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 
I just to like to ask a questions about their DJ’s like James Spider kaka, Glen Suave, Kulas and DJ Pamela…which recently I havent heard them…I was just shocked the other day while I was tuning the station bec. all the DJ’s are very new only dave tornedo is familiar… I just want to know what happened to them bec they are all my fave DJs..
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halo Cebu, halo Philippines and halo World!!!
I really miss that place and I really miss listening to LUPIG SILA…
I just hope na may MOR here in thailand which i miss listening some of tagalog songs…
but anyways just send my greetings to my FAMILY in TUNNEL TOLEDO CIty…
Abalde family’s and and all family’s there out there….
I really miss you all there….
Even i am far from our country but I still find ways how to know the latest there…
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hello mor, maung udto!!! pls ko greet sa tanan awing family and nila te lyn2x, ate abeth..
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hi sa mor very nice
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hi pwd friends tayo
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hae….
u have fb account?
add m nmn aco
heres my email..
mharix_mabatid@yahoo.com
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Great ko sa akung manga parba family anaa nag puyo sa talisay lawaan 2 fairview village.ug dinhi nalang kutob ug thanks a lot sapag basa sa akung greating!
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Hi, gusto ko sana Maririnig LUPIG SILA KASO AYAW MAG PLAY.THANKS
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hi hehe..wanted textmate 09207738403 male 16-20 cebu only.. ung cute and gentleman
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wanted txmt sa cebu 09234401922.. more power and GoD bless ^^
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greet ko lang ang tag madridejos na way ang lingaw mamate lang ug mor—-taga malbago, cn-o ang namauli na
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hi to all—gret lang ko sa mga klasmets nako sa hyskul, from madridejos national highs school, bantayan island, mr montuerto our adviser. to alll 1v platinum regards ko,, request ko ug at the beginning, thaks to u by tyler collins, ug will of the wind,, ds song is dedicated to all my klasmets, –holy na xad,,,
ps–read this at 6:30 in the morning;;;thanks a lot–
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kua…. dont forget too eat dha..mapasmo unya ka…hehehehe
mmmmmm…..congrats sa tanan mga taga VSU graduates….
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Greet lang ko ako mga friends dha (VSU) Visayas State University…nila ni Roche, yadz ug genda….hehehe…naa cla sa beach karon nagtagay para sa ila tagumpay sa ila mga libro…cheers pare…
Kua..kindly play the song why by avril lavigne…
Thank you so much kuya…You rock!!!!
Opppps…hasta pud sa ako greatest crush,,naa sa Zea mayz….
Mwah!
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hello sa ako mama ug igsoon … mztah naman diha ateh angie ug eng….. regards sad ko sa ako mga wafa nga cousin hehehe sila ayang alice and many to mention …tc
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hallo MOR ztah na poh…. i just want to leave my comment….just telling only for my best regards to my all family especially sa ako mama.,, ug igsoon mztah na diha atoa
love you all….regards ko ni dj mark… ug ni james spider kaka love you poh…
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unzaon d ay pag play sa music?
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hey dave, pam,james, ron, glenn, and for other djs i failed to mention
happy anniversary! congratulations for ur success. good evening,uuhmmn,,just want to request if its possible for you to say “thank u” on air to mr. ramil manlangit of brgy suba, sogod, southern leyte for being so honest. he returned my bag which i accidentally left in the aforementioned place. the bag contained laptop and very important documents. it was really very noble for him to do that. thank you, and more power to ur station.
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hey dave, pam,james, ron, glenn, and for other djs i failed to mention
good evening,uuhmmn,,just want to request if its possible for you to say “thank u” on air to mr. ramil manlangit of brgy suba, sogod, southern leyte for being so honest. he returned my bag which i accidentally left in the aforementioned place. the bag contained laptop and very important documents. it was really very noble for him to do that. thank you, and more power to ur station.
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hi!.
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hi
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hi…
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I GREET SAD KO NILA BEA JABAGAT,ARYANEIL FERNANDEZ,CZARINA CAHUTAY AND RIKKA JOY SURALTA
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HI TO KUYA JAMES ……I REALLY LIKE UR SONGS…..AND EVERYTIME IM ALONE I ALWAYS WANT TO LISTEN MUSIC…..AND WHEN I TURN ON THE RADIO ALA NAKOY LAIN NGA I-SELECT NGA RADIO STATION KUNDI ANG M.O.R.HAHAHA ACTUALLY NAADDICT NA GYUD KO ANI AND EVERYTIME MANG LAKAW MI INIG SATURDAY KAY USUALLY PIRMI MI MANG LAKAW UG SATURDAY,DALI DALI-ON GYUD NA NAKO AKONG MOMMY NGA MUULI NATA MIH KAY DLI NYA KO KA ABUT SA================TOP 20 HITS COUNT DOWN…..THAT’S ALL THANK YOU HAHAHA JOWKZZZZZ…..NY THE WAY….I WOULD LIKE TO GREET MY CLASSMATE IN COLEGIO DE LA INMACULADA CONCEPCION(CIC)[AKONG GI BUTANG ANG WHOLE NAME SA AKONG SCHOOL KAY PROUD KO SA AKONG SCHOOL HAHAHA……..]TO ALL GRADE 6-LIFE(THAT’S MY SECTION)IF SUM1 IS LISTENING FROM 6-LIFE,AND TO ALL OTHER SECTIONS FROM GRADE SIX(FREEDOM,SOLIDARITY,COURAGE)AND OUR BELOVED ADVISER MDM.SUSAYA.HELLO NINYUNG ALL….MAYTAG MKA GRADUATE TANG ALL AND NO ONE WILL REMAIN IN GRADE SIX….AND I WOULD ALSO LIKE TO GREET MY BESTFRIEND………CAROLINE KAYE BARICUATRO AND TO MY CLOSE FRIENDS BIANCA CAMILO,NIKKA AGUILAR AND ERIKA AGUILAR,R.N BONGHANOY,NIÑA BUNDOC,ATE CHARABET,ATE BEVERLY,NICOLE CHUA,ATE ANNALIZA CRUZ,DENISE MONTINOLA,XENIA GONZALES AND LOUISE CAÑETE………..HHAAAAYY…..FINALLY HUMANA GYUD….AND KUYA PWEDE I SUD ANG SONG NGA FALL FOR U-SECONDHAND SERENADE SA TOP 20 COUNTDOWNUG ANG WHITE HORSE-TAYLOR SWIFT, THINKING OF U – KATY PERRY,LOOSING GRIP-AVRIL LAVIGNE THANK U AU KUYA…….
