concepts in broadcasting

• Community (in the present)


  More about interest rather than geographical location
• People prefer entertainment in this landscape
• Broadcasting


  • Transmission of signals for reception by the general public
  • Transmission of music, speech, and/or visuals in form that general public (heterogenous) can understand
  • Regular/announced schedules (habit formation to create an audience)
• Distribution technology

  • Transmitter
  • Internet
• Reception technology

  • TV
  • Radio
  • Phone
  • Laptop
• Public Broadcasting


  • Ownership: state, government, public corporations
  • Motivation: policy (making sure citizenry is informed, asserts control over lives)
  • Concern: number of people tuned in
• Private/Commercial Broadcasting


  • Ownership: private individuals, groups, or corporations
  • Motivation: profit from advertising revenues
  • Concern: audience share (number of people tuned in at a given time, anong time ang pinakamabenta? [kaya may primetime])
• Public Service Broadcasting


  • Public Service: educational, cultural, informational programs that serve the interest of the general public
  • Aim: help citizens be better informed about society and their own communities
  • Publicly funded, not-for-profit broadcasting
  • Public service broadcasting =/= public broadcasting
  • Focused on programming
• Characteristics of Public Service Broadcasting (Raboy, 1999)


  • Universally accessible within geographic area it serves
  • Universal appeal (appeals to any audience's interest)
  • Pays particular attention to the marginalized
  • Contributes to sense of national identity and community
  • Distance from vested interest (not commercially-driven)
  • Competition in good programming rather than for numbers
  • Guidelines that liberate rather than restrict
• Educational Broadcasting


  • Under Public Service Broadcasting
  • Formal and nonformal education
  • Planned, organized, and systematic use of broadcast media to achieve specific educational objectives
• Characteristics of Educational Broadcasting


  • Broadcasts are arranged in series to assist cumulative learning
  • Well-planned in consultation with external educational adviser
  • Formal: instructional broadcasting, supplement/complement formal education system
  • Nonformal: schools-on-the-air (SOA), Radyo Eskwela (audience: farmers, out of school youth, mothers)
• Development Broadcasting


  • Coined in early 1970s
  • UPLB Department of Agricultural Communication conceptualized the field of DevCom
  • Librero was the 1st station manager of DZLB
  • Articulated in a seminar on devcom attended by media practitioners in June 1975
• Participation by the community in Development Broadcasting

  • Decision-making in planning and execution
  • Directly & actively presenting information through the broadcast media
• Why Development Broadcasting?

  • So that it can function as a forum where they can dialogue among themselves
  • Sense of portability
  • Wider access (kasi mas mura at mas malayo ang reach ng transmitters)
  • Lower cost of production (mas mabilis gawin)
• Purpose of Development Broadcasting

  • Use of broadcast media to help people
  • Dialogue their problems
  • Clarify objectives
  • Overcome obstacles
  • Stimulate them to action (that will result in the betterment of their lives)
• Characteristics of Community Broadcasting


  • Owned and/or controlled by people in the community
  • Smaller and low cost
  • Provides interactive two-way communication
  • Non profit and autonomous
  • Limited reach
  • Utilizes appropriate indigenous materials and resources
  • Reflects community needs and interests
  • Content supports community development
• Community Broadcasting

  • Knestead & Knestead: Low-powered transmission to a homogenous population
• Community Broadcasting

  • Myers: Small-scale decentralized broadcasting initiatives which are easily accessed by the people, Includes some element of community ownership/membership
• Community Broadcasting

  • AMARC: Responds to needs of the community it serves, democratize communication
• Community Broadcasting

  • Librero: Systematic use of radio for purpose of facilitating consciously development of people with clearly defined psychosocial boundaries within a geographical area, Resulted from a need to provide people with better access to information and opportunities so that they can participate in community development, Content focused on reality of community
• Community Broadcasting

  • UNESCO, cited in Nimuela 2015: operated in the community (where), for the community (motivation), about the community (content), by the community (participation)