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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PRR 2015: Philippine Radio in Review

Another year is about to end. But before the calendar flips to 2016, here is a look back at the year that was in television and radio.

Our friend MC’s Corner will look back at the events that shaped Philippine radio in 2015. Enjoy.

MC's Corner

2015 is about to end in a few days. But before we bid goodbye to this year, here is a look back at what happened in the world of Philippine Radio. This article will analyze on the Top 10 newcomers, comebacks, reformats & restructures in Metro Manila (and a few in other key cities).

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This list ranges from newcomers to restructures to ventures.

1. 8TriMedia’s Big Move

8TriMedia Broadcasting

Late last year, 8TriMedia, a media company of Jojo Soliman, began as a blocktimer on DZJV 1458, airing its programs during nighttime (6pm onwards).

Last April, 8TM bought time from DWBL 1242 to air its programs. From 4 programs, they expanded to 7 on this 20-Kw station. The roster is consisted of veteran newscaster Miguel Gil, singers Lloyd Umali & Ima Castro, showbiz columnists Shalala & Rodel Fernando, and former Manila mayor Fred Lim, among others.

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In 100 Words: Home Radio is Back, Sort Of

97.9 Natural brought back the ‘Home Radio’ name in November. (Logo courtesy of Aliw Broadcasting Corporation)

There seems no end in sight for the embattled Natural 97.9.

Just recently, the Home Radio brand, which was supposedly retired in July, was brought back. This is already the fourth brand change for the Aliw-owned 97.9 FM frequency since the original Home Radio ended its broadcasts in March.

While the ‘re-re-re-rebranded’ Home Radio Natural kept the current Top 40/OPM format, the latest name change clearly showed the station’s lack of direction and identity. The owners seem to have not moved on from the proud and loud past that is ’97dot9 Home Radio’.

Much like 103.5 K-Lite, 97.9 Home Radio Natural is a headache waiting to happen. And it only gets even worse.

The Sad Saga of Wave 891 and Natural 97.9

Wave 891 went back to basics in September, beginning with a return to their old logo from 2008 and a revised programming format. (Logo courtesy of Tiger22 Media Corporation)

103.5 K-Lite is not the only radio station that is suffering from an identity crisis.

K-Lite’s sister station Wave 891 and Natural 97.9 are also enduring the same fate. Like K-Lite, both stations have shifted from one format to another while maintaining their on-air identity.

Just last month, Wave 891 decided to reformat anew. While they retained their brand of hip-hop, RnB and urban music, they cleaned house by reverting back to their 2008-13 logo, replacing the likes of King DJ Logan with younger, less experienced voices, and restructuring their program lineup.

The revamp on the Wave camp came as a result of rising costs in both talent and programming. As a result, ‘Tsunamix’, ‘Soul Review Countdown’ and ‘The Rowdy Empire’ were axed in favor of new programs, the schedules of which can be viewed on the official Wave 891 Facebook page.

Meanwhile, Natural 97.9 was off to an inauspicious start. After 14 years as the adult contemporary station Home Radio, they reformatted to a hybrid ‘masa’ and Top 40 sound last March, keeping the Home Radio name in the process.

But amid backlash from once-loyal Home Radio listeners, the management finally gave in to pressure, and dropped the Home Radio name in favor of its slogan Natural. The makeover didn’t stop there however, as they reformatted into a traditional Top 40 sound akin to Magic 89.9, Monster Radio RX 93.1 and 99.5 Play FM, just in time for the arrival of musicians Duncan Ramos and Jimmy Bondoc to the station.

Both Wave 891 and Natural 97.9 now realize how difficult it is to compete in an industry that is gradually declining in quality. With ‘masa’ stations obliterating the landscape one-by-one, it is clear that the more specific genre-based radio stations are at a disadvantage, especially with the popularity of digital downloading and MP3 players.

That said, it will be a more daunting task now for both stations to stay alive in the light of continuous changes within the music industry.

Whether or not their new formats will last in the long term remain to be seen. But for now, listeners should look forward to a different brew on Wave 891 and Natural 97.9.