I GREET SAD KO SA TANANG EMO NGA NAG EMOTE KARUN HAHAHA….THANK U
=============ZHAI3==============
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wanted txtma8. 09058270336
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guys…………. no. one na namn tau… yahooo… ok doki……. more powers M.O.R
ahm pnu pala makinig online sa internet…. ala kc ako sa vsayas now..
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hi..dave pls greet my parents, mama violy ,papa allan to my brother nereus in isabel , leyte
tnx..jeressa from
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hi sa mga taga lenes internet cafe players una c estali, jovan,inday arlene,kuya elmer,og sa among wafa nga baby baby emerlyn …. sa mga nag duwa sila bernal , chang2x,jimboy,botyok,totske,manoy raymond og ni noy betong hope nga mamaayong ang inyong lawas are nalang kotob kay doka na kaayo ko
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helo po greet ko po sana yong mga kaklase ko sa northeastern cebu colloges . sa mga nagbuhat og thesis depend napod ka monday goodluck hope nga makapaso ta tanan heheheheh .
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pkibasa nya mga djz gret q sa mga frends dha sa bonsay bolinawan carcar nila ni lokoy tading libat iko toli botsoy ug uban nga mga amego dha sa bonsay bolinawan carcar from temoy
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Hi thanks for all your greetings!
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hi mxta ..just wanna gr8 my frnds in leyte specially s mga students s international christian school ics 4 short.. og s amo teacher na c adamsson caidlang.. papasara q sir oi..wafo btaw..bukhad pud atay ni sir..haha..bleeehhhh…wnted txm8 pud q knang 5’7 up ang hyt ky 5’6 mnku then bootan,loving,caring,sweet,galante,student jud huh.. n short gwapo.. hrs my #09265348389/0922599017..
more power s mor og s dj’s..lve u dj’s..mwaahhh…
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..hello to all mor dj’s!!
..kindly greet po all my friends out there sa macrohon southern leyte….
..thank you po!! more power to your station and GOD BLESS!!
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hi greet q saq nga friends and 2 all my auntie nga naa sa cagnocot its me jenelyn from tabango
miss u all and godbless…………………………………….
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greet sad q saq couzin na c ronalyn montane na mo graduate this coming march 18
and happy graduation day 2 all of u
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hi to all dj of MO
greet ko sako nga friends and classmates
and to all my couzin na naa sa cebu muzta namo?
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hi sa mga bisrockers
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hi have a nce day more power im mor lakas na lakas kau sa amin
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hello pwde i sod ang nice piece of art sa top ten
thanks mga djs
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hello mor!!! pls ko greet sa tanan taga carmen esp awing family, og mga students og teachers sa carmen christian school esp batch 2006-2007.. miz u all guys
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hi to all the dj of MOR
happy hearts day to all
greet ko ug happy valentines sa ako mga friend sa HRM.
sa taga NORTHEASATERN CEBU COLLEGES family…..happy valentine’s day to all….
especially sa akong crush nga c MARZKIE….
to Aira also happy valentine’s to you ai…
from Joseph Stevan Tenefrancia
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hello to all batch 2007 of MACI JOSE K. DEMETERIO LEARNING FOUNDATION INCORPORATED!! Ngara sa MACROHON SOUTHERN LEYTE!!
..Kindly greet them po… plsssssssssss….
..thank you and more power to your station!!
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dear sir my name is darwin and i live in the united states i am engaged to a verry wonderful lady whom i addore her name is marigen abastas and she lives in camp 4 in talisay city i wouuld be verry greatfull if you could dedicate a song to her and her family and all my frinds there and to wish them a verry happy valentine day the song is all ways be my baby by david c also if possible could you call her and tell her so she can hear this dedication to my special mahal you are a verry wonderfull love and i will love you for ever. her number is as 09284457141
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grabe!!!!!!!!!!!!!!!!y makalupig sa m.o.r
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I like 2 great to all the kkr dj namely,,,,akoy,jun2x,sario,wen2x,jin2x,mc-lee,jr
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sir james we will have a eat all you can dinner buffet restaurant this coming February 14,2009 from 6pm to 9pm held at Magpale Residence Northeeastern Cebu Colleges elementary/HRM-TM laboratory facility is for only Php 120.00
for prepaid reservation +639267802207 look for AIRA PASAOL.
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Thanks for all your comments and greetings, and stuff. keep them coming!
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Hi MOR, I just want to say Hi and happy listening to my only beloved Jessha Laborte, and to my only boy Paul Vincent I love you both. Thanks MOR, more power to your station and staff.
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hai dj mark pwede ko makacoleksyon sa u mnga new mixx na music if ok send lang sa ak email
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hai mga dj mzta mo dha.,.,.,
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hi 2 my family in la libertad negros especially in VILANDO’s family nila ni mama
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hi i wanna great all the staff of MOR………………………………
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