Impact of an Adventist television channel in the North Philippine Union Conference : a case study

Abstract

This study assessed the possible impact of Hope Channel Philippines (HCP) broadcast on its Adventist viewers. This mixed-method study used a survey with 384 respondents and 8 participants for the in-depth interview and 8 focus groups. These respondents and participants were all members of the Seventh-day Adventist (SDA) Church in the North Philippine Union Conference territory. HCP is the television network of the three unions of the SDA Church in the Philippines in coordination with the Southern Asia Pacific Division. The three unions produce programs that air on their specific time slot. Since 2011, the start of its broadcast, the HCP programs have not undergone evaluation. Thus, this study attempted to evaluate the impact of HCP’s broadcast to the North Philippine Union Conference territory among its SDA viewers. Through the questionnaire used, the Adventist viewers’ profile and viewing habits were determined. With the in-depth interview of newly converted members through HCP broadcast and the focused group interviews, its impact was assessed. Furthermore, suggestions for improvement were gathered through these interviews. As a result of the analysis of the qualitative data, two themes emerged as the impact of HCP’s broadcast on its Adventist viewers. These were conversion and nurture. The conversion theme had three categories: baptismal decision, reclamation, and transformation. Moreover, the nurture theme’s categories were involvement, knowledge, and spiritual growth. In addition, the answers to the improvement research questions were composed of two themes: programs and motivation. The study revealed that for HCP to have a greater impact on its Adventist viewers, new programs should be initiated based on their needs. The findings indicated that HCP broadcast positively impacted its viewers. Some viewers were converted and made a decision to be baptized, others returned to the church, and others were transformed. Likewise, other viewers were nurtured; and this was shown in their involvement in church activities, according to the participants. Others watched to gain knowledge and grow spiritually. With these results of the study, it is therefore recommended that there should be an increased production of programs in Bible study especially on prophecy, livelihood, and others. These programs should be focused on the middle-aged individuals or the youth to increase HCP’s impact on its viewers.