Manaog - Manuscript 2024

ILOCOS SUR POLYTECHNIC STATE COLLEGE i
TRADITIONAL RADIO IN THE DIGITAL WORLD:

BROADCASTING WITH THE ILOCOS SUR
Z GENERATION
KATHERINE CYRINE C. MANAOG
A THESIS PROPOSAL PRESENTED TO THE FACULTY OF THE

COLLEGE OF AGRICULTURE, FORESTRY, ENGINEERING,
AND DEVELOPMENT COMMUNICATION
ILOCOS SUR POLYTECHNIC STATE COLLEGE
SANTA MARIA, ILOCOS SUR
IN PARTIAL FULFILLMENT
OF THE REQUIREMENTS
FOR THE DEGREE
BACHELOR OF SCIENCE IN DEVELOPMENT COMMUNICATION
JANUARY 2024
Bachelor of Science in Development Communication

ILOCOS SUR POLYTECHNIC STATE COLLEGE ii
APPROVAL SHEET
This thesis entitled “TRADITIONAL RADIO IN THE DIGITAL WORLD:

BROADCASTING WITH THE ILOCOS SUR Z GENERATION, in partial
fulfillment of the requirements for the degree Bachelor of Science in
Development Communication has been examined and passed by:
EPHRAINE HYACINTH R. CHAVEZ, MDC

Adviser
NORA C. SAGAYO, MDC ARLENE P. ABLOG, EdD

External Expert Methods Expert
LEONARD MANUEL, MAEd, MSE

Language Expert
Accepted and approved in partial fulfillment of the requirements for the

degree of Bachelor of Science in Development Communication.
ARMANDO D. DIGA, PhD NOEL L. LLAMAR, DComm

Member, Thesis Evaluation Member, Thesis Evaluation
Committee Committee
ANNABELLE B. FRANCISCO, Dcomm

Chairperson, Thesis Evaluation Committee
Noted:
ROBERT S. ABLOG, PhD

College Research Coordinator
Approved:
ARMANDO D. DIGA, PhD

College Dean
Recorded:
ALEXANDER B. LIGAWAD, MPA

Registrar
Contribution No.: ________________________

Date: ______________________

ILOCOS SUR POLYTECHNIC STATE COLLEGE 1
CHAPTER I
INTRODUCTION
Background of the Study

Traditional radio services that have not undergone digitalization
refer to those that transmit audio content through analog signals over
the airwaves. These services typically operate within frequency bands
like AM, FM, or shortwave the have a limited coverage area. They connect
with their audience by broadcasting programs to listeners who have
radio receivers. In some cases, listeners can even participate in
programs, request songs by calling in or sending messages. Traditional
radio services without digitalization face challenges in today's digital
landscape, including declining listenership, competition from platforms,
and technological obsolescence. Therefore traditional radio services have
embraced the age by offering streams, podcasts, or social media
accounts to engage new audiences and enhance interactivity. Despite
these challenges, they still possess advantages such as accessibility,
reliability, and affordability compared to alternatives.
Moreover, traditional radio services have a unique charm that
digital platforms often lack. They provide a sense of community and local
flavor through their programming, which often includes local news,
weather updates, and community events. This local focus helps them
maintain a loyal listener base, especially in rural areas where internet

access may be limited. Furthermore, the simplicity and familiarity of
traditional radio make it a preferred choice for many, particularly the
older generation. The tactile experience of tuning a radio, the anticipation
of not knowing what song will play next, and the connection with a
favorite radio host are experiences that digital platforms struggle to
replicate. Despite the digital shift, traditional radio services continue to
hold a special place in the media landscape. Their resilience and
adaptability underscore their enduring relevance in an increasingly
digital world (Hog, 2024).
In today’s era, where streaming platforms and mobile devices reign
supreme, there is a narrative from software and tech companies claiming
that traditional AM radio has lost its charm, particularly among the
younger generation. However, recent research by Edison Research
reveals insights for radio broadcasters who are targeting Gen Z. While it
is crucial for broadcasters to adapt to the landscape and connect with
audiences through mobile and streaming platforms, they can seize this
opportunity by offering captivating content, relevant programming, and
interactive experiences that truly resonate with Gen Z listeners. Digital
transformation has revolutionized the radio industry, and traditional
radio has been transformed into a more modern and interactive medium.
In order to connect with Gen Z without alienating those in the 25–54 age
range, traditional radio should take a few different approaches.
Subsequently, it should embrace digital platforms and concentrate on

growing its audience through a variety of channels, including social
media, mobile apps, streaming services, and podcasts. It is able to
interact with Gen Z audiences, who prefer on-demand content. (Calton,
n.d.). According to Kalla (2022), when it comes to the digital
transformation of radio, just like other forms of media, the radio industry
has undergone a digital migration. A plethora of podcasts, and social
media platforms have made radio accessible to a wider audience. Radio
is no longer limited to being an audio streaming platform, but all radio
channels now have a presence on social media and have digitized
themselves.
Radio is often regarded as one of the most important mediums for
reaching the masses. In the last decade or so, the radio industry has
faced unprecedented challenges with new developments in broadcast
technology, where digital media and digital content have become popular
amongst the public. In the past, the development of radio lagged
compared to television and other forms of new media in reaching out to
mass listeners. Digitalization and convergence in the radio industry have
changed the way listeners consume radio content. Migration to digital
technology has made access to radio more convenient than ever. Radio
remains the secondary medium for disseminating information and often
establishes values within societies. The implementation of satellite digital
broadcasting in 1996 was the first step towards changing the country’s
broadcasting industry. This development indirectly contributed to the

establishment of the country’s first digital satellite broadcasting, which
led to more physical development in terms of an increased number of
radio broadcasting stations and broadcast expansion for free-to-air radio
stations. Entering the millennium era, radio increasingly faced great
challenges, especially as digital technology started to gain more traction
in the broadcasting industry. (Ibrahim et al., 2021).
Radio broadcasting is affected by a digital transformation and is
currently undergoing major changes. (Hirschmeier, et al., 2019).
According to Ardianto, et al. (2007). Radio has adapted to the changing
world by developing mutually beneficial and complementary
relationships with other media. Radio broadcast stations have
collaborated using internet technology. (Harliantara, 2016). Dipa et al.
(2021) studied, the convergence of radio broadcasts via the internet that
uses technology that is always updated. RRI as state-owned radio has
also adopted a new form in the world of broadcasting. This new form
consists of the websites, applications, and social media that can be
accessed by listeners.
Digital radio broadcasting and its recent migration as a subject is
of interest as it examines how radio is changing in light of the modern
media environment and the needs of consumers. Some of the trends and
challenges affecting radio's future are: DAB+: DAB stands for Digital
Audio Broadcasting. It is a system designed to deliver high-quality audio
through the air, providing greater sound quality, more channels, and

more interactivity than traditional AM radio. Podcasting: The internet has
made it possible to distribute audio content through online streaming
and downloading. Podcasts can be created about any topic, whether
entertainment or education, and can be published by individuals or
organizations. Integration of Social Media: The functionality known as
'social media integration' is a dynamic tool that enables radio stations to
formulate interactive relationships with their audience via popular social
platforms, notably, Facebook. By incorporating social media into their
operations, radio organizations can deepen their brand's identity,
fostering an enriched sense of engagement and loyalty amongst their
listeners. They can also avail effective methods for procuring real-time
feedback. This study set out to examine the impact on voice
communications of the fact that traditional radio stations have been
transformed into digital networks offering much better sound quality,
greater diversification and broader audience coverage.
In Ilocos Sur, particularly in Vigan, several radio stations have
adapted to the digital age by using social media platforms to broadcast
their content. For instance, DWRS Commando Radio, a traditional AM
station, has a significant online presence and uses platforms like
Facebook to engage with its audience. Similarly, Bombo Radyo Vigan,
another popular AM station, has also embraced digital platforms for
broader reach. These stations continue to operate on their traditional AM
frequencies, but they supplement their broadcasts with digital content to

cater to a wider and more diverse audience. This hybrid approach allows
them to maintain their traditional listener base while also attracting
younger, digitally savvy listeners.
Framework of the Study
With its exploration of the capacity of traditional radio
broadcasting in digital transformation, this study anchored to the New
Media Theory. New Media Theory is a field of study that explores the
implications of digital technologies for society, culture, and
communication. (Giraud, E. 2023). New Media Theory examines how new
media, such as the internet and interactive technologies, challenge the
traditional media environments and inspire new ways of thinking about
older media. New Media Theory also considers how new media are
transforming our society at an ecological level, creating new sociopolitical
configurations and modes of expression. (Giraud, E. 2023). With the
broad adoption of the World Wide Web in the 1990s, New Media Theory—
a subset of communication theory—came into development. This field
explores the implications of digital technology, covering a wide range of
themes from the specific sociopolitical systems that are enabled by
computer-mediated communication to the significance of digital media in
cultural and artistic endeavors (Holmes, 2012). On the other hand,
traditional media is generally consumed and distributed via print, radio,
and television.

