DAR-Cagayan Valley resumes radio program

The Department of Agrarian Reform (DAR) regional office in Tuguegarao has resumed the early morning radio program for agrarian reform beneficiaries (ARBs) after a brief absence from the airwaves. The Rang-Ay Ti Away radio program provides farmer-beneficiaries the latest news and information about what’s going on about the agrarian reform program. It is being broadcasted over PBS-Radyo ng Bayan’s DWPE in Tuguegarao at 5:00 A.M. to 5:30 A.M. co-anchored by Provincial Agrarian Reform Officer (PARO) Joselito Garcia and DAR Information Officer Ms. Luthgarda Sibbaluca. The radio program has a wide following among farmers as it has been on the air for a long period of time previously anchored by veteran broadcasters MARO Arthur Urata and CARPO Francisco Dela Cruz who have retired. Other DAR personnel have also briefly held the radio program and successfully sustained the information campaign on agrarian reform and rural community development.

A Radio program has a wide array of formats which can reach various listeners and can be complemented with a specific advertising message, in this case, information about agrarian reform.  In Cagayan provinces, many people listen to radio while going to and from work. Additionally, it is the main source of entertainment in far flung places where television reception is poor, people listen in the evening while relaxing or while waiting for dinner.

Radio also delivers your message to everyone quickly, that is, your message or advertisement can be heard immediately. Radio advertising is intrusive, that is, it interrupts on your listening, and your only choice is to listen or change the channel, or put the radio off. It also reaches a wider range of audience than television or the newspaper and can be targeted to specific consumer segments, in this case, the farmers and their households. Your ads/message can also be repeated often and will register in the minds of the listeners.

The Rang-Ay Ti Away radio program will feature agrarian reform activities throughout the Cagayan valley region such as regular information on DAR’s land acquisition and distribution, activities on support services delivery like infrastructure projects in agrarian reform areas, institutional development especially farmers’ cooperatives and other agrarian reform beneficiaries’ organizations, agrarian justice delivery, matters promoting gender and development and agrarian reform beneficiaries’ success stories, among many others.

A Research conducted in Europe disclosed that radio is chosen as a lifestyle support system, to help people feel better as they go about their daily lives. Additionally, Michael C. Keith, a professor at Boston College and a leading scholar in history and electronic media, disclosed that "Radio is like ice cream," he said, "You choose the station that tastes best to you - the flavor you like the best is going to give you enjoyment." /christiandsales