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Home of the Millennials No More: 97.9 Home Radio Returns to Old Easy Listening Format

The final logo of 97.9 Home Radio during the ‘Home of the Millennials’ era. (Logo courtesy of Aliw Broadcasting Corporation)

It is back to basics for 97.9 Home Radio and its affiliates.

After over three years playing both hot adult contemporary and top 40 songs, Aliw Broadcasting Corporation decided to convert Home Radio back to the more popular easy listening format. The unveiling was quiet and unexpected; there was no announcement nor press release to accompany this change.

It can be recalled that in March 2014, Aliw turned Home Radio into a ‘masa’ station akin to more popular standouts such as 90.7 Love Radio. Initially keeping the Home Radio name, Aliw rebranded the station to Natural 97.9, a move that did not sit well with listeners.

In July, the ‘Home Radio’ name was brought back, while any reference to the ‘Natural’ brand was gradually dropped. Along the way, Aliw realized that the ‘masa’ format was not working out, and they decided to convert Home Radio into a contemporary hit radio station similar to those used by Magic 89.9.

Despite some aggressive social media promotion, the use of student DJs, and catchphrases such as ‘Home of the Millennials’ and ‘The Music of Now’, 97.9 Home Radio failed to catch on with the millennial market. Thus another revamp is needed, one that will bring them back to their roots.

Thus on Friday, June 30, the original format of 97.9 Home Radio was brought back, much to the delight of loyal listeners who were disenchanted by the network’s foray into the ‘masa’ and top 40 market. Despite that, the website and social media accounts of the station were not updated as of today, thus putting the station on ‘test broadcast’ mode until further notice.

Still, the prospect of a return to form gave listeners some glimmer of hope. With the emergence of classic hits stations in 104.3 FM2 and Retro 105.9 DCG-FM, Aliw found out that tapping back to the listener market of 30 and older is the best path for Home Radio moving forward.

Listeners can only hope that the return of Home Radio into its familiar adult contemporary format will be one of the most successful comeback stories on Philippine radio. It may be long overdue, but it should be all worth it.

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