The launch of Magic 92.3 last Monday April 29, 2013 was a blast.
Listeners from here and abroad could only have nice words for the new brand. DYKB FM 92.3 Mhz used to be KillerBee, a brand shared with other Quest Broadcasting CHR sister stations around the country.
The rebrand was also made for Magic 106.3 (Bacolod), Magic 95.1 Silliman Radio (Dumaguete), Magic 102.3 Caraga’s Hit Radio (Butuan), Magic 95.5 (Zamboanga), Magic 89.3 (Cagayan de Oro), Magic 89.1 (Davao) and Magic 106.3 (General Santos).
As opposed to articles posted on Wikipedia, the new Magic brand is not a reformat.
All recently rebrandred stations still carry the same CHR format as well as syndication of programs produced by flagship station Magic 89.9 in Metro Manila. However, in Cebu, Magic 92.3 changed the names of its local programs.
Fans of the “KillerBee” cannot help but be dismayed of the change, as they all grew up with the familiar brand. But the move was seen as a corporate decision by Quest to use a single brand, “Magic”, in all its stations nationwide.
As with its mother station, the new “Magic” stations use the voice of Rachel McGrath, a voiceover talent at Benztown Branding. It also uses the same production library and other services. Carlo Jose does the production of all its imaging.
The rebranding of KillerBee stations to Magic mean lesser cost for the network especially when it comes to the radio imaging. Despite the pool of talent in the country, the network still chooses to avail of imported voice talents, which of course is more costly.
Lesser cost because the voice talent only has to voice or record lines in minimal. For example, the imported voice talent will only record the strapline “Today’s Best Music, Magic 89.9“. Then she will then have to record the dial points for the satellite stations, such as 92.3, 106.3, etc. The producer will just then replace the dial point.
Compare that when they had to pay voice imports for the Magic and KillerBee imaging.
Overall, the response of listeners in Cebu are positive.