The New Media Theory supports the convergence and interactivity
of media, essentially merging the tri-media (or legacy media) with the
emerging ones. This forms part of the ubiquitous nature and capacity of
media, allowing users to benefit from each capacity in a single device.
Online distribution and dissemination via digital platforms are becoming
the norm for today’s media content and advertising. (Watson et al.,
2016). As a result, engagement with digital media is increasing rapidly,
as is the adoption of online content, platforms, and services. Digital
media use has accelerated to the point where it is now a ubiquitous part
of modern society. The interconnected structure of society today was
predicted by determinist McLuhan in his term of “digital culture,” which
also became the general concept of the New Media Theory. It describes
how technology and the internet have influenced how humans behave in
society. Furthermore, consequences of any medium – that is, of any
extension of ourselves – result from the new scale that is introduced into
our affairs by each extension of ourselves, or by new technology
(Mcluhan, 1964). Relative to radio industry on new media technologies,
(Hirschmeier et al., 2019) believed that new customer expectations are
rooted in new media. Jose, (2020). Also believed that new technologies
has made radio more of a social channel to draw the audience closer. .
(Ibrahim & Wahab, 2021) stated that, Digitalization and convergence in
the radio industry have changed the way listeners consume radio
content. Migration to digital media has made access to radio more

convenient. The power of sound waves to reach a large audience with
information and entertainment, radio is an effective medium for mass
communication. Radio originated in the late 19th century and constantly
evolved and adapted to new media and technologies. The shift to digital
culture, which uses digital transmissions, platforms, and media to
provide content to listeners, has been one of its fundamental changes.
This transition is an ever-changing, continuous process that includes
transformations in the social and culture in addition to technology
improvements.
The New Media Theory assumes that the digital transformation of
traditional media, such as radio, is not just a technological shift but also
a cultural and societal one. It posits that the digitalization of media
content and platforms fundamentally changes how audiences interact
with and consume media. This assumption is based on the observation
that digital media technologies, such as the internet and mobile devices,
have become deeply integrated into our daily lives, influencing our
behaviors, relationships, and even our identities (Giraud, 2023).
One of the key tenets of the New Media Theory is the concept of
media convergence. This refers to the merging of traditional and digital
media, resulting in a media landscape where content is distributed and
consumed across multiple platforms and devices. Another tenet is the
idea of interactivity, which suggests that digital media technologies
enable a two-way communication between media producers and

consumers, transforming the audience from passive receivers to active
participants. Lastly, the New Media Theory emphasizes the role of digital
media in shaping our society and culture, arguing that these
technologies are not just tools but also powerful social forces that can
create new forms of expression, communication, and organization.
In relation to the radio industry, the New Media Theory provides
several points of discussion. First, it suggests that the digital
transformation of radio is not just about adopting new technologies but
also about adapting to new ways of producing, distributing, and
consuming media content. Second, it highlights the potential of digital
media technologies to enhance the social role of radio, making it a more
interactive and engaging medium. Lastly, it points out the challenges and
opportunities that the digital transformation presents for the radio
industry, such as the need to innovate and adapt to changing audience
expectations and consumption habits (Ibrahim & Wahab, 2021).
Review of related literature
This chapter presents the discussion of related literature and
studies that formed part of the foundations of this study. The literature
provides an overview of the explorations of the migration of traditional

radio broadcasting in a digital transformation described the challenges
and opportunities of radio industry into approaches of digital platforms
for the needs of consumers that provides on -demand accessible to wider
audience in this Gen z era.
Realities of Radio Station in Digital Era
According to Lidner et al. (2019), their study investigated the
attitudes of practicing cognitive behavior therapists towards virtual
reality exposure therapy (VRET) and virtual reality (VR) technology.
Findings indicate an overall positive attitude toward VRET, with
therapists perceiving more advantages than disadvantages. Unlike
previous research, financial costs and technical difficulties were not
rated as the primary concerns. Therapists viewed VR as applicable to
various conditions beyond anxiety. The study revealed that a more
negative attitude was a stronger predictor of lower self-rated likelihood of
future VRET use, compared to positive attitude being a positive predictor.
Negative attitude partially mediated the positive association between
VRET knowledge and the likelihood of future use. This suggests that
addressing concerns and promoting the benefits of VRET should be a
focus for successful integration into regular clinical practice, indicating
an evolution in therapists' attitudes towards VRET over recent years.
As per Lin et al. (2024), in the context of rapid technological
progress, this study explores the evolving paradigm of social media,

particularly instant messaging platforms like WeChat "Moments," and its
impact on post-90s urban white-collar professionals. The research
investigates the dynamics of role stress among this demographic,
highlighting the emergence of social media burnout as a consequence of
transformed communication patterns. Additionally, the study delves into
the pressing issue of e-cigarette usage and its correlation with social
stress and adaptation within the digital sphere. The findings contribute
to a nuanced understanding of how role stress, social media burnout,
and withdrawal behaviors intersect in the digital age, offering both
theoretical advancements and practical implications. The research
underscores the importance of promoting responsible social media
engagement and mental health support in navigating the challenges
posed by the ever-evolving digital landscape.
In the study by Steiner (2021), their article highlights the profound
impact of digital transformations on social work, encompassing its
various fields of practice, institutions, professionals, and client groups. It
emphasizes that while digitalization brings new potentials to different
areas of social work, it also presents challenges and problems. The
theoretical and ethical frameworks of social work have not extensively
addressed the implications of the digital era to date. The article aims to
bridge this gap by comparing various theoretical approaches and
proposing a theoretical understanding of digital transformation in social
work. Additionally, it suggests ethical justifications for integrating digital

technologies into social work, drawing on Hans Jonas' theory of
responsibility. The article concludes by discussing implications for the
innovation, implementation, and use of digital media in social work,
emphasizing the need for robust theoretical and ethical foundations to
guide professionals in navigating the rapidly evolving technological
landscape.
New Technology: Radio Broadcasters Adapting to the Digital Age
New technology has made radio more of a social channel to draw
the audience closer than ever. Thus, people listen to the radio on the
internet. (Jose, 2020). In the new age of the internet, Radio has strived
to develop, integrate technology and build trust that continues to make it
one of the most preferred forms of communication. It provides listeners
with pertinent information about the latest developments, city-related
updates, and incessant entertainment. Radio has undeniably established
itself as a continually developing medium and has metamorphosed along
with the advancement of technology. The collaborative power of social
media has expanded the radio industry and digitally transformed the
platform. Internet radio is gaining increased popularity among the
younger generation as it is a great way to listen to music or podcast as
per convenience. Internet radio is an excellent answer to geographical
barriers. One can be in a remote location but just through an internet
connection, can still enjoy the benefits of internet radio. Such shifts in

