming Rockin' V), Michael Vincent and Johnny Gizmo.

Between 1988 to 1989, the station started broadcasting 24 hours a day, which turned out to be a huge success. The Battle of the Radios during that era, was supported by a wide variety of spoofs and gimmicks not to mention sidekicks, (no computers, no hard drives but just a bunch of wires,) which made broadcasting ultra-creative as compared to that done with the digital technology of today.

On November 29, 1999, Magic 89.9 transferred its studios to the Paragon Plaza Building in Mandaluyong City to share facilities with sister station 99.5 RT, Mellow Touch 94.7 (now Mellow 947), DWBL 1242 and DWSS 1494.

Format and Slogan

The station follows the Top 40 (Contemporary Hit Radio) format.

Contemporary hit radio (also known as CHR, Contemporary Hits, Current Hits, Hit Music, Top 40, or Pop Radio) is a radio format that is common in the United States, United Kingdom, Canada and Australia that focuses on playing current and recurrent popular music as determined by the Top 40 music charts. There are several subcategories, dominantly focusing on rock, pop, or urban music. Used alone, CHR most often refers to the CHR/pop format.

The term Contemporary Hit Radio was coined in the early 1980s by Radio & Records magazine to designate Top 40 stations which continued to play hits from all musical genres such as pop music splintered into Adult contemporary, urban contemporary and other formats. The term Top 40 is also used to refer to the actual list of hit songs, and, by extension, to refer to pop music in general.

Magic 89.9s slogan is Todays Best Music. The stations slogan is representative of its programming and format. Since the station follows the CHR format, which bases its songs on the Top 40 hits on the charts, they play todays best music.

88.7 Magik FM

From one Magic to another Magik.

As a new, fresh and uprising FM radio station that is penetrating the local market of CALABARZON, 88.7 Magik FM is taking a big leap in revolutionizing the radio experience of its audience here and around the world (through the Internet). But though a baby in the industry, Magik assures its audience a mission and a vision attainable by its pool of radio crew and air staff, that will surely bring the magik on the table.

History/Background

88.7 Magik FM is one of the music stations owned by Century Broadcasting Network, a broadcast network based in Manila. The station is operated by BPS Broadcasting Media Services, a media firm based in the CALABARZON region.

The station, broadcasting with a maximum power, redefines news and information delivered by radio with a variety of music and entertainment. It delivers the latest happenings, relevant information, and a selection of songs which are considered all-time favorites and the biggest hits of today.

Magik FM takes a major leap to the new age of media by using the latest technology and the power of the Internet. The radio station is now heard and seen via live streaming to reach a

10

wider audience. This kind of one-step approach aims to fully satisfy the purpose of communication as the channel of information, education and entertainment while it responds adequately to the need of our fast-paced world.

Now, the station considers itself as the official source of national and local news in Lipa City, adopting its main concept of news and entertainment. The station is a blending mixture of the AM format, taking its own way in the FM band, expecting to reach a wider audience as its foremost priority. At present, the stations studio is located at 3F, F.T. Ilagan Building, Brgy. Tambo, Lipa City, Batangas and airs on a 1000 Watts power and 10 Watts ERP.

Format and Slogan

The station follows the News, Music and Information radio format. They also uses the CHR format for their playlist. This format is popularly used on campus-based radio stations which are operated by schools and boarded by students as DJs. The stations format coincides with their mission of serving the people of Lipa City, the entire CALABARZON and MIMAROPA the right information, education and entertainment.

The coolest radio station in Metro Lipa serves as the stations slogan. Being a newbie to the broadcast industry, Magik sees itself as a hip and updated radio station which will cater the needs of young people and the young at heart. This slogan corresponds to its vision of ruling the airwaves in the Southern Tagalog region and becoming the leading radio station on the said area.

11

DZMM Radyo Patrol 630

When its all about bringing first the news and public service, its all about DZMM. ABS-CBNs DZMM Radyo Patrol Sais-Trenta (630 kHz Metro Manila) is the flagship AM station of ABSCBN Corporation in the Philippines. The station's studio is located at the ABSCBN Broadcast Center in Quezon City, while the transmitter is located at Obando, Bulacan.

The station operates 24 hours a day except on Sundays where it signs-off at 10 pm. The current station manager of DZMM is Marah Faner. At present, DZMM is considered as one of the top stations in the AM band in Metro Manila and is recognized as one of the most awarded radio stations in the Philippines.

History

It began on October 19, 1953, DZAQ, the forerunner of DZMM, was the first radio station of the former ABS (Alto Broadcasting System) of the Quirinos under President Elpidio Quirino's brother, Antonio. DZAQ features news, variety and music programs on an AM format. In 1967, ABS and CBN were merged into a single network. DZAQ switched into CBN-owned DZXL, another AM broadcaster simply named as DZXL Radyo Patrol, the pre-martial law station of ABS-CBN until 1972.

However on the night of September 23, 1972, both DZXL, DZYK and DZAQ-TV were halted as Metrocom forces seized ABS-CBN broadcast complex two days after President

12

Ferdinand Marcos declared martial law. Two years later, DWWW, a crony-owned AM station of Kanlaon Broadcasting System (KBS) began to air in 1974 which contains not only in news, but also public service programs and music as well. Veteran anchors and new recruits like Johnny de Leon, Rod Navarro, Noli de Castro and Vic Morales are some the announcers of the halted DZXL, came into DWWW at that time.

