History

The Beginning

CADIO originated from the concept "Radio-Type and Paging Booth" introduced by Makati Cinema Square (MCS) in the early 80's. During that time, they thought of it as a training ground for DJs who aspire to be FM jocks and an announcement booth for the mall. Most of the DJs there became FM jocks like Sgt. Pepper (former DJ and station manager of Magic 89.9WTM), The Blade (a former DJ of 103.5 K Lite), Jhonny Kismo (who became an FM jock of LA 105.9 and later 89.9 WTM), Eric J and Martin D (a former star DJ of WRR 101.9). In 1989, Fair Center and Plaza Fair Sta. Cruz imitated the project and pirated Eric J, The Blade and Martin D. The style was the same with MCS but the promotional announcement was given more emphasis. By the way, Andy Gold (founder of CADIO) auditioned with Eric J (OIC DJ of MCS & Fair Center) back then but he wasn't given the opportunity yet.

Before the innovation was transferred to Fairmart Farmers Plaza Cubao in 1993 with Tee Bone (a DJ of Yes FM 101.1), Pom Cruise (a former DJ of DM 95.5 FM) and to Martin D, Nestor Panganiban has thought of it like a real FM radio format when he was at Duty Free Philippines back in 1992. A customer asked him about the promo of Johnnie Walker on "Scratch and Win" which had a poster in front and streamers on its selling floor. After a few minutes, many came and asked about the same thing. His co-worker John Gillardo told him that he sounded like a tape recorder. And Nestor responded, maybe it would be better to have an FM radio station type of booth within Duty Free that will announce all the promos of it through its ceiling speakers. From that time, the idea of Nestor made a great impact. So, he started studying the advertising situation of Duty Free and later proposed a project to them in 1993 called "Radio Type Booth." Unfortunately, the proposal was turned down. In fact, the person who assisted him in editing the proposal was Jun Quicho (a UP mass comm grad). He is now a lawyer and the legal counsel of CreativeCADIO.

After several months the idea was developed at Shoppesville Arcade (WRS Radio Shoppesville), Greenhills with Sonny Laragan (former DJ of Love Radio DZMB) as the Station Manager. Nestor Panganiban applied there as a DJ in 1994 and was accepted and terminated after two weeks without due process. After a few years, he came back and was accepted for the second time with Benjie Tabaque (former DJ of Love Radio DZMB) and John Boncan (became an FM DJ at Hive 100.3 RJFM). The three of them worked together on the idea of "Radio Type Booth." At that time, John Boncan named it Live-Interactive Radio (LIR) but Nestor named it "Mall Radio" which was copyrighted in 1997.

On the same year, John Boncan proposed it to Virra Mall Greenhills (now VMall) which was approved and implemented in 1998. John became the OIC and Nestor as one of the DJs. At that time, Nestor was given the opportunity by Richard Steele (Program Director) to work as an FM DJ in Pinoy Radio DM 95.5. Richard gave Nestor the air name "Andy Gold." Later on Andy became a KBP member (Kapisanan ng mga Brodkaster sa Pilipinas). Then he applied as DJ in a cruise line (Star Cruise) and during the interview, an idea of Boat Radio popped into his mind and proposed it right away. The interviewer appreciated his idea and told him to make a proposal. Unfortunately, he wasn't hired because according to them, he was overqualified.

Mobile Sound and Lighting System

The mobile sound and light system business began in the late 70's when disco music was introduced. Some of the pioneers were Vitan Audio and Lighting, First Audio and other groups. Most of them started providing audio and lighting system in famous disco places in Metro Manila like the Stargazer in Silahis Hotel. Later on, some went in providing audio and lighting services to some events and concerts. The young ones back then thought of providing private and public parties audio and lighting system. Many of the elite schools in Metro Manila noticed something when attending parties; that there were no disco sound system. So in the early 80's, a lot of mobile sound system came in. They brought the idea of disco clubs' sound and lighting system to parties at home. Let's name a few: Social Distortion, Audio Network, Disco Stereo, RSL, and a lot more. In the mid 80's, the improvement of its audio and lighting system in the Philippines was introduced. Famous speakers were Bose, Cerwin Vega, Turbo Sound, JBL, etc. And laser lighting system was first done in Zigzag and Rumors Disco in Makati. Another group of audio and lighting system experts were formed. The group of Stage Craft and Salonga has penetrated the disco market of the mid 80's.

