The Influence of SMART Agri Radio on the Promotion and Profitability of Agribusiness in Davao Del Sur
DOI:
https://doi.org/10.69569/jip.2025.388Keywords:
Agribusiness, Davao del Sur, Farmers, Profitability, SMART Agri RadioAbstract
SMART Agri Radio is a community radio station of Davao del Sur State College established with the help of the Department of Agriculture. This quantitative, non-experimental research design was conducted to determine if there is a significant relationship between the extent of exposure to SMART Agri Radio programs and the influence of these programs in disseminating information and promoting profitability, as well as the perceived barriers and challenges hindering the optimization of radio broadcasting in Davao del Sur. This research was conducted with 229 respondents residing in Davao del Sur, utilizing a descriptive-correlational and descriptive-comparative research design, and a researcher-made questionnaire. Data was computed and analyzed using statistical computing software. Respondents are primarily female, mostly young adults who are married farmers with completed secondary education and 5 to 10 years of experience in agriculture or agribusiness. The extent of exposure to SMART Agri Radio programs among listeners in Davao del Sur was favorable, indicating that respondents generally had a positive perception of the program. Most listeners tuned in from their homes for an hour or less, preferring content related to agriculture and agribusiness, particularly that hosted by their favorite program presenters. The level of influence of SMART Agri Radio programs in disseminating information and promoting agribusiness practices among listeners was found to be significant, with a perceived positive impact on profitability. A significant relationship was found between the extent of exposure to SMART Agri Radio programs and the influence of these programs on information dissemination and profitability. A significant relationship was also found between perceived barriers and challenges in radio broadcasting and their impact on profitability. Findings indicate that these barriers substantially hinder the optimization of radio broadcasting in Davao del Sur, thereby affecting the profitability of listeners. Addressing these challenges could improve the program's reach and effectiveness.
Downloads
References
Abdulai, A. R., Chireh, V. K., & Tchoukaleyska, R. (2021). Engaging diverse audiences: The role of community radio in rural climate change knowledge translation. Journal of Community Engagement and Scholarship, 13(3), 8. https://doi.org/10.54656/WYQW9689
Ajaegbu, O. O., Akintayo, B. J., & Akinjiyan, M. M. (2015). Radio listening habits among university students and their attitude towards programmes (A study of Redeemers University students). Research on Humanities and Social Sciences, 5(12), 2. https://core.ac.uk/download/pdf/234674604.pdf
Alam, M. A. (2015). Community radio. Academia. Retrieved from https://tinyurl.com/34xfbfry
Al-Hassan, S., Andani, A., & Abdul-Malik, A. (2011). The role of community radio in livelihood improvement: The case of Simli Radio. Field Actions Science Reports. The Journal of Field Actions, 5(3), 11. https://journals.openedition.org/factsreports/869
Antwi-Boateng, O., Musa, M. D., & Andani, M. A. I. (2023). Audience listenership of FM radio: A case study of rural development in Northern Ghana. Cogent Arts & Humanities, 10(1). https://doi.org/10.1080/23311983.2023.2184750
Antwi, E., Tham-Agyekum, E. K., Aidoo, D. C., Boansi, D., & Okorley, E. L. (2022). Patronage of farm radio as an agricultural knowledge source for farmers: Experiences from Ghana. Journal of media and communication Studies, 14(1), 8–16. https://doi.org/10.5897/JMCS2021.0757
Ayesha, M. (2023). Enhancing agricultural practices: The impact of local radio programs on small-scale farm extension. Academic Journal of Science, Engineering and Technology, 8(5), 1–8. https://topjournals.org/index.php/AJSET/article/download/63 1/ 787/747
Bhatti, M., Tahir, R., & Siddique, R. (2022). Role of radio in agriculture development. Global Digital & Print Media Review, 5, 68–82. https://tinyurl.com/38snvujp
Gill, A. A., Alam, M. K., & Khan, M. K. (2024). Effects of agriculturally based radio programs on the adoption of innovations by the farmers of Sargodha and Khushab Districts. International Research Journal of Social Sciences and Humanities, 3(1), 189–212. https://irjssh.com/index.php/irjssh/article/view/95
