DWKX, branded as 103.5 Max FM (identified as “103-and-a-half Max FM” on air), is an FM radio station owned by Advanced Media Broadcasting System, Inc. The station’s studio is located in Ortigas Center, Pasig City, with its transmitter located in Mandaluyong City.
It was known as K-Lite 103.5 from 1995 – 2007 and Heart 103.5 from January 2007 – June 2007.
In November 2006, the management of K-Lite decided to reformat and reorganize the station. In December of the same year, it was relaunched as Heart 103.5 with new on-air personalities. They transferred their studio from Paragon Plaza to Jollibee Plaza.
On June 19, 2007, at exactly 9:00 pm, 103.5 was again reformatted, changing their name to 103 1/2 Max FM.
Seven of Manila’s best disc jockeys (Joe Schmoe, Paul Reno, Jay Latin, Dick Reese, Joshua, Martin Gill and Little David) 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 frequency, studios and equipment formerly handled by the defunct standards music station DWCS (103.5 CS, then owned by Global Broadcasting System) and changed its call sign to DWKX. K-Lite started airing on October 23, 1995.The first DJ to go on the air was Joe Schmoe; his first song was Pride (In the Name of Love) by U2. Within a few months, it became the favorite 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 Nitelite with Li’l David, Monica and The Blade, Girl Talk with Monica and Jinji, Sportslite with Anthony Suntay and Twisted with Jessica Zafra and Li’l David. K-Lite made radio talk shows a staple in the FM band.
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 altogether on November 30, 2006 to give thanks to their beloved listeners.
Its lite alternative format has since been carried over to sister station Jam 88.3.
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 (now 99.5RT), and Cross Over 105.1).
On June 18th, 2007, the Heart personalities made their final broadcast as a group.
Though Heart 103.5 lasted for only six months, due to management & other issues, it was renamed as “103 1/2 Max FM”.
“At exactly 9:00 p.m. of June 19, 2007 (originally planned 12:00am July 2nd, 2007), 103.5 presented a new format that sounds more mature akin to adult contemporary. The music covers both old and new hits with a new station name: 103 1/2 MAX FM. Their slogan is “In Tune with Manila”.
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