The fall of the Marcos Regime brought about the return of ABS-CBN. In July 1986, then newly-formed PCGG turned two radio stations, DWWW of RPN and DWOK of BBC, back to ABS-CBN. DWWW was renamed DZMM and resumes broadcasting. Lito Balquierda Jr., VicePresident for Radio, spearheaded the return of the giant network to the local broadcasting scene. The network started recruiting both experienced and new employees including Radyo Patrol Reporters. Their studios were initially located at Chronicle Building in Pasig. After days of careful planning, DZMM was born, carrying the tagline Ang Himpilan ng Malayang Mamamayan (Station of the Free Citizen) on July 22, 1986.

Dely Magpayo was the first ever anchor to grace the airwaves of the station with her program Dear Tiya Dely, followed by other broadcast icons like Jun Ricafrente, Rene Jose, and Noli de Castro, newly-recruited women Gel Santos-Rejos, Mel Tiangco and Angelique Lazo as well as late greats Ka Ernie Baron and Kuya Cesar.

Also, Knowledge Power, the first ever full-length program of the station was launched. It was also the countrys first-ever scholastic program on AM radio. In October 1986, the station was transferred to its current studios in the ABS-CBN Broadcast Center in Quezon City.

13

In 1987, the first ever tandem on local AM radio was introduced. Mel Tiangco and Jay Sonza were the host of Mel & Jay and immediately became a hit to the listeners and lasted for couple of years. It was also in the same year when DZMM build a remarkable roster of radio talents, including Ted Failon, Korina Sanchez, Frankie Evangelista and Neil Ocampo. It was also in this year when military insurgents took over the station. However, this did not stop DZMM from delivering news to the public, the booth was moved to then undisclosed location and immediately resumed broadcasting.

Format and Slogan

Before it was DZMM, it was known as DZAQ (19531967), DZXL (19561972) and DWWW (1974-1986). DZMM follows the News and Public Affairs/Talk, Religious, Music AM radio format. This format was started and strengthened since DZMM reopened after the Marcos regime in 1986. The station was renamed to its new callsign, DZMM which stands for Malayang Mamamayan, which is also its former branding. In 1998, from Himpilan ng Malayang Mamamayan, DZMM, under the leadership of then Vice-President for Radio Network Division Kabayan Noli de Castro, was re-launched as DZMM Radyo Patrol 630 with a much stronger and bolder battle cry, Una sa Balita, Una sa Public Service.

At present, the station is branded as Radyo Patrol and uses the slogan Una Sa Balita, Una Sa Public Service (First in News, First in Public Service).

14

II.

Content and Narrative Analysis A: Data

FM Station (Metro Manila) DWTM Magic 89.9 FM Station (Batangas) 88.7 Magik FM AM Station (Metro Manila) DZMM Radyo Patrol 630

A.

DWTM Magic 89.9 Title of Program: Good Times with Mo, Mojo, Grace Lee and Angelicopter Time of Airing: 7:00-8:00 a.m. Date of Airing: 11 July 2011, Monday Content TOPIC # 1 SONG # 1 (PAPARAZZI) TOPIC # 2 TOPIC # 3 TOPIC # 2 CONTINUATION PROGRAM ID GAP # 1 AOBS SPONSOR SEGMENT CALLER # 1/TOPIC # 4 CALLER # 2/TOPIC # 5 SONG # 2 (TAKE A BOW) CALLER # 3/TOPIC # 6 CALLER # 4/TOPIC # 7 CALLER # 5/TOPIC # 8 TOPIC # 9 TOTAL TIME Running Time 9:30 3:30 9:00 3:00 1:30 0:05 7:55 1:50 7:10 1:10 3:25 6:45 3:00 1:15 0:45 59:50

Actual Time 7:00:00-7:09:30 7:09:30-7:13:00 7:13:00-7:22:00 7:22:00-7:25:00 7:25:00-7:26:30 7:26:30-7:26:35 7:26:35-7:34:30 7:34:30-7:36:20 7:36:20-7:43:30 7:43:30-7:44:40 7:44:40-7:48:15 7:48:15-7:55:00 7:55:00-7:58:00 7:58:00-7:59:15 7:59:15-8:00:00

15

B.

DWTM Magic 89.9 Title of Program: On Demand with Boom and Mia Time of Airing: 11:00-12:00 n.n. Date of Airing: 11 July 2011, Monday Content TOPIC # 1 SONG # 1 (GET ME EVERYTHING) STATION STINGER GAP # 1 SONG # 2 (MULI) GAP # 2 STATION STINGER SONG # 3 (SCIENCE AND FAITH) STATION ID SONG # 4 (20-20) SONG # 5 (IRISDESCENT) ADLIB/TOPIC # 2 SONG # 6 (ITS A NEW DAY) SONG # 7 (MOVES LIKE JAGGER) SONG # 8 (NIGHT OF THE HUNTER) PROGRAM ID GAP # 3 PROGRAM ID SONG # 9 (SOMEONE LIKE YOU) ADLIB Program Wrap-up TOTAL TIME Running Time 0:24 3:44 0:06 1:42 4:30 5:17 0:06 3:45 0:10 5:20 3:43 5:06 3:28 3:22 5:14 0:07 6:37 0:05 4:17 1:36 58:45

Actual Time 11:00:00-11:00:24 11:00:24-11:04:08 11:04:08-11:04:13 11:04:13-11:05:55 11:05:55-11:10:25 11:10:25-11:15:42 11:15:42-11:15:48 11:15:48-11:19:33 11:19:33-11:19:43 11:19:43-11:25:03 11:25:03-11:28:46 11:28:46-11:33:52 11:33:52-11:27:20 11:27:20-11:40:42 11:40:42-11:45:56 11:45:56-11:46:03 11:46:03-11:52:40 11:52:40-11:52:45 11:52:45-11:57:02 11:57:02-12:00:00

16

C.

