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Establishing
a music policy in every radio station has now become a much more
precise task, aimed at creating a clear format to distinguish
each station from its competitors. There are countless variation,
and among the most widespread in many radio stations are adult
contemporary, which uses a broad array of popular music and “golden
oldies” to appeal to a broad range of adult listeners: contemporary
hit radio, which concentrates on the most recent chart hits to
appeal to teenagers and young adults; and album-oriented rock,
which mixes rock classics with less familiar album tracks from
well-known artist.
DWMX fm, being the commercial, pop music Catholic station that
it has always been is never an exception. Keen enough to cross
the line between entertainment, information and spiritual awareness,
its staff (manned by people who truly can deliver) never stops
moving beyond fitful, innovative and experimental broadcasting
to stimulate a mass-based market not only in Santiago City where
it is situated, but also in many other parts of Isabela and those
of Quirino, Nueva Vizcaya, Cagayan, Aurora and Mountain Provinces.
With it’s power output of 5k, breaking down barriers between
classes and geographical areas is not so difficult a task. In
all these places, individuals are being conceived of in large
numbers as “masses” and this means mass markets for
all sort s of consumer goods and services.
Audience attitudes suggest that a whole range of listening habits
is likely depending not just on a listener’s personal tastes
or even the time of the day, but also on the type of program being
broadcast. Survey results have it that DWMX fm continues to soar
in ratings owing to its balanced programming, blending showmanship
with audience research and marketing. For over a decade now, it
has gone for to build its own brand and has remarkably grown to
be the household name that it is now. Mention “Sika Pal
Laeng” or simply “MX” to ordinary folks and
everyday men and they will respond positively with a genuine gesture
of familiarity. The Secret: LESS TALK, MORE MUSIC – continues
pop music, combined with warm and relatively unchallenging but
smart and inspiring disc-jockey chatter plus good, short and not
so boring breakers and breather (commercials) which has long emerged
as the ideal format in this day and age, when radio has slipped
more into the background of daily life.
One
of our daily “MUST” is quotable quotes from such personalities
as Pope John Paul II, Abraham Lincoln, Mother Teresa and even
Martin Luther King! Our listeners love and thank us for such quotes
that bring them comfort, and inspire and touch their hearts and
minds.
Being No 1 in the surveys is not a preoccupation because it is
not the be-all, or the end-all of our existence. It is enough
that we can touch the heart of our listeners, inspire, and bring
them hope and courage to move on.
In closing, let me quote all of my friends in CMN_FTD, “
If I can stop one heart from breaking, I shall not live in vain;
if I can ease on life the aching, or cool one pain, or help one
fainting Robbin unto its nest again, I shall not live in vain”.-Emily
Dickensons |
