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Yes FM Rebrands, Targets Millennials

The similarities between MBC sister stations 90.7 Love Radio and 101.1 Yes FM have been well-documented.

Ever since the Manila Broadcasting Company converted Yes FM into a Hot AC (‘masa’) station in 1998, the competition between Yes and MBC’s older flagship station Love Radio became intense and at times cordial. Both stations were in the top two in the ratings, and they even boasted that so-called fact in various stingers.

Unfortunately, the similarity in format proved to be a hindrance for Yes FM. By playing virtually the same type of music and catering to the same audience as Love Radio, Yes was always in the shadow of its older counterpart, and thus, they were treated like a ‘puppet’ to MBC.

It was clear to MBC that Yes needed a facelift. So in July of this year, they decided to give Yes a new sound, rebranding the station as 101.1 Yes the Best.

While semblances of its old ‘masa’ self continue to exist, the new Yes the Best is now dominated by music that is typically heard in CHR stations, with some mix of OPM and other Asian pop music. The new format of Yes is also targeted toward millennials (i.e. those born in the 1980s to the early 2000s).

Yes the Best also had a talent exchange with older station Love Radio prior to the reformat. Erstwhile Love Radio DJs Shai Tisai and Raqi Terra were moved to Yes in exchange for Tanya Chinita and Kara Karinyosa, who were moved next door to Love Radio.

In all honesty, the new sound of Yes the Best makes sense. Though the new format may prove to be consequential to its ratings, distinguishing Yes from the older Love Radio may be the best decision that MBC made, which could also benefit the FM radio industry in general.

Let’s just hope that the new Yes the Best model can be sustainable for a long period of time. With a new generation of listeners now coming to their senses, Yes the Best should live up to their billing as ‘The Millennials’ Choice’.

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