Discipline: Mass Communication
The study sought to determine the preferences of FM station listeners in Cagayan de Oro City based on the functional approaches of broadcast media. The main objectives of the research were to determine the FM programs that the respondents listened to, the functional approaches of the broadcast media preferred by the local radio audience, and the significant difference between the respondents’ reasons for preference of a radio program when they were grouped according to age, gender, educational status, and occupation. To achieve these objectives, a descriptive method was used. In interpreting the data, the researcher used the weighted mean, F-test, T-test. The study found that most of the respondents preferred to listen to MOR (My Only Radio)and most of them preferred to listen to Wanted Palangga (MOR program) followed by Awards Night. The respondents tuned in to their radio program because they were entertained. The statistical tests revealed that when the respondents were grouped according to age, the significant difference only existed in terms of mobilization. When they were grouped according to gender, the significant differences were found in surveillance and imposition. Furthermore, when the respondents were grouped according to educational status, the significant differences were manifested in surveillance, correlation, and mobilization. Lastly, when grouped according to occupation, the significant difference only existed in terms of cultural transmission. The results suggest that FM radio stations should continue to create and experiment on programs that entertain the listeners and cater to a variety of audience. However, radio programmers should not compromise and sacrifice the quality of their programs and must follow the Broadcast Code of the Philippines in terms of content and language. FM radio stations should design their programs to complement the activities of the audience and they should air gender friendly programs. Listeners should also be responsible in their preference of radio stations.