DWTM Magic 89.9 Title of Program: Top 5 @ 5 with Andi-9 and Jessica Time of Airing: 3:00-4:00 p.m. Date of Airing: 11 July 2011, Monday Content SONG # 1 (SUCKS TO BE YOU) TOPIC # 1 SONG # 2 (RISE ABOVE 1) PROGRAM ID GAP # 1 25th ANNIVERSARY STATION ID SONG # 3 (DAY AND NIGHT) STATION STINGER SONG # 4 (WHERE DEM GIRLS AT?) ADLIB TOPIC # 2 SONG # 5 (SHUT GUN) SONG # 6 (CLOSEST TO THE EDGE) ADLIB PROGRAM ID GAP # 2 SONG # 7 (SPACE BOUND) TOPIC # 3 SONG # 8 (MOMENT FOR LIFE) SONG # 9 (ROLL UP) TOPIC # 4/ADLIB PROGRAM ID GAP # 3 25th ANNIVERSARY STATION STINGER SONG # 10 (DEEP INSIDE OF YOU) ADLIB TOTAL TIME Running Time 1:00 2:00 3:00 0:05 2:55 0:15 4:45 0:03 3:57 0:45 1:45 3:45 3:10 1:00 0:05 5:19 3:04 2:05 4:10 3:35 2:06 0:04 4:50 0:04 3:50 2:35 58:57

Actual Time 3:00:00-3:01:00 3:01:00-3:03:00 3:03:00-3:06:00 3:06:00-3:06:05 3:06:05-3:09:00 3:09:00-3:09:15 3:09:15-3:14:00 3:14:00-3:14:03 3:14:03-3:18:00 3:18:00-3:18:45 3:18:45-3:20:30 3:20:30-3:24:15 3:24:15-3:27:25 3:27:25-3:28:25 3:28:25-3:28:30 3:28:30-3:33:49 3:33:49-3:36:53 3:36:53-3:38:58 3:38:58-3:43:08 3:43:08-3:46:43 3:46:43-3:48:37 3:48:37-3:48:41 3:48:41-3:53:31 3:53:31-3:53:35 3:53:35-3:57:25 3:57:25-4:00:00

17

A.

88.7 Magik FM Title of Program: Afternoon Jamming Time of Airing: 2:00-3:00 p.m. Date of Airing: 14 July 2011, Thursday Content ADLIB SONG # 1 (NEED YOU NOW) SONG # 2 (TERRIFIED) STATION STINGER SONG # 3 (PERFECT TWO) ADLIB GAP # 1 ADLIB SONG # 4 (CRAZIER) SONG # 5 (COLLIDE) ADLIB SONG # 6 (I DO) SONG # 7 (MORE THAN I AM) SONG # 8 (DI BALE NA LANG) ADLIB SONG # 9 (DI LANG IKAW) SONG # 10 (SINO NGA BA SIYA) SONG # 11 (NANG DAHIL SA PAG-IBIG) GAP # 2 3 OCLOCK PRAYER TOTAL TIME Running Time 1:00 3:55 4:10 0:05 3:45 1:00 2:00 3:00 3:50 4:10 1:30 3:55 3:45 3:40 3:00 4:10 3:35 3:45 2:00 3:00 59:15

Actual Time 2:00:00-2:01:00 2:01:00-2:04:55 2:04:55-2:09:05 2:09:05-2:09:10 2:09:10-2:12:55 2:12:55-2:13:55 2:13:55-2:15:55 2:15:55-2:18:55 2:18:55-2:22:45 2:22:45-2:26:55 2:26:55-2:28:25 2:28:25-2:32:20 2:32:20-2:36:05 2:36:05-2:39:45 2:39:45-2:42:45 2:42:45-2:46:55 2:46:55-2:50:30 2:50:30-2:54:15 2:54:15-2:56:15 2:56:15-3:00:00

18

B.

88.7 Magik FM Title of Program: Afternoon Jamming Time of Airing: 3:00-4:00 p.m. Date of Airing: 14 July 2011, Thursday Content STATION STINGER SONG # 1 (CAN WE STILL BE FRIENDS?) ADLIB SONG # 2 (NEVER LET YOU GO) SONG # 3 (STAY THE SAME) ADLIB SONG # 4 (I LOVE YOU GOODBYE) SONG # 5 (SHOWER ME YOUR LOVE) GAP # 1 SONG # 6 (I WILL TAKE YOU FOREVER) ADLIB SONG # 7 (PATULOY ANG PANGARAP) SONG # 8 (DAHIL MINAHAL MO AKO) GAP # 2 ADLIB SONG # 9 (CRAZY OVER YOU) ADLIB TOTAL TIME Running Time 0:05 3:57 3:00 3:52 4:02 3:45 3:44 3:38 3:00 3:56 3:48 3:46 3:54 3:00 3:05 3:58 3:50 58:20

Actual Time 3:00:00-3:00:05 3:00:05-3:04:02 3:04:02-3:07:02 3:07:02-3:10:54 3:10:54-3:14:56 3:14:56-3:18:41 3:18:41-3:22:25 3:22:25-3:26:03 3:26:03-3:29:03 3:29:03-3:32:52 3:32:52-3:36:47 3:36:47-3:40:33 3:40:33-3:44:27 3:44:27-3:47:27 3:47:27-3:50:32 3:50:32-3:54:30 3:54:30-4:00:00

19

C.