CADIO also came from "Indefinite Ground." It's also a mobile sound and lighting system that started in 1985. Nestor joined the group after leaving his dance career as choreographer. He learned how to mix music using cassette tapes to vinyl records. His interest in music has also brought him to becoming an FM radio jock. Most of his colleagues in Indefinite Ground like Jerry Roselada, Allan Garcia, Ogie Caja, Gil Griarte (also Leslie, Noli, & Joel) have helped Nestor to improve the innovation of CADIOliveProgram (CADIO services). Another person who sold his turn table at a lower price and was also a co-dancer and now a partner of Nestor in the business is Paul Tagle. This is where the innovation CADIOliveProgram occured.

Storecasting

One of the pioneers in playing music and commercials in supermarkets and in point-of-purchase venues is the company ActMedia. It is like a piped-in music in stores or venues with commercials. Back then, the term canned program to them was called, "storecasting." Ad agencies and media buyers use its term. They use cassette tapes in mixing down music and commercials; produced in real time. It also sounded like a pre-recorded FM radio program.

For some info on storecasting, you may check the book, Advertising: Background, Theory and Practice by Isabelo T. Crisostomo, on page 117, copyright 1993. CADIOcannedProgram came from the concept of storecasting.

In-Store Radio

In the early years of 2000, few companies did what the storecasting has been doing and made some improvement by just using a CPU with a built-in radio automated software/media player software. These desktop box-type of CPUs were installed in some commercial establishments. These companies like AudioWav, MyGroove, RadioMart, RiverA, and AudioEmage, made a different approach. Instead of selling the spots to advertisers, most of them focus on selling their services of providing music and commercial production to commercial establishments. They changed the term storecasting to "in-store radio." They all came from different FM radio stations in the Philippines.

Tested Innovative Entertainment

When Virra Mall stopped its operation on its "Virra Mall Radio, Paul Diesel (former DJ of Star FM), Big Brian (a former FM DJ of K91.5 FM) and Andy Gold proposed another management to them which did not materialized. In November 11, 1997, Andy started expounding the two ideas, mall radio/radiovision and boat radio which became "Cable Radio." The popularity of cable TV gave him the concept to make it "Cable Radio." Afterwards Andy asked Big Brian his partner to make the two words into one that would create an impact. He told Andy, Cable + Radio is "KADIO." Andy said, no; it should sound K-dio not KADIO. So in 1999, Andy Gold changed the pronunciation & made it K-DIO and spelled it CADIO. Here, they started marketing it.

CADIOaudioSystem

Sometime December of 1999, Big Brian and Andy Gold tried this innovation in three malls; Robinsons, Sta. Lucia and Metro Mall together with other DJs like Rick Stryker (a former FM DJ of Pinoy Radio DM 95.5), John Lemon (a former FM DJ of Magic 89.9 and Pinoy Radio DM 95.5), DJ Kris and Mark Detail (former FM DJ of Star FM). Another person who assisted and supported the audio system of CADIO during the tour was Jerry Roselada. They also got two sponsors, Goodyear and CMC Knorr. After the event, they ceased operating for awhile to pave way in making a research and development program. During that time, Andy wrote a letter addressed to AdBoard and PANA. He was told to seek membership in one of their constituent members, Advertising Suppliers Association of the Philippines (ASAP). When Nestor & Brian went to ASAP for a meeting, he was given an advice by its members including Mr. Jose Sy to come-up with their own association which was a complement. Meaning, cadio is considered a new advertising medium that cannot be placed in one of the members of AdBoard simply because it's a different one. Aside from that, Andy was also motivated by different media buyer heads (media directors, managers, buyers, etc.) to push and keep on improving the innovation. Having those pieces of advice, Nestor finished writing his book entitled "What you must know about... CADIO, Philippine Copyright 1999."

