| Resumo: | The study aims to examine religious television broadcasting in the Philippine setting. Although most religious programs in the Philippines are either imported or from the West, ADD as an indigenous church-and its use of media (Television, Radio Print, Internet) slightly differs from the Western style of religious programming. The study provides religious programming as part of television flow that has significantly occupied airtime. The increasing competition between the organized religions brought forth a new trend, which has become more creative in the sense that it has become entertainment-oriented in their production. This trend is a far cry from the traditional religious programs, which is supposedly serious in tone. It focused on ADD's broadcast television programming in relation to content definition and implementation. It also looks into the insight of television viewers, both ADD members and non-members. This study employed a triangulation method of research using the dominant-less dominant model -- Endorsement.
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