88.7 Magik FM Title of Program: Magik Backtrax Time of Airing: 4:00-5:00 p.m. Date of Airing: 14 July 2011, Thursday Content STATION STINGER ADLIB SONG # 1 (YOU) SONG # 2 (NEXT IN LINE) SONG # 3 (I WILL BE HERE) ADLIB STATION STINGER GAP # 1 SONG # 4 (IPAGPATAWAD MO) SONG # 5 (DI NA NATUTO) ADLIB SONG # 6 (YOU MADE ME STRONGER) SONG # 7 (DITO SA PUSO KO) GAP # 2 ADLIB SONG # 8 (PAGLISAN) SONG # 9 (HANGGANG) ADLIB SONG # 10 (PANGAKO) TOTAL TIME Running Time 0:05 3:25 3:59 4:05 3:38 3:05 0:05 3:10 3:47 5:58 3:00 4:07 4:15 2:00 1:15 3:54 3:57 2:00 4:07 59:52

Actual Time 4:00:00-4:00:05 4:00:05-4:03:30 4:03:30-4:07:29 4:07:29-4:11:34 4:11:34-4:15:12 4:15:12-4:18:17 4:18:17-4:18:22 4:18:22-4:21:32 4:21:32-4:25:19 4:25:19-4:31:17 4:31:17-4:34:17 4:34:17-4:38:24 4:38:24-4:42:39 4:42:39-4:44:39 4:44:39-4:45:54 4:45:54-4:49:48 4:49:48-4:53:45 4:53:45-4:55:45 4:55:45-5:00:00

20

A.

DZMM Radyo Patrol 630 Title of Program: Gising Pilipinas Time of Airing: 4:00-5:00 a.m. Date of Airing: 13 July 2011, Wednesday Content PROGRAM ID ADLIB RUNDOWN OF HEADLINES PROGRAM ID NEWS # 1 NEWS # 2 NEWS # 3 ADLIB NEWS # 4 NEWS # 5 NEWS # 6 TIME CHECK NEWS # 7 NEWS # 8 NEWS # 9 NEWS # 10 TIME CHECK NEWS # 11 NEWS # 12 NEWS # 13 NEWS # 14 PROGRAM ID GAP # 1 ADLIB NEWS # 15 ADLIB NEWS # 16 NEWS # 17 ADLIB/SEGMENT ID NEWS # 18 ADLIB NEWS # 19 NEWS # 20 NEWS # 21 ADLIB SEGMENT ID NEWS # 22 Running Time 0:47 0:07 0:59 0:07 1:08 1:16 1:04 0:05 0:42 0:37 1:18 0:04 0:50 0:56 0:28 0:50 0:04 1:06 1:25 1:30 0:35 0:06 1:22 0:18 0:52 1:47 0:34 1:27 0:09 1:03 0:14 0:32 0:38 0:52 0:26 0:03 1:10

Actual Time 4:00:00-4:00:47 4:00:47-4:00:54 4:00:54-4:01:43 4:01:43-4:01:50 4:01:50-4:02:58 4:02:58-4:04:14 4:04:14-4:05:18 4:05:18-4:05:23 4:05:23-4:06:15 4:06:15-4:06:52 4:06:52-4:08:10 4:08:10-4:08:14 4:08:14-4:09:04 4:09:04-4:10:00 4:10:00-4:10:28 4:10:28-4:11:18 4:11:18-4:11:22 4:11:22-4:12:28 4:12:28-4:13:53 4:13:53-4:15:23 4:15:23-4:15:58 4:15:58-4:16:04 4:16:04-4:17:26 4:17:26-4:17:44 4:17:44-4:18:36 4:18:36-4:20:23 4:20:23-4:20:57 4:20:57-4:22:24 4:22:24-4:22:33 4:22:33-4:23:36 4:23:36-4:23:50 4:23:50-4:24:22 4:24:22-4:25:00 4:25:00-4:25:52 4:25:52-4:26:18 4:26:18-4:26:21 4:26:21-4:27:31

21

4:27:31-4:29:39 4:29:39-4:29:40 4:29:40-4:29:46 4:29:40-4:31:00 4:31:00-4:32:47 4:32:47-4:35:40 4:35:40-4:37:13 4:37:13-4:38:18 4:38:18-4:39:10 4:39:10-4:40:07 4:40:07-4:42:56 4:42:56-4:43:19 4:43:19-4:45:14 4:45:14-4:45:30 4:45:30-4:46:07 4:46:07-4:47:21 4:47:21-4:48:32 4:48:32-4:49:31 4:49:31-4:50:43 4:50:43-4:51:09 4:51:09-4:51:51 4:51:51-4:52:12 4:52:12-4:52:17 4:52:17-4:52:48 4:52:48-4:53:25 4:53:25-4:53:31 4:53:31-4:54:27 4:54:27-4:55:28 4:55:28-4:55:46 4:55:46-4:56:50

