Yabang Tales: Stations’ obsessions on being #1

Looks like the #1 obsession is contagious.

It seems that once na nagiging #1 ang himpilan mo, doon na naguumpisa ang pagmamayabang. I have to admit that it’s true, especially on stations which I will spotlight. Better stay tuned to find out why.

Kantar and Nielsen surveyed listeners and viewers on what station they listen or watch the most and the basis on their surveys will be forwarded to broadcasters and advertisers. Survey results will affect the outcome and performance of a certain station. Stations would be proud of being #1 on a certain time, but boasting about being #1 for a long time, pagmamayabang na yan.

Let’s talk about the stations that liked to boast about being the best, but survey results proved otherwise.

MBC FM TRIO (Love Radio, Yes The Best/Yes FM and Easy Rock)

First on the spotlight is the MBC FM trio. DZRH might be home to Mocha Uson and Greco Belgica, but they will be discussed on another time. Let’s spotlight the MBC FM triopoly first. First up on the MBC FM trio is MBC’s flagship FM station, Love Radio.

Love Radio loves to boast about being #1 for 15 years already, especially to its loyal listeners, as well as advertisers. But boasting about it for a long time actually hurt the station’s portfolio, as MOR and Barangay LS have beat them in Metro Manila Kantar and Nielsen surveys. Even their provincial FM stations have suffered ratings slump, as well, being defeated by stations like MOR (in Puerto Princesa, Legazpi and Davao), Barangay (in Cebu (Nielsen)) iFM (in Gensan (Kantar)), or even Brigada News FM (in Cebu (Kantar), Gensan (Nielsen), Zamboanga and Koronadal). Reason to blame? The loss of Papa Jack (he resigned his post on Love Radio and has since moved to Energy FM (as Papa J)) did hurt Love Radio. Even with the addition of Lloyd Cadeña, Love Radio slumped to #3 on the January 2017 Kantar Media survey, and we are certain for sure that Love Radio will stop boasting about being #1 and accept the fact that MOR and Barangay LS are the kings of FM radio in Metro Manila.

The second on the MBC trio is Yes The Best. Yes FM Manila changed its branding to Yes The Best to target millenials, while provincial stations kept the Yes FM name. Despite its focus to target millenials, Yes The Best even boasted about being #2.

So much for being The Millenial’s Choice. Based on January 2017 Kantar Media survey, Yes The Best is actually #6, trailing behind iFM (#5) and its own sister stations Love Radio (#3) and Easy Rock (#4). Even their playlist is actually masa-based and targeted jejeje millenials, not the real millenials. If you’re a real millenial, there are other options for your music mix. There’s Home Radio, or even music streaming sites you can listen to, if you’re sick and tired of Yes The Best’s masa playlist.

The third station on the MBC trio is Easy Rock. Even on the January 2017 Kantar survey, Easy Rock is #4 among all FM stations surveyed in Metro Manila. Want to know why? Their playlist is almost identical to its sister stations Love and Yes, and more and more PUJs and PUV drivers listen to that station. Even Ralph talked about why WRock is way better than Easy Rock. If you missed WRock, you can still listen to their Cebu station online.

GMA 7: NUMBER 1???

Another station who loved to boast being #1 is GMA 7. They have Nielsen ratings survey to back it up, but they insist on being #1 nationwide, especially in Mega Manila and Urban Luzon, without any regard to the rest of Luzon, as well as Visayas and Mindanao, where there are several major markets on these areas. Kapuso fanatics will defend their beloved network till death, but TV observers noticed problems the network must face: their beloved weekday Astig Authority block is sinking, lack of talent development, as referenced by negative reviews of Full House Tonight and overemphasis on veteran talent, especially ignoring younger talent, blurred lines between GMA Entertainment (producing a public affairs program) and GMA Public Affairs (producing much-criticized entertainment programs), closure of originating regional stations, producing expensive programming, and questions surrounding GMA’s digitalization plans. With GMA facing a lot of problems, the only way to save GMA is for Gozon to give up his controlling stake and to fire Rasonable for good.

OTHER YABANG STATIONS

Even some provincial stations are not safe on the yabang craze. They still claim that they’re #1 from here and there, but ratings figures proved otherwise. Even on my home market, Koronadal, Happy FM Koronadal boasted on being #1 (just like their sister stations in Cotabato and Kidapawan) but have not even reached #1 for five years already since 2011, either from Kantar or Nielsen (and they finished #2 on Q4 2016 Kantar ratings on that market, which I will tackle soon).

As a listener myself, I have the right to make choices on my music mix. If these stations insist on their pagmamayabang mantra, it might end up on their downfall. Just stop boasting and make quality listening and viewing choices more convenient to Filipinos. So stop boasting.

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Yabang Tales: Stations’ obsessions on being #1

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