RMN earmarks P300M for digital radio system

Radio broadcasting giant, Radio Mindanao Network (RMN) is going to invest P200 million to P300 million to pioneer the digital broadcasting system or the next generation technology of radio in the Philippines.

This means that in the next few years, the Philippines will catch up with the first-world technology in both AM (Amplitude Modulation) and FM (Frequency Modulation) radio which are using high-definition radio broadcasting system, said RMN president Eric Canoy in an interview.

RMN, which started its radio broadcasting business in Cagayan de Oro 55 years ago, is now one of the largest operators largely in the AM frequency, specifically in Visayas and Mindanao.

“Being the leader in the radio broadcasting industry, we have to pioneer this digital technology for radio in the Philippines,” Canoy said.

The company has started its test broadcast using digital (broadcasting) technology in Manila, he said the entire transition from analog to full-blown digital broadcast is expected to be completed by mid-2008 in Manila.

The Manila upgrading alone will incur the company an investment of at least P25 million, he said.

Upgrading of transmitters from analog to digital broadcasting quality in Cebu, and other key cities in Visayas and Mindanao will follow immediately, probably in the second half of 2008, he said.

RMN’s AM stations in the Visayas and Mindanao captures more than 90 percent of the total coverage area in the region.

In Cebu, RMN operates the well-known DYHP (am) and iFM stations.

According to Canoy, RMN will have to trail blaze with the technology especially that the competition advertising medium has widened significantly with the advent of Internet, billboards, and other unconventional media channels.

In the next generation radio broadcasting system, there are lots of transformations in the quality of broadcasting, which include; CD quality sounds, multi-casting, that will allow a single-frequency to broadcast different programs simultaneously covering the entire spectrum of listeners’ age bracket, and the entry of next generation radio sets, which have screens that provides other information via digital texts direct from radio station.

Canoy said the last development of radio industry in the Philippines was the advent of FM stations, which was in the 1970s.

Despite the fierce competition of entertainment and information channels, that affect the traditional medium of advertising, Canoy said the radio industry in the Philippines, both for AM and FM still has wide listening patronage saying “we are still seeing numbers [in terms of growth].”

Canoy said the initial P25 million investment to transform the analog broadcasting system to digital, will only be spent in its Metro Manila coverage. Over-all the company is expecting to invest a total of P200 million to P300 million for its nationwide upgrading program.

To date, RMN has a total of 39 company owned stations, 19 of which are operating FM stations all over the country, the rest are AM stations.

Digital frequency capable radio sets will also be available in the market, as soon as this technology will be completely established in the Philippines.

He said RMN will encourage the usage of the digital-capable radio sets, as they are currently talking with manufacturers to roll out this kind of product in the Philippines.

Canoy, whose family roots came from San Fernando, Cebu, was in Cebu recently for the RMN National Managers Conference held at the Marco Polo Plaza Cebu. – Ehda M. Dagooc