When it comes to masa stations in Cebu, 97.1 Lupig Sila (ABS-CBN), 99.5 Nindota Ah (RGMA), 91.5 Hot FM (MBC) and 93.9 iFM (RMN) or the Big 4 come to mind first. But aside from Hot FM, everyone knows MBC had other stations running such as Easy Rock (formerly Yes FM) and Love Radio.

Love Radio is MBC’s flagship Hot AC station in the country, so it was surprising to find out that during the last few years, Love Radio went low profile in the airwaves of Sugbu. Guess, the name does not always guarantee a top rating.

But in the recent months, when Love Radio revamped its programming to conform with its mother station in Manila, updated its lineup of personalities,97.9 Love Radio is picking up listenership faster, which now shakens the established Big 4 of Cebu. Surprisingly, DYBU the legal identity of Love Radio Cebu has been around since the 1950s. In 1975, DYBU moved from AM to FM band.

With the unstoppable popularity of the Tambalang Chris-Tsuper and Nicole-Hyala, which is now syndicated by almost all Love Radio franchises in the country and the advent of online and social media streaming, Love Radio Cebu is now beginning to take its big share of the pie.

One indication is its strong lineup of DJs: DJ Jack, DJ Inday Love, DJ Phobisyana and DJ Sexyteri among others, who have the makings of a bubbly on air team. Love Radio Cebu has also embraced online streaming which is considered a cut above the rest. For now only DYBU and DYLS FM among  masa stations in Cebu stream on-air broadcast. Thirdly, Love Radio’s signal is also getting better and more stable.

However, only the ratings will tell if 97.9 Love Radio can top bill other Hot AC stations in the Central Visayas market.

Aircheck 11-07-2010