The Old and The New: Radio and Social Media Convergence

This study probed into the experiences of managers and programmers in Davao City with regard to radio and social media convergence, the challenges they faced, and their insights. The study utilized a qualitative research design using the phenomenological approach. Data were gathered through personal interviews with ten radio station managers and programmers chosen through purposive sampling. Thematic content analysis was used as a data analysis approach. The emerging themes for the convergence of radio and social media are establishing radio’s paradigm shift, diversified viewers’ reach and needs, the emergence of a hybrid service approach, faster hypermedia content production, and enhanced public persona of broadcasters. The emerging themes for the challenges and coping strategies in the social media convergence are: Engaging Viewers for Business Continuity, Sustaining a Pleasing Image, Adopting Intergenerational Coaching, and Establishing Multiskilling among Radio Personnel. Lastly, the emerging themes from the insights of managers and programmers are: Enhance Ethical and Broadcast Practices, Sustain Passion and Dedication to the Craft, and Promote Public Welfare through Responsible Broadcasting. Implications of the study findings are that for radio personnel and management to be relevant, they must arm themselves with contemporary multi-media and social media skills to remain competitive in these digital times.