103 1/2 Max FM (DWKX 103.5 MHz Metro Manila, formerly Heart 103.5 and K-Lite 103.5) is an FM station owned by Advanced Media Broadcasting System (a subsidiary of Quest Broadcasting Inc. through The Radio Partners) in the Philippines. The station’s studio is located at Jollibee Plaza, F. Ortigas Jr. Rd, Ortigas Center, Pasig City.
In November of 2006, the management of K-Lite decided to reformat and reorganize the station. In December of the same year, it presented the new format (Heart 103.5) with new on-air personalities. They even transferred their studio to Jollibee Plaza in Ortigas Center, Pasig City.
History & Programming
as K-Lite (1995-2006)
Seven of Manila’s best disc jockeys set out to form a radio station that would best the much-established and well-known old hands of the industry. The new station occupied the full air time formerly handled by the defunct gold standard music station DWCX (103.5 CS) and changed its call sign to DWKX. K-Lite started airing on October 23, 1995. Within a few months, it became the favourite radio station of the young professionals and more outspoken listeners.
Offering the best of adult contemporary music and spicing everyday music fare with daring, thought provoking talk, Manila’s “First InterActive Radio Station” became a reality. Through the years, K-Lite aired quality talk shows including the groundbreaking program, Talk Back with Joshua (replaced by Vince in 2005) and Jinji, as well as Nightlite with Li’l David, Monica and The Blade, Sportslite with Anthony Suntay, Twisted with Jessica Zafra. K-Lite made radio talk shows a staple in FM radio.
The station changed its format to attract more audiences from different demographics. From “Right Kind of Lite” format in the late 1990s to “Best Music of the 80s, 90s & Today” in the turn of the century to “Manila’s Lite Alternative” in 2003 to 2006. K-Lite began playing alternative rock and sometimes hard rock music on a more frequent basis.
103.5 K-Lite made promotional events that meant more than just parties. The station brought their loyal listeners to get front row seats to the Grammy Awards, International concert tours and celebrity events, and later on, serving free Starbucks Coffee to the call centre agents in the past few years. K-Lite also made its milestone as the very first radio station that covered The Dodgeball Cup on The Morning Brew.
Disc jockeys of K-Lite made their final broadcast together on November 30, 2006 to give thanks to their beloved listeners.
as Heart FM (2007)
On January 1, 2007, Heart 103.5 debuted on the airwaves as “Easy Listening the Way it Should Be. The format was easy listening (a mix of contemporary alternative & R&B). They later switched their slogan to “Easy Listening. Redefined.”
The lineup consisted of the shows as “THE RIDE” with Janice & Migz from 6-10am, “THE WORKSPACE” with Micky from 10am-2pm, “THE PITSTOP” with Claudine from 2-4pm, & “SUNDOWN” with Tanya from 4-8pm. Past shows: “THE CHATROOM” with Lia from 8pm-12MN & “THE FLIGHT” with Mikey from 12MN-4am.
Heart 103.5 had a number of promotional events in the span of six months (Heart Cinemania Premieres, Drives & Jives Stickering, Heart on Air & Ice, Voices for Albay, and others). But in May 2007, Heart 103.5 sponsored “The Best Damn Thing” Contest where they sent one of their loyal listeners to Hong Kong to meet Avril Lavigne in person for a special Asian Launch of her album “The Best Damn Thing” at the Hong Kong Convention Center.
Also in May 2005, Heart 103.5 won the award for Caltex Fastbreak to the NBA Promo as “The Best Radio Station in Execution of a Promo” beating out other competing radio stations (Jam 88.3, Wave 89.1, Magic 89.9, RX 93.1, Hit 99.5, and Cross Over 105.1).
On June 18th, 2007, the Heart personalities made their final broadcast as a group.
Though Heart lasted for only six months, due to management & other issues it was reformatted as “103 1/2 Max”.
103 1/2 Max FM (2007)
“At exactly 9:00 p.m. of June 19, 2007 (originally planned 12:00am July 2nd, 2007), Manila was surprised as 103.5 presented a new format that sounds more mature. Music covers both old and new his but with a new station name: 103 1/2 MAX FM. Their slogan is “In Tune with Manila!!!”
Disc Jockeys, Newscasters, Hosts
as K-Lite (1995-2006)
“The Right Kind of Lite”
* Joe Schmoe
* Martin Gil
* Paul Reno
* Dick Rees
* Don Henry
* Jay Latin
* Lannie Chan
* The Blade
* Li’l David
* Sonny B.
* Amy Godinez
* Jessica Zafra
* Anthony Suntay
“Manila’s Lite Alternative”
* Vitto Lazatin
* Ron South
* Janice Racelis
* Micky Deles
* Alan Ranch
* Carlo Tirona
* Borgy Manotoc
as Heart FM (2007)
* Claudine Najera (formerly Jam 88.3)
* Janice Racelis (formerly K-Lite)
* Micky Deles (formerly K-Lite)
* Tanya Hotchkiss
* Migz Anzures
Past Heart FM DJs
* Lia Cruz
* Mikey Preysler
as Max FM (2007)
* The Sarge (former Magic 89.9 Station Manager)
* King DJ Logan (from Magic 89.9)
* Tetta News (from Magic 89.9)
* Bryan Scott (from 99.5RT/HIT FM 99.5)
* Drei Ball (from Magic 89.9/commercial model and actor)
* Johnny Z
* Chris Riley
* Carl McFly (from K-Lite 103.5/Killer Bee/Mellow 94.7)
* Micky (from K-Lite 103.5/Heart 103.5)
* and many more…