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…gret ko sa tga psc clan nga tga ormoc…
c asero human heartgrl lovfxr spange og mai one in oly gf gracy mai abai
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d best jud ang MOR lupig sila ,lingaw sobra!!!carlo santino ur the best.tanan nga dj love you!
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HAi …wanted txm8 na boy..knang cebu or boho area…kanang wafo, atleast 5’7 ang hyt,lots of sense of humor college student and last but not the least dili basto,manyak,pervert etc….
heres my digitz…09264400926…
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hi piolo ascal pa greet ko beh…….sa mga taga tuyan naga…..tnx
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hi greet ko sa tga isabel sa mga warriors sa san roque “
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unsa ang sites sa online radio sa lupig sila
/?
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hi pki great naman ung family ko na nasa pintuyan so.leyte, sina john, vincent and to my parents, paki play ang naman ung breathe by taylor swift……thnx m.o.r……
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hi!!PAKI PLAY NAMAN JUST TELL ME YOU LOVE ME…….msg frm iligan…hehe
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hi great lng ko sa ako mga ka prit nga mga ASAY GIRLS
and plz. add me fb emz_paoks@yahoo.com
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mor…d bst jud mo….mabuang ko sa nyong tanini products!lov u baby JEEELLLyyy!!!MArE!!chuy…piolo ascal…ug tanan dj sa mor..
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hi… 2 all DJ greet lang onta ko sa akung mga ka brad sa pandung bato toledo city nga sila si bk,jr-bk,chinito-bk,dave-bk,roys palihug lang ko og greet mga DJ kay galanog lanog jud didto ang MOR.?
BY.. MR.BK-CHINO
…………….THATS ALL THANK YOU….
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hai paki greet sah guiwanon,compostela
nila glayz,2ti,enad,shaie ug kc tnkz!!!!!!!!!!11
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paki add din sa fb………….i am a huge fan of mor 9
7.1 lupig sila……….hope you can add me there…………thanx mor…….more power and god bless you. especially to the dj’s of the radio……….you really rock my world guys……..hope you can visit here at balamban……..take care always and keep up the good work fellas……….
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hello, good afternoon!
can i ask if hiring mo ug dj..Thank you! More power to you radio station..
Always,
Bia
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hi hello…..great ko sa tanang tga padre burgos,southern leyte especialy ni mama sandra and papa bogart…ni ate jen2x ug ni lucky…
ug sa tanang burgosanon…sorry jud wala kaayo ninjo kay wla najud ko na housemate sa pbb teen clash 2010.pero ok ra at least naka sod ko sa hosemate 60…
god bless us all and more power to this station…
from: edven bib a. venus
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Hi paki.add sa ako fb,,
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charness..sipaa au MOR woe,..the best gwd mo ba.,labi na pari choy og carlo santino,..di ika baylo,greet dai ko ako mga frndz sa san vicente ubay bohol,sa mga tambay sa building na sila edwin og tata makalam,.og sko bf na c junjie,..love u bhe2x ko,..nya sako mga classm8 sa alternative,,hoy mga classm8 buhi paba mo,hehehe,,dats all.,tnx,request ko song veh,.sa piling mo by republikan plzzzzzzzzzzz…..!!!!
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greet lang ko ni dodong bruko, benjie, may sario, carmelites lansoy and all my cousens dha sa antubayan, calatrava, negros occidental….. by dong carmz…
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Hello DJ Piolo Ascal! I’m Yamee from Natasha Cebu. We will be launching our New product line this coming April 17, 2010. Is it possible na ikaw ang mag host sa among event? Thank you kaayo Sir!
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paki great ko sa tau gamma phi/tau gamma sigma consolacion chapter.
request sad ko og kanta sa numb by linkin park
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hello,
i’m just curious bkit si carlo nag iba ng schedule ng show niya. khit hindi ako marunong masyado magbisaya i like his show. more power……
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hai? pls. add naman meh sa fb….
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hello sanag dj pwde ko maka dj diha kay nag dj kosa JVL unsay requirments
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hi……mor i want graet my gf michelle and all so my fnd………i recquest gidawat ko ang tanan…..
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hello.Im karl 21 yrs old male.ngita ko ug texfriend girls nga pwede maka talk.any girls hot or wholesome. if your interested tex me at 09212218375 or sun no. 09238502667..strictly girl only..no bi…
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I WUD LIKE TO GREET SA AKONG MGA CLASSMATE SA SIQUIJOR REQUEST POD KO UG FIREFLIES
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heloo baby jelly,,,,, pakigreet ko sa aq gf na c genelyn…..request q ug song,, dahil ikaw by true faith.
