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 
hai MOR,,,,regards ko sa aq papa og mama dha sa cebu.. and also to the abalde family…and to my BF malou Gellica.. AND good luck and more power to your station.. MOR 97.1 lupig sila..
LikeLike
hello .great lng nku tga bohol ang mga MAHUMOT CLAN…from kapa mahumot
LikeLike
hi…mor i would like to say i love you jingky and great ko sa saberon family sa argao..ug mga tanod dri sa barangay lamancan…
LikeLike
hello mor lupig sila lingaw sobra……………..ask lng k kng unsaon maminaw sa inyong station tru enternet by d way naa k dri sa manila,gusto man gud k maminaw sa inyong station perme addict kaau k sa inyong lupig sila,,perme k maminaw sa station ninyo kadtong nagbakasyon k sa san carlos neg.occ.
LikeLike
Maayung buntag… great lang ko sa mga malabuyocanon naminaw… especially taga poblacion 1…. ang inyung suking tagpaminaw…. The BEST M.O.R estoooryyyyaahheeee!!!
LikeLike
hai baby jelly nd piolo ascal kindly greet 2 ol da resident of brgy.san vicente matalom leyte.tanx.from cheng
LikeLike
hi mor e great ko sa mga tao na na a sa ipil carmen cebu ug ang akng mga eya an ug uyo an na naminaw karon…….
LikeLike
hi….gud morning ko sa taga treasure island dnha sa technical dept.dinha sa pilit mandaue ug reclamation kusog kau dnha ang mor n more power 2 ur station
LikeLike
hi sa mor,siat kaau mo ngari sa baybay leyte..mbuhay ang mor..god bless u!
LikeLike
hi mga djs greet ko sa mga dahlia boys dwe sa bitoon national high school thank you !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111
LikeLike
hai to ol sikat au ang m.o.r drei xa balamban
be the best!!
m.o.r power
LikeLike
great lng ko sa tanang taga compostela national high school
LikeLike
hi… need a friend here in cebu… just txt me.. 09499206138 im anewor female… tnx…
LikeLike
DJ ACE LAEN NALAGI ANG DJ SA MANGAYANGONGO SA GINABUHI?
LikeLike
hello i want to know how to email sa mangayangong sa kinabuhi so that i can sent also about the p[roblem of my friend
LikeLike
hallo dj ace..palihug ko greet sa mga kadorm mate nako dha sa dorm 2 uc-mambaling….ang mor jud ang number 1 nga lingaw nga station dri sa dorm…..tnx and more power to your show…
LikeLike
Hi this is Dj Rave, I just wanna greet all the party people out there my neighbors in Lilo-an, Curva….especially to all the listeners of M.O.R 97.1…kapamilya.. This radio station is very nice & cool..god bless guys..more powers..
LikeLike
Hi to all kapmilya, gud ev! I wana gret my frendz in minglanilla da kwatro kantos boys nemly,. Darwin auza, jefryl amazuna, alvin senoria & junry, eugen the mester photogenic,.. Basta MOR lupig sila,….
LikeLike
hello.godevning ninyng tanan…waw graveh wala jud koy masulte s inyng stetion kondile.the best jud m dire s inoburan….always jud k mamenaw ninyo…..jaz call m mark anthony bonghanoy,4short KRAM’Z……97.1 LUPIG SELA LENGAW SOBRA….OE PLIHOG LNG KOG GRET S AKNG SPECIAL SAM ONE NGA C GERLIE CANONO……PLIHOG LNG K PLZ,PLZ,PLZ………..VERY EM4TANT RVAH N CYA SA AKNG LIFE….NO.1 JUD M….WLA NAY LAEN……..
LikeLike
hello ,,,mzta kaung tanan,lalo.sa pamilya ko sa calong calong toledo city.malapit n akong umuwi.see u soon
miss u all.happy birthday kuya.i love u junrey,,,,,i love u bb albabes
thank u post my comment….from…bhebe.m,remiter,,king fahad medical city,riyadh,K.S.A
LikeLike
hi dj ace…gud evez!nice au imo voice…weeeeeeeeeeee…..ace!est;oryaheeeeee….luv yahhhhh!
LikeLike
hai mor great q xah q mga parents xah tabogon cebu and mandaue city
hai baby jelly and piolo ascal … malingaw jud q xah inyong mga jokes …. ug xah programang mga yanongo xah kinabuhi malingaw jud q as.in cgeh lng kog katawa … mkalimot jud q ug kaon kay mag cgeh lng q ug paminaw ninyo ni piolo ascal hhehehhe
LikeLike
hi to all the djs there ammm lilche here greet ko sa tanang taga liloan cebu city specially to aljo doldolea and to all doldolea family
LikeLike
mwla ra pud nuon
LikeLike
hi mor greet ko sa aq ang friends ann jojo alma…nla noy erning….sa tanan nako kaila…tnx mor…
LikeLike
LikeLike
LikeLike
LikeLike
hi mor i would like to greet my gf named elgie from dayon calixto bhe miz na kita…tnx mor…
LikeLike
unsaon pag send sa estoryahe jokes?
LikeLike
…MOR onZa on pag send sa EStorYahe Jokes?
