Reviving the Traditional Campus Radio in the Digital Age: Challenges and Lessons from DYUP Sugbo

Abstract

DYUP Sugbo, the official campus radio of the University of the Philippines Cebu, has undergone operational fluctuations in recent years due to financial difficulties and organizational disputes. Despite the rise of new media technologies, a significant demand among students for the station’s revival persists. As a laboratory facility, DYUP Sugbo is dedicated to equipping students with essential broadcasting skills, supporting the university's objective to be a regional leader in communication education.

Employing stakeholder theory as a framework, this autoethnographic study involved conducting semi-structured interviews with various stakeholders, including student volunteers who operate the radio station and the administrators overseeing its management. Through thematic analysis of the data, the research aimed to document the resurgence of campus radio in 2023, highlighting the pivotal role of student-broadcasters in the organization’s revival.

The findings indicate that the resurgence of the campus radio was driven largely by the students’ enthusiasm for campus broadcasting and the university administration's directive for its revival. This study could serve as an insightful resource for other campus radios across the country, providing strategies for achieving sustainability in the face of resource constraints and the expanding presence of online radio.