Win Radio defended itself against its detractors, mostly fans of its predecessor, NU107, by publishing an article at a national newspaper. The station’s head, Manny Luzon, who used to be at Energy FM, said in a Manila Bulletin article that rock stations will not survive the current radio industry.
“You can’t serve one menu all day,” Luzon noted, seemingly directing his words to the die hard fans of the defunct rock station.
“Business has to evolve and that’s what we, Atom and I, have agreed when I got on board,” he added.
Fans of NU107 continue to mourn over its close-shop last November 7. Calls to revive the station and a promise to be broadcasting online seem to be comforting them while blaming continue to pour on mainstream media demands. But who is really to blame?
It is obvious that 107.5 FM’s format flip was caused by the same reasons 103.5 Max FM re-branded earlier this year. The “masa” format is selling better than upscale formats like those of NU. Radio network owners are willing to ditch an established core audience in exchange of a better money-making programming.
Big advertisers prefer the likes of 91.5 Energy FM, 90.7 Love Radio, and Tambayan 101.9 because they capture more listeners. More listeners mean more exposure and more return for their advertising investments. Can we blame advertisers?
Why are there more people listening to masa stations in the first place? Radio is a medium everyone can afford. Why can’t upscale radio station capture the same chunk of listeners “masa” stations do?
The answer lies in the name of the format itself, “pang-masa”. The challenge with upscale radio formats like CHR (the likes of Magic 89.9) and Rock (NU107), is that these are niche programmings. They cater to certain group of audience as opposed to the “masa” formats that cater to all types of audience, across all economic brackets, age groups, sex, and location.
If we can notice, the bulk of advertisements we hear on radio are geared toward the general market, e.g.: shampoos, detergents, deodorants, health products, medicines, and telecommunications.
Can we blame listeners? That there isn’t enough audience to sustain niche formats, such in the case of NU107? Or can we blame radio programmers because they can’t come up with quality, sustainable and profitable programming?
NU107, San Miguel Beer, and Pier 1 Restaurant is holding the first ever inter-call center rock band competition in Cebu City on July 25, 2010. Call centers or BPOs (BPO – Business Process Outsourcing) are among the most active in concerts and music events in the province of Cebu, which prompted the station to come up with this competition.
DJ Mikey Bond of NU107 told us, “this is the first ever rock band competition for call centers. This competition was conceptualized by our Station Director.”
My love for radio goes beyond the music and the DJs. The sounds in between these are ear candies to me. Whatever format it is, Top 40, Jazz, AC or Rock, these elements I fondly call radio IDs are works of art.
Imaging Rock Radio has always been interesting. Usually it involves loud and noisy production, deep and thundering voiceover and funny / witty copy most of the time.
NU 107 – The Home of New Rock the most enduring rock format in the country is known for their classic and outrageously catchy liners. Some of these, I have posted here. Thanks for Agent Mikey Bond of NU Cebu for the audio files.