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Abstract Bauto, C.P. (2014). Gusto Mo Bang Malaman Oras-Oras? A Reception Analysis of GMA News TV, Unpublished Master’s Thesis, University of the Philippines College of Mass Communication.

GMA News TV (GNTV) is a young television channel in the Philippines offering hard-hitting newscasts, documentaries that go against the grain, and a programming grid that offers public affairs programs during daytime. Through his encoding-decoding theory, Stuart Hall proposed that the audience is not merely a passive group of viewers accepting information offered by media; the audience is active in its media consumption and decodes messages according to their backgrounds as well as previous knowledge and experiences. Producers on the other hand, use genre to define a channel’s branding and identity. This is achieved mainly by scheduling and other programming techniques. The researcher conducted an analysis of GNTV’s programs and programming, examining the fresh approach it offers to the C2DE audience. Focus group discussions were conducted with 24 residents of Brgy. Ampid, 1 San Mateo, Rizal to get viewers’ feedback on GNTV programs and programming. Interviews with the GNTV head, GNTV producers, a representative from Center for Media Freedom and Responsibility, and a psychologist were also conducted. The researcher found out that respondents recognized GNTV as an alternative free-TV channel worth watching even if other channels remained their primary choice during primetime. The channel provided viewers with news when they want it. However, economic issues make it impossible for GNTV to air only news, public affairs and infotainment programs. Its role as a supplement to its mother station also poses as a limitation in achieving the channel’s full potential.


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