LISTENERS’ PREFERENCE FOR FM RADIO IN THE FIRST DISTRICT OF BILIRAN PROVINCE BASED ON THE FUNCTIONAL APPROACHES OF BROADCAST MEDIA

From time to time, there are a lot of radio stations that emerge. But one thing these radio stations don't know is their audience. They don't know who listens to them and why the people listens to them. The purpose of this research study is to find out what functional approaches of broadcast media that the listeners use and what are their reasons for tuning in or listening to their preferred radio stations or programs. The researcher decided to purposely choose this topic in order to discover the reasons why radio audience patronizes such local FM radio/radio programs. Results revealed that radio listeners have a particular preference in terms of radio programs or stations based on the functional approaches of broadcast media.