If I am to compare the present state of Philippine radio stations against US stations, I say Pinoy stations are way superior. Programming wise and sales wise, Philippine stations are more effective. Here is a list to explain.
1. Our music programming is far better than theirs.
Here in the Philippines, there are five formats that thrive Newstalk, Hot AC, AC, CHR and Contemporary Christian. In America, there is a radio station for each conceivable format. However, our playlists here in the Philippines are not limited to Top 40 songs. Programs are more diverse and the choice of music being aired are far broader. You don’t get to hear the same song in the next 30 minutes here in our country.
2. Our shows are more localized.
Syndicated shows are good, they keep listeners hooked, improve sales and lower expenses. But programming consolidation kills program localization. That is why most major FM networks in the Philippines prefer to have their stations programmed locally. Yes FM’s Nicole Hyala and Chris Tsuper are famous in Manila, but they have local hosts for their morning shows at Yes FM Davao.
3. Our station imaging and branding are more creative.
Radio monikers in the US sound the same wherever you are. Of course it also happens here in the Philippines. But come on, these radio station names are just so unique Wow Nindota Ah!, Radyo Natin, OK FM, Bigsound FM, Thunder Radio, Lovely FM, Campus FM, Barangay LS, My Only Radio, For Life 101.9 and Lupig Sila.
4. Our radio talents here are more talented.
Our disc jockeys here don’t just make bla blas on air. They do sales, they prepare the news, they produce commercials and promo spots.
This is perhaps the reason why our disc jockeys are in demand abroad. I know a pinoy DJ who now works at E fm in Sri Lanka. And if you happen to know Supermario, he used to be at Yes FM Manila, today, he’s a very popular jock at Power 98 FM in Singapore.
Another reason why our radio industry in the Philippines is still very healthy compared to Americans, is the fact that we are not plagued with media competition. iPods sure are a hit in the country, but our radio stations are not threatened with their existence. American stations do, in fact, iPod is not only their biggest threat, they have internet radio and satellite radio. Philippine radio stations do not keep a top 40 playlist that’s why our listeners don’t get bored. Our stations produce creative, original and local flavored shows that’s why our listeners stick. And best of all, we’ve got killer talents! So even if iPods and mp3 players become so affordable, people will still listen to terrestrial radio here in the Philippines.
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