radio can help reinforce higher engagement to the specific targeted
audience, which will eventually lead to an increase in listenership.
Modern consumers are looking for relevant content on platforms
that are easily accessible to them, and the younger generation is digitally
incline d. To cater to this audience, the radio industry is focused on
integrating technology into its content and brand. In recent years, new
technologies have showcased the promise of extending the scope of radio
audience reach and broadening the range of programming options
available on the medium. Digital and social media platforms are
revolutionizing the existing broadcast paradigm by developing a cohesive
and collaborative entertainment ecosystem. Owing to the technological
emergence, radio truly has the potential to become a kind of media that
is both inventive and viable. (Kalla, K. 2022). Gen Z is a group of people
who are extremely engaged in audio content. Listeners are now far more
likely to listen to audio content on their smartphones and other mobile
devices than they are through traditional radio. (Edison, 2020).
One of the significant challenges faced by radio broadcasting in the
digital age is the fragmentation of audiences. With the rise of various
digital platforms, listeners now have an abundance of options to choose
from. Streaming services, podcasts, social media, and personalized music
platforms have diversified the audio content landscape, leading to a
dispersal of listeners across multiple platforms. Radio broadcasters must
grapple with the challenge of capturing and retaining the attention of

these fragmented audiences (Kuyucu, M., 2019). Also, according to Laor,
(2022). Radio broadcasters face stiff competition from digital platforms.
The shift in listening habits of consumers is another significant challenge
faced by radio broadcasting. Traditional radio listening, which relied on
fixed schedules and terrestrial signals, has given way to on-demand and
personalized content consumption. The advent of smart phones and
other mobile devices has enabled listeners to access audio content
anytime, anywhere (Cordeiro, 2012).
Consequently, radio broadcasters need to adapt to these changing
habits by offering multi-platform content distribution and exploring new
ways to engage with listeners in the digital realm. Adapting to changing
consumer expectations is paramount for radio broadcasters in the digital
age. Today's listeners demand high-quality content, personalized
experiences, and interactivity (Edison Research 2018). They expect radio
broadcasters to deliver relevant and engaging content that aligns with
their interests and preferences. To meet these expectations, radio
broadcasters must embrace digital platforms, leverage data analytics and
algorithms for personalization, and explore new forms of audience
interaction. In response to these challenges, radio broadcasters have
been actively adapting to the digital landscape. They have embraced
digital platforms, such as online streaming and podcasting, to extend
their reach and engage with audiences beyond traditional airwaves
(Edison Research 2018). Radio broadcasters have leveraged social media

and mobile applications to connect with listeners in real-time, fostering
an interactive and community-driven experience. Moreover, radio
broadcasters have embraced advancements in technology, incorporating
visual elements, interactive features, virtual and augmented reality
experiences, and artificial intelligence into their content offerings.
(Farrell, J 2016). Looking ahead, the future of radio broadcasting in the
digital age holds immense potential. Hybrid broadcasting, which
combines traditional radio transmission with internet connectivity, offers
new services and wider audience reach.
In conclusion, this study presenting the sources studies that
identified the changes of traditional radio broadcasting on the on-
demand channels. The traditional radio broadcasting industry is
undergoing a digital transformation, which is the process of using digital
technologies to create, deliver, and consume radio content. The migration
of radio industry services in Gen Z refers to how the younger generation
of listeners are using digital platforms and devices to access and interact
with radio content. Some examples of digital platforms and devices that
Gen Z uses that are focus on the study are podcasts, social media, DAB.
Traditional radio broadcasting system has been replaced by digital
channels that offer better sound quality, more programming options, and
a wider audience reach. Radio broadcasting in the digital age faces
various challenges, but also offers immense opportunities for growth and
innovation. Adapting to the fragmented audience landscape, competing

with digital platforms, addressing shifting listening habits, and meeting
evolving consumer expectations are crucial for the success of radio
broadcasters. By embracing digital platforms, incorporating new
technologies, and staying attuned to audience preferences, radio
broadcasters can not only survive but thrive in the dynamic and ever-
evolving digital age.
The Evolution of Radio: From Traditional Radio Analog Broadcasting
to Digital Audio Broadcasting (DAB)
Broadcasting is a form of mass communication that involves the
dissemination of information, news and entertainment to a large
audience through electronic transmitters. When the signals transmitted
are audio (sound and speech) it is referred to as radio broadcasting.
(Adeniyi, 2009). The transition to digital broadcasting denotes to the shift
from analog transmission of broadcasting to digital broadcasting. The
transition from traditional radio analog broadcasting to digital
broadcasting has been a gradual process that began in the early 2000s.
Digital radio emerged as a game-changer, offering a myriad of benefits
that addressed the shortcomings of analog technology. (Ajas, 2023). The
transition was gradual and took place over several years. In the 1990s,
countries in Europe inaugurated digital audio broadcasting (DAB), which
was distributed both by ground transmitters and by means of orbiting

communication satellites. In the United States, the transition from
analog to digital broadcasting began in 2009.
The transition also brought increases in sound quality, channel
capacity, and other benefits. Compared with Traditional Radio, DAB has
resorted to offering plausible advantages to its audiences. Via DAB, users
are exposed to interactive standards, which are particularly useful in the
enhancement of broadcasting, making it possible for viewers to connect
with the interactive features. With this feature, the audiences easily
acquire data access and related services that facilitate the digital
capabilities of DAB multiplex. (Plum, 2014). Due to the fact that DAB
utilizes modern digital communication, it is inevitable for the platform to
provide quality service. (Hoeg & Lauterbach, 2003).
Additionally, Digital broadcasting provides huge benefits to all
stakeholders, including audiences and broadcasters. These advantages
come in form of programmer contents, high-quality transmissions, media
convergence, and many channels (Plum, 2014). Thus, the radio industry
stands poised to adapt and evolve, embracing the changing demands of
listeners and pushing the boundaries of what radio can achieve. The
transition from analog to digital broadcasting has set the stage for
further innovations, including the rise of internet radio, streaming
platforms, and personalized radio experiences. The shift to digital
broadcasting is expected to improve the quality of radio signals and
provide listeners with a wider range of audio content.

Social Media: Facebook Radio Broadcast Live Streaming Service
The radio broadcast will be changed by the presence of media
communications technology because its coverage is not limited by space
and time (McQuail, 2000). Changes in the internet is very clearly seen by
anyone, which is initially applied at the static web pages for later
dynamic content that can be shared and appeared in social networks.
Internet is no longer just a place to look for information, but it is now a
forum for collaborating, a place to create, and share online content. The
most popular places on the internet nowadays mostly are social media. It
has also changed the way of human life. Today, almost all radio
broadcasters have created websites to promote their radio broadcasting,
providing news and the information as well. (Harliantara, H. 2018).
Social media has helped to extend the reach of radio, one of the
ways in which broadcasters have adapted is by participating heavily in
social media. This has become especially true with the rise of social
media streaming. What was once written off by many as a fad, live-
streaming content has arguably become the bread and butter of major
broadcasters. Thus, Given that news travels so fast and that people are
constantly near an internet connected device, it only makes sense that
they would leverage social media streaming to disseminate their content.
It’s a medium that can fit any style of news, whether that is from “citizen
journalism” taken from a smartphone for instant foot age at ground zero

of a story, to professional, multi-camera livestreams via online platforms
dedicated to providing this service.
Zanni, L. (2017). Described Social media platforms can also be
considered as broadcasters’ partners. In fact, they can be a perfect
gateway to the younger audiences that many broadcasters crave.
According to Caro, H.D. (2015). Around the world, the rise of social
media is causing traditional media, such as radio, to rethink how they
interact with their audiences and how they distribute their content. The
transformation of dissemination of content through social media, radio is
a step towards the development of strategic tactical current technology
that has penetrated on the use of internet media. . (Arief, M. 2019).
Although, a social media has many good characteristics which radio
stations can make good use of. Nowadays publishing content on various
different platforms is important, and being increasingly popular, social
media is a good choice for one of those platforms. In addition to being a
good place to publish content, social media can be used for
communicating with listeners.(Karttunen, S. 2017).
However, Chowdhury, A. H. (2019). Identified with the emergence
of social media, the audience has begun to use non-traditional media
channels to reach back and out to each other—by passing traditional
media outlets such as radio. Prior studies examine how the audience has
shifted their daily routine to incorporate new technology. Therefore,
Muria, E. G. (2010). Studied that traditional media is not dying; rather,