Goudappa, S. B., KK, S., & Kalyanrao, J. (2017). Radio listening behaviour of rural youths in Kalabugi District of Karnataka. Indian Research Journal of Extension Education, 17(2), 14–18. https://seea.org.in/uploads/pdf/1255-2294-1-SM.pdf
Iheanacho, C. C. (2023). Impact of community radio programs in rural development. https://www.researchgate.net/publication/373767642
Kelemu, K., Kassa, T., & Daniel, F. (2016). Impact of radio on technical efficiency of farmers: The case of wheat producing farmers in Ethiopia. Ethiopian Journal of Applied Science and Technology, 7(1), 68-82. https://tinyurl.com/yx8byzue
Khan, N., Siddiqui, B. N., Khan, N., Ahmad, Z., Ismail, S., Javed, H. H., Ali, S., Kazim, R., Azam, T., & Khan, K. A. (2020). Mass media role in agricultural and rural development. International Journal of Advanced Research in Biological Sciences, 7(4), 199–209. https://tinyurl.com/ytpbrctw
Krause, A. E. (2020). The role and impact of radio listening practices in older adults’ everyday lives. Frontiers in Psychology, 11,603446. https://doi.org/10.3389/fpsyg.2020.603446
King, G. (2017). History of struggle: The global story of community broadcasting practices, or a brief history of community radio. Westminster Papers in Communication and Culture, 12(2). https://doi.org/10.16997/wpcc.227
Jamali, H. R., Nabavi, M., & Asadi, S. (2018). How video articles are cited: The case of JoVE, Journal of Visualized Experiments. Scientometrics, 117(3), 1821–1839. https://doi.org/10.1007/s11192-018-2957-6
James, R. W., Romo-Murphy, E., & Oczon-Quirante, M. M. (2019). A realist evaluation of a community-centered radio initiative for health and development in Mindanao, Philippines. Asia Pacific Journal of Public Health, 31(6), 559–571. https://doi.org/10.1177/1010539519870661
Maulu, S., Hasimuna, O. J., Mutale, B., Mphande, J., & Siankwilimba, E. (2021). Enhancing the role of rural agricultural extension programs in poverty alleviation: A review. Cogent Food & Agriculture, 7(1). https://doi.org/10.1080/23311932.2021.1886663
Mwaniki, F. N., Gichuki, C., Mwangi, M., Mburia, P., & Wandago, B. (2017). Addressing challenges in communicating adaptation practices to smallholder farmers in Kenya through a radio intervention. Journal of Agriculture and Environment for International Development JAEID, 3(2), 279-322. http://repository.must.ac.ke/handle/123456789/1112
Meena, N. C., Badodiya, S. K., & Sharma, D. (2020). Extent of information and communication technology (ICT) exposure of dairy farmers in morar block of Gwalior district. International Journal of Current Microbiology and Applied Sciences, 9(9), 3289–3294. https://doi.org/10.20546/ijcmas.2020.909.408
Mohammed, J. (2021). The role of radio in promoting agricultural development: A case study of National Agricultural Extension and Research Liaison Services (NAERLS), Zaria. NTAtvc, 4(1). https://tinyurl.com/24uzku3n
Nirmala, Y. (2015). The role of community radio in empowering women in India, Media Asia, 42(1-2), 41–46. https://doi.org/10.1080/01296612.2015.1072335
Radadiya, J. (2021). Role of community radio in rural development. Vidhyayana - An International Multidisciplinary Peer-Reviewed E Journal, 6(6). https://tinyurl.com/59v93sf3
Ragasa, C., Mzungu, D., Kalagho, K., & Kazembe, C. (2021). Impact of interactive radio programming on agricultural technology adoption and crop diversification in Malawi. Journal of Development Effectiveness, 13, 1-20. https://tinyurl.com/3vecsh4c
Rastogi, S., & Suryavanshi, R. (2024). Empowering communities: Assessing the effectiveness of programs and listenership of community radio. ShodhKosh: Journal of Visual and Performing Arts, 5(1), 632–641. https://doi.org/10.29121/shodhkosh.v5.i1.2024.973
Sarmah, B., & Lama, S. (2017). Radio as an educational tool in developing countries: Its evolution and current usages (Paper presentation). International Conference on Developmental Interventions and Open Learning for Empowering and Transforming Society, Guwahati, India. https://tinyurl.com/4wx2jtef
Shiferaw, Y. (2020). Rural women's radio listening behavior and program preferences in SNNPRS, the case of Sidama and Gedeo Zones. Journal of Media and Communication Studies, 12, 39–45. http://dx.doi.org/10.5897/JMCS2020.0694
Yemer, D. (2020). The role of community radio for integrated and sustainable development in Ethiopia: A critical review on the holistic approach. http://dx.doi.org/10.31124/advance.12993014
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Journal of Interdisciplinary Perspectives
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