REVIEW OF HEADLINES PROGRAM ID TIME CHECK GAP # 2 RUNDOWN OF HEADLIN ES NEWS # 23 NEWS # 24 NEWS # 25 NEWS # 26 NEWS # 27 NEWS # 28 NEWS # 29 ADLIB NEWS # 30 NEWS # 31 NEWS # 32 NEWS # 33 NEWS # 34 NEWS # 35 NEWS # 36 NEWS # 37 NEWS # 38 SEGMENT ID NEWS # 39 NEWS # 40 SEGMENT ID NEWS # 41 NEWS # 42 ADLIB EXTRO MUSIC TOTAL TIME

2:08 0:10 0:06 1:14 1:47 2:53 1:33 1:05 0:52 0:57 2:49 1:23 1:55 0:16 0:37 1:14 1:11 0:59 1:12 0:26 0:42 0:21 0:05 0:31 0:37 0:06 0:56 1:01 0:28 1:04 58:09

22

III.

Stations Playlist

FM Station (Metro Manila)

A.

DWTM Magic 89.9 Title of Program: Good Times with Mo, Mojo, Grace Lee and Angelicopter Time of Airing: 7:00-8:00 a.m. Date of Airing: 11 July 2011, Monday Playlist for Good Times with Mo, Mojo, Grace Lee and Angelicopter

1. Paparazzi Lady Gaga 2. Take a Bow Rihanna

23

B.

DWTM Magic 89.9 Title of Program: On Demand with Boom and Mia Time of Airing: 11:00-12:00 a.m. Date of Airing: 11 July 2011, Monday Playlist for On Demand with Boom and Mia

1. Get Me Everything Pitbull 2. Muli Ebe Dancel 3. Science and Faith The Script 4. 20-20 Pupil 5. Irisdescent Linkin Park 6. Its a New Day Will I Am 7. Moves Like Jagger Maroon 5 8. Night of the Hunter 30 Seconds to Mars 9. Someone Like You Adele

24

C.

DWTM Magic 89.9 Title of Program: Top 5 @ 5 with Andi-9 and Jessica Time of Airing: 3:00-4:00 p.m. Date of Airing: 11 July 2011, Monday Playlist for Top 5 @ 5 with Andi-9 and Jessica

1. Sucks to Be You Beyonce 2. Rise Above 1 U2 3. Day and Night (Remix) Kid Cudi 4. Where Dem Girls At? David Guetta 5. Shut Gun Limp Bizkit 6. Closest to the Edge 30 Seconds to Mars 7. Space Bound Eminem 8. Moment for Life Nicki Minaj 9. Roll Up Whiz Khalifa 10. Deep Inside You Third Eye Blind

25

FM Station (Batangas)

A.

88.7 Magik FM Title of Program: Afternoon Jamming Time of Airing: 2:00-3:00 p.m. Date of Airing: 14 July 2011, Thursday Playlist for Afternoon Jamming

1. Need You Now Lady Antebellum 2. Terrified Katharine McPhee 3. Perfect Two Auburn 4. Crazier Taylor Swift 5. Collide Howie Day 6. I Do (Cherish You) 98 Degrees 7. More Than I Am Mary J. Blige 8. Di Bale na Lang Jericho Rosales 9. Di Lang Ikaw Juris Fernandez 10. Sino Nga Ba Siya Sarah Geronimo 11. Nang Dahil sa Pag-Ibig Bugoy Drilon

26

A.

88.7 Magik FM Title of Program: Afternoon Jamming Time of Airing: 3:00-4:00 p.m. Date of Airing: 14 July 2011, Thursday Playlist for Afternoon Jamming

1. Can We Still Be Friends? Mandy Moore 2. Never Let You Go Faith Evans 3. Stay the Same Joey Cintire 4. I Love You Goodbye Celine Dion 5. Shower Me Your Love Surface 6. I Will Take You Forever Kris Lawrence 7. Patuloy ang Pangarap Angeline Quinto 8. Dahil Minahal Mo Ako Sarah Geronimo 9. Crazy Over You 112

27

B.

88.7 Magik FM Title of Program: Magik Backtrax Time of Airing: 4:00-5:00 p.m. Date of Airing: 14 July 2011, Thursday Playlist for Magik Backtrax

1. You Basil Valdez 2. Next In Line After Image 3. I Will Be Here Gary Valenciano 4. Ipagpatawad Mo Janno Gibbs 5. Di Na Natuto APO Hiking Society 6. You Made Me Stronger Regine Velasquez 7. Dito Sa Puso Ko Ogie Alcasid 8. Paglisan Color It Red 9. Hanggang Wency Cornejo 10. Pangako Regine Velasquez

28

AM Station (Metro Manila)

A.

