Communication utilization of the BIDANI [Barangay Integrated Development Approach for Nutrition Improvement] end-users in the province of Nueva Ecija [Philippines]

Data showed that respondents were predominantly male and married with a mean age of 45.52 years. The average number of school attendance of the respondents was 6.62 years. Majority (75.57%) had a nuclear type of household with an average of five family members. Most of them were affiliated with at least one organization out of 19 available formal groups. BIDANI end-users had 2.10 hectares average farm size and 85.23 percent of them engaged in farming as their main occupation. They had an average income of P23,951 per annum. The most available, preferred and used interpersonal channels were friends and neighbors, supervisory team, mobile unit of CLSU [Central Luzon State, Munoz, Nueva Ecija, Philippines], BNS-DWs and PPICs [Program Planning and Implementing Committee] while those of the print media were comics and newspapers. On the other hand, among the broadcast media, radio and TV were the most available, preferred and used. BIDANI end-users preferred interpersonal channels for their availability, believability and proximity. Likewise, print media, according to the respondents were entertaining and reviewable while the broadcast were tri-dimensional, entertaining and of immediate release of information. The preferred time in listening to the radio was in the morning while for TV viewing, evening was preferred. They sought the information mostly from the supervisory team and (PPICs) which they shared with their families, friends and neighbors. About 98.86 percent BIDANI end-users had medium and high extent of communication utilization. Significant relationships existed between communication utilization and sex, civil status, education, membership in the organizations, and farm size. Change in leadership (re-organization, re-election and re-orientation) and scarcity of communication materials were the major problems. Integrated broadcast program was a felt need and use of media mix (use of two or more media) should be given more emphasis in implementing a communication strategy.