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!

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

Listen to MOR 97.1 Lupig Sila Cebu

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

  1. hai po eves. atots jud ne nyo program makaadik teh. ovah dah di jud k masumhan ane i xwear da best. wmuahh deservng nga nakaangkon sa 1st plcer.. LOVE JUD NAKO AL DJ’S hope makavisit o sa nyo station. mabuskag jud ang payag basta di ko maka tune on ani nga station. GODBLESSED …

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  2. hey dj, paki great lang ko ni mama fely nga bc kaau sa kusina,og ni julimar nga naning kaau sa pag skwela og ni poy2x na gihubagan og lagos,,heheh,,kusog au m.o.r driri alcoy,cebu,,,! earlan d.i frm atabay,alcoy,cebu

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  3. hello ,, paki bati nman sa kapated ko na matagal k ng d nkita last na balita skanya nsa talisay cebu cya .. sna kng san man cya ngayon sna maalala na nay kme kng ayaw man nya kme alalahanin lahat kahit ako nlang ,, kc super miss kna cya .. name nya maricel dadios .. tga tinag -an albuera leyte ..frm her sister that missing her so much .. marites … sna marinig nya to at matandaan nya ako .. 13 years na kme wlang balita skanya.. maraming slamat sa bumubuo sa programa na 2….gd bless all..

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  4. Good eve… paki great ko sa tanang membro sa Pacific Football Club (Cabalian)..salamat sa mga nag suporta namo ug hinaot nga mag malambuon pa kining amo club ug.. unta daghan pang mga sponsors nga mutabang kanamo….

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  5. good eves na nyc au m.o.r ba ga pa sadya jud q ug net aron ,lang jud maka like sa inyo station ; love u more mga dj labi na nila dj ace ug dj kimyat hehehehe maka ihi ta ug kinatwa bah!! ๐Ÿ˜€ hahahahaha geLoka . nyc jud 2ng tambag gabie bahin sa move on.. hehehehehe more power M.o.r ….c jose roy diay ni a.k.a dhoisabUxaii from baclayon bohol….

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    1. Hi! good Afternoon paki gret lang q beh sa tanan nga taga escalante city labi na gyud sa taga barangay Langub.ug c Dj DUX.please lang..thank you

      From: Clark Andrivon Lariego

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  6. helo..now pjud q nkacoment ,,hahaha,,,,great lang q sa taga mabinay negros..labi nah sa vendor terminal ceres dha,,..ug panawagan q sa anak ni vecinte tambam..cilang ate silda allego,,te c lolo nagkasakit..ug igsuon pod sa aquh papa nga dugai nah cla wla nagkita,,ngalan sa aquh papa pely samontisa…lihog q kuntak ani nga # 09174558683….tnx u…lov u dj ace..

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  7. good day to all dj,
    just want to say hapy listening to all
    drop and dine crews in tagbilaran city
    more power to lupig sila.
    from
    francis

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  8. hai
    dj’s
    need di kog txtm8 ung mabait , reliable , honest., collge studnt,
    yung taga cebu lang ha

    17-19 yrs old lang poh , i want atleast 5’5 pataas ung hyt, maputi

    hndi pwede bakla dto ha
    girls only lang

    tnx dj’s more pwer to ur station

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  9. hai dj ace,,,,,,paki regardz po xa codeniera s family……. tnkyou po,,,,,, d nkita mpknggan gbi2 kac nxa mnla na aq e tugstugan lang ang dtu,,,,, wala nay moods of romance,,,, xaun uli nlangq cebu ui,,,,,,, pra ka listenq,,,,,, tnx

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  10. .,.hai M.O.R.,,pde ko request song na THANK YOU FOR THE BROKEN HEART BY J-RICE.,,and need ko textmate kanang girl/.,17-20 yrs..of age.,,.im jeric from cebu this is my no.09328588347 sun user lang po ha…tnx

    Like

  11. hi.mor i would like to greet my bf.ronel a.k.a mafia and my frndsna cla pawiks roldan yadz rambo king ,rose og sa iyang bf na c welmer lalaguna og sa tga santiago camotes na c may anne,lik2x clianne,ray2x og c thrd og sa sunit famly.lawas fmly brvo fmly castro fmly, og greet pod ko sa f.u.c na c bonakid frsmlk,snap max,,, og sa l.m.f.c na c bk-xaneil burakdat nitabeyb greetngs by:roquesa kulit / mz.longhaiir /chullalipz

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  12. h! dj’s sa MOR CEBU.gra v. kanindut ang in.u fm station jud…….ganahan ko maminaw,,through livestream.,b-san dili ko tga cebu fr.surigao del norte,,ko….bsan na.i mga fm station deri sa amo lugar, 3 ra ka station jud. dili ko ganahan sa mga tingug sa dj’s deri..la.i paminawon.

