You can visit the M.O.R 97.1 website here
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
Radio Online Now 
Hi,there! finally found ur site.. Wanna say hi to my family in Libjo, Tabogon, Cebu to my mama esing, papa dennis, lily ann and andy sarsalejo. Miss u all and hope to see u soon…Thanks, kapamilya
from: ann of california
LikeLike
GREET KO SA ST.CECELIAS CHOIR SA SAN ROQUE PARISH LIPATA MINGLANILLA…
NI KUYA RAIN,ATE MARIE,JONA,PHOEBE,GRACE,SHEENA,NADINE,FATIMA,LOURDES,SARAH,NIEL,BVOSKIE,ANDY,PAUL….
THEN SA MGA TERAPIST SA PATRIA CLA C JOHNREY,JOFE,JAPET,PILO,MHOORE,LESLIE,MARGIE,MINDA,ARIEL,NOWEH,IRISH,NANAY LOTA….MORE POWER NINYO GUYZ….THANKZ REQUEST KO SONG PAIN IN MY HEART UG SLOLY SAYING SORRY…
LikeLike
hi mor i alwys listen sa inyong station gusto ta ko ma greEt on air pero dili ko makasulod hope ma greEt me on air…..pAkibasa lang pLs…
just want to greEt my ka berks ang mga WTR memebers sa lipata minglanilla nila ni LIAN,JANE,LET2X,SARAH,KOKIE,LENET,JOHN2X,CNTA….
THEN grEet xad ko sa akong mga kauban nga mang reflex sa patria……
thanz a loT…By sarah…ask laNg ko favor pwedE mangayo Email aDd ni gLeEn swabE..????
idol kayo nako cya i realLy likE his GOLDEN VOICE….THANKS
LikeLike
Halow! great myself to all staff of mor……….
LikeLike
hi 2 my family sa bohol..sa tnan noronio family..
we miss you na ..take cre mo dha,, ..
fr,,an-an
dna lge mo cnnect ang website y man?
wna me kpa minaw,thankssss
LikeLike
hi request unta ko ug song sa kratos band dire sa ormoc city… nindot bya ila mga songs.. dli lang kaayo ma play dha cebu.. kindly play “asana asaka song sa kratos.. dedicated to all bisrock sa ormoc nga ni supporta sa kratos.. salamat sab sa M.O.R.. for life
LikeLike
halu…dj of mor!!!! more powers to you…
kuya paki great diay ko sa akong mama
nga nagbantay og tindahan..iyang ngan
kay vilma omolon og sa ako papa nga si
ating omolon….hope hindi kayo magsawa
sa pagpapaaral sakin kahit sobrang problima
ang naibibigay ko sa inyo…. naa ron sila sa
masisi tabango leyte.
LikeLike
wanted txmt 09232610157..girls only
LikeLike
helo to al mor djs!!! kindly greet po naman yung family ko sa macrohon southern leyte.. sa GONZALES and MACOTO family!! pls po…. plssssssssssssssssssssssssss… i do miss them na SOBRA!!! THANKS!!! MOR will be forever the number 1 station.. GOD BLESS!!
LikeLike
hello po to all mor djs!!! plsssssssssssssssssss…. kindly greet naman po my family ngara sa MACROHON… sa GONZALES FAMILY.. sa ako mama MARINA, PAPA RAUL, and to my younger brothers: MAICO AND RENZ!!! Plsssssssssssssssssssssssssss… i really do miss them, thanks po!!! GOD BLESS!!
LikeLike
add ko ninyo sa ako FS stjerome09_ii@rocketmail.com
more power…ur d best
LikeLike
MOR ur the best loud and clear mo diria sa Kitcharao province of Agusan del norte….
great ko sa ako bro gerald..nga nag ariglar sa amuang manuk panabong.hahahaha
padayon lambo MOR…
great job # 1 ta kapamilya
LikeLike
hi MOR ug sa tanang DJ’s paki regards ko sa ako cousin diha sa Cebu..taga surigao ko..
ug sa owner sa DM enterprises tiya Lita ug Tiyo JOse diha sa Basak Mandaue….
LikeLike
hello to all mor djs!! paki’greet naman po plssssssssssssss….. ung family ko sa MACROHON SOUTHERN LEYTE.. Sa GONZALES family po… to my mama marina, papa raul and to my younger brothers: maico and renz… pls po… i’m pretty sure that they are tuning to your station everyday…i’m here in baguio po kasi and miss ko na sila sobra!! you will be the number 1 station forever
LikeLike
hai 2 all i jz wnted 2 gr8 n angie inao dr n negros nd n kheap tnx
LikeLike
hehehe… sorry po ha kay ara nahong siawa, di man sad tanto.. we are having our emedia class now, and we’re required to record 30 min. na as if dj na jud mi… lisod man jud diay, di jud lalim, hehehe… anyway,how i wish that someday, a will become a part of your mor family…
LikeLike
I have my class po now… i’m a masscomm student here in baguio city and im here for 2 years already and so i really3 miss my family na po…. please greet them naman po… im pretty sure that theyre tuning to ur station everyday… TO MY MAMA MARINA, PAPA RAUL, and to my two younger brothers: MAICO and RENZ!!! I LOVE YOU ALL!~! please po….. GOD BLESS!!!
LikeLike
hello again to all djs of mor!!! gud morning po… can you plssssssssssssssss….. greet all the people out there in macrohon southern leyte, especially to the GONZALES family of san joaquin… plsssssss…. miss na naho sila sobra!!! hope that you will grant this favor of mine… please po…. thanks!~!PARA SA KIN, MOR IS THE NUMBER 1 STATION FOREVER!!!
