Bombo Radyo First, Sonshine Radio Last

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 Companiesand 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.