PBA a hit on radio

In case you’re stuck in traffic or your TV set is on the blink and you’re dying to catch each second of action in the Philippine Basketball Association (PBA), don’t despair. Your friendly radio sportscasters will keep you company.

PBA on radio is a big hit. It’s no secret that radio’s reach is a lot more extensive than TV’s. Forget the survey stats. You’ll never get an accurate reading of how many neighbors gather around radio sets, listening to the play-by-play, in remote and not-so-remote spots all over the country. Those listeners are consumers, too, and targets of advertisers itching to get their message across.

When IBC-13 recently decided to pull out of the PBA’s TV simulcast, the radio team picked up the slack and filled in the vacuum. Text messages and calls to the radio panel indicated a massive shift to radio of a large chunk of fans in areas unable to catch the National Broadcasting Network (NBN) signal.

Fans who used to watch the games on IBC-13 are now switched to NBN or radio.

Sportscasters Noel Zarate and Boyet Singson noted the growing number of fans participating in the radio coverage’s interactive format. Also working games on radio are Benjie Santiago, Benjie Manalang, Barry Pascua, Potit de Vera and former University of the Philippines varsity coach Allan Gregorio. Writer Dennis Principe and Cathy Gabriola serve as anchors during halftime breaks while King Arina and 2001 Binibining Pilipinas-Universe Zorah Andam act as courtside reporters.

The radio broadcast is aired live over DZSR 918 Khz "Sports Radio" in Quezon City and PhilRadio’s provincial stations and affiliates nationwide via NBN’s satellite facilities.

PhilRadio and DZSR undertook parallel coverage of the games since the start of the PBA’s 29th season last February. PBA fans who are on the road or those with no TV sets in their homes or offices rely solely on radio to get updates on the games. PhilRadio continues to receive letters and text messages from up north in Ilocos Norte to down south in Tawi-Tawi.

PhilRadio executive vice president Francis Cardona said the network has even received text messages from avid fans on board ocean vessels listening to the play-by-play on their portable transistor radios.

"The flood of feedback from listeners is unprecedented and encouraging," said Cardona. "Our market reach is extensive. We’re confident that our advertisers are getting their money’s worth. On our end, we’re committed to produce a quality coverage because the fans deserve it."

Cardona shared some letters delivered to PhilRadio to prove the PBA’s extensive reach.

Jomear Pineda of Upper Cutalac, Zamboanga del Norte, wrote to ask for a picture of Asi Taulava and sportscaster Cathy Gabriola. Samuel Balingan of Barangay Escoda Marcos, Ilocos Norte, said he’s an all-out supporter of San Miguel Beer and idolizes Dondon Hontiveros and Nic Belasco. He, too, asked for a picture of Cathy.

Leonalou Vitor of Bukidnon said she’s a forever fan of the radio panel. Her favorite players are Boybits Victoria, Belasco, Mike Hrabak and Danny Seigle. She said she’s turning 18 soon and asked for pictures of her idols. "DXCO ako nakikinig, isa sa provincial station nyo," said Vitor in a letter to PhilRadio.

No doubt, radio is contributing its fair share to the growing popularity of the PBA. Those who predicted doom for the PBA are now eating their words. The fans are back in droves. The TV and radio ratings are zooming. PBA commissioner Noli Eala couldn’t be happier. He’s worked so hard to get the PBA back on track. His painstaking efforts are now paying off handsome dividends.

As action intensifies in the semifinals and an exciting finals is imminent, the PBA expects to end the year with a riotous bang.

Postscript. Emerald Headway, exclusive distributor of over 700 magazine titles including Slam, F1 Racing, Shape, Bike, Combat & Survival, Maximum PC and National Geographic Traveler, is offering an exciting subscription promo for the Christmas season. Subscribe now and participate in the Emerald Headway Subs Warehouse Raid 2004. Not only will you get five percent off your subscription rate, you’ll also get a chance to grab as many back issues as you can in 10 seconds. Plus, every P1,000 worth of subscriptions entitles you to a raffle coupon which can win gift certificates to the best restaurants and retail stores in town. This covers one-year subscriptions to monthly Emerald Headway magazines with at least 10 issues a year. The promo runs until Jan. 16, 2004. For details, call the Subscription Department at 647-4744 or 66.