it is evolving to incorporate the strengths of social media communities
that make use of the interactive and conversational technologies. Thus,
the migration of how technology has improved the broadcast radio
industry. Social Media websites such as Facebook allow consumers to
post videos and reports to their Facebook page. Increased reliability,
improved sound quality, as well as access to millions of titles have
enabled stations to provide more diverse programming.
As determined by Zoll, (2015), the Internet and smartphones have
driven a revolution of change in broadcast radio. By developing content
channels on Facebook, radio programs are using novel strategies for
promoting and integrating audience reaction and listener interaction.
(Laor, T. 2019). Thus, Interactions both on traditional media, and social
media has been changing through digitalization. (Rahimova, S. 2019)
Interaction has been one of the significant characteristics of social media
from the beginning of it. While considered a game-changer in the media,
interaction ways have been changing from the one-way, from broadcaster
(journalists) to the audience, to from-audience to-broadcaster.
Meanwhile, McMahon, D. (2014). Discussed radio producers are
increasingly engaging with their audiences through Facebook for
commercial reasons, in an effort to build audience loyalty and grow their
audience share in a highly competitive industry. Facebook is proving to
be a powerful asset for the radio industry to remain competitive in the
digital world by embracing the change and using new media to enhance

the audience experience and further engage the user to the on-air and
online programming. Although, Gen Z connects with radio and radio
personalities on-air. (Wright, M. 2021).
New media can make full use of mobile Internet technology and
release simultaneously through a variety of platforms and means,
presenting the characteristics of real-time, fast, multi-direction and
strong interactivity, which greatly improves the speed of information
transmission. At the same time, new media technology is more abundant
in the form of expression, including text, image, sound, real-time video,
etc., and can carry out personalized combination of various information
components, which can not only effectively improve the quality of
information transmission, but also can greatly improve people’s feelings
and acceptance of new media, the radio industry also finds itself under
increasing pressure to innovate. (Wei, 2019).
Podcasting: As the Transformation of Traditional Radio
Discussions surrounding the changing nature of radio over the last
two decades has mainly focused on the shift from listeners tuning in via
FM to Digital Audio Broadcasting (DAB), and later the shift from
accessing content via radio waves by any means to tuning in online,
accessing radio-on-demand, downloading podcasts, and using other
digital distribution platforms. Podcasts are one of the many
transformations of traditional radio. While radio has been around for

over a century, podcasts have only been around since the early 2000s.
Podcasts are digital audio files that can be downloaded and listened to
on-demand, while radio broadcasts are live and follow scheduled
programming. Podcasting is a digital audio format that allows users to
download and listen to audio content on demand. Podcasts are becoming
increasingly popular, and many radio stations are now offering their
content in podcast form. (Hirschmeier, et al., 2019).
According to Novăceanu, M. R. (2020). The digitization of radio has
been a major challenge in terms of production, distribution and
consumption methods, but now, more than ever, its evolution and future
are going through new technologies that promote listening mobility (new
DAB + services, connected machines, voice assistants etc.). Although
traditional radio has largely managed to adapt to this new technology, it
has so far failed to recapture that young audience migrating to new
media such as the podcast. Tiziano B. (2015). Identified Podcasting could
be considered a transformation of the radio. In any case, the focus
should be on continuing to do what it does best, which is creating
content and distributing it through all the different channels, knowing
that the listener is proactive and plays a role in the program’s good
performance.
Therefore, it remains legitimate the definition of the radio through
its programs and media content, rather than through the imperfections
of wireless transmission; there is a clear distinction between the capture

of a signal by the analogue and digital radio. However, the reception of
the web radio remains quite close to that of the FM network, the
broadcast being subject to the stream logic. But this is not the case with
podcasts, where the relation between broadcast sender and receiver is
different. Because the expression here and now in the sense of live, fast-
radio, is no longer characteristic to podcasts.
In contrast to the radio, the podcast is not speed-dependent and
syncs with the listener. Moreover, this type of broadcasting is no longer
ephemeral, but remains, materializes, and can be archived. It becomes a
concrete object that can be interrupted by the listener and listened to
whenever he/she wants. (Novăceanu, M. R. 2020). Markman & Sawyer
argue that from the provider perspective the framing of podcasting as a
delivery mechanism is most appropriate when we talk about podcasts by
traditional broadcasters and established media brands, in many cases
radio stations (e.g. NPR, BBC), which use podcasting as an additional
online-based distribution channel, as opportunity to extend their reach,
or as “an extension of their public service mission” (Berry, 2006).
For instance, Despite these bigger media brands, podcasting also
provides a new means for small-scale media (e.g. free radio stations,
community radios) or individual media professionals (e.g. freelance radio
journalists, independent radio play producers – one example is the short
story podcast The Truth) to distribute their content. Popular examples
for this kind of “secondary use” podcasts are This American Life (a

weekly hour-long radio program produced by WBEZ and hosted by Ira
Glass) and Radio Lab (an hour-long radio show produced by WNYC,
focusing on scientific and philosophical topics). (Perez, 2012).
Marcu, M. (2019) discussed in the context of the increasingly rapid
migration of new technologies, the modern mobile phones make the radio
message more accessible. Due to the fact that the podcasts, along with
the radio broadcasts archived on the web page of the radio station, can
be heard anytime, anywhere the internet is and whenever the listener
wants it, the radio messages are no longer ephemeral. Thus, as a result
of the application of modern information technologies in radio
production, the radio stations managed to diversify their products, to
identify and use new forms of dissemination, to obtain and manage
feedbacks. In recognition to the identity of the podcast and its
importance in the process of dissemination of audio messages.
Perez, S. (2023) Identified Spotify today is introducing new
technology that will give radio broadcasters the ability to turn their
existing audio content into podcasts, or what it’s calling “broadcast-to-
podcast.” The streamer explains the technology enables broadcasters to
reach new audiences amid the shift to streaming audio, which may now
be impacting their listenership. “The way listeners engage with audio is
constantly changing and we know that digital audio is increasingly
becoming their preferred way to listen, especially Gen Z,” said Emma
Vaughn. “With this new broadcast-to-podcast feature, we’re empowering

radio publishers to reach existing audiences throughout their day, but to
connect with new, younger audiences,” Vaughn added. In addition, citing
data from Pew Research, Spotify suggests its new product allows for a
better way to reach a younger, Gen Z audience who now prefer to get
their news through digital channels like podcasts.
Marketing Strategies of Radio Industry in the Digital Era
The radio industry can adapt to the rapidly changing digital
environment. Online radio innovation, live streaming, and podcasts are
part of radio's efforts to take advantage of technology in the digital era.
Radio expands its broadcast reach to reach the public with various
technological conveniences. Streaming radio provides listeners with
convenience and choice so that it becomes a strategy to maintain the
existence of conventional radio amid the development of the digital world.
Many radio stations now use the internet to expand their transmitter
coverage geographically. Internet-based radio involves streaming media
allowing listeners to listen to fascinating audio programs over the
internet. (Rachmawati, M. A., & Afifi, S. 2022). Furthermore, Traditional
radio stations are deficient in digital media and losing market share and
reach. The radio broadcasting industry will have to find ways to regain
the market share to survive. According to a report by Dataintelo, the
global radio broadcasting market is expected to grow at a CAGR of 6.5%
from 2018-2028, with the increasing penetration of smartphones and

internet users across the globe being the primary driver of growth. To
regain market share, radio broadcasters can explore new ways of
engaging with their listeners. Thus, broadcasters can use social media to
engage with their listeners, produce podcasts, and provide consumers
with access to their content. They can also rely on producing captivating
and informative content that fits the interests of their target audience.
The audience is the most important and main asset that a radio
station must protect. For radio stations, listeners are the main parameter
of their existence. For this reason, radio stations develop appropriate
integrated marketing communication strategies to maintain the presence
of radio listeners. The exemplary integrated marketing communication
strategy can serve two radio consumers at once, namely radio listeners
and advertisers. Radio stations use an integrated marketing
communications strategy to create positive perceptions while keeping,
increasing, and retaining listeners. Through promotional programs, radio
tries to persuade the audience to keep following the programs that are
broadcast and at the same time convince advertisers. Marketing
communication strategies require careful planning and effective
implementation so that radio stations can move dynamically and
efficiently to adapt to the times. (Rachmawati, M. A., & Afifi, S. 2022)
Therefore, marketing strategies in the radio broadcasting industry
need to align with the newest digital media platforms to remain relevant.
Marketing is needed for the organization to place the product or service

