LOPSIDED RADIO WAR
By Mortz C. Ortigoza
DAGUPAN CITY – The
quarterly radio survey of the five amplitude
modulation or A.M bands in this city and the huge
province of Pangasinan saw Bombo Radyo – Dagupan as runaway top blazer while Sonshine
Radio was a poor cellar dweller.
Bombo Radyo and
Sonshine are owned by Florete Group of Companies and Television
Evangelist the renowned Pastor Apollo C. Quiboloy, respectively.
On a recent post at
Face Book by a Bombo reporter, Kantar Media Philippines (KMP) bared that on its Fourth Quarter Survey of the 100
percentage radio listeners-respondents, the total breakdown from top to the lowest of their subjects are the
following: 1) * DZWN – 1125Khz Bombo with 73.66% Listener Share (SL); 2) *DWCM-1161Khz
Aksyon Radyo with 10.92% SL; 3) DWDH-1440Khz Relay with 4.95% SL; 4) DZSD 1548Khz
Super Radyo (Manila) 3.44% SL; 5)* DWIN 1080Khz Radyo Agila with 3.04% SL; 6) *DWPR-1296Khz
Radyo Asenso with 2.47% SL; 7) DWIZ 882Khz Todong Lakas (Manila) with 0.80% S.L;
8) *DZRD 981khz Sonshine 0.50% S.L; 9) DZMM 630Khz Radyo Patrol 630 (Manila)
with 0.21% S.L.
Those with asterisks before the stations’ names are this city
and Pangasinan based A.M bands.
Aksyon Radyo
commentator Joel Balolong said that the 22.7 % Share All Stations (SAS)
initiated by the pollster covered the AM bands while the 77.3% SAS have been
eaten by the frequency modulation or FM bands that are superior in numbers in
the area.
While AM bands are
for news reporting and commentary, FM bands are the favorite medium of the
youth and young adults for their dominant music entertainment and news source.
A political
spectator who asked anonymity cited that what made AM Band like Bombo-Radyo excel was the more number of field reporters it enlisted to feed current and breaking news
at the station even during holidays while it maintains
intelligent and charismatic commentators that educate the listeners.
“What we have now are bunch of inferior
commentators who are boring and did not know what they were talking. They did
not even read newspapers unlike those broadcasters before,” he cited why many
radio stations did not make the grade that resulted to their poor state and their dwindling listenership.
Ruel Camba, a veteran broadcaster and former radio manager, even cited names of dull commentators
who could make a listener take a nap even it was middle of the morning.
KMP is a market
research firm in the Philippines specializing in broadcast.
In December 2014,
Kantar became the official radio survey partner of the Radio Research Council
(RRC) and Kapisanan ng mga Brodkaster ng (KBP) covering 53 cities in the
country.
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