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Type Indoor & Outdoor Audio-Video Advertising
Founded 1999
Headquarters Manila, Philippines Alabang, Muntinlupa City
Area served
Philippines and US California
Narrowcast Advertising
Music, Information and Entertainment [[2]]

Cadio is a non-traditional, interactive advertising devise and a medium. Cadio is pronounced “k-dio.” Cadio is like an FM radio sound system, device or a digital player and system that can be set-up, played and heard inside a narrowcast coverage or a particular place such as airplanes & airports, amusement parks, banks, boats & piers, boutiques, buildings & elevators, buses & terminals, business centers, clinics, couriers, department stores, gas stations, government places, hardware stores, hospitals, hotels, hypermarkets, malls, offices, places of events, private places, public places, restaurants, salons, schools, shops, show rooms, sports & gyms, sports shops, stores, supermarkets, trains & stations, warehouse clubs, etc. CADIO also uses cables and antennas when hooking up its CADIOaudio-booth system to its narrowcast coverage’s PA system.

In layman’s term, cadio is another form of indoor & outdoor audio-video advertising.

An example of narrowcasting in this context is the installation of the cabvision network in London’s black cabs which shows limited pre-recorded television programmed interspersed with targeted advertising to taxicab passengers. Unlike the cabvision, cadio music and commercial programs are in FM broadcasting sound format.

Cadio focuses more on maximizing the ceiling and wall speakers of a narrowcast coverage. It can also be described as MIE; music, information & entertainment.

Cadio with no commercial is called ambient music.

With the inventions of digital audio player, liquid crystal display (LCD), and with a special designed booth system; cadio now is more practical if it is used in a point of sale.



At first, this was called "Radio-Type and Paging Booth" 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 (DJ of 103.5 K Lite), Jhonny Kismo (who became an FM jock of LA 105.9 and 89.9 WTM), Eric J and Martin D (station manager and DJ of WRR 101.9).

In 1989, Fair Center and Plaza Fair Santa Cruz imitated the project and pirated Eric J, The Blade and Martin D. The style is the same with MCS but the promotional announcement is given more emphasis.

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 working at Duty Free Philippines back in 1992. A customer asked him about the promo of Jhonnie Walker on "Scratch and Win" that has 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 to him. 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.

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 other hand, another group of DJs tried marketing the same idea; they were Paul Light and Francis Day (former DJs of Cool 106 FM).

In 1997, John Boncan proposed "Live Interactive Radio" (John's version) to Virra Mall Greenhills which was approved and implemented in 1998. John became the OIC and Nestor as one of the DJs. At that time, Nestor was also given the opportunity by Richard Steele (Program Director) to work as FM DJ in Pinoy Radio DM 95.5. Richard gave him the air name "Andy Gold." Later on Andy became a KBP member (Kapisanan ng mga Brodkaster sa Pilipinas). After that, 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 the interviewer, he was overqualified.

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.

So in November 11, 1997, Andy started expounding the two ideas in his mind, mall radio/radiovision and boat radio which became "Cable Radio." The popularity of cable TV gave him the concept to make it "Cable Radio." Then in 1999, Andy asked Big Brian his partner to make the two words into one that would create an impact. Brian told Andy, cable + radio is "cadio." Andy said, it should sound k-dio not kadio. So, Andy changed the pronunciation and made it k-dio and spelled it cadio. Here, they started marketing it.

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). 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. AdBoard and PANA suggested to him to seek membership in one of their constituent members, Advertising Suppliers Association of the Philippines (ASAP). When Nestor went to ASAP for a meeting, he was given an advice by its members including Mr. Jose Sy to come-up with his own association which was a complement according to Andy. 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. Having that advice, Nestor finished writing his book entitled "What you must know about... CADIO, Philippine Copyright 1999."

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.”

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 23 years. Their line of business is 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 starting to market the CADIOnetStation (under CADIOliveProgram) that is also called webcasting and internet radio. On the other side, CADIO team will keep on developing new ways to serve the huge advertising market.



For Narrowcast Coverage

More Informative Customer Service: This innovation can serve as customer service assistant by means of giving instructions, directions, etc.

Innovative Advertising: Giving the suppliers and concessionaires a better way of promoting their items is goodwill.

Productive: Maximizing the ceiling speakers of the coverage owners through a live, entertaining and promotional narrowcast ensure value.

Income Generating: A narrowcast coverage owner gains income from its CADIOcanned/liveProgram, CADIO-booth and audio advertising.

Practical & Educational Entertainment: It has a long time of entertaining & educating people through its CADIO program. The longer the hour, the higher the mileage.

Music Makes Life More Pleasurable: Based on research (by Ronald E. Milliman), music is thought to improve store image, make employees happier, reduce employee turnover, and stimulates the customer purchasing. Depending on the tempo, it affects the in-store or narrowcast coverage traffic flow and sales volume.

New Way of Entertaining: The market will be amused every time they hear and see their favorite DJs and celebrities being interviewed by our CADIOjocks. The same thing happens when their requested song is being played.

For Advertisers & Ad Agencies

Fast Ad Service: The opportunity to remind the market of what products or services or promotions are available in a few minutes before they get to the selling and buying area.

