DZWT is considered
an institution in the broadcast industry. Respected for its balanced,
unbiased news reports and public affairs programs – where
audience’s expectations are fulfilled in terms of their
need for information, news, points of view on current/ important
issues affecting their life, entertainment through Ilocano dramas
and music to lighten up a busy day.
coverage is the entire Northern Luzon, programming caters not
only for Baguio City residence but the Northern Luzon populace.
Public service announcements for people in far-flung provinces
are done through 540 airwaves for it is faster and will surely
be heard by those concerned.
tap on the above advantages of the station for information dissemination
about projects and other concerns. Needles to say, WT 540 is indeed
a very effective medium in the broadcast industry then and now.
SUMMARY OF HISTORICAL ACCOUNT OF THE MAOUNTAIN PROVINCE BRADCASTING
The Mountain Province
Broadcasting Corporation was put up in 1966 by the Missionaries
of the Immaculate Heart of Mary (CICM) upon the request of the
late Msgr. William Brasseur, then Bishop of the Apostolic Vicariate
of Montanosa. It was organized with a vision to provide religious
and educational programs to the four mountain province of the
diocese: Benguet, Mountain Province, Ifugao, and Kalinga Apayao.
MPBC first operated
on a 250 watts on FM 99.9 with the call letters DZWR. Since the
primary purpose was to reach the hinterlands for the mountain
provinces, it changed its operation from the FM to the AM band
with necessary 10,000 kilowatts of transmitting power and the
call letters changed to DZWT 540kHz. Further, the transmitter
site was located at a mountain top in Beckel La Trinidad, Benguet
allowing it to provide a solid and clear radio signal to all these
areas. To pursue its service policy, 500 pre tuned radio receivers
were distributed by MPBC to different remote mountain villages.
In its early years,
DZWT was a purely music and news station broadcasting in English.
At the turn of the 70’s, entertainment and public service
were included in its broadcasting package and broadened its mass
appeal by producing its own dramas and going vernacular (Ilocano)
as its primary language.
The MPBC studios
were at first located at the Diego Silang building of Saints Loius
University. In 1972, it constructed its own building along Bonifacio
Street. And as earlier stated, its transmitter complex is located
in Beckel La Trinidad, Benguet.
In 1977, DZWRfm,
the First station in Baguio City, became operational with a power
of 1,000 kilowatt and with a music and news format. Since then,
it has upgraded to a 5,000 kilowatt station and purely Filipino
In May 1995, the
CICM turned over its operations to the Vicariate of Baguio-Benguet.
That same year, DZWR better known as Magic 99.9 introduced folk,
rock and country music format which became the hottest music station
in town. This is the only country FM in Northern Luzon. Today,
Magic has included Golden Popular Love Songs of 80’s onward
to its playlist.
continue to be preeminent not only in its religious and entertainment
format but as a news and public service station. Today, DZWT is
considered an institution in the broadcast industry. Respected
for its balanced, unbiased news reports and human and public interest
DZWT-AM 540 kHz
Radyo Bagyo and DZWR-FM Magic 99.9 has always been there not only
in the happy moments of the people of Baguio and Benguet, but
also as a constant companion and source of strength during times
of disasters and calamities. Truly, if only for this reason alone
MPBC deserves the community’s support.