FOR MANY early risers, tuning in to the news before sunrise is a familiar ritual that sets the tone for the day.
For market vendors and shoppers, however, this routine has taken on a new dimension — transforming ordinary mornings into informed and engaging experiences amid the bustle of daily trade.
This is the impact of Radyo Merkado, an emerging public address broadcast system that is redefining how information reaches communities across Panay Island.
Designed specifically for public markets, the platform delivers timely news, practical information, music, and community updates directly to vendors and marketgoers — bringing communication closer to where everyday life unfolds.
The initiative began in Aklan prior to the 2025 elections and has since expanded rapidly. From an initial rollout in eight markets, Radyo Merkado now serves 30 public markets across Aklan, Iloilo, and Capiz.
Jonathan Cabrera, general manager of Radyo Todo 88.5 FM under Todo Media Services and the driving force behind Radyo Merkado, described the project’s growth with pride.
“Our journey started in Aklan during the Ati-Atihan Festival. After the elections, we expanded to Capiz and Iloilo. Today, we are present in 30 public markets, around 10 in Aklan, 11 in Iloilo, and nine in Capiz,” Cabrera said.
Each installation is strategically placed within busy public markets, ensuring maximum reach among diverse audiences. In Iloilo, for instance, shoppers at the Pavia Public Market can listen to broadcasts that also connect them to nearby markets in Leganes, San Miguel, Tubungan, Concepcion, San Enrique, and San Joaquin.
Through this setup, routine activities such as buying and selling are enriched by relevant and engaging audio content.
A platform for information and public service
Radyo Merkado operates through partnerships with local government units (LGUs), enabling the installation of public address systems in participating markets.
“Our partnership allows us to provide communication infrastructure that serves a dual purpose — broadcasting our content while also giving LGUs a platform for important announcements when we are off-air,” Cabrera explained.
The programming focuses on developmental communication, delivering news updates, motivational segments, and practical information instead of political commentary.
“We aim to empower marketgoers with relatable and useful information,” Cabrera said. “From improving small business practices to understanding sustainable agriculture, or accessing government services like assistance from the Department of Social Welfare and Development, our content is designed to be practical and relevant.”
Broadcasts run from early morning until market closing, aligning with the daily routines of vendors and consumers.
Expanding partnerships and reach
A key component of Radyo Merkado’s strategy is collaboration with national government agencies.
“We allocate dedicated time slots for agencies to share their programs. We are currently in discussions with 14 departments,” Cabrera revealed.
These partnerships ensure that listeners receive direct and reliable information about government services and initiatives.
Unlike traditional radio programs, Radyo Merkado adopts an educational and community-oriented format.
“We focus on developmental programming — news, inspiring stories, and light entertainment — without engaging in political discourse,” Cabrera emphasized.
Adapting to changing listener behavior
One challenge, however, is the nature of market audiences. While foot traffic is high, most marketgoers spend only about 30 minutes in the area.
“Listeners may become interested in a topic, but if they leave before the segment ends, they may miss important information,” Cabrera noted.
To address this, Radyo Merkado launched a mobile application available on the Play Store, allowing users to continue listening beyond the market.
“With the app, people can tune in at home, while commuting, or even while cooking. It transforms Radyo Merkado into a multimedia platform accessible anytime, anywhere,” he said.
A growing model for community engagement
As it continues to expand, Radyo Merkado is positioning itself as more than just a broadcasting service, it is a community-driven platform for information, education, and empowerment.
Looking ahead, Cabrera shared plans to extend operations beyond Panay.
“We are exploring expansion to Negros, Bohol, and other regions. My next focus is General Santos City, where we aim to collaborate with local governments to install similar systems,” he said.
With its innovative approach, Radyo Merkado is proving that radio remains a powerful tool, especially when it meets people where they are.
In the heart of bustling public markets, amid the sounds of commerce and community, it serves as a steady voice — informing, inspiring, and connecting people across Panay Island./PN