in the hands of consumers (Todor, 2016). Marketing practices have
already responded to this environment of digital technology change by
creating radio station mobile apps, online radio streaming, and social
media networks (Chrisos, 2018).These changes in consumer preferences
have radio broadcasting marketing directors, advertising, and media
companies asking how they can get the attention of this new generation
(Watson, 2019). The rise of digital media requires that marketing
directors first recognize consumers’ evolving communication channel
preferences (Dahl et al., 2018). Social media significance is viewed as
honest and knowledgeable, unlike other traditional opportunities
(Watson, 2019.) Consumers under the age of 50 are using social media
platforms such as Facebook, so advertisers are interested in these digital
media platform to reach prospects (Watson, 2019). The failure to meet
the demands of consumers has resulted in the traditional radio
broadcasting stations’ audience reduction with increases in usage of
digital media platforms (Watson, 2019).
Seeing the many challenges of the radio today, there needs to be a
strategy to be able to continue to maintain the existence of the radio as a
mass media and public communication media. In this case, as a
communication medium that relies on sound (sound), new innovations
are needed which can attract the public's and Gen z attention to
continue listening to the radio. (Irawan, et al. 2021)

In the study of Coleman, (2020) if we think of audio and Gen Z,
radio should be sitting in the Stars category – high investment upfront to
attract, nurture and maintain the emerging market with a taste for
different ways of consuming and engaging with radio. If radio is to be
viable a decade from now, connecting with today’s teens isn’t just
desirable, it’s mandatory for survival. Gen Z cares about improving the
world and actively chooses brands that work to make the world a better
place, according to marketers. Authenticity and meaningful
interactions are also extremely important.
Traditional Radio Opportunities and Challenges: Digital
Transformation of Radio Broadcasting Industry
Radio has been the most used platform for getting and
disseminating information over time and is still a popular medium. In the
United States, 92 percent of people listen weekly to the radio (Nielsen,
2017). According to a report by the broadcasting board of governors,
Radio is the main news platform in Nigeria, with 77.4% of the population
and more than seven in ten across all major demographic categories
reporting that they listen to the radio for news at least regularly. The
digital age has brought about transformation which has become
increasingly important over the last decades. The unclear boundaries
and reach of this phenomenon and its reach have made it more complex
to grasp except in bits and use of relevance. This transformation is an

umbrella that captures those changes in economy and society that are
driven by the pervasion of ever more aspects of every-day life by digital
technologies. Research has thus far mostly focused on local changes
brought on by the digitization of, for instance, program development or
distribution channels, using this distinction of local vs complex changes
to the digital transformation of radio transmission Boczkowski, P. J.
(2005)
Radio stations have been losing their audiences in favor of online
streaming platforms since the 1990s (Spilker & Colbjornsen, 2020).
Thus, the digital transformation is currently affecting the radio
broadcasting industry, and significant changes are needed (Hirschmeier
et al., 2019). Digitalization and convergence in the radio industry have
changed the way listeners consume radio content. Migration to digital
technology has made access to radio more convenient than ever, radio
remains the secondary medium for disseminating information and often
establishes values within societies. The implementation of satellite digital
broadcasting in 1996 was the first step towards changing the country’s
broadcasting industry. (Ibrahim, I. S., & Wahab, J. A. 2021).
The radio broadcasting industry faces challenges in expanding
digital media platforms and new technologies (Vyslouzilova, 2019). Radio
broadcasting is facing new challenges due to the impact of the era of
integrated media. The emergence of this new media changes the way
people transmit and receive information. The broadcasting and hosting

industry of traditional media is no longer the only subject of information
transmission. The sense of crisis in the broadcasting and hosting
industry in traditional media is constantly enhanced. In the era of
integrated media, broadcasting and hosting are faced with great
challenges as well as great opportunities. (Wei, 2019).
In European, Hallett and Hintz (2010) studied Digital migration is
a core development influencing the future of radio, but digitalization and
technological convergence also creates broader opportunities and
challenges. The internet has become an important additional delivery
platform for established radio broadcasters, with public service and
commercial stations offering niche programmers online in addition to
their standard terrestrial broadcasts. The transition to digital
technologies thus creates both opportunities and challenges for
community broadcasting. With more efficient use of the spectrum comes
more space on the radio dial. Changing technologies may also create
space for new regulatory regimes that could benefit community radio and
grassroots media practices. At the same time, challenges include the
centralization of control over new broadcasting platforms by the
introduction of new gate-keepers.
In the study of Willems, W. (2013) New media have not only offered
a broader array of opportunities to audiences and consumers to
participate in their own media production but have also changed the
production practices of old media such as newspapers, television and

radio stations (Paterson and Domingo, 2008, Fenton, 2009, Domingo and
Paterson, 2011). The internet plays a crucial role in the preparation of
news stories and mobile phones are being used to gather information.
This convergence between old and new media has led to a space “where
old and new media collide, where grassroots and corporate media
intersect, where the power of the media producer and the power of the
media consumer interact in unpredictable ways” (Jenkins, 2006).
Furthermore, the rise of the internet and mobile phones has given old
media institutions a chance to transform themselves from top-down,
one-way media institutions into participatory organizations that more
regularly interact with their audience via new media.
For instance, Broadcasting agencies are facing strong competition
for listeners’ attention by new technologies and digital media platforms.
According to Hirschmeier et al., (2019) new customer expectations are
rooted in new technologies. Radio broadcasters face the challenge to
meet their listeners on those devices, not the other way around, as it was
the case for traditional radio (i.e., listeners bought devices to consume
the program). Therefore, changing expectation identified is the
opportunity to socially interact with the radio program. Consumers
nowadays use social networks like Facebook that Radio broadcasters
have to face the challenge that their service may interact with larger
audiences together with gen z in this digital world. Radio broadcasters
have experienced less pressure so far. Thus, they have recently been

trying to leap up by providing their content on mobile devices as a first
step towards digital transformation.
Similarly, a study conducted by Viray and Viray in (2014),
describes how the convergence with the internet and mobile phones has
modified or transformed AM broadcast radio in the Philippines. The
study shows that the convergence has allowed FM radio to fit in the
mobile lifestyle of the listeners, and there has been an increase in
audience reach with the fusion of AMbroadcast radio with the internet
and the mobile phone. Social media has become an avenue for feedback,
and there have been partnerships among stations, enabling the sharing
of goals and resources.
Research Question/s
This study intends to explore and investigate the radio
broadcasters and listeners to the digital migration of radio industry
services in Gen Z.
Specifically, this research seeks to answer the following questions: 1.
how does traditional AM radio transform in the digital era? 2. how
does this transformation connect with the Gen Z?
CHAPTER II

