VIVA VIVA launches launches all-OPM radio station
Cebuanos have always had their own identity, taking pride in who they are in everything they do. Indeed, there is so much more to Cebu than lechon and scenic beaches. The Queen City of the South is also brimming with talent, with culture so deep buried in each Cebuano’s soul.
Halo Halo 105.1 Cebu is here to embrace that.
The FM station, formerly known as Oomph radio, is relaunching their brand into a cozy and brand-new home for OPM and Cebuano music. From here on, Viva Communications, Inc.’s radio station will be known as Halo Halo Radio— envisioned as a mix of everything that is Filipino, and a champion of Cebuano music.
Spearheading the move is Verb del Rosario, grandson of Viva founder Vic del Rosario. The fifth generation del Rosario leads Viva South in personally handling and overseeing the Visayas-Mindanao departments, with Halo Halo Radio as their first step.
“Our goal is to create a regional entertainment hub,” Verb says in a press conference Thursday at the Cebu City Sports Club after sharing the history of Viva which had its humble beginnings in music.
“We want to give local artists a fair chance instead of competing with international artists for airtime.”
Viva began as a radio station that aired local music, eventually creating iconic stars the likes of Megastar Sharon Cuneta, Asia’s Songbird Regine Velasquez, Pop Princess Sarah Geronimo, and most recently, “It” girl Nadine Lustre. Since then, Viva has branched out to producing not only music, but also films, books, TV shows and other content—as well as discovering talent and creating stars who will last throughout the showbiz cosmos.
Viva South aims to recreate that success. “And what better way to do it than go back to where it all started— through music,” Verb declares.
In its goal to level the playing field for local artists, Viva plans to open a state-of-the-art recording and filming studio in Cebu to further strengthen their agenda. This is to boost the region’s music industry, all the while sparing local artists from the struggle of gambling in Manila.
Currently, Viva South has signed singer-songwriter of “Gugma Pa More,” Winset Jacot from Cagayan de Oro, Davao-based band Footwear, Bacolod sweetheart Bea Lacson, and internet sensation Raphiel Shannon of Cebu.
Halo Halo will be playing 100 percent OPM as a dedicated avenue for Filipino musicians and regional artists of all genres. The first and only pure OPM radio station in VisMin contains the best of contemporary Filipino music in their playlist, all the while transcending to the well-loved works of OPM.
Aside from the high-end recording and filming facility, Halo Halo Radio aims to create a syndicated program where Viva stars take hold of the DJ booth for their fans to enjoy. However, Halo Halo Radio seems to be taking small steps, aware of thin ice that could send them to freezing temperatures.
Asked why they decided to rebrand in the first place, Verb reveals that Oomph’s ship hadn’t sailed as well as they thought it would for many reasons.
“For one thing, the name wasn’t that fitting, a lot of people would say it the wrong way. The identity would have different variations,” Verb began, sharing how someone misread Oomph for “Zero zero meters per hour.” “There is also the case of mismanagement.”
The 25-year-old Viva South head shared how their lavish efforts to promote Oomph through a grand launch attended by major Viva stars (JaDine and Yassi Pressman, included) did not allow the brand to speak for itself— rather, only gaining fans who are loyal to those who carried the brand but do not stand with the station at all, a support system that wasn’t dependable.
“That’s why we’d rather make stars out of scratch, turn talent into stars ourselves,” Verb quipped.
Verb also shares how the term “halo-halo” speaks so much of the Filipino culture as much as it means the complete package of a variety of things.
“In my time here in Cebu, I have met so many talented artists, musicians and filmmakers,” Verb shares in awe.
Halo Halo 105.1 Cebu began hitting the airwaves on May 1, but will officially launch this coming Saturday. Their lineup begins at 6 a.m. with JP Cabrales as DJ Dash, waking up Cebuanos and shaking off the Monday blues away through “Hataw Sugbu!” Other DJs include DJ Dexterfly, DJ Choi, DJ Flaco, and Julius Manahan as your Mr. DJ.
For their grand launch, Halo Halo Radio brings Donnalyn Bartolome, Julian Trono, Ella Cruz, The Juans, Cebuanas Monica Cuenco and Raphiel Shannon, among many others to SM City Cebu on June 3, to show their support of OPM, as well as celebrate Cebuano culture through music.