The radio visit - Love Radio Tarlac

A radio station is a set of equipment necessary to carry on communication via radio waves. Generally, it is a receiver or transmitter, an antenna, and some smaller additional equipment necessary to operate them. Radio stations play a significant role in communication technology as they are heavily relied on to transfer data and information across the world.

Love Radio Network is a broadcast radio network in the Philippines owned by Manila Broadcasting Company. Its headquarters are located at Cultural Center of the Philippine Complex, Pasay City, Manila. Its flagship station is DZMB in Metro Mania. It is currently number one in the FM radio ratings for 15 years since 2003 according to the Radio Research Council.

In Tarlac, we have 97.7 Love Radio, with their popular slogan, “kailangan pa bang i-memorize yan, bisyo na ‘to!” In English that is translated as, “Do we really have to memorize that? It’s a habit already.” They are the number one radio station in Tarlac for three consecutive years according to Kantar Media Survey.

The disk jockeys are Michael John Hipolito aka Mackogwapito who was my student and now my co-faculty member at Tarlac State University, Leanna Banzon Maliwat aka Chikadora also my fomer student who graduated with flying colors, Charie Ann Moreno aka Lalakwachera and Daniel Jules D. Desamito aka Robin Siano. These djs are known in Tarlac because of their charisma and humor. They have their own time slots which are the following:

Robin Siano (Ang DJ na Pogi lang sa Radyo)
6:00 AM – 10:00 AM
Lalakwachera (Programang malupit at bonggang humahagupit)
10:00 AM – 2:00 PM
Chikadora (Ang Reyna ng mga chika na pinaglihi kay Dora)
2:00 PM – 6:00 PM
Macko Gwapito (Ang DJ na hanep sa dating with matching shades pa and bling-bling.)
6:00 PM – 9:00 PM



Love Radio was previously known by its call letters DZMB when it began broadcasts on the FM band in 1975 from its first broadcast days on the AM band. Back then, it played mainstream pop, later relegating to easy listening music. As DZMB, it also introduced and institutionalized the deep-voiced radio announcers.

DJ Mackogwapito toured me around their station and let me see their office. Their station is a good place for work, because they have a good working environment. The station is located at 3F Intellect Building, San Sebastian, Tarlac City. They entertain visitors even they are on air because it’s their way to welcome fans and express their gratitude to them in opening doors for their skills and talents. They have a website which they can use to communicate with their favourite djs and it is, info@loveradiotarlac.com. They also have their text line which is a tool for the audience’s requests and sharing while their love line or landline is 045-491-0065.

Radio is an intimate form of advertising according to dj Mackogwapito. Many people listen alone, such as when exercising or driving. Listeners develop strong relationships with their favorite stations, identifying with the music and bonding with on-air personalities like the djs I met at the Love Radio station. Furthermore, advertising on local radio broadcasts is not very expensive; it is more cost-effective than television commercials, print advertising and direct mail. Radio advertising works as an everywhere medium. Consumers don’t have to be in front of their television or at their computer. They don’t have to acquire a magazine or newspaper, locate their eyeglasses or even know how to read. The station becomes a partner in your success, allowing you to give away promotional items with your name and logo, be live on-air and even hold broadcasts from your place of business.