103.5 K-Lite is not the only radio station that is suffering from an identity crisis.
K-Lite’s sister station Wave 891 and Natural 97.9 are also enduring the same fate. Like K-Lite, both stations have shifted from one format to another while maintaining their on-air identity.
Just last month, Wave 891 decided to reformat anew. While they retained their brand of hip-hop, RnB and urban music, they cleaned house by reverting back to their 2008-13 logo, replacing the likes of King DJ Logan with younger, less experienced voices, and restructuring their program lineup.
The revamp on the Wave camp came as a result of rising costs in both talent and programming. As a result, ‘Tsunamix’, ‘Soul Review Countdown’ and ‘The Rowdy Empire’ were axed in favor of new programs, the schedules of which can be viewed on the official Wave 891 Facebook page.
Meanwhile, Natural 97.9 was off to an inauspicious start. After 14 years as the adult contemporary station Home Radio, they reformatted to a hybrid ‘masa’ and Top 40 sound last March, keeping the Home Radio name in the process.
But amid backlash from once-loyal Home Radio listeners, the management finally gave in to pressure, and dropped the Home Radio name in favor of its slogan Natural. The makeover didn’t stop there however, as they reformatted into a traditional Top 40 sound akin to Magic 89.9, Monster Radio RX 93.1 and 99.5 Play FM, just in time for the arrival of musicians Duncan Ramos and Jimmy Bondoc to the station.
Both Wave 891 and Natural 97.9 now realize how difficult it is to compete in an industry that is gradually declining in quality. With ‘masa’ stations obliterating the landscape one-by-one, it is clear that the more specific genre-based radio stations are at a disadvantage, especially with the popularity of digital downloading and MP3 players.
That said, it will be a more daunting task now for both stations to stay alive in the light of continuous changes within the music industry.
Whether or not their new formats will last in the long term remain to be seen. But for now, listeners should look forward to a different brew on Wave 891 and Natural 97.9.