LikeLike
hai mor e gret ko sa mga stambay sa tga laray tabunok sogod cebu..og ang mga stmbay sa ilang abon nga mag cge duwa og pc???og mga stmaby sa skena daat nela neh jc kanding
LikeLike
visit http://971lupigsila.webs.com
LikeLike
hi mor gd evz ninyong tanan greet ko sa mga benolaria family from jovito request d i kog song nanghihinayang
LikeLike
HI MOR GREET KO SA MGA BENOLARIA FAMILY NGA NA A SA AYUNGON NEGROS ORIENTAL FROM JOVITO
LikeLike
HI GD EVZ WANTED TXTM8 MY NUMBER 09359359926 FRM JOVITO
LikeLike
hello to norman og rodelyn og sa tanan family ni papa blacky c nnay flor, tay pino naneth anthony og ni ating labaw na ni nay nori diha sa labangon cebu
LikeLike
gud day mga dj regards ko to all 1998 inavs bacth sa ako bana nasi francis basubas love you bhee
LikeLike
hi! pwede mag ask ug favor?? what d ai ang spell aron makalog-in sa mor stcamers???? ahmm,, greet lang d ai ko sa akong mama’g papa nga always gyung maminaw sa m.o.r.,, sa ako sad tanang mga parente ug mga cousin:) im lorain samlero from lupa st. lagtang talisay city!! thank you so much to all of you!! god bless,,
LikeLike
belated happy happy fiesta in STO.NINO,BALAMBAN,CEBU!!! M.O.R 97.1 LUPIG SILA ….MORE POWER ND GOD BLESS YOU ALL….
LikeLike
hi DG piolo ascal! how are you! can i ask something please??? unsaon d ai pag log-on.. wala ko balo sa spell
LikeLike
HI TO ALL DG! GREET LANG KO SA AKONG MGA IGSUON NGA NAMINAW NGA SILA SI DOMINIQUE,, JOSHUA,, JEFFREY,, JR.,, LEONEL.,,LORIELYN ,,LALAINE,,..UG SA AKONG MAMA NGA ALWAYS GYUNG MAMINAW SA MOR NGA SI LOURDES UG AKONG PAPA NGA SI SANDY ..HI SAD SA TANAN NAKONG MGA IG-AGAW UG MGA PARYENTE!!!!!!!! HHHHHHHMMMMMM,, PWEDE MANGUTANA? WHAT DIAY ANG CORRECT SPELL IF MAG LOG-ON SA MOR 97.1 LUPIG SILA LINGAW SOBRA! THANKZZ ..THAT’S ALL!!!!!
LikeLike
advance happy birthday to my second son john carl i hope so many many comes birthday…………yahoo!!!!!!!!!!!!!
LikeLike
Hello,
pa greet naman ang familya nako diha tal-ot barili cebu ang Misis nako si En-en Crayop ako nga anak si Samie, Carlo, Am-am from Papa toto here in Tanzania east Africa
thanks a lot DJ
LikeLike
hi good day!! just want to say hi to all members of papercraft clothing line keep on rockin guyz and especially my boyfriend joshua na always there manglibre…haha!
luv you guyz…tnx and more power MOR…i really like your station muah2
LikeLike
hi.mor, everytime wen i used to hear the music in this station i enjoyed very much wd it! i wud like to great my sister marcela she’s teaching a japanese language.bye and thank you.
LikeLike
MOR . PWEDE MG ASK UG FAVOR? palihog kog ingon ni mark, nga patxtkon cja sa number ni spencer tga bohol ky importante kaayo. ANi nga no. 09055484123/or sa 09186446626. Ug pde ngayo me contact no. nja ky di n macontack ijang daang no.
tnx:) sikat kaayo ag LS dare sa BOhol labi na sa amo dpt!
LikeLike
hi sa taga maslog national high school
LikeLike
hi im a guy looking for guy pod na texmate, straight guy, bisexual or pareho pod nako discreet lang my # 09172521833
LikeLike
hi to all dj and specially piolo askal magkatawa jud q maminaw sa imong mga joke kanang estoryahe dire sa carwashan sa san carlos city negros i would like to greet my husband mandex i love you very much more power to your station and also all the dj
LikeLike
guD eVEniNG sa tanan..paki greet lang ko sa ako fwends sa bohol especially to my co-school mates dra sa batuan..hehe ..also 2 my friends..hehe…tnx and mor power to your station…god bless..
LikeLike
hi to mor dj spe. piolo askal katawanan kaau ang imong mga gipang joke kanang estoryahe vah naa me dire sa negros san carlos city i would like to greet my husband mandex more power to all dj and to your station
LikeLike
hello MOR good day…I am Jasser Gura I’m a DJ in ACFI radio network in agusan Mindanao.i was working there for almost 4 years in broadcasting industry.I’m here now in talisay city Cebu finding a job and i am eager to work in you big network station if your given me a chance to be part of the family.and since i was her I’m always listening to your station every now & then.if you have some vacancy,you can contact me in this number.09075670009…..more power!!!!!
LikeLike
hai i jst need a txtm8 18-22 yrs old single and kana lang boy tnx…
LikeLike
09322259171
LikeLike
what’s ur #miz?my #09434521157
LikeLike