Radyo 5 confident of attracting advertisers

CEBU, Philippines - The introduction of first news station in the FM band in Cebu gives TV5 Regional and Affiliate Operations (RAO) a strong confidence that the newly launched Radyo Singko 101.9 FM could get considerable advertising market, amid a very competitive landscape.

The Kapatid Network’s radio arm is trying to introduce a new concept in the FM station format, providing all news and commentary programs to FM station listeners in Cebu, and other parts of the Visayas that can be reached by its frequency.

According to Raul de la Cruz, head for provincial network operations, the advertising market is also growing in Cebu, despite the existence of other media channels like the web, and  the usual tri-media tools.

Since the radio band has different or unique program format on the FM band, the company is confident it could immediately get significant advertising market share, following the success of its radio arm in Manila.

“Cebu advertising market is next to Manila. Our objective is to become number one. Our unique program concept will help us sell the station, and achieve the top market position,” said de la Cruz in a press conference introducing the Radyo Singko 101.9 FM to the Cebuano listeners.

“Our programming is our competitive edge over competition,” he reiterated adding that their target market who are in the ages of 25 years old to 45 years old, the decision makers, and  home managers are the powerful market that could attract advertisers.

Radyo Singko beefs up Cebu’s morning habit with “Frankahay Ta!” anchored by lawyer Frank Malilong Jr. together with his friends,  lawyers Omar Redula and Briccio Boholst. The program airs on weekday mornings from 5:30 in the morning to 9:00AM, blending a good mix of news, commentary, editorial, public debate and updates.

According to Karla Kintanar-Fernandez, TV5 Cebu station manager, some of Manila’s radio programming will  fill the rest of the station’s programming.

“This is the start of something good for Cebu radio. We will develop more local programs in the next few months that will interest the listening public and provide necessary information that the Cebuanos need,” Fernandez said.

The launch of Radyo Singko in Cebu coincided with the 2nd anniversary of Manila’s Radyo Singko 92.3 News FM, which made its first full broadcast on November 8, 2010.

To date, 92.3 News FM is now among the leading news stations in Manila, beating even the more established news radio station on AM band. — (FREEMAN)