"Based on various radio listener surveys, Elizalde-led 90.7 Love Radio continues to be the leading FM radio station in Metro Manila. Closely following are ABS-CBN Corp.’s FM station Tambayan 101.9, 101.1 Yes FM (another Elizalde-owned station), and Barangay LS. Interestingly, these top radio stations have something in common. They have the same format -- Filipino-speaking on-air talents dishing out jokes in between playing OPM songs.
Listed radio broadcaster Manila Broadcasting Co., which is owned by the Elizaldes, is said to be the pioneer in the use of Filipino-speaking disc jockeys on FM radio.
In 1995, MBC launched dwST Showbiz Tsismis (Showbiz Gossip), the precursor of Yes FM.
Back then dwST went against the norm by having Filipino-speaking showbiz reporters broadcasting the latest news and gossip about local celebrities, while playing the latest hits.
MBC Sales Director for FM Radio Santiago Elizalde said that the Filipino format, which was something unheard of in FM radio during the 1980s, is what the audience wanted. "We are just providing something that the audience wants," Mr. Elizalde toldBusinessWorld.
Soon, MBC’s Love Radio followed suit. From being a radio station playing all-time favorite love songs, Love Radio created a buzz when it reformatted, using the catchy slogan "Kailangan pa bang i-memorize ‘yan?" (Do we still have to memorize that?)
As listeners starting tuning in to these Filipino FM radio stations, advertisers started to take notice. Based on a report submitted to the Securities and Exchange Commission for the nine months ending September 2010, MBC radio stations (including its flagship AM station, dzRH) achieved aggregate revenues of P585 million, driven mostly by advertising sales."
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