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  13. gud pm to all,specially to my mama dolor in CAMP4 TALISAY AND to my relatives and friends we miss you guys hope to see you next year.,,enjoy nalng sa package nig abot ato hehehhe. keep in touch in FB nalng we love you miss you all.mwuahh….thank you so much hope na maka paminaw sila and more power to your station. ever since adik talaga ako maminaw sa MOR 97.1 feel ko na rin nasa pinas ako ngayon. god bless

    Like

  14. pki greet ko sa a1 barkadaz…evev, crisyl, christian,charmen, giezel, ronel and roger..
    and good luck 2 crisyl s miss intrams..

    Like

  15. hi atee inday miguel regards kung GINO PADILLA ha ๐Ÿ™‚ og NEMO pud request kog KAIBIGAN BY SAGPRO ๐Ÿ™‚

    Like

  16. hi kuya kimyat & atee jelly ๐Ÿ™‚ regards lang ku ni inday migel ha ! dis is putah nica from capitol .. den request ko kanta nga KAIBIGAN BY SAGPRO CHOLAMATS :*

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  17. hi good evening dj ace i want to greet i want to great my family in tupas pinamungajan namely:mama dora kuya corcino,maldo,sister nko nga si indai lucille primier,jesrhel,ug n baby harvie ug sa love nko nga lola mode. ug grt nlng ko sa tanang nka ila nko thnksssss and more power to ur station greetings from camil

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  18. gd evening mga gelokers paki play sa favorite song nako !!! i dedicate this song to my ex
    sana nakinig xa ngayon paki sa kantang I won’t give up by Jason Mraz
    From ur : admirer
    Dalaguete Cebu

    Like

  19. hellow mga gelukers unsa on d.i pag apil anng stickamerz c blockstar n mow greet d.i qw sa tnang MJclan sa jubay lilo-an nila pain mzz.chickay ug ni thobi
    bby jelly idol jud tka luv u mwa…..plsss qw bsa kay first time ni nko

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  20. Good Evening mga giluukers, I’m Jessa Ensao of Tabunok, Cebu City. I would like to greet my family and relatives in Dumanjug, Cebu and greet lang ko sa mga CNU students especially from the College of Teacher Education. Happy 16th anniversary M.O.R. 97.1 – you are the best as always . I love DJ Ace โ™ฅ …

    Thank you and Congratulations ๐Ÿ™‚

    Like

  21. kuya dj ace……

    gabie diha tawaga lang ko og dj love from pagadian city…..

    usa dia ni ka pminawan nm mtag gbie na mka uban nm og sad2x mtag dumingo…

    hmmm…plihog kog request sa song nga basta wala ka lyrics…..visaya version kuya…

    daghang salamat…kuya dj ace….paglaum unuo tuburan dist pagadian city…. mindanao….

    Like

  22. hi mor ………..great ko sah akong family sa TOBOSO NEGROS OCCIDENTL
    hi to my ate Len Len og sa iyang baby nga c donaville
    from her sister rosejen moradas

    Like

  23. hello m.o.r pakeregards ko jessa mae sa naga———siya ra jud ang bugtong babayeng nakapasanga sa salingsing nakong pagbati hehe

    Like

  24. good day m.o.r great lang ko ni jessa mae sa naga cebu musta naka jess this olin your texmate hehehe….ikaw ra gyud ang nakaposgay sa byo-os nakong pagbati hehe….

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  25. hi MOR.great lng q ni riza ,ny, lean,ivy og elvin nga naminaw krn dre s consolacion cebu…i luv u DJ kimiat igat…..lhehehehe peace….

    Like

  26. hi!!!!i’m looking for male txtmate 19-23 yrs old….i’m jane, female, 19, cebu….this is my mobile no. 09278848426

    Like

  27. heLLO aung hapOn great ku sa aku mga friend nga sila miriam,maureen,rhea,angel,sazuri esp. n jeraLD taPic …

    enx

    LONGLIVE mga BisRocKeR;s

    Like

  28. greet q sa ako mga friends pag hyskul in carcar academy specially nila n shiela,genevieve,lani,winston.nheecol,ernel,and to all pigeonians batch 2009-2010..

    this is jhona saraum of carcar!!!! thank you!!!!

    Like

  29. hai M.O.R please q greet sa aq mama n-day nga mag birthday karun june 2 hope ma that you have more birthdays to come.!!!!!!
    this joy of can-asujan carcar…thanks more power!!!!1

    Like

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