MOR 97.1 Lupig Sila Cebu Turns 12

You can visit the M.O.R 97.1 website here

Listen to MOR 97.1 Lupig Sila Cebu

MOR Cebu is celebrating its twelfth year already. The station still carries the slogan Lupig Sila which is a backronym for LS, as in DYLS (the station’s call letters). Before the MOR branding took off, the station used to be LS 97.1. A big irony back then, since it resembled GMA’s flagship station WLS 97.1 in Metro Manila. Anyhow, MOR came into the picture, but the new branding was not that effective. The MOR jingle probably was the only that was helpful. Other than that, the station clung to its “LS” branding. Lupig Sila became a popular catchphrase for the station. Lupig Sila is Cebuano for “Talo Sila”, a slogan that the station is still living up to, or is it?

Radio Ratings still has MOR 97.1 Lupig Sila as the top station in Metro Cebu. Second in place is GMA’s 99.5 RT Nindota Ah (“Ayos!” or “Nice!”, translated). MOR Cebu carries a masa format, typically playing pop songs and mostly OPM. It heavily plays rhythmic or dance tunes at the opening of the hour. MOR appeals mostly to younger listeners, 17 – 25, although a significant number of adult listeners listen to the station especially during drive time, 5-6 pm. Wanted Pangga is one of the station’s most listened to programs.

The words”Lupig Sila” over the years transformed from being a slogan to being a brand. In fact, just recently, the station is dropped MOR in their liners and started airing IDs that only contain “97.1 Lupig Sila” in the copy. This is a move that is also similar to DWRR’s rebranding from WRR 101.9 For Life to just 101.9 For Life. “Lupig Sila” is no longer a phrase that emphasizes the opponent’s defeat, it has become a positive statement.

If you actually put the catchphrase “Lupig Sila” side by side with other popular slogans of masa radio stations, it stands out. All other masa cathphrases like “Bisyo Na To”, “Kailangan Pa Bang I-memorize Yan”, and “Pwede!” centers on the station. “Lupig Sila” says something about the rival station, that they are “talo” — an effective radio marketing strategy indeed. The listener would not want to be listening to a “talunan” station.

On its 12th Anniversary, however, is the Lupig Sila branding still effective? Does this branding really help the station stay on top of the ratings game? Because in reality, what really puts DYLS FM as the king of the hill is the fact that it is an ABS-CBN entity. It gets plenty of exposure through promos via ABS-CBN TV Cebu. People, in actuality, do not even associate their programming, their shows, and their personalities with the “Lupig Sila” brand.

If DYLS FM is really serious about continuing the Lupig Sila brand, then they have to show it. The ratings alone are not enough to prove thier worth as the number 1 FM station in Cebu. First, they need to fix their music programming. They are a masa station, but their DJs, sometimes, play high-end songs. Yes, masa listeners have already grown. You don’t usually hear RNB songs being played before at masa stations. But the thing is, the station needs to be consistent with its demo. They just probably need to figure out the best way to cater to students, housemakers, office workers and jeepney drivers at the same time.

Second, the DJs must improve. The DJs at MOR Cebu are good, the problem is, they sound too high-end for a masa station. Third, they should update their programs, even the titles of their shows. The Morning on the Rush, or Mix of Rock thing does not cut anymore. As said earlier, listeners change their musical tastes every now and then.

And before capping off, MOR Cebu has got a very poor signal here. Anyway, congratulations on your 12th Anniversary, Lupig Sila!

Listen to MOR Jingles here

You can visit the M.O.R 97.1 website here

Listen to MOR 97.1 Lupig Sila Cebu

566 thoughts on “MOR 97.1 Lupig Sila Cebu Turns 12”

  1. gud evning.paki rgrds ko sa ako manghod nga naminaw c virgel parino..mga parino family..its me aileen parino….


    1. rgds pud ko sa ako fwend c helary.jeny enday julieta,,nga naminaw ug MOR….ug sa ako mama marina parino and vergelio parino..expcialy my baby aira….i love u all

  2. Please greet RAFAEL BANCI GUBALANE, tommorow July 10 is his 21st Birthday! I LOVE YOU SO MUUUCH LAVS KO! :-* :-* :-*


  4. hello! pwedeg mangutna unsa tung sonataha ang background song ninyo atung mga yangungo sa kalibutan sa una, kapamilya? hahahahaa..gusto ko idownload gud ky para mkatulog q ba..thanks dj,.dj, kuan pls lng q basa ani kanang mga 3pm dj bi ky out nq anang orasaha naminaw nq sa station :) salamat kaau sa pabor :)

  5. weee.. maayong pagpaniudto sa mga iyaaners, sa fantastic six sa mujeres sa crisamera, sa bagalihog family sa mga taga labangon ug sa tibuok kalibutan! hahahahaha…mkatwa gyud q anah inyong sound effects na kataw.anan ui :D
    ~thanks & more songs! :)

  6. hai ahmmmm…. gr8 lang koh sa akong mga kapamilya nga naa sa dikyup kai nminaw man cla ron…ug sa akong mga barkada dri sa skina edies nga ng.nternet nga cla robert robot ug uban pa……… greetings from j ann quimbo of.. dikyup compostela cebu

    1. hay nangita kog texmate nga babae kanang serioso im ranilo from cebu bulacao pardo nandito pa ako saudi ngayo dis my temporary number 0583741662

  7. hi chiksy im aliane of minglanilla paki great ko sa ako love one na se alexander diha sa talamban .plz.q play the song valintine

  8. ga na han ky ko ma me nao sa mor oi mawa gyod akong kaka poy g kan tra ba ho
    greet lang ko b sa akong manga i ya an sa brang gay opao sila yaya d ta og sa akong ate karkarmela

  9. gud afternun,,pki greet ko sa mga taga tvc sa tbunok,namely sigma,cutie chix,snoopy,destroyer,supladita,,si kingzhane d i n,,hapy 11 monthsary tvcians

  10. Hi,

    I really enjoy listening to your station, especially pagnaririnig ko yung mga bisrock song na favorite ko and the other genre that i love to here.. All great.Fantastic :0
    More power to your station and keep it up all guys :)

    by the way kung ok lang , i’m looking for a friend na guy.
    I’m Angel 27 years old, 5″5 ang height.Fair complexion.
    My number is 09321684268 and 09284890339.

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