Thesis, Undergraduate (BA Communication Arts) -- U. P. in Mindanao

Digos Cable Company had revamped the only TV news program in the city of Digos, which is named as Detalye. The program experienced very low ratings on its viewership that made the company decide to reformat it. However, the company experienced some controversies that delayed their plans for the program. The researcher decided to make the study as the program wa seen important for the city and its people. News program had been a big help for the public to know what happenings were going on around them. The researcher aimed to develop a new program by proposing a new format that would meet the needs of the target audience of Detalye. Bases for the proposal came from the results of a research survey done by the researcher to a randomly chosen 400 participants. These participants were all DCATV subscribers who were identified as the target audience for the cable TV news program in Digos City. They answered the 400 4-page questionnaire that was patterned from the Uses and Gratification Theory presented in the conceptual framework of the study. The survey was an evaluation for the revamped program Detalye, which served as the main subject for the proposal. Evaluation results were computed using averaging in statistics. The research survey used the 5-point rating scale where respondents were asked to rate every factor presented by how Detalye performed. Numerical results showed that respondents' perception towards Detalye's performance were good. The results were average ratings towards different media factors that could affect their viewership. These were also supported by the integrated results from the audience factors' evaluation. The qualitative part of the research survey explained that even if the whole program was rated good, factors airtime, publicity, segments, contents and created news stories of reporters affected audiences' viewership. Detalye had not gratified audiences' cognitive needs, entertainment, social integrative needs, tastes and preferences and their availability. After the quantitative and qualitative processes that this study undertaken, the researcher came up with a new TV news program format. The said format presented the airtime of 30 minutes were most important segments were given longer running time. National news, international news and regional news were included in the program to meet the needs of audiences from the said news types. The airing schedule was adjusted based on the desired time slots for the audiences without competing with high-rated shows in other TV stations. The proposed airing time was 6:00 in the early evening up to 7:00 in the evening. All the segments and news contents that Detalye had were all included in the program.