DZMM Radyo Patrol 630 Title of Program: Gising Pilipinas Time of Airing: 4:00-5:00 a.m. Date of Airing: 11 July 2011, Monday List of Broadcasted News in Gising Pilipinas

1. Isang Pinay, nag-top sa kanyang klase sa Oxford University 2. DILG Sec. Robredo, rumesbak sa mga naninira sa kanya ukol sa pagdinig sa kaso ng Maguindanao Massacre 3. Bayan Muna Rep. Teddy Casino, umaasang tamang tao ang maluluklok bilang bagong Ombudsman na mangunguna sa pagdinig ng mga kasong plunder laban kay dating pangulong GMA 4. Task force na mangunguna sa pagsagip sa dalawang American nationals na dinukot sa Mindanao, binuo 5. Malakanyang, nakatutok sa bagong kaso ng kidnapping sa Mindanao 6. 120 OFW sa Dubai, tinutulungan ng DFA mula sa pagkakahuli dahil sa paglabag ng ilang working laws sa Dubai 7. Bureau of Immigration, napigil ang dalawang Pinay na patungong Korea na may dalang mga pekeng papeles 8. Mula Agosto, PhilHealth, ipapatupad ang bagong paraan ng pagbabayad 9. Ang Galing Rep. Mikey Arroyo, congressman na may pinakamaraming absent sa mga sessions ng plenaryo 10. Fish cage operators sa Taal, pinaalalahanan ng BFAR 11. Bagong talagang Papal Nuncio sa Pilipinas, darating bukas 12. Pulisya, tukoy na ang dentist maniac 13. Construction workers sa LIMA Industrial Park sa Malvar, Batangas, patay matapos maubusan ng hangin sa loob ng septic tank 14. Negros Occidental, muling niyanig ng magnitude 8 na lindol 15. Ilang estudyante sa St. Marys College, nabiktima ng food poisoning 16. Negosyante, patay matapos barilin sa Tondo 17. Overcharged na cellphone, sanhi ng sunog sa isang barangay sa Cebu 18. Limang pamilya, naaksidente sa Nagtahan Bridge 19. 16 anyos na binata sa Basilan, pinalaya na ng mga kidnappers

29

20. Kalahating milyong pisong halaga ng ari-arian, natupok sa Cagayan 21. Nicolas Zarcosy, nakiramay sa mga pamilyang namatayan sa pagsabog sa Afghanistan 22. Ano pa nga ba ang iba pang gamit ng halamang gabi? 23. Lintang Bedol, lumantad makalipas ang 4 na taon para patunayan ang dayaan sa Maguindanao elections noong 2004 24. COMELEC, nagulat sa mga alegasyon ni Bedol 25. Ilang kongresista, gustong paimbestigahan ang nakaraang naganap na eleksyon noong 2004 26. Mga prosecutors ng Maguindanao Massacre, magbibitiw sa pwesto kung sakaling magiging state witness si Zaldy Ampatuan sa kaso 27. Archbishop Orlando Quevedo, isinauli na ang sasakyang galing sa PCSO, ilan pang obispo, naghuhugas-kamay 28. PNoy, hihintayin ang resulta ng imbestigasyon sa PCSO 29. Dating PCSO Chairman Manoling Morato, pinagbibitiw sa pwesto si Chairman Juico 30. Butuan Archbishop Pueblos, sinalubong sa CBCP ng mga supporters 31. Tinawag na Pajero 7, nagsauli na ng mga sasakyang galing sa PCSO 32. PACE, hiniling na patawan si Davao Mayor Duterte ng disciplinary action 33. Davao Deputy Monteroso, iimbestigahan ang kaso ni Mayor Sarah Duterte 34. DSWD, binalaan laban sa scam na ginagamit ang pangalan ng ahensya 35. Dating PBA player, arestado sa isang by-pass operation 36. Walong sangkot sa operasyon ng jai-alai sa Laguna, timbog 37. 21 katao, patay sa pagsabog sa Mumbai, India 38. Eroplano sa Brazil, bumagsak, lahat ng pasahero, patay 39. Kobe Bryant, itinuturing na ikalawang tahanan ang Pilipinas 40. Dalawang Pinoy, panalo sa isang sports competition sa California 41. Pilar Pilapil, tumalak sa London para sa shooting ng isang independent film 42. Rayver Cruz, dinepensahan ang nobyang si Cristine Reyes

30

IV.

Content and Narrative Analysis B: Result and Findings

FM Station (Metro Manila)

A.

DWTM Magic 89.9 Title of Program: Good Times with Mo, Mojo, Grace Lee and Angelicopter Time of Airing: 7:00-8:00 a.m. Date of Airing: 11 July 2011, Monday Unit of Analysis Minute 06:55 43:05 09:45 00:00 00:00 Percentage 12% 72% 16% 0% 0%

Music / Entertainment DJ Commentary Advertising Segments Traffic & Weather Reports News

EXPLANATION: This table shows the content percentage on the show Good Times with Mo, Mojo, Grace Lee and Angelicopter which airs from 6:00 to 9:00 a.m. on Magic 89.9. In this table, it is seen that most of the programs content is DJ commentary which takes 72% of the whole show. On the other hand, advertising segments and music/entertainment take 16% and 12% respectively. This may indicate that the show is a morning talk radio program which is propelled by the commentaries of announcers on board. It is seen that in an hour, the program only played two songs, which suggests that the show or majority of the programs on the station itself doesnt focus on playing music but on on-air conversations, unlike other radio station which plays eight to nine songs in an hour. On the other hand, we may conclude that the low percentage of advertising segments (commercials, AOBs, sponsors, etc.) may be caused by the DJs themselves. It may happen that the long minutes of conversations may have eaten up the time for commercial breaks and gaps. It is also noticeable that the program didnt have space for traffic and weather updates and news reports.
31

B.