METHODOLOGY
This chapter discusses the research methodology of the study,
including the research design, participants of the study, data gathering
methods, data gathering instruments, data analysis, and ethical
considerations that provide a rigorous understanding of the qualitative
approaches intended for this study.
Research Design
This study employs a qualitative case study research design, which
is particularly suited to explore the complex phenomenon of the digital
transformation of traditional radio broadcasting. The case study
approach allows for an in-depth investigation of this transformation in its
real-life context, capturing the richness and nuance of the experiences
of both broadcasters and listeners in the Gen Z era. This design is
chosen because it enables the researchers to delve into the intricacies of
the phenomenon, examining it from multiple perspectives and using
various sources of evidence. It provides a comprehensive understanding
of how the migration of radio services to digital platforms impacts the
radio industry and its audiences. The case study design will be
implemented by selecting specific cases, such as radio stations or
listener communities, and conducting detailed, interviews, and document
analyses. These methods will provide a holistic view of the phenomenon,
revealing insights into the effectiveness of relevant content on digital

platforms and the broader implications of this digital migration for the
radio industry. The findings from these case studies will contribute to the
theoretical understanding of the New Media Theory and its application in
the context of the radio industry’s digital transformation.
Selection and Study Site / Sources of Data
The participants of this qualitative case study are divided into two
distinct groups: broadcasters from a specific radio station in Vigan,
Ilocos Sur, and listeners from Ilocos Sur. The study, conducted from May
2024, employs a purposive sampling method, selecting participants
based on specific criteria that align with the research objectives.
For broadcasters, the selection criteria include their involvement in
digital broadcasting and their experiences in adjusting to the Gen Z era.
The chosen radio station should have a digital platform, reflecting the
study’s focus on the migration of traditional radio broadcasting to digital
media.
For listeners, the selection criteria include their use of digital
platforms for information, their experiences with the migration of radio
services, and their engagement with digital platforms as Gen Z
audiences. Importantly, these listeners should be regular consumers of
the chosen radio station, whether through traditional means like
transistor radios or digital means like cellphones or computers. This
alignment ensures that the experiences and perspectives of the

participants directly relate to the case under study, thereby enhancing
the relevance and depth of the findings.
Research Instrument
The data gathering instruments for this study are meticulously
chosen to align with the qualitative case study methodology. For the
semi-structured interviews, an interview guide is developed, outlining the
key questions to be asked to both broadcasters and listeners. This guide
allows for flexibility, enabling the researchers to probe deeper based on
the participants’ responses.
To capture the data, a combination of audio and video recorders is
used, ensuring the accuracy and completeness of the information
gathered. A phone camera is also utilized for photo documentation,
providing visual evidence of the settings and events observed. These
instruments, together, facilitate a comprehensive and nuanced
exploration of the digital transformation of radio broadcasting in the Gen
Z era
Data Collection Procedure
Based on the objectives of the study, the following data were
sought:
(1) Understand the migration of traditional AM radio in using
platforms to engage digital world ; (2) results of the interviews with

participants relative to the reasons and extent of how this transformation
connects with the Ilocos sur Gen Z ; and (3) the noted experiences of the
participants during interviews.
Mode of analysis
The data analysis for this study is conducted through a rigorous
process of thematic analysis, which goes beyond merely summarizing the
data to interpreting and making sense of it. This process, as outlined by
Marshall and Rossman (2006), begins with organizing the data, which
includes sorting, cluste ring, and trimming the gathered data,
transcribing recordings, and producing print copies. The researchers
then immerse themselves in the data, reading it multiple times and
annotating unclear data with their interpretations.
The next step involves coding the data using techniques such as
pawing, keyword annotation, derived coding, and in vivo coding to clarify
the concepts behind the data. From the coding, concepts are clustered,
and categories are derived to generate appropriate themes.
Analytic memos are written, offering interpretations and drawing
connections to analyze the usefulness and importance of the data. The
researchers attempt to answer the research questions and satisfy the
objectives through their interpretations of the empirical data. The
researchers also search for alternative understandings, determining and

explaining alternate hypotheses and demonstrating their plausibility.
This process allows them to theorize from the results of the study.
Finally, the researchers write the report or represent the inquiry,
producing the manuscript of the results and their corresponding
discussions. They create a well-organized paper in which they describe
their observations and interpretations. To ensure the validity of the data
gathering instruments, the observation sheet and the semi-structured
interview guide are validated by the adviser. A diagram illustrating the
process of thematic analysis could also be created to provide a visual
representation of the process.

Searching
Generating
Writing
Process
Writing thefor
the
of categories
Thematic
reportmemos,
alternative
analytic or
Immersion
Organizing
Coding inthe
the
the
data
data
data
representing
offering understandings
and
Analysis
themes
the inquiryand
interpretations,
drawing connections
Figure 2. Process of the Thematic Analysis

Ethical Considerations
The researchers asked for verbal consent from the respondents to ensure
that they were willing to take part in the conduct of the study without
being forced. All data collected and the identity of the participants were
kept private and utilized only for the study. The researchers made sure
to prioritize the preference of the respondents. Lastly, the researchers
ensured that there will be no plagiarism or research misconduct in their
study.
CHAPTER III
FINDINGS AND DISCUSSION
I. As a gen Z generation, how do think this transformation of

traditional AM radyo became relevant in Gen Z?
Theme 1. Perception of Relevance of Traditional AM Radio
Transformation
The theme explores how Gen Z individuals perceive the
transformation of traditional AM radio into digital formats and its
relevance in the modern era. The views of the participants were
discussed regarding the significance of innovation in adapting radio to
the digital age. They also talked about the accessibility and effectiveness

of digital platforms in engaging with radio, as well as the role of social
media in expanding the reach and impact of radio content among
younger audiences.
Subtheme 1.1 Importance of Innovation in Radio Transformation
The first theme explores the relevance of transforming traditional
AM radio in the context of the digital age. The study uncovers a
consensus among participants regarding the significance of innovation in
adapting radio to the modern era. Realgo Pati emphasized the
importance of radio stations adapting to stay relevant in the face of
widespread digital transformation.
Participant Axel Manaog highlighted the importance of traditional AM
radio transforming to cope with technological advancements, stating,
“...the transformation of traditional AM radio is more likely important
because sa paraang ito mas makaka cope up or makakasabay ang
radyo industry sa patuloy na pag usbong ng ating technolohiya at
siyempre sa mga preference ng ating henerasyon.”
Axel's statement underscores the necessity for radio to evolve and adapt
to technological changes to remain relevant to Gen Z listeners.
While, Kathleen Tamayo emphasized the prominence of innovation in the
current era, stating,

“Innovation becomes more prominent in this era. And as an
individual who was born in the Z generation, the traditional AM
radio is not that relevant anymore.”
Kathleen's viewpoint highlights the need for radio to innovate and utilize
digital platforms to keep pace with the evolving preferences and habits of
the younger generation.
Further, Ferdinand Arreola discussed the relevance of online streaming
services in radio transformation, stating,
“Am radio provided online streaming just like in Facebook Apps to
have easier access and engagement for Gen Z listeners to discover
music trends and stay informed on current news and events.”
Ferdinand's statement emphasizes how innovation in radio delivery
methods, such as online streaming, enhances accessibility and
engagement for Gen Z audiences.
The importance of innovation in the transformation of traditional AM
radio to remain relevant to Gen Z is widely acknowledged by the
participants. Their statements emphasize the need for radio to embrace
technological advancements and meet the preferences of the younger
generation. (Magnaye & Tarusan, 2023) Embracing digital platforms and
online streaming services allows radio stations to enhance accessibility
and engagement for Gen Z listeners, ensuring their continued relevance

in the digital age. The importance of innovation in radio transformation
cannot be overstated, as it allows for effective engagement and service of
the ever-changing needs of Gen Z audiences.
Sub-theme 1.2 Accessibility and Effectiveness of Digital Platforms
The study uncovers a shared belief among participants about the
crucial impact of digital transformation on enhancing the accessibility
and engagement of radio content for Gen Z listeners.
It delves into the exploration of digital platforms' effectiveness in
radio engagement. The convenience of accessing radio services through
online platforms like Facebook, streaming services, and podcasts was
emphasized by participants. These platforms cater to Gen Z's preference
for on-demand content and personalized experiences, making it easier for
them to enjoy their favorite radio shows. (Kastenholz, 2022) By providing
easy access to radio programming, individuals are able to engage more
fully with the content. This accessibility enables listeners to consume the
content whenever it suits them best and customize their listening
experiences to align with their personal interests and busy schedules.
In addition, the effectiveness of digital platforms in reaching and
connecting with younger audiences was highlighted by participants. They
noted that social media integration and interactive features enhance