LikeLike
unsaon man pag tukar ani lupig sila d man mo tingog uy nindot ta ni kay kapamilya d man ta ka dungog unsa on kha tabang kng knsa tong but an
LikeLike
KUYA JAMES PAHABUL PA DIAY PWEDE KO MANGAYO UG REMIX SONGS NINYO?
just send in my email josephstevant@yahoo.com
salamat!!!!!
VIVA PIT SENYOR
LikeLike
hi to all the DJ in MOR
kumusta namu dha kuya james….and DJ Kulas
pwede Better in Time?
thanks daan….
More Power Sa inyo Station…..
God Bless You all…..
I am JOSEPH STEVAN DAGASDAS TENEFRANCIA
LikeLike
meron ls fm cebu
LikeLike
hi wanted textmate girls only 16-17 years of age here is my number 09239628387 and 09296128006 text lang bisan asa ani nga number.
NOTE:no BAYOT or GAY allowed… GIRLS ONLY…
LikeLike
Hi, mor 97.1 happpy fiesta Pit Sinior, I wish naa ko diha But where here in dubai, just to say hi nalang to all of my Family si Emil dave erica and joshua diha sa tabogon cebu,
LikeLike
hello!!! just want to greet all the people out there in macrohon southern leyte!! MOR really rock on our place eventhough im not there for about 2 years already
LikeLike
Hi… Mr Dj paki great sa akong Family diha sa cebu lahug campo, just say hello too my mama soling ug akong bro. roland and my friends sa pangutana boys… god save the queen….
from: atchak….
LikeLike
text me kong kinsa tong wafo
639193284319
639193284319
639193284319
639193284319
639193284319
639193284319
639193284319
639193284319
639193284319
639193284319
639193284319
639193284319
639193284319
639193284319
639193284319
639193284319
LikeLike
hello wat site nga mka listen ko nnyo live..everyday ko nag listen sa inyo station heresa negros pls. gv me ur exact site kay di man maka sud ang htt://tinyurl.mor.com dunno sakto bana woi pls help kay gnahn kau ko mo listen lng heresa enternet n gv pud nko ang site nnyo skong bro. n sis nga naa sa california nw..so pls gimme ur exact address..tnx n more pwer:)
LikeLike
hi to all my friends in the san carlos city and to all my cousin…..april.jay2x…lelet.my cute..hi to all my barkadz..specially to my baby even your to far im always here to love you..more power to the mor
LikeLike
pahawa-a na si dave tornado sa mor! wa man cya’y angay!
LikeLike
Part.onsa u mga new na desco or love song.Pwedi mgau og gamay gd lang para sa ipad e dowload ra
.ganahan man gd ko sa u mga remix….
LikeLike
hi sa lahat ng dj.sa mor i like all music tlaga by the way hers my friendster maeann_sille@yahoo.com add me guyss and hers my number 09093846961
LikeLike
hi to all my friends in the negros occidental hi to my bhemark nsa cebu bhe take care ilove you always
LikeLike
hi
LikeLike
http://morcebu1.getmyip.com/ or http://morcebu2.getmyip.com/ doesn’t work… try this link http://www.pirateradio.com/downloads/ and isntall on your pc, find M.O.R 97.1 LS FM Cebu under mixed format so easy…enjoy listening…Lupig jud sila…LOL
LikeLike
greet ko sa akong sister sa florida Emma connie pasaol.. and my family in carmen cebu… from chen chen here in taiwan.. more power to ur station…
LikeLike
hapy new year……………welcome 2009
LikeLike
You can also join their forums:
http://davetornado.freeforums.org
LikeLike
Hi guys! I’m an avid fan of M.O.R 97.1 Lupig Sila. You can now tune in to M.O.R 97.1 Lupig Sila FM Cebu Philippines live! Just enter these links on your web browsers:
Java: http://morcebu.getmyip.com
Windows Media Player: http://tinyurl.com/morcebu
I would rather choose to listen through Windows Media Player because it’s so clear!
Here’s their website: http://www.geocities.com/mor_tornado
Here’s Dave Tornado’s friendster account:
http://profiles.friendster.com/davetornado
LikeLike
mery x-mas to all dj in mor lupig sila with dj james dave tornado ronlandy kulas glaend swabe pamela hapy new year……..
LikeLike
tnx mor heheheh wanted txttm8 09096490052 kanang wafa
LikeLike
hello bro! nice kaau inyuha program dah!daghan kaau listeners ug nanga adik sa wanted pangga..hahhahhaha
kana sila mga bogerts na sila!!!!joke!
LikeLike
visit lang sa http://www.971lupigsila.webs.com
LikeLike
Hello M O R.. Unsa on d i para maka dungog me sa live??
LikeLike
halu MOR..wud lyk 2 greet my family and friends der in asturias cebu.. kmzta nila n bernie, radyard, ire, and tine.. most specially to my relatives..frm jhumar in japan
LikeLike
hello..sir can O link your site to mine..???
LikeLike
hi, what’s your site?
LikeLike
hello..how to request online using internet on your program.?
LikeLike
i just would like to ask the qoutation for the radio ads service of MOR 97.1 thank you.
LikeLike
Hi Levi Coronado,
thanks sa imo pagpost ug comment,
Please check this Friendster account sa M.O.R.
Enjoy
http://profiles.friendster.com/49168711
LikeLike
hi asa manta pwd makakita sa mga djs sa MOR lupig sila?kay parihas sa star fm naaman cla site nga naa mga nawong sa mga djs..thanks..
LikeLike
hi can i ask the friendster of MOR lupig sila?ythanks alot for your time..
LikeLike