DWTM Magic 89.9 Title of Program: On Demand with Boom and Mia Time of Airing: 11:00-12:00 n.n. Date of Airing: 11 July 2011, Monday Unit of Analysis Minute 37:23 07:06 13:36 00:00 00:00 Percentage 62% 12% 23% 0% 0%

Music / Entertainment DJ Commentary Advertising Segments Traffic & Weather Reports News

EXPLANATION: This table shows the content percentage on the show On Demand with Boom and Mia which airs from 9:00 to 12:00 n.n. on Magic 89.9. In this table, it is seen that most of the programs content is music/entertainment which takes 62% of the whole show. On the other hand, advertising segments and DJ commentary take 23% and 12% respectively. With these figures, we may say that the show is propelled by music and DJ commentary time is limited and timed. This may mean that the show is a request show or a music variety show. The table shows that in an hour, the program gave seven minutes for announcers on board to talk, intro and extro music and promote promos and the like. Also, the program gave a big chunk of time to advertisements and it almost reached the minimum time of advertisements for one radio clock hour which is 17 minutes. It is noted that the program didnt have traffic or weather updates and news reports.

32

C.

DWTM Magic 89.9 Title of Program: Top 5 @ 5 with Andi-9 and Jessica Time of Airing: 3:00-4:00 a.m. Date of Airing: 11 July 2011, Monday Unit of Analysis Minute 34:16 12:16 13:04 00:00 00:00 Percentage 57% 20% 22% 0% 0%

Music / Entertainment DJ Commentary Advertising Segments Traffic & Weather Reports News

EXPLANATION: This table shows the content percentage on the show Top 5 @ 5 with Andi-9 and Jessica which airs from 3:00 to 6:00 p.m. on Magic 89.9. In this table, it is seen that most of the programs content is music/entertainment which takes 57% of the whole show. On the other hand, advertising segments and DJ commentary take 22% and 20% respectively. With the results above, we may conclude that the program is driven by music, which serves as the main feature of the radio show. Also, it is seen that there is a balance between advertising segments and DJ commentary which take up almost the same duration on the program. The lack of traffic and weather updates and news reports may suggest that the program and the station itself is on the typical FM station stereotype. With this results, we may conclude that the program is a request, music variety or an afternoon countdown radio program.

33

FM Station (Batangas)

A.

88.7 Magik FM Title of Program: Afternoon Jamming Time of Airing: 2:00-3:00 p.m. Date of Airing: 14 July 2011, Thursday Unit of Analysis Minute 43:00 09:30 04:00 00:00 00:00 Percentage 72% 16% 6% 0% 0%

Music / Entertainment DJ Commentary Advertising Segments Traffic & Weather Reports News

EXPLANATION: This table shows the content percentage on the show Afternoon Jamming which airs from 2:00 to 4:00 p.m. on 88.7 Magik FM. In this table, it is seen that most of the programs content is music/entertainment which takes 72% of the whole show. On the other hand, advertising segments and DJ commentary take 6% and 16% respectively. With the results above, we may conclude that the program is driven by music, which serves as the main feature of the radio show, and as what the title of the show suggests. The long time given to music/entertainment maybe accounted to the newness of the radio station. It is noted that Magik FM had just started soft airing in Lipa City. The lack of traffic and weather updates, news fragments and advertisements may also be accounted to the said reason.

34

B.

88.7 Magik FM Title of Program: Afternoon Jamming Time of Airing: 3:00-4:00 p.m. Date of Airing: 14 July 2011, Thursday Unit of Analysis Minute 34:47 17:28 06:00 00:00 00:00 Percentage 58% 29% 1% 0% 0%

Music / Entertainment DJ Commentary Advertising Segments Traffic & Weather Reports News

EXPLANATION: This table shows the content percentage on the show Afternoon Jamming which airs from 2:00 to 4:00 p.m. on 88.7 Magik FM. In this table, it is seen that most of the programs content is music/entertainment which takes 58% of the whole show. On the other hand, advertising segments and DJ commentary take 1% and 29% respectively. With the results above, we may conclude that the program is driven by music, which serves as the main feature of the radio show, and as what the title of the show suggests. The long time given to music/entertainment maybe accounted to the newness of the radio station. It is noted that Magik FM had just started soft airing in Lipa City. The lack of traffic and weather updates, news fragments, long time for playing music and lack of advertisements may also be accounted to the said reason.

35

C.

88.7 Magik FM Title of Program: Magik Backtrax Time of Airing: 4:00-5:00 p.m. Date of Airing: 14 July 2011, Thursday Unit of Analysis Minute 41:47 12:45 05:10 00:00 00:00 Percentage 70% 21% .09% 0% 0%

Music / Entertainment DJ Commentary Advertising Segments Traffic & Weather Reports News

EXPLANATION: This table shows the content percentage on the show Magik Backtrax which airs from 4:00 to 6:00 p.m. on 88.7 Magik FM. In this table, it is seen that most of the programs content is music/entertainment which takes 70% of the whole show. On the other hand, advertising segments and DJ commentary take .09% and 21% respectively. With the results above, we may conclude that the program is driven by music, which serves as the main feature of the radio show, and as what the title of the show suggests. The long time given to music/entertainment maybe accounted to the newness of the radio station. It is noted that Magik FM had just started soft airing in Lipa City. The lack of traffic and weather updates, news fragments, long time for playing music and lack of advertisements may also be accounted to the said reason.

36

AM Station (Metro Manila)

A.