engagement and interactivity with radio content. In general, the findings
indicate that utilizing digital platforms is essential for making radio
content more accessible and engaging for Gen Z listeners. This ensures
that radio remains relevant and impactful in the digital age.
Kathleen Tamayo highlighted the accessibility of digital platforms
in reaching Gen Z listeners, stating, “...the technology is overtaking
the world. We can hear and see through our gadgets and different
platforms that are more accessible and easy to reach.”
Kathleen's statement emphasizes how digital platforms provide ease of
access for Gen Z individuals, making radio content more readily available
and convenient for consumption. Further,
Ferdinand Arreola discussed the accessibility of radio news in the
digital age, stating, “Since radio news is now in the digital age, yes,
I think this is more effective to reach us, Gen Zs, because it is more
accessible to us than the traditional radio.”
Ferdinand's viewpoint underscores the effectiveness of digital platforms
in reaching Gen Z audiences, as they offer greater accessibility compared
to traditional radio methods.
The participants understand the significance of digital platforms in
enhancing the accessibility and effectiveness of radio content for Gen Z
audiences.(Wibowo et al., 2024) Their statements highlight the impact of

transitioning to digital formats, which allows radio stations to connect
with a younger audience that prefers consuming media online. In
addition, the availability of radio content on mobile devices and social
media platforms makes it easy for Gen Z individuals to access news and
information. This helps radio stay relevant and engaging in the digital
age.
Sub-theme 1.3 Role of Social Media in Radio Engagement
The study highlights the importance of platforms like Facebook in
expanding the reach and influence of radio content among Gen Z
audiences, emphasizing the role of social media in radio engagement.
Participants emphasized the role of social media in facilitating the
exchange of information and interaction with radio programming,
effectively connecting traditional radio with tech-savvy listeners.
Integrating radio content with popular social media platforms like
Facebook Live and dedicated radio pages allows radio stations to
effectively reach and connect with younger audiences. These audiences
are more inclined to engage with content through digital channels,
making it easier for radio stations to connect with them.(McMahon,
2020) The study highlights the significance of utilizing the interactive
features and wide accessibility of social media to improve radio

engagement and foster a stronger bond between radio stations and Gen Z
listeners.
Jasmine Macabeo highlighted the role of social media platforms in
propagating the importance of radio to Gen Z, stating,
“GenZs is a generation who are likely to influence their fellow Genz.
Social Media Platforms is a catalyst in sharing information, by this
sharing all information about radio it can hit the target audience and
it will start to propagate the importance of radio to our generation.”
Jasmine's statement emphasizes how social media serves as a tool for
disseminating information about radio content, thereby increasing its
relevance and engagement among Gen Z listeners.
While, Queniee Meliton discussed the integration of social media features
in radio engagement, stating,
“And the integration of social media and interactive features
increases the engagement and interactivity of the radio, which
attracts Gen Z technology.”
Which Queniee's viewpoint underscores the role of social media
integration in enhancing radio engagement among Gen Z, as it provides
interactive features that resonate with the preferences of the younger
generation.

The participants understand the importance of social media in improving
radio engagement and interaction with Gen Z audiences. Their
statements highlight the importance of incorporating social media into
radio programming and utilizing digital platforms to connect with Gen Z.
(Miranda, 2023) This helps to make radio content more relevant to their
interests and preferences, resulting in increased audience engagement
and better dissemination of information. The significance of radio
stations embracing digital trends and utilizing social media platforms to
stay relevant and effectively connect with younger audiences in the
digital age is emphasized.
II. Being a Gen Z, do you appreciate the Radyo services/news using

platforms like fb , facebook live etc? Do you get information in the
Facebook page for the radio?
Theme 2. Accessibility and Effectiveness of Digital Platforms
In today's media landscape, it is crucial to prioritize the
accessibility and effectiveness of digital platforms when it comes to
broadcasting radio content. In widespread use of smartphones, tablets,
and internet-connected devices, people, particularly the younger
generation, now have unparalleled access to a wide range of digital
content. These platforms provide a convenient and flexible method for

listeners to access radio content at their convenience, no matter where
they are. This enhances the overall effectiveness and relevance of radio
broadcasting in the digital age. In addition, digital platforms offer
interactive features, personalized content recommendations, and real-
time updates, enhancing the listening experience and encouraging
greater engagement with Gen Z audiences. (Dhiman, 2023)
Sub-theme 2.1 Transformation of Traditional Radio in the Digital
Era
The sub-theme explores how traditional radio has adapted and
evolved in the face of the digital era. The exploration delves into the ways
in which radio stations are embracing new technologies and platforms in
order to stay relevant and accessible to audiences. This is especially
important for capturing the attention of Gen Z, who are becoming more
and more involved with digital media. This sub-theme explores the
different approaches used by radio stations to expand their reach and
improve their effectiveness in delivering content to listeners in the digital
age. It examines strategies like online streaming, social media
integration, and digital broadcasting.
According to Jenny Castro emphasizes the necessity of traditional radio
adapting to the digital era to ensure broader accessibility and flexibility
in disseminating information.

“For me, I think the traditional radio being transformed in this digital
era will provide more information not only through the traditional
one but in a flexible way possible to reach every individual which
we are now surrounded by different types of technology."
It is evident that the transformation of traditional radio into digital
formats has expanded its reach, allowing it to connect with a broader
audience. This enables individuals who are surrounded by various types
of technology to access and enjoy radio content. This adaptation enables
radio stations to maintain their role as a reliable source of information
while also utilizing digital platforms to increase engagement and
accessibility. Embracing digital formats allows traditional radio to evolve
and cater to the preferences and technological habits of modern
audiences, ensuring its continued relevance and effectiveness in the
digital age.
While, Karen Cabbat underscores the prevalent exposure of today's
generation, particularly Gen Z, to various social media platforms.
"As per of what I observed in today's generation, mostly of the Gen Z
and even in all ages, we are exposed to any social media platforms,
so I think the best way to reach out to the Gen Z in order to be
updated to all news and updates on radio is by using the modern
radio broadcasting like online live and others."

According to her, utilizing contemporary radio broadcasting techniques,
like online live streaming, proves to be the most efficient method of
connecting with Gen Z and ensuring they remain informed about current
events and developments. (Olayiwola et al., 2023) Karen emphasizes the
need to modernize traditional radio by embracing digital platforms, in
order to cater to the preferences and habits of the modern audience,
particularly Gen Z individuals who heavily rely on social media. By
embracing the digital era, radio stations are able to stay relevant and
effectively connect with audiences. This ensures that they continue to be
a valuable source of information, adapting to the ever-changing
technological landscapes.
Antony Javier emphasizes the necessity of integrating artificial
intelligence (AI) into the transformation of traditional radio in the digital
era.
"To change the era we need artificial intelligence. AI-powered
algorithms analyze listeners' preferences, suggesting stations,
shows, and songs tailored to their tastes. Yes, go live, improve and
others to help reach the Gen Z."
The potential of AI-powered algorithms to analyze listeners' preferences
and tailor radio content accordingly is highlighted. This includes station
selection, show recommendations, and music choices. Antony believes in
the importance of adopting contemporary broadcasting techniques, such

as live streaming on platforms like Facebook, to authentically connect
with Gen Z audiences. (Oyedokun , 2023) Through the utilization of AI
technology and embracing digital platforms, traditional radio has the
potential to adapt and cater to the evolving needs and preferences of the
younger generation. This will guarantee its ongoing relevance and
accessibility in the modern media landscape.
There is a clear understanding among Gen Z individuals that
traditional radio needs to adapt to the digital era. The importance of
leveraging digital platforms like Facebook Live to enhance accessibility
and engagement among younger audiences is acknowledged. (Kowal,
2023) In addition, the incorporation of artificial intelligence and
algorithms is emphasized as a potential approach to customize radio
content according to the preferences of Gen Z listeners. This further
underscores the impact of technology in revolutionizing traditional radio.
In light of these findings, it becomes clear that traditional radio must
embrace digital platforms in order to remain relevant and ensure its
survival in the digital age.
Conclusion
Limitation of the study

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APPENDIX A
PRIOR AND INFORMED CONSENT
A. PURPOSE AND BACKGROUND
Katherine Cyrine C. Manaog, a Bachelor of Science in Development Communication (BSDC) student from
the Ilocos Sur Polytechnic State College (ISPSC), is conducting a qualitative study on broadcasters of
Bombo Radyo Vigan, DWRS Commando Radio Ilocos Sur and listeners from Narvacan that focus on their
experience, insights of this traditional to digital radio services on gen z.
The purpose of your participation in this study is to help provide relevant data for the said paper. You
were selected as a possible participant in this study as you are a broadcasters and listeners of radio
services that it may focus to my study.

