It's been five years, and 90.7 Love Radio is still topping the FM ratings. In the recent surveys by AGB Nielsen and the Radio Research Council, Love Radio emerged number one, with a rating of 2.91%, at an audience share of 26.5%, and has been publicly acknowledged as the station to beat.  Much of its success lies in the station's efforts to establish itself as a brand. 

Starting off with a tagline that  even the MBC top honchos felt was too long, Love Radio translated a child's innocent query into a brilliant marketing pitch.  Indeed, “Kailangan pa ba'ng i-memorize yan?” readily got deeply ingrained in the consciousness of the listening public and eventually became street jargon.

Choosing the right DJs to personify and manifest the brand came next.  Occupational names were given to enable people from all walks of life to identify with them.  Sexy Terry. . .Missy Hista. . .Robin Siena. . .Rica Hera. . .the list can go on endlessly.   And Love Radio certainly hit a goldmine with Chris Tsuper and Nicole Hyala, otherwise known as Tambalang Balasubas at Balahura.

Indeed, the duo's mid-morning slot is now the premiere programme on air, and is even set for syndication to enable listeners throughout the country to enjoy their infectious and raucous laughter.  With today's radio fans also being bloggers and creating their own e-groups, Nicole and Chris have amassed a loyal following even in cyberspace.  Cuts from their debut album have also become definitive hits in public utility vehicles. Small wonder, therefore, that advertisers have turned to talents such as the Love Radio jocks to mention their products ever so spontaneously with their spiels and come up with an endearing but casual product endorsement.

A brand serving another brand?  Why not?  90.7 Love Radio has proven that listening to a station can be habitual and addictive.