Sa Pagiskat Ng Araw

Philippines

PMC produced Sa Pagiskat Ng Araw (“The Hope After the Dawn”) in the Philippines. This 120-episode radio show aired July 18, 2005 through December 30, 2005 in Filipino (Tagalog), one of the two official languages.

Sa Pagiskat Ng Araw aired five times per week on Manila Broadcasting Corporation’s powerful 50,000 watt DZRH AM radio station. This radio station’s signal covers the entire land area of the Philippines, including some 300 Radyo Natin stations over the largest FM radio network in the country. The program also aired on YES FM 91.1 broadcast Sa Pagsikat Ng Araw on Philippines’ Boracay Island. Each episode of Sa Pagiskat Ng Araw was 15 minutes long.

Sa Pagiskat Ng Araw is a prime example of PMC adapting and responding to the audience. One of the  main storylines addressed domestic violence in a side-story. Research found that the issue resonated among the local population, so PMC decided to expand that element of the story and make that issue more prominent in the series.

As with all PMC radio shows, Sa Pagiskat Ng Araw was created using PMC’s radio show methodology.

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Making a Difference

Sa Pagsikat Ng Araw became one of the most popular programs on the air with 78 percent of women and 82 percent of men listening to the radio weekly. Many listeners indicated that they hoped the drama would continue, and identified social issues that they would have liked to see addressed, such as the importance of postponing childbirth and ensuring that children receive the highest level of education possible.

Clinic monitoring from the ten different regions of the Philippines revealed:

• Patients seeking services increased by 70% during the broadcast period.
• Approximately half identified “radio program” as a motivator for seeking reproductive health services between August and January 2005.
• Of those citing radio as a source of motivation for seeking reproductive health services, 35% were listening to DZRH and Radyo Natin, two of the networks that broadcast Sa Pagsikat Ng Araw.
• Among those who claimed discussions about visiting the health center was influenced by a radio program, awareness of Sa Pagsikat ng Araw steadily increased through the broadcast: October 2005: 26% and January 2005: 35%.
• As of December 2005, 22% of barangay captains (barangay is a municipality) and/or women’s desk officers reported a decrease in the incidence of violence against women over the period of broadcasting, while only 2% reported an increase in violence.
• As of December 2005, 17% of barangay captains (barangay is a municipality) reported a decrease in drug abuse among the youth, while only 2% reported an increase in drug use.
• Between December and January, the percentage of barangay (barangay is a municipality) captains reporting no cases of spousal abuse rose from 62% to 75%.

70%

Patients seeking services increased 70% during the broadcast period.

(Clinic Monitoring)

50%

Approximately half of patients seeking services identified “radio program” as a motivator for seeking reproductive health services between August and January 2005.

(Clinic Monitoring)

22%

As of December 2005, 22% of barangay captains (barangay is a municipality) and/or women’s desk officers reported a decrease in the incidence of violence against women over the period of broadcasting, while only 2% reported an increase in violence.

(Clinic Monitoring)

Project Information

Title: Sa Pagsikat ng Araw (“The Hope After the Dawn”)
Format: Radio Show
Location: Philippines
Language: Filipino (Tagalog)
Duration: July 18, 2005-December 30, 2005

Administrative Team:
Country Representative: Maggie Cudanin
Financial Assistant:  Mary Grace Labindao
Administrative Assistant:  Filipina Alano

Creative Team:
Producer: Salvador Royales
Writers: Cecilia Noble, Hazel Baldemor-Olaya, Mariczar Reyes, Rosahlee Bautista, Marianne Manalang

Storylines


Amelia’s story

Amelia is married to Miguel, an abusive husband. Amelia cares for her four children and hopes that someday Miguel will change. A local woman chieftain, Kapitana Pilar, supports Amelia emotionally and hires her as a supervisor in her seaweed farming business. With the wages she earns, Amelia is able to send her children to school and save a little money, but Miguel’s behavior gets more violent. Amelia moves in to Kapitana Pilar’s house with her children. Miguel promises to change and Amelia moves back in, but Miguel returns to his abusive behaviors. Amelia decides to become a seaweed trader, launching her own business in food delicacies and becoming economically self-sufficient. Miguel, on the other hand, is stabbed by the relative of a prostitute whom he impregnated and abandoned. He then loses his arm while dynamite fishing (an illegal activity). By the end of the drama, Amelia, now thriving, finds out that she is the long-lost daughter of Kapitana Pilar.


Ahmed’s story

Ahmed is a hardworking, industrious, and loving Muslim man. He lives with his wife, Jezreel, and their six daughters. Ahmed doesn’t have much hope of ever having a son, and his mother is angry that he doesn’t continue to try. So when a storm devastates Ahmed’s crops, his mother refuses to lend him money. A local doctor, Dr. Lazaro, makes Ahmed a business partner in agriculture. His mother tries to burn their crops but accidentally burns down her own house. Meanwhile, Ahmed’s wife is pregnant again, and an ultrasound shows that, finally, a boy is on the way. However, just before birth, Jezreel develops pre-eclampsia, a life-threatening condition. Ahmed has to choose between saving the life of his wife or the life of the unborn baby boy. He saves his wife and more fully appreciate his daughters and the importance of his wife’s health. Together, they adopt family planning.


Jeff's story

Jeff Lazaro is a popular basketball player who has many sexual partners. He has a one-night stand with Estella Roman, an actress-singer. Estella has been sleeping with film producers to help establish herself in the film industry, and Jeff soon learns that Estella is HIV-positive. Jeff opts to be tested and finds out that he is also HIV-positive. He undergoes counseling and is put on a regimen of anti-retroviral drugs, while also being careful about his daily nutrition and exercise. His father, his family, and his circle of friends support him. Jeff’s childhood sweetheart, who has been in love with Jeff since they were children and with whom he has a baby, still loves him and cares for him. They learn how to cope with Jeff’s illness and get married.

Issues this storyline addresses:

Paula's story

Paula envies her sister Eliza because she’s beautiful, talented, works as an advocate for youth issues, and has many admirers. Joaquin, the rogue son of the town’s Mayor, likes Eliza. Paula, envious of her sister’s suitors, seduces Joaquin who turns out to be a very bad influence. He introduces Paula to illicit drugs. Paula drops out of school and runs away from home. When Joaquin is jailed, Paula goes to the city to compete in a prestigious teenage TV talent contest. She does well but does not win the contest because the organizers find out that she is a drug user. Unable to make ends meet in the city, Paula returns to her family, rehabilitates herself, and resumes her studies. She becomes the top student in her school and her life begins to take a very different path than the one she had been on.

Issues this storyline addresses:

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