CADIOboothSystem

In 2003, Andy called-up Big Brian about the cadio business and told him a project that he wanted to enter. During the conversation, Big Brian thought of the idea of having an exclusive booth system. Meaning, a client can have its own version of a special designed booth like a hamburger (e.g. McDonald's). Andy started to recall his experiences in PICO Arts (a contractor of booth system and special design booths) as Project Manager back in 1996 to 2000. Andy also tried working as a freelance host for SM supermalls & other events for two years, to gain more ideas on "Event Management." Then this became the start of the ironed innovation of "cadio." It doesn't only play spot commercials but also gives emphasis on its booth ad system. Because of it, he made another book entitled "CADIO Advertising, Philippine Copyright 2004."

Production House & Digital Media Devices

Last 2006, cadio was rebuilt with the help of Nestor's friends Ogie and Nep Caja whose advertising company "Maya Advertising & Omnisource" has been in the industry for more than 23 years. Their line of business was outdoor, indoor and events advertising. Cadio had an event with them at the "Auto Summit 2006," a car show done at Festival Supermall last June 17, 2006.

Later on, cadio had an opportunity to test its efficiency in four McDonald's stores in Metro Manila. Fortunately, cadio passed the evaluation.

Then CADIOcannedProgram was introduced, a pre-recorded music and commercial program on CD/Flash Drive/mp3 player that can be played in different places. This would sound like an FM radio inside an outlet once a customer or anybody hears the music and the advertisers' commercials.

At present, CADIO Advertising is doing a research and development on future CADIO products and services. On the other side, CADIO team will keep on developing new ways to serve the huge narrowcast market. We have Eric, Boo, Brian and me on the team...

According to John Wanamaker and he quotes,
"Half the money I spend on advertising is wasted; the trouble is I don't know which half."

The Future

Change is so dynamic. Game change in advertising is taking place. It's the theme of the 22nd Ad Congress, "Change the Game." The pacing is getting faster and some industries will lose its market but new business opportunities in advertising will continue to exist. In the biblical point of view, Daniel wrote (Daniel 12:4) that many will go here and there to "increase knowledge.” So, expect new ideas, inventions and innovations will occur tomorrow.

Basically, it all started from Digital Media. Different terms are existing every now and then. An upcoming service that we have is the CADIOnetProgram that will be done in a Multicast approach. Manny Pangilinan is using the term New Media for his campaign. Paul Sales who has been a broadcaster for more than 15 years has shared some thoughts on Multi-platform Series and Terrestrial Media which is considered as Digital Multimedia Broadcasting. The CADIO innovation has gone through a long research and development which will transform its term later to CADIOVISION. This is another Filipino innovation that is similar with the above mentioned highlighted terms. We can't give the exact definition of our terms yet because it falls under "trade secret." Likewise, it's an intellectual property.

Why wasted? Maybe because an advertiser cannot witness the target market viewing or hearing his commercial. If the dissemination of messages through video, audio or image are done in a "private captive market;" then how can an advertiser justify that his commercial was seen and heard by his target market? PPM or diaries are the methods in making surveys; but what if there are two companies doing it and they showed different ratings? Is it still credible? Well, the internet has made a solution to that. So when you watch You Tube videos, you can see the hits or the number of viewers who have watched the video. Now if there is no way to come up with such system like with the internet; then the only way is through "public captive market," and this can be done by "Narrowcasting using CADIO."

Here, an advertiser can witness his target market. Unfortunately, an advertiser can't witness all his target market viewing and hearing his commercial at the same time in narrowcasting but at least, it can be justified. So, real value in this sense is when you can witness your target market watching, seeing and hearing your commercial or ads. If you know other solutions, good for you. If you need a narrowcasting solution; then you need to give us a call and it would be a pleasure assisting you in our own little way.