After 15 years, and 4 format flips, 103.5 gets another facelift, this time it’s nose diving as a Hot AC “pang-masa” brand – “Wow FM”. Frontlining the new format is Mr. Fu of Energy FM and Laila Chikadora of Tambayan 101.9. This is The Radio Partner, Inc’s first radio format targeting the C-D-E market.
When it launches on August 23, it will be Metro Manila’s 8th “masa” radio station. Listener’s response, especially those from avid Max FM followers, is diverse. There are some that don’t like reformat since it will only add to the ‘over saturation’ of masa stations in MM. Currently there are 24 commercial stations operating in the Metro, 7 of them are masa stations.
There are also those who are highly anticipating the launch. With Mr. Fu and Laila Chikadora, it will be a promising station to make. And of course, no one could be more excited than the owner. Masa stations undoubtedly are big selling formats. I humbly believe TRPI also chose 103.5 to flip format strategically. It will increase the cluster of masa stations since it is neighbor to other barriotic stations – Yes FM 101.1, Tambayan 101.9, and 102.7 Star FM.
The Wow FM brand isn’t so exciting. In the provinces, there are stations that carry “Wow” in their monickers, like RGMA’s “Wow Nindota Ah” in Davao City and Iligan City. Wow FM is a good brand, though, to compete with established names like Love Radio and Energy FM.
Not all, format flips are successful. It takes a good blend of music, a slate of talented, out of whack, original, funny, tolerable on air personalities, top notch production, imaging and programming, and of course, ratings, to pull of a successful masa station.
Good luck to Wow FM. May the listeners be Wowed.
103.5 Max FM Scoped Aircheck June 6, 2010
Wow FM 103.5 Lahveet is online. Visit their website here