TV5’s radio newstalk division Radyo 5 92.5 News FM has released a new promotional campaign.
With the theme Numero Uno Sa Kalsada (number 1 in in-car listening), the new poster highlights the station’s strength as being the credible and only all news and talk station in the FM band.
It also showcases 6 of its noteworthy anchors including Luchi Cruz Valez, Neil Ocampo, Erwin Tulfo, Paolo Bediones, Cristy Fermin, Cheryl Cosim, and Raffy Tulfo.
“Ang all-news and talk station sa FM band ngayo’y nangunguna na sa mga hari ng kalsada. Patuloy na aarangkada ang aming balita, impormasyon at serbisyo publiko upang kayo’y paglingkuran. Maraming salamat po sa inyo, Kapatid!” – via Facebook.
Radyo5 92.3 News FM is DWFM, a Nation Broadcasting Corporation (NBC) flagship station. NBC partnered with TV5 Philippines in re-branding the then Top40 station into the first NewsTalk radio on Manila’s FM band.
DWFM first aired in 1963 as a music station. In 1975, it started to carry the MRS or Most Requested Song moniker. In 2001, when RNB music became popular, DWFM became Joey @ Rhythms 92.3. The rest of the NBC stations in the country also followed suit, with provincial stations carrying names like Jessie and Danny.
In 2007, the station moved to the house dance format under the brand “XFM”. In 2009, it went back to CHR, “U92”. And the following year, it became Radyo 5 News FM.
Prior to the start of the new programming on DWFM last November 8, the final song played was Last Dance by Donna Summer. The first show aired by the new station was “Andar ng nga Balita” hosted by Martin Andanar. As of now, News FM shares facilities with its sister station 106.7 Dream FM. Radyo5 has plans to broadcast nationwide via its provincial AM and FM relay stations.
Just this February 21, 2011, in the tradition of simulcasting radio broadcasts on TV, select programs of 92.3 News FM are being broadcast on AksyonTV, an all news channel by TV5.
TV5 a rising TV network in the Philippines is expanding broadcast operations to radio, taking on NewsTalk programming on the FM band. 92.3 NewsFM opened last November 8, a format flip from its predecessor DWFM U92. The claim is ambitious: the first NewsTalk Radio on FM, the catchphrase – “Iwanan mo na ang lumang tunog ng AM Radio”, ditch the old sound of AM Radio (referring to the mono static sound of AM band).
But is this going to work? Are Filipinos ready to listen to news on FM?
Indeed, it is a breath of fresh air for Filipinos to listen to news on FM. It’s not surprising for some however since FM stations have already been carrying hourly news segments on their programs. But a complete newstalk radio on FM is a novel idea.
It will take a lot of marketing however before TV5 captures an audience as huge as those of established AM stations like DZMM and DZRH. People will need to get used to listen to news on FM. TV5 will have to offer the same dynamism, quality content at par with those of major AM news stations. Quality sound does not guarantee a top rating. The leading AM station in Manila right now, DZMM broadcasts at 50,000 watts. 92.3 News FM is only throwing 25,000 watts. News FM may have CD-like quality sound, but DZMM still covers more places.
The establishment of this FM news station may also imply a new category on media awards and recognitions. 92.3 News FM cannot certainly qualify in the category “Best AM Radio Station”, so award-giving bodies will have to come up with a new category – “Best NewsTalk Radio Station”.
92.3 News FM has only been on the air for less than month, so there’s a lot to prove. The answer to the question “will it work” will depend on how the audience will react to the quality of the content News FM produces.