The DWKX 103.5 frequency returned to its original brand after a seven-year absence. The KLite brand re-debuted on July 22, 2013, playing the lite adult contemporary brand from its early years. Though many clamor for the return of the lite alternative format of the later years, Quest Broadcasting decided to go back to KLite’s roots as the lite alternative and rock format is currently used by sister station Jam 88.3.
In the seven years between the two iterations of KLite, the 103.5 frequency was known by its three brands: Heart 1035, 103 1/2 Max FM, and 103.5 Wow! FM. The Heart 1035 brand lasted from January to June 2007, playing soft R&B and adult contemporary music, similar to what the ‘masa-fied’ station 96.3 Easy Rock is playing these days, albeit with less emphasis on the older music. From June 2007 to August 2010, the 103.5 frequency was branded as 103 1/2 Max FM, playing both classic and modern Top 40 Pop and Adult Contemporary, before shifting to house music and dance later on. Then from August 2007 to July 2013, the frequency was known as 103.5 Wow! FM, playing ‘masa’ music consisting of Hot Adult Contemporary, OPM and classic rock ballads typical of stations such as 101.1 Yes! FM and 90.7 Love Radio. The face of Wow! FM has been Mr. Fu; however the brand’s demise was assured after Mr. Fu’s resignation and return to 106.7 Energy FM.
Which leads to the return of the 103.5 K-Lite brand that is now playing on the radio. The returning brand started airing at 6:00 a.m. of July 22 with ‘The Morning Buzz’ hosted by DJ Electric. Soon after a mix of fresh blood and veteran voices began to take over the K-Lite booth, including a pair of veterans from the defunct NU 107 in Mondo and Trish, Alamid frontman Carl McFly, and Max Speed from the Max and Wow! eras. The station’s return to form was a needed boost for Philippine FM radio that is being invaded by ‘masa’ stations.
The second KLite brand is nearly a month into the airwaves, and so far, many of the old listeners and some of the new ones were impressed with its playlist. It was like having a second wind, a station desperately needed by listeners who were disenchanted by the ‘masa’ stations that is overwhelming the industry. With it comes the responsibility of keeping it on air for several more years, provided that listeners were satisfied with the brand of music that KLite is playing.
KLite is definitely back, and stronger than ever. It remains to be seen whether it will stay on air for a longer period of time, but with further positive feedback from listeners, the brand will remain as long as the listeners like it.