DWLL

Last updated
DWLL (Mellow 947)
Mellow 947.png
City Mandaluyong
Broadcast area Mega Manila and surrounding areas
Frequency 94.7 MHz
BrandingMellow 947
Slogan Sounds Good.
All Hits.
Programming
Language(s) English
Format Adult Top 40, OPM
Ownership
Owner FBS Radio Network
DWBL 1242, DWSS 1494
History
First air date
February 23, 1973 (1973-02-23)
Call sign meaning
Luis & Leonida Vera (original owners)
Technical information
Licensing authority
NTC
Power 25,000 watts
ERP 72,620 watts
Links
Webcast Listen Live
Website www.mellow947.fm

DWLL (94.7 FM), broadcasting as Mellow 947, is a radio station owned and operated by FBS Radio Network. The station's studio and transmitter are located at Unit 908, Paragon Plaza, EDSA, Mandaluyong. [1]

Contents

History

1973–2006: Mellow Touch 94.7

The station began its broadcast in 1973 (when the Philippines was under Martial Law) as WLL 94.7 or Mellow Touch 94.7, as the Philippines' pioneering easy listening/soft adult contemporary station that only relied on spinners and a newscaster in its programming. While the early days of FM radio were seemingly blaring, Mellow Touch's programming approach capitalized more on music, minus the talk. It has, since, established itself as the station for relaxing and feel good music. [2] This formula proved to be successful as other radio stations followed suit.

At that time, their studios were at the now-demolished PHILCOMCEN building in Pasig City.

Former DWBL disc jockey Butch Gonzales provided pre-recorded voiceovers to bridge segues between songs and to serve the purpose of an occasional time-check, usually at the "Top" and "Bottom" of certain hours of each day. Gonzales' voice also became the Mellow Touch's signature voice, as he softly reminded the loyal listeners of tunes for “a walk in the park” or "a bike ride along the boulevard", every hour as the station ID and jingle played. The sound of his voice instantly translated to soft sentimental music that was clearly associated with the mellow music of this FM station at the time. [3] [4] The station's top of the hour ID became one of the most recognizable radio anthems on Philippine FM radio. The jingle, with the lyrics, "You are the minstrel...and I your guitar..." was produced by Dallas-based TM Studios (formerly TM Productions). The lyrics from this radio branding image were specifically customized and altered to meet Mellow Touch’s programming philosophy called "The Mellow Sound.” The jingle would then to become the station's most iconic trademark. [5]

In 1994, to keep up with the times, the station instituted a major reformat by accommodating on-air jocks. Scott Free (Drew Domingo in real life, who is currently the Station Manager), Harry Maze, Ted Bear and Riz Taylor were the first deejays to go on board. Ruth Cabal (formerly of GMA News, now on CNN Philippines) became one of its first lady newscasters replacing long-time newscaster Ernie Fresnido. Despite the emergence of deejays in its programs, the station maintained its programming objective of less talk, more music to this day.

Among its most notable programs were Mellow Midweek, a Thursday special that featured the station's greatest love songs from the 70s, 80s and 90s; Straight From The Heart, a Sunday special that highlighted its classic easy listening staples from the 70s and 80s. These two specials, considered as benchmark classics, became famous for their characteristic style of playing songs consecutively (usually for an hour) that have the same theme or words in the title, thus, evoking an interaction in between songs. Avid listeners call this signature style as "sagutan" in Filipino.  Other noteworthy specials included Planet Soul, a Friday night program that played classic urban music from the 70s, 80s and 90s; Extreme, a Saturday night program that aired upbeat music from the 70s and 80s and Afternoon Cruise, a weekday afternoon special which began in 1998 (lasted till 2020) that played acoustic music and featured live artists' performances.

2006–Present: Mellow 947

In mid-2006, to emphasize the shift in programming, it changed its brand to Mellow 947 ("ninety-four-seven"), dropping the "Touch" brand from the network and switched to an Adult Top 40 format. This new branding now carries a new slogan called "Sounds Good" as it continues its adherence to playing good music. Its programs now generally aim to bring out the mellow side of pop-alternative and light rock music fans. Since then, the station has enjoyed success, amidst the change in the radio landscape and it is this change that Mellow 947 is riding up on today. It also opened its doors to student DJs via School of Jocks. Among its special programs were Sunday In Time, a Sunday program that featured songs from the 70s & 80s; Decade, a Thursday program that played songs from the 90s and Nice & Slow, a Sunday night program that aired easy listening music. [3]

In the beginning of 2019, the 90s was integrated to its regular playlist, hence, expanding its format. Along with the reorganization of its programs, the station adopted another slogan "All Hits" as it now focuses more on music. On July 6, 2019, the station relaunched its old program called Straight From The Heart, playing easy listening music from the 70s, 80s and 90s on weekends, resembling that of the format during the Mellow Touch era. In November 2020, it launched Mellow Midweek Special (named after its old program), playing a "mix of predominantly upbeat songs and soft favorites" from the 70s, 80s & 90s every Wednesday.

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References

  1. Tadalan, Charmaine (December 25, 2018). "Bill renewing FBS Radio franchise filed at House". BusinessWorld . Retrieved August 18, 2020.
  2. Glodove, Vinci (2019). "Batang 90s". PSICOM Publishing. Retrieved August 15, 2020 via Google Books.
  3. 1 2 Team Orange (November 6, 2017). "Mellow 94.7 Is Taking Radio To A New Level". Orange Magazine. Retrieved September 7, 2018.
  4. "Sounds good". Manila Bulletin . November 3, 2017. Retrieved October 4, 2018.
  5. "The Mellow Sound". Jingle Samplers. Retrieved February 2, 2021.