City Lite 88.3 FM is a radio station
City Lite 88.3 FM
City Lite 88.3 FM is a radio station
City Lite 88.3 FM is a radio station owned and operated by Raven Broadcasting Company. City Lite 88.3 FM was on the air from 1987 to 1997. Its management was composed of former marketing executive Francis Lumen, businessman Alexander Limjuco, Guam-based real estate developer Gerry Geronimo, lawyer Steve Salonga, engineer Francisco “Kit” Ravina, and broadcast programming expert Joselito “Mike” Pedero. The station carried the tag line “Manila’s intelligent alternative.”
The station gained a cult following, as it came at a time when radio listeners were craving for a sound which was different from those of pop and mellow format stations that dominated the FM airwaves of the period. Although adult contemporary in format, it was unlike the rest of its easy listening format counterparts, as it featured a playlist that consisted primarily of vocal and instrumental jazz, combined with rhythm and blues, which appealed to a more high-end market. It was more music-oriented and had disc jockeys whose ad-libs were quite minimal but highly informative and whose delivery style was laid-back.
City Lite 88.3 FM had its fair share of innovations, having introduced to its listeners New Age music, which is a hybrid music genre combining jazz with classical undertones, as well as genre-specific musical programs. It was also known for its “stress-free” programming, transcending boundaries in terms of musical genre featured in its general playlist. Its musical mix was described as eclectic and had, for years, enjoyed a huge following among the A, B, and upper C economic class markets, with ages ranging from 18 to 45 years. Its classy sound also managed to attract and eventually capture a portion of the expatriate community as part of its target audience. It was also considered one of FM’s more successful radio stations in terms of breakthroughs in marketing, such as organizing music events as a strategy to reach wider audiences. It was also known for its innovative and “out-of-the-box” music, news and information segments, which constantly enjoyed the support of advertisers. These included the “San Miguel Super Dry Beer Dry Fusion,” a three-song sweep of tunes lifted from the station’s playlist; “Double Play,” which featured two songs in a row by the same artist played back-to-back; “The International Time Check,” sponsored by Sharp Philippines Corporation; and the “Expat Bulletin,” which catered to expatriates staying or working in the Philippines. It also aired syndicated jazz programs imported from the United States, like the Dave Koz Radio Show.
Its original stable of on-air personalities included Pinky M. Aseron, who eventually became the station manager, Mike Taylor aka Adam Kite, Ramon Cruz aka Joey Pizza, Alfonso Alvarez aka Pancho, Jay Zorilla aka J Latin, and newscasters Rosella Perdigon-Shishido and Celine Ulgado aka Wicket. Other personalities who joined later on were Reuben Chua aka Benjamin, Mary Ann Tupas aka Bi-Anne, who eventually became its program director, Paul Ratulin aka Paul Riser, Raymund Trinidad aka Mike Grain, Paul Espiritu aka Paolo, and newscasters Karen Wu, Carissa Tiongson-Palanca, Marie Anjanette Fernandez, and Armie Jarin-Bennett, who eventually became the station’s news director and the president of CNN Philippines.
In 1997, a new management took over ownership and operations of the station in 1997. City Lite 88.3 changed format in 2003 and had since become Jam 88.3, targeting a much younger audience.
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