MEDIA HIGALA is the new regional media platform covering all of Northern Mindanao! Your new, best friend!

Based in Cagayan de Oro, Media Higala is a result of the bundling of DXJR (1575 khz AM Radio - 10kW) and TV 39 (10kW - transmitter power) Its broadcast signal covers the whole of Misamis Oriental, Gingoog, Ozamiz, Iligan, Malaybalay, and Valencia cities, and up north to the Island province of Camiguin. While national networks only have approximately one (1) hour of locally produced content for the region, Media Higala targets up to 14 hours of locally-produced content – speaking directly on the concerns of the local audience.

Potential audience for this coverage is estimated at four million to-date, at par with Region IX, XI and XII. As of July 2009, NSCB reports an additional 116,000 new voter registrants over and above the existing 2.167 million registered voters in the region.

Media Higala is on “must-carry” over Parasat Cable (the region’s predominant cable operator), for added audience coverage. Talks will be opened with other Pay TV platforms in the country, with Cebuano-speaking audiences.

Management’s vision is to make Media Higala the template for other community and regional channels across the Philippines in using local content to establish the individual’s relevance in the social scheme. Beyond giving its audience a voice, Media Higala encourages the local community to contribute to the betterment of society by taking action and to “pay it forward.” Media Higala is indeed, in this sense, a timely catalyst.

Following the Tele+Radyo concept, the radio booth will act as the “studio,” where hosts and guests will exchange banters. The radio booth set up also encourages audience interaction.

The dual media platform approach allows Media Higala, even as a newcomer, to match current airtime rates of incumbents. Special strategies for additional platforms (mobile, web, etc.) are in the pipeline as well. It shall take advantage of harnessing the potential of new media and traditional media convergence, linking advertisers directly to their target market-audience.

Media Higala was launched in February 2010, initially featuring news and public affairs, entertainment & culture, education & technology transfer programs, and music programs. The word “higala” is the Cebuano word for friend.

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