I finally got a copy of the "survey" that was commissioned by another radio station for them to study their market and position. Although not an official Metro-wide survey, the "reading," done by Nielsen, shows the Top 20 FM stations in Metro-Manila based on TARPS for Q2 2009 (about May). XFM placed 16th right behind Wave 89.1 and above 99.5 RT. Crossover, our nearest competitor is No. 19th. Dream FM is in the lower 20 position. The Nielsen reading looks this way: 1 to 10, are all the "local" stations with Love Radio as No. 1, Energy, Yes FM, even RJ on top 10. No. 11 to 20 are the "niched" stations with Magic as No. 11, Monster as 12, Mellow 94.7 as 13, NU107 as 14, Wave as 15th, XFM 92.3 as 16th, RT is 17th, Jam is 18th. Crossover is 19th, and finally Max FM, 20th. Based on niched station ratings, XFM is No. 6 overall, which is a pretty good showing. In a short span of less than a year, for the station to achieve such a position, with meager resources, no DJs and personalities to push it, depending mostly on the music played (smooth jazz?, RnB? and some jumbled up "surprises") and lots of creative strategies, it was a feat.
I have relinquished the programming of XFM to the group of Francis L. starting Sept. 1. What you are hearing is not anymore my direction, however, strains of the previous set-up are still much dominant. Starting Oct 1, XFM evolves into something different. Meantime, I am exploring new media, particularly the internet where the next frontier of radio listening will be. Mediascape, the sister company of NBC, owners of XFM, is embarking into the exploration of new media (internet, satellite, cellphones), and that is where I am busy right now - looking at models, opportunities, programming and creative directions, audiences and what have you. The next phase is exciting. I have been talking with the Campus, WRock and The Edge guys. We are conspiring to promote the band as a force to reckon with in the future.
Meanwhile, the quest for new radio life goes on - people say radio is dead. I am doing studies, researches and experiments and finding new approaches and thinking. Let's see where all these things will lead us to.