DZMM Radyo Patrol 630 Title of Program: Gising Pilipinas Time of Airing: 4:00-5:00 a.m. Date of Airing: 11 July 2011, Monday Unit of Analysis Minute 00:00 05:29 02:36 00:00 42:28 Percentage 00:00 9% 4% 00:00 71%

Music / Entertainment Radio Host Commentary Advertising Segments Traffic & Weather Reports News

EXPLANATION: This table shows the content percentage on the show Gising Pilipinas which airs from 4:00 to 5:00 a.m. on DZMM Radyo Patrol 630. In this table, it is seen that most of the programs content is news which takes 71% of the whole show. On the other hand, advertising segments and radio host commentary take 4% and 9% respectively. Music/entertainment didnt find any space on the program since the format of the show is straight news/commentary and it is on AM platform. Also, time may be considered as a factor because it is four in the morning and playing a song will not really work for the listening audience. Traffic and weather updates is also not found on the program maybe because it is too early to update traffic and weather. Updating such may be appropriate on the next two shows on the programming.

37

A.

Conclusion

In conclusion, the radio content analysis of the three radio stations (DWTM Magic 89.9, 88.7 Magik FM and DZMM Radyo Patrol 630) lead us to the following points and ends.

What are the noted similarities and differences of DWTM radio programs?

First, the totality of all the programs in DWTM Magic 89.9 is a balance of music, DJ commentary and advertisement on the radio but the radio programs individually are of different identities and characteristics.

For example, Good Times with Mo, Mojo, Grace Lee and Angelicopter is a morning talk show, so the playlist of the program is composed of one or two songs only and the rest of the hour is eaten up by talkies and conversations. On the other hand, On Demand with Boom and Mia and Top 5 @ 5 with Andi-9 and Jessica are both programs driven by music, one is a request show and the other is an afternoon countdown respectively. These types of programs prefer long minutes of music than longer air-time for DJ conversations.

Good Times is different with the other two in style and content and how the playlist (program line-up) is crafted. Good Times is a more come-what-may program than the other two which are supposed to be more organized and sequenced.

What are the noted similarities and differences between Magik FM programs?

38

Magik FM showcased a different finding. The fact that the station is under soft airing, it doesnt really have that much time for DJ conversations and advertisements. Like how any other new stations start, Magik FM is contented with spinning songs or setting up live assists. Magik FM has to build a following first, strengthen its audience, widen its reach, before airing full-blast.

On a positive tone, Magik FM is disciplined enough to follow the CHR format. Even though the station airs softly and is heard by a smaller area, the station still keeps the fastmedium-slow-fast-medium-slow sequencing of songs which the CHR format is. However, the lack of DJ interaction with its audience might be a little risky to the station. As early as now, the station needs to createan identity that is done, rather than an identity that is said and only written on its mission and vision.

How does Magic 89.9 differ from Magik 88.7?

Aside from Magic is way established than Magik, the major difference of the two is its primary target audience. Magic basically targets people in Metro Manila and nearby towns and provinces. They also target people abroad via live streaming on their website. Magik, conversely, targets specifically the Southern Tagalog region only via transmitter and live streaming online.

What are the notable differences between FM and AM stations?

FM and AM stations differ in a lot of things format, content, style of delivery, time management/allotment, etc.

39

With format, FM is more relatable to the young people. It is more fresh, hip and cool with its mishmash of music, entertainment news, and variety of games on air. AM, on the other hand, is more relatable to the more mature market. AM is more serious, determined, straight to point and focused, with its caterings of police reports, news of national and local interest, traffic and weather updates, and the like.

The two also differ in content. FMs content is kind of all over the place while AMs content is organized in a sense that it follows a certain sequencing of items. They also differ in style of delivery. In FM, it is more effective if the announcer on board is playful, cheerful and bubbly, while on AM, anchors must sound reliable, accountable and straight to the point. Time management/allotment is also a big difference between the two. AMs time is constricted because of the large amount of information that it needs to deliver. FM programs have longer time of airing so DJs can adjust to the time before and during airing.

How are FM and AM radio stations similar?

FM and AM radio stations are similar in one thing the mission to deliver information, and let people be informed. Whether it be a new song, a new artist, an interesting odd news, a national news that concerns everyone, or a showbiz beat, the main mission of radio, it being the icon of broadcast media, is to let people be informed of whatever they need to know.

40

What are the implications of these similarities and differences to Filipino listeners? What does it say about our culture?

The similarities and differences of FM and AM radio stated above suggests that Filipino listeners are divided into two groups: the youth and the elderly. The youth, being a more vibrant group, would prefer listening to FM radio which caters what is new and fresh. On the other hand, the elderly, or should we call it the more mature group, prefers to listen to AM radio, which caters their need for serious, reliable information and news.

As per our culture is concerned, this simply shows how Filipinos are subdivided into different groups, that social divisions is present in our country, every single time, every single day, every single place and situation. Filipinos work on a ranking basis whos on top, whos on top of me, whos below me, who is of equal footing as me, to which group do I belong, do I belong in this group?

However, the broadcast industry of the Philippines is not just a witness to this culture of social divisions, but is also a witness to how the Philippines transformed from one colony to a free spirit, from one chained archipelago to a land of people freely informed of the news and information they need.

41

B.

References

Online References

Contemporary Hit Radio, http://en.wikipedia.org/wiki/Contemporary_hit_radio DWTM Magic 89.9, http://en.wikipedia.org/wiki/DWTM DZMM Radyo Patrol 630, http://en.wikipedia.org/wiki/DZMM

Other References

88.7 Magik FM company profile from DJ Papa Kardz, 88.7 Magik FM Lipa City studio

42