High Level of Captive Market: Having a high mileage of POP can increase your sales. Since CADIO is an "Indoor and Outdoor Audio (also Video) Advertising," people don't have a choice but to hear your commercial. They're not going to cover their ears once they hear your commercial.

Big Fish in a Small Pond: More small captive markets or narrowcast coverage, done in a mobile tour or stationary way can be considered equivalent to a TV or a radio broadcast reach; an approach that is not a waste of money.

Interactive Advertising: It has a very high interactive advertising approach through promotional contests and activities.

High Attention Getter: People don't like reading details but placing an indoor/outdoor or video ads on its booth panels & top boards with a talking DJ or CADIOjock is a strategic visual ad approach.



It is done in a recorded way by using sophisticated audio software for non-linear editing and mixing. CADIOcannedProgram is in mp3 file format and can also be converted to an audio CD file format. It is also like an FM radio sound devise or material format that can be played on CD Players, mp3 Players, on Flash Drive using PC or DVD Players with USB, & on PC. CADIOcannedProgram is also called (Other Generic TERMS): Music Ambience, Ambient Music, Music Management, & Music Image. The company that offers and produces the item is called "Music Provider." Speaking about music, a company with narrowcast coverage needs to have a music image, which is another form of CADIO advertising. As what we all knew, based on research (by Ronald E. Milliman); music is thought to improve an establishment's image, make employees happier, reduce employee turnover, and stimulates the customer's purchasing decision. Depending on the tempo & rhythm, it affects the broadcast coverage's traffic flow and sales volume. Here, the need of "CADIOcannedProgram," should be given importance. CADIO maximizes new technology, the ceiling-wall speakers of a coverage and future-faster-cheaper technologies that would make a project cost effective and practical. CADIO substitutes: Webcasting or Internet Radio, Podcasting, Cable Radio, FM Radio Blocktimer or FM Radio Station, TV Stations, and Cable TV. CADIOcannedProgram OPTIONAL Services: Option 1 – CADIOmediaplayer, Option 2 – CADIOcd, Option 3 – CADIOpodcast, Option 4 – CADIOflash, Option 5 – CADIOmp3, Option 6 – CADIOdvdflash, and Option 7 – CADIOdvd.


It is done live in a narrowcast coverage using cables and antennas coming from its audio-booth system or CADIOnetStation (also webcasting and internet radio) hooked up to its coverage's PA system. The narrow coverage's music and audio-type commercials & promotions are heard over its ceiling-wall speakers. Most of the time, these are the speakers that are already been used for paging by customer service representatives. CADIOliveProgram also has a booth ad system that exhibits the advertiser's products/services to its market through signage and other forms of display; but not limited to an audiovisual performance, which is connected from its CADIOaudio system. In other words, CADIO is like an FM radio sound system that can be set up inside a narrowcast coverage. CADIOliveProgram is being manned and operated by a CADIOjock, also called disc jockey in FM radio. CADIOliveProgram can be set-up in two ways; one is by stationary and other is through mobile. CADIOliveProgram OPTIONAL Services: Option 1 – CADIOnetStation, Option 2 – CADIOmobile and Option 3 – CADIOstation.



Event Organizer & Provider, Planning & Implementation, Production & Coordination Assistance Directing, Hosting, Voice Over, Sound & Light System, Catering, Talent Management (models, dancers, bands, etc.), Celebrity Booking, Recording Artists Booking, Designing (graphics - website making, photoshop, illustrator, 3d booth, etc.), Fabrication & Installation (booths, platforms & stages, etc.), and Collateral Services such as offset printing, indoor & outdoor advertising, etc.


CADIOManagement (Royalty fee on using CADIO), CADIOMediaSeller (Selling of CADIO booth ad spaces & audio ad spots), CADIOAcademy (Training of CADIOjocks and Placement), CADIOaudioProduction (A - stands for audio), CADIOaudiovisualProduction (AV - stands for audiovisual), CADIOaudioimageProduction (AI - stands for audio & image making; using macro media flash, more on photo effects), CADIOvideoProduction (V - stands for video), CADIOnarrowcasting-via-Internet and CADIOvirtualAssistSAM - uses a VOIP technology to serve clients all over the world with its base in the Philippines


  • Avelyn C. Kee (Friday July 30, 1999). "Cadio and Malls Ready for the Millennium," by Manila Bulletin (Philippines)[[3]]
  • Nestor T. Panganiban (August 18, 1999). "What You Must Know About... CADIO, First Edition," Copyright issued by the The National Library Manila (Philippines), Signed by Virginio V. Arriero (Acting Chief Publication & Special Services Division) and Attested by Salvacion D. Tongonon (Copyright Examiner) [[4]]
  • Nestor T. Panganiban (October 14, 2004). "Cadio Advertising," Copyright issued by the The National Library Manila (Philippines), Signed by Virginio V. Arriero (Acting Chief Publication & Special Services Division) and Attested by Mark Errol F. Chua (Copyright Examiner) [[5]]
  • CADIO Websites [[6]][[7]]
  • CADIO McDonald’s [[8]], [[9]], [[10]], [[11]], [[12]], [[13]]