Radyo Ukay has changed its name to DXUM as part of the corporate rebranding effort to usher in a new direction for one of the longest-running AM stations in Davao City.
The announcement is timed with the birthday of Guillermo E. Torres Sr., the founder of the University of Mindanao and the first manager of DXMC, today, June 16.
“Like any other product, Radyo Ukay has reached its peak in terms of the product lifecycle,” said Guillermo “Willie” Torres Jr., President and CEO of the University of Mindanao Broadcasting Network (UMBN). “It has outlived its name.”
Aside from DXUM, the UMBN also operates Wild FM and Retro 95.5.
He said that among their future plans is to bring back the University on Air program, which had its heyday in the 70s but was scuttled with the declaration of Martial Law.
Under the concept, which starts on Aug. 17, DXUM will invite professors from University of Mindanao to discuss general education subjects, initially from the 7 p.m. to 10 p.m. timeslots. It is meant as a venue for students to supplement what they learn in school.
“It is also in line with the DepEd (Department of Education) order for alternative mode or distance learning due to COVID,” Torres said.
As part of the rebranding, UMBN also unveiled the DXUM logo.
Jeffrey Tan, COO of UMBN, explained that the letter “X” on the logo was highlighted yellow for a reason. “As you can see, the direction is pointing toward UM, which means that we are moving forward,” he said.
Apart from the logo, they are also changing their station ID as well as the program lineup. For now, he said they are still on a soft launch for the rebranding because they have several on the pipeline to meet their goals.
Roy Geonson, DXUM station manager, said they will reinforce their news and public affairs. While the plan is still being drawn out, the station will harness raw talents from the UM Communication Arts department and give them a chance to participate in the delivery of news.
“We will develop and train the next generation of talents,” he said. “We will dedicate our primetime slot for this purpose.”
From its genesis as DXMC in the 1950s, the radio station has undergone several name iterations. Before Radyo Ukay, it was known as Radyo Magasin in 1988, then Radyo Peryodiko, and Radyo Balita 24 Oras.
Aside from Davao City, DXUM also has radio stations in Tagum City, Digos City, Kidapawan City, and Valencia City.