Yes, FM radio still a Hot medium: network official

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Friday, February 28, 2014


RADIO and television network Manila Broadcasting Corp. (MBC) recently announced that it has merged its regional frequency modulation (FM) brand “Hot” FM with mother brand “Yes” FM to establish a strong Yes FM network in the country.

91.5 Yes FM Cebu station manager Marlon Baula said the company re-branded Hot FM to Yes FM to help in sales, which has been affected by the presence of other advertising channels.

“We wanted to approach our clients as a network rather than as individual radio stations,” said Baula. “We are starting on a new beginning to propel the Yes FM network to where it should be, that is to go back to the top spot.”

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MBC is the oldest running and the largest radio broadcasting network in the country.

It operates three brands of FM stations, the Yes FM, 102.7 EasyRock, and 97.9 Love Radio. In Cebu, its AM (amplitude modulation) counterpart is DYRC.

MBC currently has 10 Yes FM stations all over the country.

Amid the popularity of other media channels, Baula said “radio is not dying. Instead it is growing.”

Although he admitted the Internet is hurting their ad sales, the radio business is growing alongside with technology.

Cebu has 25 FM stations competing for advertising. Over the past three years, herbal companies have been the lifeblood of radio advertising.

“Radio, we believe, is not in the ICU stage. In fact, is complementing the social network aspect,” said Baula.

He said, radio station have now maximized their presence in social media.

“We don’t only interact on the air but also through Facebook and other social networking sites,” he said. “We treat the Internet as a complementary tool to improve and advance our business instead of considering it as a threat.”

The stations as well as disc jockeys created Facebook and Twitter accounts and audio streaming tools to reach out to and interact with their listeners.

Baula said radio listenership, particularly in FM, is still growing among the young generation through mobile gadgets with radio connection. He said the station has mounted an “earphone campaign” that encourages listeners to listen to radio using their phones.

“While downloading music has become popular among the young population, they still tune in to FM radio to listen and check on new songs and music. So radio until now is relevant,” he said.

“Radio is still the cheaper form of information and entertainment. Wherever you go there will always be a radio station,” added Love Radio station manager Ayie Lanza.

Published in the Sun.Star Cebu newspaper on March 01, 2014.

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