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