B. EXPECTED DURATION OF PARTICIPATION

You are expected to participate within the duration of my data gathering from April to May 2024 at your most
convenient time and place/space, whether face-to-face or online.
C. PROCEDURES
If you agree to participate in this research study, the following will occur:
1. Participant can choose between face-to-face or computer-mediated interviews (i.e., Google Meet,
Zoom, Messenger, etc.) depending on participant availability and preference for online or face-to-
face engagement at a location convenient for the participant. However, have the option if they want
a group or individual discussion/session.
2. Selected interviewees need to agree with the content of the informed consent and sign the same
before proceeding with the interview. Interviewees who opt face-to-face shall have a hardcopy of
the informed consent while those who opt for online interviews will receive the link to the Google
Form. The time and place of the interview will be based on the availability and convenience of the
interviewees.
3. Photos of the data gathering will be randomly taken for documentation purposes. The
participants will have the freedom to opt out of the photo or have their images blurred for their
privacy and identity.
4. The face-to-face interview will be audio recorded with the permission of the participants.
Computer (i.e., Messenger) and phone-mediated interviews will use the capability of the
application or a third-party application to record the conversation.
5. Names will be taken as optional. However, age, sex, educational background, and religious
affiliation will be taken on optional basis only.
6. The researcher, however, will ensure the utmost care in processing these data to protect the
participants.
D. CONFIDENTIALITY
The records from this study will be kept as confidential as possible. No individual identities will be used in
any reports or publications resulting from the study. All audio clips and transcripts will be given codes and
stored separately from any names or other direct identification of participants. Research information will
be always kept in locked files. Only the researcher will have access to the files, photos, and audio clips.
After the study is completed and the book-bound copy is submitted to the ISPSC, all audio clips and
photos will be destroyed and/or deleted from my files. Transcripts, however, will be appended to the
thesis for submission. If you request, to ensure your anonymity, I will withhold all sensitive information
(i.e., your name, your educational affiliation, other data that may directly pertain to your identification) and
use codenames instead. However, all data will be kept as confidential as possible. After the publication,
all data gathered will be destroyed and/or deleted from my files.
E. VOLUNTARY PARTICIPATION

Your decision whether to participate in this study or not is VOLUNTARY. If you choose to participate in
this study, you can withdraw your consent and discontinue participation at any time without prejudice. In
this case, all information taken from you will be discarded from the files. Discarding will include shredding
of the paper and/or deleting of the e-files.
F. QUESTIONS
If you have any questions about the study, please contact Katherine Cyrine C. Manaog by calling or
sending an SMS to 0991 693 974
CONSENT
YOU ARE MAKING A DECISION WHETHER OR NOT TO PARTICIPATE IN A STUDY. YOUR

SIGNATURE BELOW INDICATES THAT YOU HAVE DECIDED TO PARTICIPATE IN THE ACTIVITY
AFTER READING ALL OF THE INFORMATION ABOVE AND YOU UNDERSTAND THE
INFORMATION IN THIS FORM, HAVE HAD ANY QUESTIONS ANSWERED, AND HAVE RECEIVED A
COPY OF THIS FORM FOR YOU TO KEEP.
Signature ________________________________ Date ________________

Participant
Signature ________________________________ Date ________________

Researcher/Student
Note: This informed consent shall be reproduced in two copies; 1 for the respondent and 1 for the
researcher.
APPENDIX B
INTERVIEW GUIDE
1. How do you think is the traditional AM radio being transformed in

this digital era?
sa palagay mo, paano binabago ang tradisyonal na AM radio sa
digital na panahong ito

2. Do you think this transformation is necessary? Why or why not?

sa palagay mo ba ay kailangan ang pagbabagong ito Bakit o bakit
hindi?
3. What do you think are the possibilities or opportunities of

transforming the traditional AM radio in this digital era?
ano sa palagay mo ang mga posibilidad o pagkakataon ng
pagbabago ng tradisyonal na AM radio sa digital na panahong ito
4. What do you think are the challenges of transforming the

traditional AM radio in this digital era?
ano sa palagay mo ang mga hamon ng pagbabago ng tradisyonal
na AM radio sa digital na panahong ito?
5. Do you think this transformation can help in keeping AM radio

alive throughout generations?
sa palagay ba ninyo ay makatutulong ang pagbabagong ito sa
pagpapanatiling buhay ng AM radio sa iba't ibang henerasyon.

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ILOCOS SUR POLYTECHNIC STATE COLLEGE i

TRADITIONAL RADIO IN THE DIGITAL WORLD:

KATHERINE CYRINE C. MANAOG

A THESIS PROPOSAL PRESENTED TO THE FACULTY OF THE

BACHELOR OF SCIENCE IN DEVELOPMENT COMMUNICATION

Bachelor of Science in Development Communication

This thesis entitled “TRADITIONAL RADIO IN THE DIGITAL WORLD:

EPHRAINE HYACINTH R. CHAVEZ, MDC

NORA C. SAGAYO, MDC ARLENE P. ABLOG, EdD

LEONARD MANUEL, MAEd, MSE

Accepted and approved in partial fulfillment of the requirements for the

ARMANDO D. DIGA, PhD NOEL L. LLAMAR, DComm

ANNABELLE B. FRANCISCO, Dcomm

ROBERT S. ABLOG, PhD

ARMANDO D. DIGA, PhD

ALEXANDER B. LIGAWAD, MPA

Contribution No.: ________________________

Bachelor of Science in Development Communication

Background of the Study

the airwaves. These services typically operate within frequency bands

with their audience by broadcasting programs to listeners who have

radio receivers. In some cases, listeners can even participate in

programs, request songs by calling in or sending messages. Traditional

radio services without digitalization face challenges in today's digital

landscape, including declining listenership, competition from platforms,

and technological obsolescence. Therefore traditional radio services have

embraced the age by offering streams, podcasts, or social media

accounts to engage new audiences and enhance interactivity. Despite

these challenges, they still possess advantages such as accessibility,

reliability, and affordability compared to alternatives.

Moreover, traditional radio services have a unique charm that

flavor through their programming, which often includes local news,

maintain a loyal listener base, especially in rural areas where internet

Bachelor of Science in Development Communication

access may be limited. Furthermore, the simplicity and familiarity of

traditional radio make it a preferred choice for many, particularly the

older generation. The tactile experience of tuning a radio, the anticipation

favorite radio host are experiences that digital platforms struggle to

replicate. Despite the digital shift, traditional radio services continue to

hold a special place in the media landscape. Their resilience and

adaptability underscore their enduring relevance in an increasingly

digital world (Hog, 2024).

In today’s era, where streaming platforms and mobile devices reign

supreme, there is a narrative from software and tech companies claiming

younger generation. However, recent research by Edison Research

is crucial for broadcasters to adapt to the landscape and connect with

opportunity by offering captivating content, relevant programming, and

interactive experiences that truly resonate with Gen Z listeners. Digital

transformation has revolutionized the radio industry, and traditional

range, traditional radio should take a few different approaches.

Subsequently, it should embrace digital platforms and concentrate on

Bachelor of Science in Development Communication

growing its audience through a variety of channels, including social

media, mobile apps, streaming services, and podcasts. It is able to

interact with Gen Z audiences, who prefer on-demand content. (Calton,

n.d.). According to Kalla (2022), when it comes to the digital

has undergone a digital migration. A plethora of podcasts, and social

media platforms have made radio accessible to a wider audience. Radio

is no longer limited to being an audio streaming platform, but all radio