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hi i’m marc,i need a textmate na girl who’s from cebu,18-21 po,im from laguna but im hir in cebu,,text me,,09394070043
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hello,wazzup,,gret q sa tga dol2x cla arnel,jason,,awing,eddei,,,gkan ne jeffrey bayawa of dol2x,,thnx,,pls play d song in your eyes
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hello sa tanang dj sa MOR paki greet naman namo mga MOR LOVER specially ni sinta,bebe,let2x sa akong crush nga c johnrey ug syrill then sa mga takla boys and girls sa fatima lipata minglanilla….thanks a lot….
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hi hello greet ko sa tagahubasan hinundayan southern leyte,cla josie tagarao ug manuel tagarao ug c tibo c madai 2 from macedonia..miss u ol.more power sa mor..
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hello gr8 lang unta ko ni matet sano og hapi valentines day maau unta wala ka ka date ky mag selos ko ana, btw amping permi…from ur secret admirer (^_^) miz u matet… mwuah
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Hello to all madlang pipol out there..just wana greet my friends namely:n felvan.kessey,lay ann,melanie, and Cherie lee.. tnx,
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maayong pag paniod2..great lang ko sa akong mga barkada dre sa argao sila brad ogart shonjames jhunmacboning og sa tanang taga argao kosog kayu ang tanini dre pwede mag himo mo og tanini wonder toba,,din request d,i ko og let me be the one
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hi great d,i ko sa mga stambay sa talaytay nga nag inum pa karun sila si brad ogart jomanggo boning..pwede requist og let me be the one by jimmy bonduk
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haie po!! can u find me a guy ung sweet at caring???
txt po me to ma no. 09124035038
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hi,,,paki regards ko ni mama sandra and papa bogart ni ate jen ug sa ahong manghu nasi lucky,,,musta nman mo dha???ako dre ok ra jpon…thanks
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Hello M.O.R Cebu, are you still looking for male dj?
Is it full time or part time?
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godmorning,pakigreat ko sa tanang cute mor listeners specially nko..heheheh,tinkxx!no.1 jud ang mor sa bolinawan carcar,
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gret ko sa tannyan family dha sa san isidro san fernando…tnx from harvey to butuan city?
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…hello…great ko sa tanang mga bayot sa padre burgos,southern leyte…headed by ceasar maalat jr.
…heheheheheheh greetings from gay power of padre burgos..
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unsaon d.i pag greet gamit ang cephone choi??
by the way greet lang ako sa aq gf. ,angelli ..nah tga poblacion carmen . .tnx
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cp d.inah. ehehe
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key in: mor_ceb_your message and send it to 2366 =)
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09103830496 i want textmate babae hot taga cebu na pwd ko imeet, m paulo 20 y.o
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great ko sa ako mga friends sa mga taga balud dalaguete ,ako classmate sa St. Mary’s Academy labina ang first year justice….yaw na mo cg pabadlong kai suko na ato maistra!!
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hi!¨greet ko sa tanan wunderkind students,bmo members,ni jemer,ate mercy ug si kuya jerry…guys….miss u so much!¨mwuahh
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GUD NOON,dj greet kos tanan ngangekz dwes giuhulngan
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hi greet ko sa tanan student sa Saint Michael College Hindnag, Leyte labi na sa Bs Entreprenuership First year….good day
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Y c bb Jelly nan diyn s cebu…?
Rami akng nrnig nya, sobrng igaaattt nyan huh….
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kinsay gnahan mkigtetxmate dha.kung ikaw girl text q ninyo beh 09086820317
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hi great ko sa akong mga friend na naa sa bakery karon sila jojo,juni,alvin, ug jun-jun,ilabi na sa akong uyab na si jean ug sa akong brod na subra ka chicks boy na si ian jun
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good eves great d.i ko sa akong mga friends na karon sa bakery si jojo,juni,jun-jun ug alvin gikan kini sa nagbantay sa computeran kaila namo
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…hello…gud day…im bib.18, from padre burgos, southern leyte?????
what is the feeling of being a good disk jockey?????i want to be a dj in MOR…im ok in communication.pleasing personality and good values…
…just call and text me…09058217591..
..thanks amd god will do the rest…
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hi edven, send your demo to us, here radiojingles.co.nr@gmail.com
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ug sa aq pud na isa ka cousin ,.advance happy birthday shela tahum,,.,sa aq mga friend sa tinago ilabina ni charlie ates na kilala sa palayaw na manoy sardot,.,.ug sa aq best friend na cla che ann brent mae mae ann ate janice herbie,.,mingaw njud q ninyo mga inday,.,i love you friends,.,
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