University of Mindanao Broadcasting Network
UM Broadcasting Network has fulfilled its mandate as a promotional arm of the university by placing radio advertisement to its radio stations all year round, this year. We have two versions of UM radio advertisement. The institutional version which has been running for about 20 years already, sustained the presence of UM in the minds of the parents, and former students of the university who have become parents themselves. The GA version, which has a different concept, gave UM a very strong recall especially during enrollment season. In fact, this UM advertisement was ranked No.1 in terms of product recall as shown in the last radio survey conducted by the Radio Research Council of the KBP in Davao City.
National advertisement spending for radio, which is the main source of income of UMBN, has not improved over the last ten years. This situation has been checked by the network by augmenting its local sales effort to cover its operational cost. The advertising market has changed over the years. Gone are the days when radio dominated the ad industry. But like a good warrior, UMBN continues to find its way to win the battle to exist, in order to fulfill its mandate to the University.
UMBN is now in the process of finally transferring DXCM to its new location in Kidapawan City. We have also decided to transfer DYWT FM from Bacolod City to Iloilo City. These two losing stations have better prospects of sales and income in their new locations. UMBN acquired DXKR-FM, HIT RADIO, this year.